MKTG 477 1st Edition Lecture 31 Outline of Last Lecture I Rating Share II DMAs Outline of Current Lecture I GRPs II Cost Per Thousand CPM III Cost Per Thousand Target Market CPM TM IV Media Scheduling Current Lecture April 15 2015 Media 1 What other media concept is a rating equivalent to a Rating of individuals homes tuned into a program of homes with a TV on or off i This is the same as Reach as a percent Reach 2 GRP Reach x Frequency a Reach same thing as rating 3 CPM cost per thousand a The media cost to reach 1 000 consumers i Grey s Anatomy on rating sheet handout 1 2 000 82 000 x 1000 24 39 2 2 000 82 24 39 b Note how the cost to reach 1 000 viewers increases as you refine more narrowly define your target market i e g P25 54 vs P18 on rating sheet 1 2 000 55 000 x 1 000 36 36 4 CPM TM cost per thousand target market a Media cost to reach 1 000 consumers from target market TM i Cost of placing ad in medium of target market individuals reached x 1 000 ii Always going to more expensive than CPM 1 CPM TM CPM 5 Calculate GRP for the following media plan for Spokane market a Target market is Men and Women ages 25 54 b Buy 4 ads on Grey s Anatomy c Buy 2 ads on Super Nanny d Buy 2 ads on Extreme Makeover e Buy 1 ad on Desperate Housewives These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute i Calculations 13 2 x 4 52 8 4 8 x 2 9 6 7 8 x 2 15 6 12 5 x 1 12 5 f ii 52 8 9 6 15 6 12 5 90 5 GRP 1 Bonus question what s the minimum amount of time to execute this plan How long would it to have 90 5 GRPs a 4 Days one program is on Thursday one on Friday and the other two on Sunday so four days minimum b Could be spread over any amount of time though How much would this plan cost Cost of the buy i Calculations 4 x 2 000 8 000 2 x 500 1 000 2 x 1 250 2 500 1 x 2 000 2 000 ii 8 000 1 000 2 500 2 000 13 500 6 Media Scheduling how the promotional budget is distributed over time a Continuous i Steady constant promotion expenditure over time ii Appropriate uses 1 Laundry detergent personal hygiene etc b Pulsing i Steady promotion expenditure with some bursts ii Appropriate uses 1 Soft drinks c Flighting i Inactive promotional spending with some busts ii Appropriate uses 1 Toys seasonal products etc
View Full Document
Unlocking...