Media Measurement and Rates #2 Today I am Identifying media measurement techniques Learning promotional budgeting methods So I can Make correct media buying decisions I will know I’m successful when I demonstrate excellence in media buying Text Books needed Read Pages 453 – 454 (half way down first column)

Rates are always negotiable –ALWAYS! 40-year Knowledge: Rates are always negotiable –ALWAYS!

Advertising – fundamental terms Audience – number of people or homes exposed to an advertisement Frequency – number of times an audience sees or hears an advertisement Impression – single exposure of an advertising message Cost Per Thousand (CPM) – cost of exposing 1,000 viewers to an advertising impression

Newspaper Rates On Line Rates Geographics CPM makes it easy to calculate the value of one newspaper vs. another On Line Rates Also based on CPM. Internet ads are highly desirable – only pay for “click-throughs” Very Targeted!

Magazine Rates Psychographics Calculated using a “Rate Card” Circulation determines the cost The following options are used to determine rates: Black & White versus Color Size of the Ad No Bleed versus Bleed (all the way to the edge) Location – inside cover, back cover, etc. Psychographics

Radio Rates Television Rates Cost is based upon ratings station receives and varies by time slot. Highest listening audience is order: Morning drive time 6AM – 10 AM Evening drive time 4 PM – 7 PM Television Rates Same concept as radio except exponentially higher. With both TV and Radio, overnight offers very inexpensive options and thus the onset of infomercials. The onset of cable television boosted this significantly. Why? Market Segmentation!

Calculating a Promotional Budget Four Methods Percentage of Sales All you can afford Follow the competition Objective and Task What actually works best? Cost is a secondary factor

Partner Assignment: Media Buy Role Play You work for a minor league baseball club as Marketing Directors. The team used to have great attendance, but it has been fading over the last couple years. The owner has asked you to reawaken community interest in the team by developing a promotional plan. Develop a basic, yet creative plan and select media choices to connect to your target market. You will meet with the team owner (judge) to share your plan. Please include the following: A promotional plan that includes One event (make one up) One consumer promotion (choose one of our 10 consumer promotions) Media choices used to advertise (choose 2) How you will measure success of your plan? For each of the above, be sure you can answer WHY you made those choices. When finished, you will be called on randomly, so be ready. At the conclusion of several, we will discuss as a class. You must show your work on your notes for the notes to earn points in the folder at the end of the unit.