ADPR 3100 1nd Edition Lecture 12 Outline of Previous LectureI. Newspaper strengths and limitationsII. CategoriesIII. Magazine strengths and limitationsIV. Rate StructureV. BuyingOutline of Current Lecture I. Cost effectivenessII. Print recapIII. Radioa. AQHCurrent Lecture- Overall cost effectivenessototal cost of printspaceGRPs delivered by print=$ per GRP- Verificationo Audit Bureau of Circulations Verifies circulationo Syndicated market research Readership studies- Printo Advantages Trusted and influential (boosts effectiveness)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. Segmenting geographically, lifestyleo Disadvantages Cost is high Clutter National, large markets unreachable- Radioo Reach doesn’t really mattero Delivers great frequencyo Cost efficiento Addresses narrow segmentso Mobileo Supplemental mediumo Advantages Segementing markets- Can reach that market Mobile market (proximity to purchase) Flexible and immediate- Good at responding, easily adaptable Personal relationshipo Disadvantages Audience- Comparatively small per station- Distracted, other things on the audience’s mind Lack of precise market research No visual, lacks impacto Best uses Local, retailo Buying Multi-step process- General choices- Then specific decisions 1) choose platform- AM vs FMo AM 20% of audience Older listeners/demographic News, talk, nostalgia Sound quality ok Large signal area (signal bends and reflects)o FM 80% of audience Younger audience Music Superior sound, better quality Smaller signal area (signal line of sight)- 2) choose formato Format: continuous showo Most popular radio formats Country 2,000 Adult, contemporary 1,500 Talk 1,300- 3) choose dayparto Determines reach and segmento Morning drive time (7-10am): talk/newso Midday (10am-3pm): station formato Afternoon drive time (3-7pm): talk/newso Evenings (7-midnight): station formato Overnight (12-6am): station format- 4)ratingso Pick relevant population boundarieso Metro survey area (MSA) Central city and immediately surrounding counties Highest concentration of listenerso Total survey area (TSA) MSA plus more distant surrounding countieso Ratings audience unites Average quarter hour person (AQH)- Someone listens to station at least 5 of 15 minutes- Estimated number of people listening to a station for at least 5 minutes of 15 minute period “cume” persons- Cumulative- Number of different people listening to a station for 5 minutes over longer periodo Measures of reach for individual stationsRating size Share popularity15 in AQH AQH shareLongtime Cume n/ao AQH rating size (percentage)AQH personsthis stationarea populationx100=AQH ratingi. e . AQH rating of 2.5o AQH share (popularity) (only portion of listening to radio)AQH persons this stationAQH persons all stations= AQH sharei. e . AQH share of
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