1. Media Planning and Placement
3.08
Media Planning and Placement

2. 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
Belch & Belch: p306, p321

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

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

5. 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
Belch & Belch, p319

6. 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
Belch & Belch, GL10
GL5
GL2

7. 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

8. 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
PosterPanels.pdf
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9. 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
GL3
rough/

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

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

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

13. 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

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

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

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

17. 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

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

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