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Media terms

Media terms. Cost per impression The cost to deliver one viewing of the ad Cost of the ad /#total paid circulation Cost per 1,000 impressions The cost to deliver 1,000 viewings of the ad Cost of the ad/total paid circulation X1,000. Media terms. Rating and Share

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Media terms

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  1. Media terms • Cost per impression • The cost to deliver one viewing of the ad • Cost of the ad /#total paid circulation • Cost per 1,000 impressions • The cost to deliver 1,000 viewings of the ad • Cost of the ad/total paid circulation X1,000

  2. Media terms • Rating and Share • Rating refers to the popularity of a broadcast program • How many members of our target audience were watching “Dancing with the Stars” divided by the total number of people in the target audience. • 12 rating among total population (12% of population)

  3. Media terms • Share • Tells us what percent of the television viewing audience was watching the show we advertised on • What percent of the target market watched Dancing with the Stars divided by the total number of target market members who were watching TV when the show was on? • 17 share (17% of the audience watching television at that time)

  4. Media terms • Gross rating points • A measure of the impact of the media buy • Program rating x # of insertions • Dancing with the Stars has a 15 rating, and we ran 6 ads over 10 weeks • 15 x 6 = 90 gross rating points • Cost per rating point • Total cost of the media buy/# of rating points delivered

  5. What’s an impression? • One viewing of the ad. • If the ad is run in two programs or two issues, each reader/viewer counts as two impressions • It doesn’t matter whether they actually read/saw it; we assume for the sake of this metric that they did.

  6. SRDS • Standard rate and data service • Compiles basic media information for all print publications • Magazine description, costs, personnel, production specifications, circulation • On reserve at the library under Dickinson or MKTG 340 or 441

  7. Important SRDS info • Editorial profile: tells you who the magazine is directed toward • Rates and Specs • 6. Color rates: Your ads are in color • 7. Covers: You are all calculating your ad as though it appeared on the third cover and facing left page • 9. Bleed: maybe you have one? • 16. Closing dates: when does the reservation have to be made & when does the ad have to be there? • 18. Circulation: Total paid!

  8. 1. 4X in SPIN 4 color, 1 page, no bleed 2. 3X in SPIN Third cover, 4 color, bleed 3. 6X in Rolling Stone ½ page, 2 color, bleed 4. 8X Vogue 4th cover, bleed 5. 6X Newsweek 4th cover, bleed 6. 7x Vogue ½ page, 2-color, bleed SRDS Calculations

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