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dvertising Media Plan

 

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Search: targetaudience andadvertising mediaplanDates: 2007-2012Content Type:ebook and book 

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Media Choice

Ratings, Circulation, and Surveys

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Getting Started

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DefinitionsBackground InformationDatabases & ArticlesTarget Audience

 While anyone interested in creating a media plan may find thisinformation helpful, you'll get the most out of this research guide when used in conjunction with the textbook  Media Flight Plan(2010) by Dennis Martin and Robert Coons.

 Also available to researchers with a Penn State Access Account isthe electronic book, "The Entrepreneur's Guide to Advertising", by James Ogden and Scott Rareck, 2009. Chapters four and fivedeal with "Developing Your Advertising Plan", and "MediaBasics".

 

Definitions

 Audience (Media targets)

 Audience is the equivalent of circulation when talking about broadcast media. Audience size varies throughout the day as people tune in and tune out. Therefore, the price foradvertising at different times of day will vary, based on the

audience size that the day-part delivers.

CPM(Cost per thousand)

CPM analysis is the method media buyers use to convert various rate and circulation options to relative terms. CPMrepresents the cost of reaching one thousand people viadifferent types of media. To calculate CPM, find the cost foran ad, then divide it by the total circulation the ad reaches(in thousands). Finding this information and calculating thiscost for each option provides a numerical ranking forcomparison. CPM is a basic media concept.

CPP (Cost Per Person)

Commonly referred to as CPP, this describes therelationship between the cost of a television commercial andthe estimated number of people or households who view it.

Circulation (How far the publication is reaching)

Print advertising prices are based on the circulation of thepublication in question. Publications will quote an advertisera circulation figure based on paid subscribers. The auditedcirculation figures are verified by monitoring organizations.The publications will try to convince the advertiser that

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actual circulation is higher by including the free copies they distribute and the pass-along readership they claim.Sometimes these claims of "bonus" circulation are valid—forexample, magazines distributed on airlines get at least eightreaders per copy. Still, advertisers should be wary of inflated circulation figures.

DMA (Designated Market Areas)

 A DMA is a geographic area used by the Nielsen StationIndex in measuring audience size. DMAs are non-overlapping areas consisting of groups of counties from which stations attract their viewers.

Penetration (How much of the total available market theadvertiser is reaching)

Penetration is related to circulation. If a town has ademographic count of 200,000 households, and anadvertiser buys an ad in a coupon book that states acirculation of 140,000, the advertiser is reaching 70% of thepossible market—high penetration. If, instead, theadvertiser bought an ad in the city magazine, which goes toonly 17,000 subscribers (households), penetration would bemuch less—8.5%. The degree of penetration necessary forthe advertiser depends on whether their strategy is todominate the market or to reach a certain niche within thatmarket.

Reach & Frequency (Reach is the total number of peopleexposed to a message at least once in a set time period, usually four weeks) (Frequency is the average number of times thosepeople are exposed during that time period)

Reach and frequency are key media terms used more in broadcast than in print. ("Reach" is the broadcastequivalent of circulation, for print advertising.) To makereach go up, an advertiser buys a wider market area. Tomake frequency go up, an advertiser buys more ads during

the time period. Usually, when reach goes up, an advertiserhas to compromise and let frequency go down. Advertiserscould spend a lot of money trying to achieve a high reachand a high frequency. The creative part of media planningcomes in balancing reach, frequency, and budgetconstraints to find the best combination in view of theadvertiser's marketing goals.

 

Background Information

 Advertising trade magazines are available on the Web, in theLibraries, and more fully and historically (back to the mid 1980's)in the business periodicals databases, ABI Inform and Business

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Source Premier. Trade publications are often used forinformation regarding competitors and industry developments.Examples include:

 Advertising AgeOnline full-text from ABI/Inform 1999-currentPenn State CAT record 1930-current [incomplete]Includes articles about advertising campaigns, agency 

appointments, and government actions affectingadvertising and marketing

 AdWeek  (absorbed Mediaweek and Brandweek , April2011)

Online full-text from ABI/Inform vol. 38, no. 411997-2003, and 2003-currentPenn State CAT record 1984-2003, and 2003-current [incomplete]Provides advertisers with daily TV news and weekly ad industry editorials on a complete array of subjects

Search "media plan of the year" for summer issues of award-winning media plans

 

Databases & Articles

Business Source PremierFull text database of periodicals, trade publicationsand scholarly journals

DatamonitorSearch advertising or marketing researchSelect Industry Profiles as the Source Type in thelefthand menu

 Additional Company/Industry Information databases andarticles

Market Share ReporterOnline full-text for 2011 via Gale Directory Library Penn State CAT record from 1991-current[incomplete] An annual compilation of reported market sharedata on companies, products, and servicescompiled from a variety of trade and industry publications

Plunkett Research OnlineSearch Advertising, Branding & Marketingunder Industry Research Center

Hoover'sProvides company & industry information andnews

Select "Industry", then search Advertising &Marketing or Advertising Agencies

Standard & Poor's NetAdvantageIndustry surveys and company profiles

IBIS World

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Provides over 700 full-text industry reportsand over 8000 publicly traded US Companies

 

Target Audience

Best Customers: Demographics of Consumer Demand (2011)

 Analyzes household spending on products andservices by age, income, race, and moreIdentifies which households spend the most on aproduct or service (the best customers) and whichcontrol the largest share of spending (the biggestcustomers)

Consumer Expenditure Survey (Bureau of Labor Statistics)Consists of surveys collected for the Bureau of LaborStatistics by the Census Bureau

Provides buying habit information of Americanconsumers including expenditures, income, family characteristics

Nielsen Wire (The Nielsen Company)Online monthly newsletter from The NielsenCompany Reports on global marketing, media, entertainmentand retailing services

Gallup.comProvides research on what people around the world

think and feelU.S. Census Bureau

 American FactFinderLatest economic indicators

 Abbott Wool's Market Segment ResourcesPopulation projections by race and Hispanic originProjection years 2010-2050

Earth Resource SystemProvides detailed information for over 2600 U.S.cities

Includes demographics, environmental factors,economic indicators, housing statistics, media(newspaper, television, and radio), schools,transportation, and local contacts

 Advertising Media Internet Community (AMIC)Dedicated to media and marketing professionals andindustry Current articles/hot topicsSome features require free registrationClick Site & Ad Info and/or Ad Info for mediaplanning and advertising pricing information

New Strategist PublicationsCollection of books (electronic and print) focusing onconsumersThe Who's Buying series

Based on data from the Bureau of Labor

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Statistics Consumer Expenditure Survey Demographics USA  

CAT search shows Zip Code edition, County edition,City editionDetailed demographics, EBI (Estimated BuyingPower), BPI (Buying Power Index) and moreComprehensive picture of consumers for any givengeography 

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Media Choice

Ratings, Circulation, and Surveys

Costs and Spending Data

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Books and Web Resources