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
  1. Advertising Reach and Frequency
  2. Reach and frequency are both ______ measures of advertising – often used to determine costs of media
  3. ______ is the # of times you wish to expose a targeted audience to your advertisements
  4. ______ is the #of people in a targeted audience exposed to an ad or campaign at least one time during a designated time period
  5. ______ is found by dividing the target audience exposed to the ad by the total target audience
  6. Reach % = TA ÷ TTA
  7. 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
  8. ______÷ ______= 25%
  9. So ______of the total target audience saw the ad at least one time
  10. ______, subscriptions or ______are best used to determine & calculate reach data
  11. ______– is effective for consumer convenience goods like toothpaste (simple features)
  12. ______- # or % of consumers in a targeted audience exposed to an ad a specific minimum # of times (more appropriate for targeted SEM consumers) WHY?
  1. Media Costs – How to determine?
  2. ______ (size of the audience)
  3. Is the most significant factor affecting media costs
  4. In most cases, the ______the media vehicle’s audience, the ______the cost of advertising space or time will be.
  5. ______: Price lists showing rates for space or time
  6. Production costs vary a lot across different ______
  7. High-quality ______and ______ ads cost a great deal to produce
  8. While ______and ______ ads are relatively inexpensive to produce
  9. ______of ad
  10. ______, (day, night, drive time)
  11. ______ of ads in print and broadcast media – what shows
  12. Available discounts
  13. ______– frequency of purchase - ______
  14. ______
  15. narrowly defined audiences demand higher rates
  16. ______
  17. credibility & prestige may influence consumers reaction to an ad
  18. ______
  19. high quality = higher costs
  1. Media costs types – Absolute and Relative
  2. ______
  3. What is the total expenditure for an ad
  4. ______
  5. Cost for ______and ______ purchased
  6. Check rate cards found in Standard Rate & Data Service (SRDS) directories for time & space costs
  7. ______
  8. To determine if one media type is more efficient or cost effective over another
  9. Use ______- based on cost per thousand
  10. Often used in ______and internet
  11. Use ______ - based on cost per rating point
  12. Often used in ______ media and outdoor
  13. Use ______ – based on gross rating points across a media platform
  1. Media costs – How to calculate?
  2. Cost per thousand (CPM)
  3. Multiply cost of the ad by ______ then divide by the number of people receiving the ______ (reach)
  4. CPM = ______
  5. Example:
  6. Cost of ad is $50,000
  7. Total audience is 2,000,000
  8. (______x ______) = $50,000,000
  9. (______÷ ______) = $25.00
  10. Cost per rating point ______
  11. Calculated to determine 1% of audience
  12. ______(GRP)
  13. (GRP) = (Reach (x) frequency) - to determine GRP and 240 GRP’s used as a standard of measurement
  14. The cost per GRP is determined by ______ the total advertising expense by the ______ of gross rating points
  15. (GRP) cost = (Expenses ÷ GRP)
  16. Example:
  17. Total advertising expense is $20,000
  18. The gross rating points for the show is 210
  19. $20,000 ÷ 210 = $95.24
  1. Media costs for different mediums
  2. ______
  3. Rates – how determined
  4. ______and______ are primary factors – great for locals
  5. less for local ads vs. national advertisers
  6. information given through use of ______
  7. Types of rates
  8. ______– wherever newspaper places the ad
  9. ______– used for one time placement
  10. Sliding scale rates – more ads will cost less per ad
  11. ______– ads and (FSI) will lower rate
  12. Volume and consistency rates/discounts
  13. Costs
  14. Tend to be ______ than other print media
  15. Position preferences
  16. Example: SEM advertiser wants ad placement in sports section instead of food or employment opportunity section
  17. ______ requirements or including (FSI) free standing inserts
  18. ______- 2 different ads produced at same time
  19. ______
  20. Rates – how determined
  21. Circulation and target market are ______ factors for rates that reach specific readers for advertisers
  22. Types of rates
  23. ______rates
  24. Volume and consistency rates/discounts
  25. ______
  26. Costs
  27. Tend to be ______ than other print media
  28. ______– front and back cover, inside front
  29. ______
  30. Full bleed pages
  31. ______
  32. Spreads
  33. ______
  34. Most effective way to promote a ______to the public
  35. ______production lead time
  36. Rates – how determined
  37. ______audience rating & time are the major factors, (Nielsen ratings) are GRP for television – advertisers will ask for this data
  38. ______ (cost-per-point) x Nielsen ratings determine TV ad costs
  39. ______and ______ change based on local factors
  40. Types of rates
  41. ______– prime time vs. other
  42. National network,______ or local network
  43. Costs
  44. Are ______ than any medium
  45. ______- morning, afternoon, prime time, late night
  46. ______– peak winter season
  47. ______ of ad impact ad & production costs
  48. ______
  49. Effective for local & regional markets – ______
  50. Relatively short production lead time – ______
  51. Very good to hit your demographic target market
  52. Rates, how determined
  53. ______ are the major factors
  54. Less than ______but can still be expensive
  55. Type of rates
  56. Offer the ______of any medium
  57. Run of schedule – (all ______ types lower costs)
  58. ______ (TAPs) total audience plans
  59. ______and ______ rates/discounts
  60. Costs
  61. Are ______ than TV media
  62. ______– morning/evening drive
  63. Production costs & ad
  64. ______
  65. Very popular 3rd to television and newspaper
  66. Rates – how determined
  67. ______popularity - browser
  68. Types of rates
  69. ______ – cost per 1000 impressions
  70. ______ – cost per click
  71. Cost
  72. ______ads may be very cost effective
  73. ______– text, image, multimedia
  74. ______ – banner, pop-up etc.
  75. Placement in browsers
  76. ______
  77. ______(outdoor and transit)
  78. Rates – how determined
  79. ______ based on ad’s visibility, its location and population in area
  80. Types of rates
  81. Costs
  82. ______
  83. ______
  84. Illumination/movement/3D
  85. Production costs - ______
  86. Types of out-of-home
  87. ______– Spectaculars (as seen here) - Transit advertisements like subway, cabs, hot air balloons or busses
  88. ______– very good at promoting an event throughout a metropolitan area – draws a lot of attention and is seen by a lot of consumers
  89. ______
  90. Rates – how determined
  91. Vary based on what you ______
  92. Types of rates
  93. Allows advertisers to target a ______with the most cost effective manner but preparation time is ______ than radio and newspaper ads
  94. Costs
  95. ______rates
  96. Production costs
  97. ______
  98. ______
  99. Total costs can vary and at time be very expensive
  1. Selecting advertising media – Why
  2. Selection of media is ______because it is the______ expenditure of an ad budget
  3. Choosing the most ______is essential to provide the most effective ad campaign
  4. Must select the ______(s) that reaches the target market
  1. Factors impacting your media selection
  2. ______
  3. Your overall goal of advertising
  4. ______
  5. Identify their media-usage habits
  6. You ______ waste circulation
  7. ______
  8. Most will use the same media so look for alternatives
  9. ______
  10. Most companies will have constraints that impact your selection- you can’t do everything you want
  11. ______
  12. Nature of product
  13. ______or ______ may need demonstrating resulting in media selection – TV or magazines
  14. Other products need different ______
  15. Provide examples for each media type
  16. ______
  17. Location, place or ______
  18. Coverage should be same as product availability
  19. ______
  20. Television and magazines require the ______
  21. Daily newspapers and radio require the ______
  22. ______media factors
  23. Measured ______
  24. Different ______ and types and believed the most important factor
  25. Measure ______
  26. Total cost (varies by medium)
  27. ______(reaching potential prospects)
  28. Advertisers use CPM, CPRP and GRP
  29. ______media factors
  30. Not as easy to measure as ______
  31. ______
  32. Medium’s believability to consumers – take seriously
  33. ______ environment
  34. Each type appeals to a ______ group of consumers
  35. The ______or ______ of the media vehicle should compliment product
  36. ______ of clutter can impact your ad – less is more
  37. ______– impression an ad will make on the target market consumer
  38. ______
  39. ______
  40. Reaching a______ audience and exposing them at least ______ to your advertisement (reach)
  41. Example: Advertising during The Super Bowl
  42. ______
  43. Reaching a______ audience more often to drive home the message (frequency)
  44. Example: Multiple Renaissance Festival advertisements in newspaper, radio and TV in the Charlotte market
  1. Buy advertising space/time
  2. ______
  3. Choose a ______/______ type to reach your goals
  4. Contact advertising manager
  5. ______
  6. Rate cards
  7. ______ and/or rating numbers
  8. ______
  9. Determine all costs for your ______ strategy
  10. Make sure you can ______ your target market
  11. ______
  12. ______message
  13. Pre-production process
  14. ______
  15. Go for the numbers (CPM)
  16. Adequate reach & ______
  17. ______ services
  18. Negotiate the best price
  19. ______
  20. ______ - placement
  21. ______
  22. Reach & frequency
  23. ______
  24. Confirmation of ad run
  25. ______
  26. ______
  27. Review for ______
  28. Propose additional strategies
  1. Choose appropriate media vehicles for sports/events
  2. ______
  3. Advertising goals
  4. ______ target audience
  5. Competition
  6. ______media options & total costs
  7. List all ______and ______ effectiveness and costs
  8. Select the ______and ______
  9. Review quantitative and qualitative factors
  10. Select one that has ______, place & ______
  11. Determine the ______and ______strategies
  12. Select degree of continuity desired
  13. Should be chosen based on ______needs and type of product
  14. ______– ads on a regular basis
  15. Good for everyday products like groceries
  16. ______– intermittent scheduling
  17. Great for ______ promotions like events
  18. Great for introducing new products or events
  19. ______– combination, low then high
  20. Good for ______ consumers about your product
  21. 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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