SEM 1
Objective 3.08 Guided Notes
3.08 - PE - Manage media planning and placement to enhance return on marketing investment
- PI - Determine advertising reach of sport/event media
- PI – Calculate media costs
- Advertising Reach and Frequency
- Reach and frequency are both ______ measures of advertising – often used to determine costs of media
- ______ is the # of times you wish to expose a targeted audience to your advertisements
- ______ is the #of people in a targeted audience exposed to an ad or campaign at least one time during a designated time period
- ______ is found by dividing the target audience exposed to the ad by the total target audience
- Reach % = TA ÷ TTA
- Example: The total target audience for the Carolina Tar Heels Football team is 1,500,000 and those exposed during an ad campaign is 375,000
- ______÷ ______= 25%
- So ______of the total target audience saw the ad at least one time
- ______, subscriptions or ______are best used to determine & calculate reach data
- ______– is effective for consumer convenience goods like toothpaste (simple features)
- ______- # or % of consumers in a targeted audience exposed to an ad a specific minimum # of times (more appropriate for targeted SEM consumers) WHY?
- Media Costs – How to determine?
- ______ (size of the audience)
- Is the most significant factor affecting media costs
- In most cases, the ______the media vehicle’s audience, the ______the cost of advertising space or time will be.
- ______: Price lists showing rates for space or time
- Production costs vary a lot across different ______
- High-quality ______and ______ ads cost a great deal to produce
- While ______and ______ ads are relatively inexpensive to produce
- ______of ad
- ______, (day, night, drive time)
- ______ of ads in print and broadcast media – what shows
- Available discounts
- ______– frequency of purchase - ______
- ______
- narrowly defined audiences demand higher rates
- ______
- credibility & prestige may influence consumers reaction to an ad
- ______
- high quality = higher costs
- Media costs types – Absolute and Relative
- ______
- What is the total expenditure for an ad
- ______
- Cost for ______and ______ purchased
- Check rate cards found in Standard Rate & Data Service (SRDS) directories for time & space costs
- ______
- To determine if one media type is more efficient or cost effective over another
- Use ______- based on cost per thousand
- Often used in ______and internet
- Use ______ - based on cost per rating point
- Often used in ______ media and outdoor
- Use ______ – based on gross rating points across a media platform
- Media costs – How to calculate?
- Cost per thousand (CPM)
- Multiply cost of the ad by ______ then divide by the number of people receiving the ______ (reach)
- CPM = ______
- Example:
- Cost of ad is $50,000
- Total audience is 2,000,000
- (______x ______) = $50,000,000
- (______÷ ______) = $25.00
- Cost per rating point ______
- Calculated to determine 1% of audience
- ______(GRP)
- (GRP) = (Reach (x) frequency) - to determine GRP and 240 GRP’s used as a standard of measurement
- The cost per GRP is determined by ______ the total advertising expense by the ______ of gross rating points
- (GRP) cost = (Expenses ÷ GRP)
- Example:
- Total advertising expense is $20,000
- The gross rating points for the show is 210
- $20,000 ÷ 210 = $95.24
- Media costs for different mediums
- ______
- Rates – how determined
- ______and______ are primary factors – great for locals
- less for local ads vs. national advertisers
- information given through use of ______
- Types of rates
- ______– wherever newspaper places the ad
- ______– used for one time placement
- Sliding scale rates – more ads will cost less per ad
- ______– ads and (FSI) will lower rate
- Volume and consistency rates/discounts
- Costs
- Tend to be ______ than other print media
- Position preferences
- Example: SEM advertiser wants ad placement in sports section instead of food or employment opportunity section
- ______ requirements or including (FSI) free standing inserts
- ______- 2 different ads produced at same time
- ______
- Rates – how determined
- Circulation and target market are ______ factors for rates that reach specific readers for advertisers
- Types of rates
- ______rates
- Volume and consistency rates/discounts
- ______
- Costs
- Tend to be ______ than other print media
- ______– front and back cover, inside front
- ______
- Full bleed pages
- ______
- Spreads
- ______
- Most effective way to promote a ______to the public
- ______production lead time
- Rates – how determined
- ______audience rating & time are the major factors, (Nielsen ratings) are GRP for television – advertisers will ask for this data
- ______ (cost-per-point) x Nielsen ratings determine TV ad costs
- ______and ______ change based on local factors
- Types of rates
- ______– prime time vs. other
- National network,______ or local network
- Costs
- Are ______ than any medium
- ______- morning, afternoon, prime time, late night
- ______– peak winter season
- ______ of ad impact ad & production costs
- ______
- Effective for local & regional markets – ______
- Relatively short production lead time – ______
- Very good to hit your demographic target market
- Rates, how determined
- ______ are the major factors
- Less than ______but can still be expensive
- Type of rates
- Offer the ______of any medium
- Run of schedule – (all ______ types lower costs)
- ______ (TAPs) total audience plans
- ______and ______ rates/discounts
- Costs
- Are ______ than TV media
- ______– morning/evening drive
- Production costs & ad
- ______
- Very popular 3rd to television and newspaper
- Rates – how determined
- ______popularity - browser
- Types of rates
- ______ – cost per 1000 impressions
- ______ – cost per click
- Cost
- ______ads may be very cost effective
- ______– text, image, multimedia
- ______ – banner, pop-up etc.
- Placement in browsers
- ______
- ______(outdoor and transit)
- Rates – how determined
- ______ based on ad’s visibility, its location and population in area
- Types of rates
- Costs
- ______
- ______
- Illumination/movement/3D
- Production costs - ______
- Types of out-of-home
- ______– Spectaculars (as seen here) - Transit advertisements like subway, cabs, hot air balloons or busses
- ______– very good at promoting an event throughout a metropolitan area – draws a lot of attention and is seen by a lot of consumers
- ______
- Rates – how determined
- Vary based on what you ______
- Types of rates
- Allows advertisers to target a ______with the most cost effective manner but preparation time is ______ than radio and newspaper ads
- Costs
- ______rates
- Production costs
- ______
- ______
- Total costs can vary and at time be very expensive
- Selecting advertising media – Why
- Selection of media is ______because it is the______ expenditure of an ad budget
- Choosing the most ______is essential to provide the most effective ad campaign
- Must select the ______(s) that reaches the target market
- Factors impacting your media selection
- ______
- Your overall goal of advertising
- ______
- Identify their media-usage habits
- You ______ waste circulation
- ______
- Most will use the same media so look for alternatives
- ______
- Most companies will have constraints that impact your selection- you can’t do everything you want
- ______
- Nature of product
- ______or ______ may need demonstrating resulting in media selection – TV or magazines
- Other products need different ______
- Provide examples for each media type
- ______
- Location, place or ______
- Coverage should be same as product availability
- ______
- Television and magazines require the ______
- Daily newspapers and radio require the ______
- ______media factors
- Measured ______
- Different ______ and types and believed the most important factor
- Measure ______
- Total cost (varies by medium)
- ______(reaching potential prospects)
- Advertisers use CPM, CPRP and GRP
- ______media factors
- Not as easy to measure as ______
- ______
- Medium’s believability to consumers – take seriously
- ______ environment
- Each type appeals to a ______ group of consumers
- The ______or ______ of the media vehicle should compliment product
- ______ of clutter can impact your ad – less is more
- ______– impression an ad will make on the target market consumer
- ______
- ______
- Reaching a______ audience and exposing them at least ______ to your advertisement (reach)
- Example: Advertising during The Super Bowl
- ______
- Reaching a______ audience more often to drive home the message (frequency)
- Example: Multiple Renaissance Festival advertisements in newspaper, radio and TV in the Charlotte market
- Buy advertising space/time
- ______
- Choose a ______/______ type to reach your goals
- Contact advertising manager
- ______
- Rate cards
- ______ and/or rating numbers
- ______
- Determine all costs for your ______ strategy
- Make sure you can ______ your target market
- ______
- ______message
- Pre-production process
- ______
- Go for the numbers (CPM)
- Adequate reach & ______
- ______ services
- Negotiate the best price
- ______
- ______ - placement
- ______
- Reach & frequency
- ______
- Confirmation of ad run
- ______
- ______
- Review for ______
- Propose additional strategies
- Choose appropriate media vehicles for sports/events
- ______
- Advertising goals
- ______ target audience
- Competition
- ______media options & total costs
- List all ______and ______ effectiveness and costs
- Select the ______and ______
- Review quantitative and qualitative factors
- Select one that has ______, place & ______
- Determine the ______and ______strategies
- Select degree of continuity desired
- Should be chosen based on ______needs and type of product
- ______– ads on a regular basis
- Good for everyday products like groceries
- ______– intermittent scheduling
- Great for ______ promotions like events
- Great for introducing new products or events
- ______– combination, low then high
- Good for ______ consumers about your product
- Coca Cola uses this strategy
3.08 Activities:
Directions: Use the following website to create a crossword puzzle with your vocabulary terms.
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