3.08 - Wsfcs
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Transcript 3.08 - Wsfcs
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
Cost per GRP:
Cost/GRP
Impact
Impression an ad will make on
the average consumer in a
target market
Credibility
Prestige
Editorial environment of media
vehicle
Qualitative factor
Sources of Reach Information
Nielson: television
Albritton: radio
Com Score: Internet
Audit Bureau Circulation:
newspaper/magazines
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
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
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
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
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
Factors Affecting Cost of
Newspaper Ad Rates
Paper circulation
Production costs
Position on page
Discounts
Audience demographics
Paper's credibility & reputation
Reproduction quality
Newspaper Advertising Rates
Flat rates
Sliding scale rates
Combination rates
Factors Affecting Cost of Magazine Ad
Rates
Paid circulation
Magazine demographics
Special issues
Size of ad
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
Factors Affecting Outdoor Ad
Rates
Visibility
Length of ad campaign
Factors Affecting Direct Mail Ad Rates
Price of postage
Size/weight of mailer
Geographic reach
Calculating Internet Advertising Rates
Ad size
Ad location
Ad performance
Market demand
CPM/CPC rates
When to Use What
Direct Mail
Reaches specific
target markets
Newspaper
Reaches select
geographic
markets
Local Television
Most effective way
to promote a local
event
Radio
Short lead time to
produce; low
budget
Movable Billboard
Used in metro
areas
Advance Ticket Sales Plans
Selling tickets prior to an event
Cover pre-event expenses
Supplies
Printing costs
Salaries
Media Scheduling Strategies
Continuous: regular, steady
advertising
Flighting: used for seasonal
products
Pulsing: used intermittently