Chapter 16 Notes

Chapter 16 Notes - Schedule Today Chapter16...

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Schedule Today Chapter 16 Teaching Evaluations Q6 Decisions due tonight at Midnight Wednesday Chapter 15 NEXT Monday Guest speaker on Interactive Marketing;  will be on Exam 3
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Chapter 16  Chapter 16  The Media Mix The Media Mix Major Types of Media Media Selection Message Execution Major Types of  Advertising Alternative Media Scheduling
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Media Mix Strategy the selection of media used for an advertising campaign  as well as the budget allocated to each medium
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Media Mix Hours spent consuming some type of media Hours watching TV 900 Hours listening to the radio 200 Hours on the Internet 275 Hours reading 80 Hours playing video games Source: FoxNews.com 300 1500
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Major Types of Media Newspapers Magazines Radio Television Outdoor Media Internet Alternative Media Key factors of each
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Media Types Media efficiency clutter Impact Engageme nt
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Media Selection Process
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Media Selection  Considerations Cost per contact Cost per contact reach reach frequency frequency Audience Audience selectivity selectivity The cost of reaching one member of the target market. The number of target consumers exposed to a commercial at least once during a time period. The number of times an individual is exposed to a message during a time period. The ability of an advertising medium to reach a precisely defined market.
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Cost Per Contact Cost of ad space (absolute cost) Impressions CPM = X 1,000 Cost per thousand (CPM )
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Cost Per Thousand (CPM) Cost per  Thousand  (CPM) Advertising Cost (Impressions Generated) $4,000 120,000 $33.33 An advertisement costs $4,000 and generates 120,000  impressions. What is the CPM?  x 1000  x 1000 $00.0333   x 1000
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Measuring TV Audiences Television Households Number of HH that own a TV   programming rating. Percentage of TV HH tuned to a show “Rating point” = 1 percent of TV HH     household using tv    (HUT) Percentage of homes in an area watching  TV at a given time   share of audience. Percentage of HUT tuned to a show
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TV Audience Measures HH tuned to show Total U.S. HH share = Program Rating HH tuned to show U.S. HH using TV rating = Share of Audience
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Media Optimization Advertising   Results Media Audit Guarantee  Ads Make-good  Guarantee  ads the adjustment of media plans to  maximize their performance
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Media Optimization Print Radio TV Outdoor Print Radio Outdoor TV Internet Mobile
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Chapter 16 Notes - Schedule Today Chapter16...

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