1. 3.08
Manage media planning and placement to enhance return on marketing investment

2. ADVERTISING REACH
WHAT: Number of PEOPLE THAT ARE EXPOSED to your message:
CALCULATION (%):Divide the target audience exposed to an ad by the total target audience
There are 1,500,000 fans of Tar Heel Football. A recent advertisement was viewed by 375,000 of them. (375,000/1,500,000 = 25% ADVERTISING REACH)
WHY: Determines if ad targeted the right audience effectively.
HOW: RESOURCES
Circulation numbers, subscriptions or rating points

3. Reach WITHOUT Frequency =
FREQUENCY and REACH
FREQUENCY :Number of times you expose each person to your message
Reach WITHOUT Frequency =
Wasted Money

4. NEWSPAPER MEDIA COSTS Factors affecting COSTS (Lower than most media):
Position and color of ad
Split-runs (print different ads for the same product)
National ads cost more than local
Types of RATES:
PREFERRED POSITION: ads placed in location with best exposure for their target market (Ex: Sports ad in the Sports section instead of Garden section)
Flat: one time only
Sliding scale/ VOLUME DISCOUNTS: more published = cost less per ad
Combination: ads and inserts

5. MAGAZINE MEDIA COSTS Factors affecting COSTS (Higher than Newspaper):
CIRCULATION: Number of people reached
Preferred Position
Spreads
Split-runs

6. TELEVISION MEDIA COSTS
Factors affecting COST:
RATINGS FOR CERTAIN SHOWS
Determines which shows attract a high volume of viewers
Time availability
High demand for time during peak winter seasons
Length of commercials

7. RADIO MEDIA COSTS Factors affecting COST: “DAYPART” Length
Morning drive time, Evening drive time, Daytime, Nighttime
Length
NUMBER OF LISTENERS

8. INTERNET MEDIA COSTS Factors affecting COST: Types of RATES:
Creative type (Text, image, sound, etc.)
Size
Placement
Types of RATES:
COST-PER-THOUSAND (aka) COST-PER-MILE (CPM)
COST-PER-CLICK (CPC)

9. OTHER MEDIA COSTS DIRECT MAIL OUT OF HOME Factors affecting COST:
Size of the space
Length of time
Production costs
Types of RATES:
Determined by:
Visibility
Location
Population
Factors affecting COST:
Production costs
Mailing list costs
Labor costs
Types of RATES:
Postage
Shipping
CAN TARGET A
SPECIFIC MARKET

10. SITUATIONAL FACTORS to CONSIDER
OBJECTIVES (Goals) of the advertisement
TARGET MARKET
Identify what media the target market uses to most
Limit WASTE CIRCULATION (Number of people exposed to an advertising message who are not target market)
COMPETITION
Use the same advertising media to reach same target market
BUDGET
How much money can you spend?
PRODUCT
DISTRIBUTION

11. MEDIA FACTORS to CONSIDER
Cost
Media Coverage
EXTENSIVE COVERAGE: reaching a large audience (REACH)
INTENSIVE COVERAGE: reaching a smaller audience more often (FREQUENCY)
Geographic Coverage
Lead Time
Amount of time required to place an ad by the media
Radio has shortest
TV and Magazines have longest

12. 3.08 Media PROJECT