Presentation on theme: "Marketing Part IV BCS-BE-36: The student demonstrates understanding of the concept of marketing and its importance to business ownership."— Presentation transcript:
Marketing Part IV BCS-BE-36: The student demonstrates understanding of the concept of marketing and its importance to business ownership.
Media Planning Media planning can help a business ____the desired _____to the target market. media planning the process of selecting _____media and deciding the time and space in which ads should _____
Graphic Organizer Media Planning Questions 1.Can the medium present the product or service and the appropriate business _____? 2.Can the desired ______be targeted with the medium? 3.Will the ______get the desired response rate?
Advertising Agencies _____an advertising agency can be an effective way to ______ads. advertising agency a business that specializes in ______ads and ad campaigns for its clients
Advertising Agencies An advertising agency can help a _____develop an ad campaign. ad campaign a series of ad ______that share a single idea and theme
Media Measurement Media planners are ______with the correct medium to use, its costs, and its ______.
Media Measurement Media ______want their ads to reach the correct ______. audience the number of _____exposed to an ad
Media Measurement Two media ______are impression and frequency. impression a single exposure to an advertising ______ frequency the number of times an audience sees or _____an ad
Media Measurement Cost per thousand (CPM) is related to the number of ______that read or see an ad. cost per thousand (CPM) the media cost of ______1,000 readers or viewers to an advertising impression The M in CPM comes from the word mille, which is Latin for thousand.
Media Audiences TV audience measurement is based on diaries and viewer data ______by Nielsen Media Research Inc. ® Arbitron Inc. ® uses listener diaries to _____radio audiences in more than 260 markets.
Media Rates Advertising uses a set _____that is defined in terms of time or ______. A media rate or advertising _____is the amount of money it costs to display or ______an ad.
Graphic Organizer Factors Affecting Media Rates The _____of an ad The number of ______an ad reaches How often an ad ______ _____an ad appears Where an ad is ________
Print Media Ad Rates Ad rates for newspapers and magazines are based on _______. Circulation is the number of people who buy a publication, and audience, the ______of readers per issue.
Print Media Ad Rates Magazine and newspaper ads are _____by the inch on a _____.
Graphic Organizer Rate for a column inch is $17 You want an ad that measures four inches long by three columns wide A column inch is one column wide by one inch deep $17 X 4 inches X 3 Columns = $204 If a newspaper quotes a column inch rate, ____the number of inches by the number of columns. Then multiply the total ______inches by the rate.
Print Media Ad Rates Magazine rates are based on: ______ The type of ______ ______techniques ______(prime positions are more costly)
Broadcast Media Ad Rates Broadcast media ad rates depend on: The size of the ______ The reach of the _______ The _____of the day
Broadcast Media Ad Rates For TV, prime ____is between 7 PM and 11 PM. For radio, prime time is the _____or afternoon hours (drive time). prime time the time period when the network TV or radio audience is the ______
Internet Ad Rates The cost of Internet advertising is based on: _____ __ Volume of monthly ____views