Media Planning and Placement 3.08 Media Planning and Placement
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
Impact Impression an ad will make on the average consumer in a target market Credibility Prestige Editorial environment of media vehicle Qualitative factor
Sources of Reach Information Nielson: television Albritton: radio Com Score: Internet Audit Bureau Circulation: newspaper/magazines
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
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
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 http://www.fairwayoutdoor.com/mediakit/Fairway PosterPanels.pdf ttp://www.allbusiness.com/glossaries/spectacular/4964278-1.html#ixzz23HKMzLbv http://www.allbusiness.com/glossaries/direct-mail/4963318-1.html#ixzz23HKfQLhC http://www.allbusiness.com/glossaries/shared-mailing/4964062-1.html#ixzz23HKtK2K3
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 http://www.marketingterms.com/dictionary/clickth rough/
Factors Affecting Cost of Newspaper Ad Rates Paper circulation Production costs Position on page Discounts Audience demographics Paper's credibility & reputation Reproduction quality
Newspaper Advertising Rates Flat rates Sliding scale rates Combination rates
Factors Affecting Cost of Magazine Ad Rates Paid circulation Magazine demographics Special issues Size of ad
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
Factors Affecting Outdoor Ad Rates Visibility Length of ad campaign
Factors Affecting Direct Mail Ad Rates Price of postage Size/weight of mailer Geographic reach
Calculating Internet Advertising Rates Ad size Ad location Ad performance Market demand CPM/CPC rates http://www.promisemedia.com/online-advertising-strategies/online-rate-card-tips-and-guidelines
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 Cover pre-event expenses Supplies Printing costs Salaries
Media Scheduling Strategies Continuous: regular, steady advertising Flighting: used for seasonal products Pulsing: used intermittently