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Transcript of Media terminology
![Page 1: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/1.jpg)
Media Terminology Basics
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Contents
Target Audience & Universe
TV– Ratings
– GRPs
– Coverage (Reach)
– Average Frequency
– Cost per GRP
– CPT
– Frequency Distribution
– Effective Reach
Quick Quiz How TV Ratings are
Measured Print Media
– Key terminology
Advantages & disadvantages by media
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Introductory Terms
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Introductory Terms TARGET AUDIENCE Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group.
![Page 5: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/5.jpg)
Introductory Terms TARGET AUDIENCE Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group. In Practice : The Nice n’Easy target audience is 16-60 year old
Women.
The Mama Sustagen target audience is Women aged
18-40 yrs.
![Page 6: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/6.jpg)
Introductory Terms TARGET AUDIENCE Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group. In Practice : The Nice n’Easy target audience is 16-60 year old
Women.
The Mama Sustagen target audience is Women aged
18-40 yrs. UNIVERSE Definition : The actual number of individuals within the
defined target audience.
![Page 7: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/7.jpg)
Introductory Terms TARGET AUDIENCE Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group. In Practice : The Nice n’Easy target audience is 16-60 year old Women.
The Mama Sustagen target audience is Women aged
18-40 yrs. UNIVERSE Definition : The actual number of individuals within the
defined target audience. In Practice : The 16-60 yr Women universe is 5,000,000.
(Market X) The 18-40 yrs universe is 2,750,000.
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Television
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A Rating
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Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
A Rating
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Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : 18-40 yrs Women watching Friends - 1,110,000
18-40 yrs Universe - 2,750,000
Rating - 40%
A Rating
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Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : 18-40 yrs Women watching Friends - 1,110,000
18-40 yrs Universe - 2,750,000
Rating - 40%
Question: If 900,000 Housewives saw our commercial during
“Dynasty” and the universe for Housewives is 3.6m, what
rating did we achieve?
A Rating
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Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : 18-40 yrs Women watching Friends - 1,100,000
18-40 yrs Universe - 2,750,000
Rating - 40%
Question: If 900,000 Housewives saw our commercial during
“Dynasty” and the universe for Housewives is 3.6m, what
rating did we achieve?
A Rating
25
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Gross Rating Points (GRP’s)
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Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured andreported on a 4 week basis.)
Gross Rating Points (GRP’s)
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Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured andreported on a 4 week basis.)
In Practice : Our commercial appeared in the followingprogrammes :Programme RatingFriends 32%Dynasty 21%Movie 18%Sport 24%News 15%
110%- 110 GRPs achieved (or 110% of defined universe)
Gross Rating Points (GRP’s)
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Gross Rating Points (GRP’s)Definition : The sum of all ratings achieved in a campaign.
(Note : GRP levels are generally measured andreported on a 4 week basis.)
In Practice : Our commercial appeared in the followingprogrammes :Programme RatingFriends 32%Dynasty 21%Movie 18%Sport 24%News 15%
110%- 110 GRPs achieved (or 110% of defined universe)
Question:How many GRP’s would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion
& 25% rating on the other), a spot in Dynasty(achieving a 18% rating) & a spot in the News (achieving 16% rating)?
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Definition : The sum of all ratings achieved in a campaign. (Note : GRP levels are generally measured andreported on a 4 week basis.)
In Practice : Our commercial appeared in the followingprogrammes :Programme RatingFriends 32%Dynasty 21%Movie 18%Sport 24%News 15%
110%- 110 GRPs achieved (or 110% of defined universe)
Question:How many GRP’s would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion
& 25% rating on the other), a spot in Dynasty(achieving a 18% rating) & a spot in the News (achieving 16% rating)?
Gross Rating Points (GRP’s)
80
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Coverage (Reach)
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Definition : The percentage of the target audience who saw
the commercial at least once during a given campaign period.
Coverage (Reach)
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Definition : The percentage of the target audience who saw
the commercial at least once during a given campaign period.
In Practice : ProgrammeFriendsDynastyMovieSportNews
Rating3221182415
110 GRPs
Unduplicated Reach3211974
63%
Cumulative Reach3243525963
63% Reach
Coverage (Reach)
![Page 22: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/22.jpg)
Definition : The percentage of the target audience who saw
the commercial at least once during a given campaign period.
In Practice : ProgrammeFriendsDynastyMovieSportNews
Rating3221182415
110 GRPs
Unduplicated Reach3211974
63%
Cumulative Reach3243525963
63% Reach
Question:If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve?
Coverage (Reach)
![Page 23: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/23.jpg)
Definition : The percentage of the target audience who saw
the commercial at least once during a given campaign period.
In Practice : ProgrammeFriendsDynastyMovieSportNews
Rating3221182415
110 GRPs
Unduplicated Reach3211974
63%
Cumulative Reach3243525963
63% Reach
Question:If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve?
Coverage (Reach)
GRPs -95Reach -59%
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Average Frequency
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Definition : The number of times, on average, the audiencereached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach orGRPs = Reach x Average Frequency
Average Frequency
![Page 26: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/26.jpg)
Definition : The number of times, on average, the audiencereached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach orGRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average FrequencyTherefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.
Average Frequency
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Average Frequency
Definition : The number of times, on average, the audiencereached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach orGRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average FrequencyTherefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 80% Reach and 5.0 Av Frequency = ? GRPs
400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
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Average Frequency
50Definition : The number of times, on average, the audience
reached sees the commercial during a given period.Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 80% Reach and 5.0 Av Frequency = ? GRPs
400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
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Average Frequency
400Definition : The number of times, on average, the audience
reached sees the commercial during a given period.Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50 80% Reach and 5.0 Av Frequency = ? GRPs
400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
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Average Frequency
5.0Definition : The number of times, on average, the audience
reached sees the commercial during a given period.Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50 80% Reach and 5.0 Av Frequency = ? GRPs 400
400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
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Average Frequency
5.45Definition : The number of times, on average, the audience
reached sees the commercial during a given period.Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average FrequencyIn Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50 80% Reach and 5.0 Av Frequency = ? GRPs 400
400 GRPs and 80% Reach = ? Av Frequency 5 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
![Page 32: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/32.jpg)
Definition : The number of times, on average, the audiencereached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach orGRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average FrequencyTherefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50 80% Reach and 5.0 Av Frequency = ? GRPs 400
400 GRPs and 80% Reach = ? Av Frequency 5 300 GRPs and 55% Reach = ? Av Frequency 5.45 350 GRPs and 60% Reach = ? Av Frequency
Average Frequency
5.83
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Cost Per GRP
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Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
Cost Per GRP
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Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
In Practice : $220,000 ÷ 55 GRPs = $400 cost per GRP
Cost Per GRP
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Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
In Practice : $220,000 ÷ 55 GRPs = $400 cost per GRP
Question: If your cost per GRP was $475 and your budget was $237,500 for the month, how many GRPs would you
expect to buy?
Cost Per GRP
![Page 37: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/37.jpg)
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
In Practice : $220,000 ÷ 55 GRPs = $400 cost per GRP
Question: If your cost per GRP was $475 and your budget was $237,500 for the month, how many GRPs would you
expect to buy?
Cost Per GRP
500
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Cost Per Thousand (CPT)
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Definition : The cost of reaching 1000 individuals within thecampaign target audience.
Formula : CostGRPs (÷ 100) x Universex 1000 = CPT
Cost Per Thousand (CPT)
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Definition : The cost of reaching 1000 individuals within thecampaign target audience.
Formula : CostGRPs (÷ 100) x Universe
In Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe 24,7501.1 x 5,000,000
x 1000 = CPT
x 1000 = $4.50 CPT
Cost Per Thousand (CPT)
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Definition : The cost of reaching 1000 individuals within thecampaign target audience.
Formula : CostGRPs (÷ 100) x Universe
In Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe 24,7501.1 x 5,000,000
Question: Work out the CPT given the following components :Universe 6,500,000Campaign Cost $58,500Eight spots on the schedule that achieved the followingindividual ratings : 23, 18, 24, 16, 9, 31, 17 and 12
x 1000 = CPT
x 1000 = $4.50 CPT
Cost Per Thousand (CPT)
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Definition : The cost of reaching 1000 individuals within thecampaign target audience.
Formula : CostGRPs (÷ 100) x Universe
In Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe 24,7501.1 x 5,000,000
Question: Work out the CPT given the following components :Universe 6,500,000Campaign Cost $58,500Eight spots on the schedule that achieved the followingindividual ratings : 23, 18, 24, 16, 9, 31, 17 and 12
$6.00Cost Per Thousand (CPT)
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Frequency Distribution
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Definition : The coverage delivered at actual frequency levels.Not to be confused with average frequency
Frequency Distribution
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Definition : The coverage delivered at actual frequency levels.Not to be confused with average frequency
In Practice :
Reach
%
Frequency Distribution
010203040506070
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+
Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+Reach% 63% 55% 44% 31% 23% 15% 11% 7%
Frequency Distribution
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Effective Reach
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Definition : The percentage of the target audience who have
seen the commercial at the defined optimum
frequency levels.
Effective Reach
![Page 48: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/48.jpg)
Definition : The percentage of the target audience who have
seen the commercial at the defined optimum
frequency levels.
In Practice : The optimum frequency level to achieve brand
awareness may be 2+. The effective reach in the
example below is therefore 55%.
Frequency Distribution
Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+Reach% 63% 55% 44% 31% 23% 15% 11% 7%
Effective Reach
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Quiz Summary
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The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
ProgrammeMusic CountdownBaywatchMovieRoseanneDynastyL.A. LawCheersDallas
Rating19149
13217
1518
Unduplicated Reach1911378258
63
Cumulative Reach1930334048505563
63%
Quiz Summary
![Page 51: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/51.jpg)
ProgrammeMusic CountdownBaywatchMovieRoseanneDynastyL.A. LawCheersDallas
Rating19149
13217
1518
Unduplicated Reach1911378258
63
Cumulative Reach1930334048505563
63%
Quiz SummaryThe following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
1) What GRP’s did this campaign achieve?2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
![Page 52: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/52.jpg)
Quiz SummaryThe following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
116ProgrammeMusic CountdownBaywatchMovieRoseanneDynastyL.A. LawCheersDallas
Rating19149
13217
1518
Unduplicated Reach1911378258
63
Cumulative Reach1930334048505563
63%1) What GRP’s did this campaign achieve?2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
![Page 53: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/53.jpg)
Quiz Summary
19+14+9+13+21+7+15+18=116 GRPs
![Page 54: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/54.jpg)
ProgrammeMusic CountdownBaywatchMovieRoseanneDynastyL.A. LawCheersDallas
Rating19149
13217
1518
Unduplicated Reach1911378258
63
Cumulative Reach1930334048505563
63%
Quiz SummaryThe following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
1.841) What GRP’s did this campaign achieve? 116 GRPs2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
![Page 55: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/55.jpg)
Quiz Summary
116/63 = 1.84
![Page 56: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/56.jpg)
ProgrammeMusic CountdownBaywatchMovieRoseanneDynastyL.A. LawCheersDallas
Rating19149
13217
1518
Unduplicated Reach1911378258
63
Cumulative Reach1930334048505563
63%
Quiz SummaryThe following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
$9481) What GRP’s did this campaign achieve? 116 GRPs2) What is the Average Frequency? 1.843) What is the cost per GRP? 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
![Page 57: Media terminology](https://reader035.fdocuments.us/reader035/viewer/2022062404/554a018bb4c905507a8b4f36/html5/thumbnails/57.jpg)
Quiz Summary
$110,000/116 = $948
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ProgrammeMusic CountdownBaywatchMovieRoseanneDynastyL.A. LawCheersDallas
Rating19149
13217
1518
Unduplicated Reach1911378258
63
Cumulative Reach1930334048505563
63%
Quiz SummaryThe following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
$12.161) What GRP’s did this campaign achieve? 116 GRPs2) What is the Average Frequency? 1.843) What is the cost per GRP? $948 4) What is the CPT? 5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
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Quiz Summary
$110,000(116/100) x 7,800,000
x 1,000
=$12.16
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ProgrammeMusic CountdownBaywatchMovieRoseanneDynastyL.A. LawCheersDallas
Rating19149
13217
1518
Unduplicated Reach1911378258
63
Cumulative Reach1930334048505563
63%
Quiz SummaryThe following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is $110,000.
1) What GRP’s did this campaign achieve? 116 GRPs2) What is the Average Frequency? 1.843) What is the cost per GRP? $948 4) What is the CPT? $12.16 5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
GRPs- 98Reach-55%
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Quiz Summary
116 - 18 = 98 GRPs
63 - 8 = 55%
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How a TV Rating is measured .......
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How a TV Rating is measured .......
Using Peoplemeters:-
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How a TV Rating is measured .......
Using Peoplemeters:-Meter
Research Company
* Research company determines representative sample
* “Meters” installed
* Individual householder details recorded
* Householder “pushes button” when watching.
Recorded as a viewer
* Data on-line to research companyHandset
* *
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Using the Diary Method :-
How a TV Rating is measured .......
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Using the Diary Method :-
– Research company determines representative sample
– Weekly diaries circulated
– Panel members complete diary» Instructed to complete on a daily basis
» Research company has no control over panel
» Could be completed just prior to collection
» Accuracy dependent upon memorising viewing habits
– Diaries collected and processed by research company
How a TV Rating is measured .......
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Peoplemeter vs Diary
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Peoplemeter vs Diary PEOPLE METER
– Based on actual viewing
– Push button technology
» High degree of Accuracy
» Minute by minute GRPs
– Immediate Results
» Ability to monitor new stations quickly
– Guest Viewing Facility
– On-line access providing cross tabulations
» Increased targeting options
» Reach & frequency data
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Peoplemeter vs Diary PEOPLE METER
– Based on actual viewing
– Push button technology
» High degree of Accuracy
» Minute by minute GRPs
– Immediate Results
» Ability to monitor new stations quickly
– Guest Viewing Facility
– On-line access providing cross tabulations
» Increased targeting options
» Reach & frequency data
DIARY– Based on recalled viewing– Manual self completion
» Less accurate» 1/4 hour GRPs
– 2/3 week delay in reporting results
– Panel viewing only– Paper access only– Delay in reporting new stations– Lack of targeting options– Limited reach & frequency data
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Transition from Diaries to Peoplemeters
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Transition from Diaries to Peoplemeters
Change should be made as soon as possible
– Desirable to both advertisers & agencies» Greater accuracy» Facilitates reporting on new stations
– Less desirable to broadcasters (especially monopolies) High costs involved
– Broadcasters are unlikely to meet all of the costs Lobby broadcasters and research companies
– Form partnerships with other advertisers Understand and question existing research
– Demand to see questionnaire
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Print Media
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Newspapers / Magazines
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Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells.In Practice : The Readers Digest has a circulation of 58,000 copies.
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Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells.In Practice : The Readers Digest has a circulation of 58,000 copies.
ReadershipDefinition : The total number of adult readers for each title.In Practice : The Readers Digest has a circulation of 58,000, but an average
of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000
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Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells. In Practice : The Readers Digest has a circulation of 58,000 copies.
ReadershipDefinition : The total number of adult readers for each title.In Practice : The Readers Digest has a circulation of 58,000, but an average
of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000
CompositionDefinition : The number of readers per title who fall into our target
audience - expressed as a percentage of the readership.In Practice : Readership - 493,000
: Composition of Housewife Readers 14% : Total Housewives reading Readers Digest = 493,000 x 14% = 69,020
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A Rating
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A RatingDefinition : The percentage of the target audience who saw
the insertion..
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
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Definition : The percentage of the target audience who saw
the insertion..
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : All Men reading S.China Morning Post - 750,000
All Men Universe - 3,000,000
Rating - 25%
A Rating
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A RatingDefinition : The percentage of the target audience who saw
the insertion..
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : All Men reading S.China Morning Post - 750,000
All Men Universe - 3,000,000
Rating - 25%
Question: If 550,000 Women saw our insertion in “The Straits Times” & the universe for Women is 1.5m, what
rating did we achieve?
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A Rating
36Definition : The percentage of the target audience who saw
the insertion..
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : All Men reading S.China Morning Post - 750,000
All Men Universe - 3,000,000
Rating - 25%
Question: If 550,000 Women saw our insertion in “The Straits Times” & the universe for Women is 1.5m, what
rating did we achieve?
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Advantages & Disadvantages by Medium
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Available media
Television Print Radio Cinema Outdoor Direct Marketing/Mail ‘New’ Media Sponsorship
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Television
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Television Advantages
– High impact
» Dynamics of sight, sound & movement
– High coverage
– Swift coverage build
– Low CPT
– Powerful ‘sell in’ medium to the trade
– Mass medium
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Television Advantages
– High impact
» Dynamics of sight, sound & movement
– High coverage
– Swift coverage build
– Low CPT
– Powerful ‘sell in’ medium to the trade
– Mass medium
– Reliable research
Disadvantages
– Difficult to target precisely
» High wastage
– High production costs
– High capital cost
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Print Advantages
– Mass & niche targeting opportunities
– Educational
» Long copy facility
– Lower capital cost
– Longevity
– Ad placement opportunities
– Pass on readership
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Print Advantages
– Mass & niche targeting opportunities
– Educational
» Long copy facility
– Lower capital cost
– Longevity
– Ad placement opportunities
– Pass on readership
Disadvantages
– Slow to build coverage
– Variable reproduction quality
– Low impact
– Lack of verified circulation / variable research
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Radio
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Radio Advantages
– Skew towards desirable demographics
» Housewives/young adults
– Local market opportunities
– High frequency
– Low CPT
– Low production costs
» Minimise wearout with many executions
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Radio Advantages
– Skew towards desirable demographics
» Housewives/young adults
– Local market opportunities
– High frequency
– Low CPT
– Low production costs
» Minimise wearout with many executions
Disadvantages
– Low impact
– Low coverage
– More difficult creative sell
– Limited research
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Cinema
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Cinema Advantages
– Young profile
– Captive audience
– High impact
– Ability to follow films
– Local market flexibility
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Cinema Advantages
– Young profile
– Captive audience
– High impact
– Ability to follow films
– Local market flexibility
Disadvantages
– Very high production costs
– Slow coverage build
– Poor research
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Outdoor
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Outdoor Advantages
– Good awareness builder
» Brand advertising
– High frequency
– Local market opportunities
– Tactical medium
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Outdoor Advantages
– Good awareness builder
» Brand advertising
– High frequency
– Local market opportunities
– Tactical medium
Disadvantages
– Limited communication
– Massive wastage
– Little targetting sophistication
– High capital cost
– Very limited research
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Direct Marketing
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Direct Marketing Advantages
– One on one communication
– Targeting precision
– Detailed communication
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Direct Marketing Advantages
– One on one communication
– Targeting precision
– Detailed communication
Disadvantages
– One chance
– Hostility to unsolicited approach
– No pass on readership
» Inserts in magazines
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New media
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New media Advantages
– Young profile
– At the cutting edge
– Chance to obtain user information
» Get to know the consumer
– Detailed communication
– Unsurpassed creative opportunity
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New media Advantages
– Young profile
– At the cutting edge
– Chance to obtain user information
» Get to know the consumer
– Detailed communication
– Unsurpassed creative opportunity
Disadvantages
– Unproven
– Low coverage
– User as editor
– Communication not advertising
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Sponsorship
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Sponsorship Advantages
– Inherit sponsorship vehicles attributes
– Creative association/ opportunities with sponsorship vehicle
– Promotional competition associations
– Build data through sponsorship
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Sponsorship Advantages
– Inherit sponsorship vehicles attributes
– Creative association/ opportunities with sponsorship vehicle
– Promotional competition associations
– Build data through sponsorship
Disadvantages
– Limited creative communication
– Long term investment needed to obtain maximum benefit
– Limited research
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Creative Media Placement
Topping & Tailing Repeat spots Consecutive pages Editorial linkage Teasers ‘Roadblocking’ ‘Stand Out’ sizes Finding a new medium