3.08
Media Planning and Placement
Terms
Reach: number of people exposed at
least once to an advertisement
Percentage of reach


Message exposures/target market
Frequency: number of times a person
is exposed to an advertisement
Gross Ratings Point (GRP):


reach X frequency
Cost per GRP:


Cost/GRP
Impact

Impression an ad will make on
the average consumer in a
target market
Credibility
 Prestige
 Editorial environment of media
vehicle
 Qualitative factor

Sources of Reach Information




Nielson: television
Albritton: radio
Com Score: Internet
Audit Bureau Circulation:
newspaper/magazines
Importance of Reach
Reach is the first step in brand
awareness
New brands need high level of
reach
Can’t be exactly sure how much
reach is required

Print Advertisement Terms
Primary Circulation: number of copies
distributed to original subscribers
Secondary Circulation: readers of
publication that are not subscribers
Position Preferences: advertiser’s desire
for front/middle/back of publication

Terms
Flat rates: no discounts offered for quantity
buys
Sliding Scale Rates: discount offered to
advertisers willing to purchase advertising space
over a one-year period
Split runs: allows publishers of magazines to
print different advertisements for the same
product in alternating copies of the publication
Preferred position: space thought to attract the
greatest audience attention
Volume Discount: lower price offered to
frequent buyers of ad space

Terms
Spectaculars: outdoor advertising display
that features neon or electric lighting, some
moving parts, lavish colors, and/or unusual
special effects
Direct mail: form of advertising using the mail
as its form of distribution, reaches specific
target market
Shared mail: direct-mail promotion from
several mailers sent to the same list of
individuals in order to share the costs of list
rental and promotion
Terms
Cost Per Thousand (CPM): cost of
exposing 1000 people to an ad


(Cost of ad x 1,000)/Audience
Cost Per Gross Rating Point:


Total Advertising Expense/Gross Ratings
Point
Banner Ad: ad that is linked to a
advertiser
Clickthrough: The process of clicking
through an online advertisement to the
advertiser's destination

Factors Affecting Cost of
Newspaper Ad Rates
Paper circulation
Production costs
Position on page
Discounts
Audience demographics
Paper's credibility & reputation
Reproduction quality

Newspaper Advertising Rates
Flat rates
Sliding scale rates
Combination rates

Factors Affecting Cost of Magazine Ad
Rates
Paid circulation
Magazine demographics
Special issues
Size of ad

Factors Affecting TV/Radio Ad
Rates
Number of listeners/viewers
reached; ratings of certain shows
Length of ad (10, 15, 30, 60
seconds)
Length of ad campaign
Time of day the ad is run
Package deals

Factors Affecting Outdoor Ad
Rates


Visibility
Length of ad campaign
Factors Affecting Direct Mail Ad Rates
Price of postage
Size/weight of mailer
Geographic reach

Calculating Internet Advertising Rates
Ad size
Ad location
Ad performance
Market demand
 CPM/CPC rates

When to Use What
Direct Mail
Reaches specific
target markets
Newspaper
Reaches select
geographic
markets
Local Television
Most effective way
to promote a local
event
Radio
Short lead time to
produce; low
budget
Movable Billboard
Used in metro
areas
Advance Ticket Sales Plans


Selling tickets prior to an event
Cover pre-event expenses
Supplies
 Printing costs
 Salaries

Media Scheduling Strategies



Continuous: regular, steady
advertising
Flighting: used for seasonal
products
Pulsing: used intermittently