Media Planning
Develop a media plan for a product you were given using billboards, radio ads, magazines, television
commercials, and/or newspapers for a 3 month period. Assume you have $500,000 to reach a target audience
of 1,250,000 people. You will want to calculate the CPM for the different types of media you plan to advertise
in.
Media
Billboard
Radio ad, drive time
Magazine, one page
color ad
CPM
TV Commercial in
prime time
Newspaper, one third
page, black and white
Customers
Avg 75,000 (Depends on location)
45,000
http://adage.com/datacenter/datapopup.php?article_id=115101 OR
http://abcas3.accessabc.com/ecirc/index.html
http://tv.zap2it.com/
http://abcas3.accessabc.com/ecirc/index.html
Clarify: Cost per thousand is referred to as CPM instead of CPT because the M stands for mille, the Latin word
for thousand.
Example: Take the average number of customers and divide that by the cost. The will give you the cost per
1,000 customers.
Try to find the best type of advertising that best fits the company that you were given. Select the types that
will show the products and services that are offered and will reach the most potential customers in a selected
media type. Type up your results in a word document and make sure you explain what the cost will be for
each type, the CPM, the number of potential customers exposed, and what type of media you will use. For
newspapers, magazines, and TV make sure you choose a specific media. List the features and benefits for
each type and why you selected it.
Criteria
Points Possible
Spent no more than $500,000 and
your campaign would target 1,
250,000 people
10
Used a variety of media that fits
the company you were given
10
Explain the features and benefits
of each type of media you used.
10
Points Earned
PROFILES OF MAJOR MEDIA TYPES
Medium
Advantages
Limitations
Newspapers
Flexibility; timeliness; good local market
coverage; broad acceptability; high
believability
Short life; poor reproduction
quality; small pass-along
audience
Television
Good mass market coverage; low cost
per exposure; combines sight, sound,
and motion; appealing to the senses
High absolute costs; high
clutter; fleeting exposure; less
audience selectivity
Direct mail
High audience selectivity; flexibility; no
ad competition within the same medium;
allows personalization
Relatively high cost per
exposure; “junk mail” image
Radio
Good local acceptance; high geographic
and demographic selectivity; low cost
Audio only, fleeting exposure;
low attention (the half-heard”
medium); fragmented
audiences
Magazines
High and demographic selectivity;
credibility and prestige; high-quality
reproduction; long life and good passalong readership
Long ad purchase lead time;
high cost; no guarantee of
position
Outdoor
Flexibility; high repeat exposure; low
cost; low message competition; good
positional selectivity
Little audience selectivity,
creative limitations
Online
High selectivity; low cost; immediacy;
interactive capabilities
Small, demographically
skewed audience; relatively
low impact; audience controls
exposure
Average Costs for Advertising*:
Newspapers – $1,300 per week for 2” x 2” ad
Television – $100,000 for one 30-second commercial (during prime-time)
Direct Mail - $1,500 for 1,000 4x6 postcards (includes postage)
Radio - $90 to $120 per week on a rotator (prices higher if time slots for ad are selective)
Magazines - $1,200 to $5,000 per month or per issue (depends on ad size and demographics)
Outdoor (billboard) - $3,000 to do artwork and install media on billboard; rates depend on impress level, ranges from
$5,000 to $500,000 (the higher the qualify of the artwork and the larger the demographic group, the higher the price);
minimum contract is 16 weeks
Or $600 to $2500 per month.
Online - $0.60 pay-per-click or $1,200 - $1,800 a month for aggressive campaigns (does not include search engine
optimization) or $200 to $1,200 per year per banner ad on websites
*Note: Prices reflected are negotiated prices for a 12-week campaign