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3.08

3.08. Media Planning and Placement. Terms. Reach: number of people exposed at least once to an advertisement Percentage of reach Message exposures/target market Frequency: number of times a person is exposed to an advertisement Gross Ratings Point (GRP): reach X frequency

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3.08

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  1. 3.08 Media Planning and Placement

  2. Terms • Reach: number of people exposed at least once to an advertisement • Percentage of reach • Message exposures/target market • Frequency: number of times a person is exposed to an advertisement • Gross Ratings Point (GRP): • reach X frequency • Cost per GRP: • Cost/GRP

  3. Impact • Impression an ad will make on the average consumer in a target market • Credibility • Prestige • Editorial environment of media vehicle • Qualitative factor

  4. Sources of Reach Information • Nielson: television • Albritton: radio • Com Score: Internet • Audit Bureau Circulation: newspaper/magazines

  5. Importance of Reach • Reach is the first step in brand awareness • New brands need high level of reach • Can’t be exactly sure how much reach is required

  6. Print Advertisement Terms • Primary Circulation: number of copies distributed to original subscribers • Secondary Circulation: readers of publication that are not subscribers • Position Preferences: advertiser’s desire for front/middle/back of publication

  7. Terms • Flat rates: no discounts offered for quantity buys • Sliding Scale Rates: discount offered to advertisers willing to purchase advertising space over a one-year period • Split runs: allows publishers of magazines to print different advertisements for the same product in alternating copies of the publication • Preferred position: space thought to attract the greatest audience attention • Volume Discount: lower price offered to frequent buyers of ad space

  8. Terms • Spectaculars: outdoor advertising display that features neon or electric lighting, some moving parts, lavish colors, and/or unusual special effects • Direct mail: form of advertising using the mail as its form of distribution, reaches specific target market • Shared mail: direct-mail promotion from several mailers sent to the same list of individuals in order to share the costs of list rental and promotion

  9. Terms • Cost Per Thousand (CPM): cost of exposing 1000 people to an ad • (Cost of ad x 1,000)/Audience • Cost Per Gross Rating Point: • Total Advertising Expense/Gross Ratings Point • Banner Ad: ad that is linked to a advertiser • Clickthrough: The process of clicking through an online advertisement to the advertiser's destination

  10. Factors Affecting Cost of Newspaper Ad Rates • Paper circulation • Production costs • Position on page • Discounts • Audience demographics • Paper's credibility & reputation • Reproduction quality

  11. Newspaper Advertising Rates • Flat rates • Sliding scale rates • Combination rates

  12. Factors Affecting Cost of Magazine Ad Rates • Paid circulation • Magazine demographics • Special issues • Size of ad

  13. Factors Affecting TV/Radio Ad Rates • Number of listeners/viewers reached; ratings of certain shows • Length of ad (10, 15, 30, 60 seconds) • Length of ad campaign • Time of day the ad is run • Package deals

  14. Factors Affecting Outdoor Ad Rates • Visibility • Length of ad campaign

  15. Factors Affecting Direct Mail Ad Rates • Price of postage • Size/weight of mailer • Geographic reach

  16. Calculating Internet Advertising Rates • Ad size • Ad location • Ad performance • Market demand • CPM/CPC rates

  17. When to Use What

  18. Advance Ticket Sales Plans • Selling tickets prior to an event • Cover pre-event expenses • Supplies • Printing costs • Salaries

  19. Media Scheduling Strategies • Continuous: regular, steady advertising • Flighting: used for seasonal products • Pulsing: used intermittently

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