1. 14.2 Media Measurement and Rates
Ch. 14 Advertising
14.2
Media Measurement and Rates

2. 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.

3. 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.

4. 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

5. 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

6. 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

7. 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.

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