Chapter 16 Notes

Chapter 16 Notes - Chapter16 Chapter16 TheMediaMix...

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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 Social Media
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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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Major Types of Media Newspapers Newspapers Magazines Magazines Radio Radio Television Television Outdoor Media Outdoor Media Internet Internet Alternative Media Alternative Media Key factors of each – Pp 197-201
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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 Cost per Contact Contact Cost per Cost per Contact Contact Reach Reach Reach Reach Frequency Frequency Frequency Frequency Audience Audience Selectivity Selectivity Audience Audience Selectivity Selectivity The cost of reaching one member of the target market. 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 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 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. 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 Program Rating Percentage of TV HH tuned to a show “Rating point” = 1 percent of TV HH Households 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 Rating = Program Rating HH tuned to show U.S. HH using TV Share = Share of Audience
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Media Optimization Advertising   Results Media Audit Guarantee Ads Make-good ads Guarantee  ads the adjustment of media plans to  maximize their performance
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This note was uploaded on 01/15/2012 for the course MKT 300 taught by Professor Eaton during the Fall '08 term at ASU.

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Chapter 16 Notes - Chapter16 Chapter16 TheMediaMix...

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