18 cost of ad unit x 1000 paid circulation or

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18 Cost of ad unit X 1,000 Paid circulation (or audience) = CPM OR Cost of ad unit Paid circulation (or audience) (000) Cost Efficiency-Print $102.62  $99,540 X 1,000 970,000
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19 Cost of ad unit Rating = CPRP Cost Efficiency- Broadcast Rating = % of households with TV Or % of TVs that were on
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20 Magazines Select Media Mix Television Newspapers Out-of-Home 3
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21 Selectivity + Ad life + Pass-along rate + Involvement + Depth of comm. + Reproduction + Pros Cost - Reach - Frequency - Demonstration - Lead time - Clutter - Cons Magazines
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22 Geographic  selectivity + Reach + Frequency + Lead time + Pros Demographic  selectivity - Can be expensive - Pass-along rate - Clutter - Cons Newspaper
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23 Reach + Frequency + Cost per contact + Selectivity + Creative options + Entertainment + Pros Total cost - Life of ad - Lead time - Clutter - Cons Television
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24 Get immediate attention. 1 Give viewers some credit. 5 Don’t save it all for the end. 6 One main idea. 2 Motel 6 Bud Clydsdales Think visually. 3 Diaper MacDonalds Got milk Make every word count. 4 Nike Nike Got milk
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25 Reach + Frequency + Cost + Attention getting + Creative options + Pros Out-of-Home Selectivity - Limited copy - Depth of comm. - Measure effectiveness - Cons Visual pollution -
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26 Creative Flexibility
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31 Creative Flexibility—Frequency
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34 Reach + Frequency + Cost + Marketing research + Viral marketing + Pros Social Control - Selectivity - Cons Selectivity + Depth of comm. + Time consuming -
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35 Schedule 4 Flighting Continuous Pulsing J F M A M J J A S O N D Seasonal or concentrated
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36 Set media objectives 1 Conduct research 2 Select media mix 3 Schedule 4 Buy space/time 5 Media Strategy
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