Download Guided_Notes_3.08 - roddneumann

GUIDED NOTES 3.08 - PE - Manage media planning and placement to enhance
return on marketing investment
 PI - Determine advertising reach of sport/event media
 PI – Calculate media costs
I.
II.
III.
Advertising Reach and Frequency
a. Reach and frequency are both _________________________ measures of advertising – often used to
determine costs of media
i. _________________________ is the # of times you wish to expose a targeted audience to your
advertisements
ii. _________________________ is the # of people in a targeted audience exposed to an ad or
campaign at least one time during a designated time period
iii. _________________________ is found by dividing the target audience exposed to the ad by
the total target audience
iv. Reach % = TA ÷ TTA
1. Example: The total target audience for the Carolina Tar Heels Football team is
1,500,000 and those exposed during an ad campaign is 375,000
2. _________________________÷ _________________________ = 25%
3. So ______________ of the total target audience saw the ad at least one time
v. _________________________, subscriptions or _________________________ are best used
to determine & calculate reach data
vi. _________________________– is effective for consumer convenience goods like toothpaste
(simple features)
vii. _________________________ - # or % of consumers in a targeted audience exposed to an ad a
specific minimum # of times (more appropriate for targeted SEM consumers) WHY?
Media Costs – How to determine?
a. _________________________ (size of the audience)
i. Is the most significant factor affecting media costs
ii. In most cases, the _________________________ the media vehicle’s audience, the
_________________________ the cost of advertising space or time will be.
b. _________________________: Price lists showing rates for space or time
c. Production costs vary a lot across different _________________________
i. High-quality _________________________ and _________________________ ads cost a
great deal to produce
ii. While _________________________ and _________________________ ads are relatively
inexpensive to produce
d. __________________________________________________ of ad
i. _________________________, (day, night, drive time)
ii. _________________________ of ads in print and broadcast media – what shows
e. Available discounts
i. _________________________ – frequency of purchase - _________________________
f. _________________________
i. narrowly defined audiences demand higher rates
g. _________________________
i. credibility & prestige may influence consumers reaction to an ad
h. _________________________
i. high quality = higher costs
Media costs types – Absolute and Relative
a. _________________________
i. What is the total expenditure for an ad
1. __________________________________________________
2. Cost for _________________________ and _________________________ purchased
a. Check rate cards found in Standard Rate & Data Service (SRDS) directories for
time & space costs
b. _________________________
i. To determine if one media type is more efficient or cost effective over another
ii. Use _________________________ - based on cost per thousand
1. Often used in _________________________ and internet
iii. Use _________________________ - based on cost per rating point
1. Often used in _________________________ media and outdoor
iv. Use _________________________ – based on gross rating points across a media platform
IV.
Media costs – How to calculate?
a. Cost per thousand (CPM)
i. Multiply cost of the ad by _________________________ then divide by the number of people
receiving the _________________________ (reach)
ii. CPM = _________________________________________________________________
b. Example:
i. Cost of ad is $50,000
ii. Total audience is 2,000,000
1. (_________________________ x _________________________) = $50,000,000
2. (_________________________ ÷ _________________________) = $25.00
c. Cost per rating point _________________________
i. Calculated to determine 1% of audience
d. __________________________________________________ (GRP)
i. (GRP) = (Reach (x) frequency) - to determine GRP and 240 GRP’s used as a standard of
measurement
ii. The cost per GRP is determined by _________________________ the total advertising
expense by the __________________ of gross rating points
iii. (GRP) cost = (Expenses ÷ GRP)
e. Example:
i. Total advertising expense is $20,000
ii. The gross rating points for the show is 210
1. $20,000 ÷ 210 = $95.24
V.
Media costs for different mediums
a. _________________________
i. Rates – how determined
1. _________________________ and_________________________ are primary factors –
great for locals
2. less for local ads vs. national advertisers
3. information given through use of _________________________
ii. Types of rates
1. _________________________ – wherever newspaper places the ad
2. _________________________ – used for one time placement
3. Sliding scale rates – more ads will cost less per ad
4. _________________________ – ads and (FSI) will lower rate
5. Volume and consistency rates/discounts
iii. Costs
1. Tend to be _________________________ than other print media
2. Position preferences
a. Example: SEM advertiser wants ad placement in sports section instead of food
or employment opportunity section
3. _________________________ requirements or including (FSI) free standing inserts
4. _________________________ - 2 different ads produced at same time
b. _________________________
i. Rates – how determined
1. Circulation and target market are _________________________ factors for rates that
reach specific readers for advertisers
ii. Types of rates
1. __________________________________________________ rates
2. Volume and consistency rates/discounts
3. __________________________________________________
iii. Costs
1. Tend to be _________________________ than other print media
2. _________________________ – front and back cover, inside front
3. _________________________
4. Full bleed pages
5. _________________________
6. Spreads
c. _________________________
i. Most effective way to promote a _________________________ to the public
ii. _________________________ production lead time
iii. Rates – how determined
1. _________________________ audience rating & time are the major factors, (Nielsen
ratings) are GRP for television – advertisers will ask for this data
2. _________________________ (cost-per-point) x Nielsen ratings determine TV ad costs
3. _________________________ and _________________________ change based on
local factors
iv. Types of rates
1. _________________________ – prime time vs. other
2. National network, _________________________ or local network
v. Costs
1. Are _________________________ than any medium
2. _________________________ - morning, afternoon, prime time, late night
3. _________________________ – peak winter season
4. _________________________ of ad impact ad & production costs
d. _________________________
i. Effective for local & regional markets – _______________________________________
ii. Relatively short production lead time – ________________________________________
iii. Very good to hit your demographic target market
iv. Rates, how determined
1. _________________________ & _________________________ are the major factors
2. Less than _________________________ but can still be expensive
v. Type of rates
1. Offer the _________________________ of any medium
2. Run of schedule – (all __________ types lower costs)
3. _________________________ (TAPs) total audience plans
4. _________________________ and ________________________ rates/discounts
vi. Costs
1. Are _________________________ than TV media
2. _________________________ – morning/evening drive
3. Production costs & ad
4. http://www.bestradiocommercials.com/?gclid=CN64k8z73bICFQsFnQodMH8AtA
e. _________________________
i. Very popular 3rd to television and newspaper
ii. Rates – how determined
1. _________________________ popularity - browser
iii. Types of rates
1. _________________________ – cost per 1000 impressions
2. _________________________ – cost per click
iv. Cost
1. _________________________ ads may be very cost effective
2. _________________________ – text, image, multimedia
3. _________________________ – banner, pop-up etc.
4. Placement in browsers
5. _________________________
f. _________________________ (outdoor and transit)
i. Rates – how determined
1. _________________________ based on ad’s visibility, its location and population in
area
ii. Types of rates
1. http://clearchanneloutdoor.com/rates/
iii. Costs
1. _________________________
2. _________________________
3. Illumination/movement/3D
iv. Production costs - _________________________
v. Types of out-of-home
1. __________________________________________________ – Spectaculars (as seen
here) - Transit advertisements like subway, cabs, hot air balloons or busses
2. __________________________________________________ – very good at
promoting an event throughout a metropolitan area – draws a lot of attention and is seen
by a lot of consumers
g. _________________________
i. Rates – how determined
1. Vary based on what you _____________________________________________
ii. Types of rates
1. Allows advertisers to target a _________________________ with the most cost
effective manner but preparation time is _________________________ than radio and
newspaper ads
iii. Costs
1. __________________________________________________ rates
2. Production costs
3. __________________________________________________
4. __________________________________________________
5. Total costs can vary and at time be very expensive
VI.
VII.
Selecting advertising media – Why
a. Selection of media is _________________________ because it is the _________________________
expenditure of an ad budget
b. Choosing the most _________________________ is essential to provide the most effective ad
campaign
c. Must select the _________________________ (s) that reaches the target market
Factors impacting your media selection
a. _________________________
i. Your overall goal of advertising
b. _________________________
i. Identify their media-usage habits
ii. You _________________________ waste circulation
c. _________________________
i. Most will use the same media so look for alternatives
d. _________________________
i. Most companies will have constraints that impact your selection- you can’t do everything you
want
e. _________________________
i. Nature of product
1. _________________________ or _________________________ may need
demonstrating resulting in media selection – TV or magazines
2. Other products need different _________________________
3. Provide examples for each media type
f. _________________________
i. Location, place or _________________________
ii. Coverage should be same as product availability
g. _________________________
i. Television and magazines require the _________________________
ii. Daily newspapers and radio require the _________________________
h. _________________________ media factors
i. Measured _________________________
1. Different _________________________ and types and believed the most important
factor
ii. Measure __________________________________________
1. Total cost (varies by medium)
2. ____________________________________ (reaching potential prospects)
3. Advertisers use CPM, CPRP and GRP
i. _________________________ media factors
i. Not as easy to measure as _________________________
ii. _________________________
1. Medium’s believability to consumers – take seriously
iii. _________________________ environment
1. Each type appeals to a _________________________ group of consumers
2. The _________________________ or _________________________ of the media
vehicle should compliment product
3. _________________________ of clutter can impact your ad – less is more
4. _________________________ – impression an ad will make on the target market
consumer
j. _________________________
k. _________________________
i. Reaching a _________________________ audience and exposing them at least
_________________________ to your advertisement (reach)
1. Example: Advertising during The Super Bowl
l. _________________________
i. Reaching a _________________________ audience more often to drive home the message
(frequency)
1. Example: Multiple Renaissance Festival advertisements in newspaper, radio and TV in
the Charlotte market
VIII.
Buy advertising space/time
a. _________________________
i. Choose a _____________________/______________________ type to reach your goals
ii. Contact advertising manager
b. _________________________
i. Rate cards
ii. _________________________ and/or rating numbers
c. __________________________________________________
i. Determine all costs for your _________________________ strategy
ii. Make sure you can _________________________ your target market
d. _________________________
i. _________________________ message
ii. Pre-production process
e. _________________________
i. Go for the numbers (CPM)
ii. Adequate reach & _________________________
iii. _________________________ services
iv. Negotiate the best price
f. _________________________
i. ____________________________ - placement
ii. __________________________________________________
iii. Reach & frequency
g. _________________________
h. Confirmation of ad run
i. _________________________
j. _________________________
i. Review for _________________________
ii. Propose additional strategies
IX.
Choose appropriate media vehicles for sports/events
a. __________________________________________________
i. Advertising goals
ii. _________________________ target audience
iii. Competition
b. _________________________ media options & total costs
i. List all ______________________ and _____________________ effectiveness and costs
c. Select the _________________________ and _________________________
i. Review quantitative and qualitative factors
ii. Select one that has _________________________, place & ______________________
d. Determine the _________________________ and _________________________ strategies
i. Select degree of continuity desired
ii. Should be chosen based on _________________________ needs and type of product
iii. _________________________ – ads on a regular basis
1. Good for everyday products like groceries
iv. _________________________ – intermittent scheduling
1. Great for _________________________ promotions like events
2. Great for introducing new products or events
v. _________________________ – combination, low then high
1. Good for _________________________ consumers about your product
2. Coca Cola uses this strategy