14.2 Media Measurement and Rates

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Presentation transcript:

14.2 Media Measurement and Rates Ch. 14 Advertising 14.2 Media Measurement and Rates

Media Planning Media Planning: The process of selecting advertising media and deciding the time and space in which the ads should appear Can the medium present the product or service and the appropriate business image? Can the desired customers be targeted with the medium? Will the medium get the desired response rate? Advertising Agency: A business that specializes in developing ads and ad campaigns for its clients Ad Campaign: A series of ad messages that share a single idea and theme.

Media Measurement Audience: The number of people exposed to an ad Impression: A single exposure to an advertisement message Frequency: The number of times an audience sees or hears an ad Cost per thousand (CPM): The media cost of exposing 1000 readers or viewers to an advertising impression. Media Audience measurement is based on diaries and viewer data collected by Nielsen Media Research. The Nielsen Media Research group takes a sample of TV viewers from more than 200 markets. Arbitron Inc. uses more than 260 markets to measure radio audiences.

Media Rates Media rates or advertising rates are the amount of money it costs to display or broadcast an ad. Separate from the amount it costs to make an ad. Rates are determined by several factors The size of an ad The number of people it reaches How often it appears When it appears Where it is placed

Print Media Ad Rates Ad rates for newspapers and magazines are based on a circulation, or the number of people who buy the item, and audience, the number of readers per issue Usually pay a rate for every 1000 people (CPM) a newspaper or magazine reaches Size also affects the cost. Magazine and newspaper ads are sold by the inch. Column inch = area that is one column wide and one inch deep. If a column inch is $17 then an ad that is 4 inches long and 3 columns wide is calculated: $17 x 4 x 3 = $204

Broadcast Media Rates The cost of a TV or Radio ad depends on the size of the audience, the reach of the station, and the time of day the ad is run. Primetime: Is the period when the network TV or radio audience is the largest TV primetime is usually between 7pm and 11pm

Internet Ad Rates The cost of internet ads depends on the type, size, and format of ads. Like newspaper and magazine ads, Internet advertisers pay a certain amount for every 1000 people who get their ad. Rates vary based on the volume of monthly page views.

Homework 14.2 Reading Activity Review questions on pg 243 1-3. Homework due Friday Quiz Friday