3.08 Media Planning and Placement

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

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

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

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

Print Advertisement Terms Primary Circulation: number of copies distributed to original subscribers Primary Circulation: number of copies distributed to original subscribers Secondary Circulation: readers of publication that are not subscribers Secondary Circulation: readers of publication that are not subscribers Position Preferences: advertiser’s desire for front/middle/back of publication 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 Per Thousand (CPM): cost of exposing 1000 people to an ad (Cost of ad x 1,000)/Audience (Cost of ad x 1,000)/Audience Cost Per Gross Rating Point: Cost Per Gross Rating Point: Total Advertising Expense/Gross Ratings Point Total Advertising Expense/Gross Ratings Point Banner Ad: ad that is linked to a advertiser Banner Ad: ad that is linked to a advertiser Clickthrough: The process of clicking through an online advertisement to the advertiser's destination Clickthrough: The process of clicking through an online advertisement to the advertiser's destination

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

Newspaper Advertising Rates Flat rates Flat rates Sliding scale rates Sliding scale rates Combination rates Combination rates

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

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

Factors Affecting Outdoor Ad Rates Visibility Visibility Length of ad campaign Length of ad campaign

When to Use What Direct Mail Reaches specific target markets Radio Short lead time to produce; low budget Newspaper Reaches select geographic markets Movable Billboard Used in metro areas Local Television Most effective way to promote a local event

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

Factors Affecting Out-of-Home Media Ad Rates Audience size Audience size Location Location Population of area Population of area Size of space Size of space Length of contract Length of contract

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

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

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