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4.01

4.01. Calculate Media Costs. 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. Terms.

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4.01

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  1. 4.01 Calculate Media Costs

  2. 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

  3. Terms • Flat rates: no discounts offered for quantity bys • Sliding Scale Rates: special rates for running multi-page ads or in multiple versions of publication • Combination Rates: special rates for advertising in two or more periodicals

  4. Terms • Delivered Circulation: subscriptions or single issues delivered to individual residences • Guaranteed Circulation: minimum circulation level guaranteed to print publications. • Bleed Pages: printed area extends to end of page—no white space • Gatefolds: oversized magazine page that folds over two pages

  5. Terms • Spreads:Two facing pages of a magazine or newspaper, often with related matter extending across the fold • Partial Runs: single ad run in specified copies of magazine • Split Run: multiple versions of an ad run in alternative copies of a magazine

  6. Terms • Selective binding: prints hundreds of copies of magazine in one long sequence • Rating: measurement used to determine size of TV audience • Gross Rating Points: measures total weight of media schedule

  7. Terms • Run-of-schedule air time: specific ad times not specified • Painted bulletins: copy is painted directly on billboard • Poster panels: posters applied to outdoor billboards

  8. Terms • Cost Per Thousand: cost of exposing 1000 people to an ad • Cost Per Gross Rating Point: TV Rating/cost of ad • Banner Ad: ad that is linked to a advertiser • Clickthrough: The process of clicking through an online advertisement to the advertiser's destination

  9. Factors Affecting Cost of Newspaper Ad Rates • Paper circulation • Size of ad • Number of colors • Day of the week ad is run

  10. Newspaper Advertising Rates

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

  12. Discounts That Affect Newspaper Ad Rates

  13. Factors Affecting TV Ad Rates • Placement of ad • Length of ad • Length of ad campaign

  14. Factors That Impact Audience Space/Composition of TV Audiences

  15. How TV Ad Rates Are Determined

  16. Factors Affecting Out-of-Home Media Ad Rates

  17. Factors Affecting Direct Mail Ad Rates

  18. Using a Rate Card

  19. Absolute/Relative Cost of Media

  20. Determining Cost Effectiveness of Media Vehicles

  21. Calculating Internet Advertising Rates

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