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Advertising Media Plan

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Search: target audience and advertising media plan Dates: 2007-2012 Content Type: ebook and book

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current tab: Getting Started Media Choice Ratings, Circulation, and Surveys Costs and Spending Data Simmons OneView Books and Web Resources

Getting Started

Definitions Background Information Databases & Articles Target Audience While anyone interested in creating a media plan may find this information 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 is the electronic book, "The Entrepreneur's Guide to Advertising", by James Ogden and Scott Rareck, 2009. Chapters four and five deal with "Developing Your Advertising Plan", and "Media Basics".

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 for advertising 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. CPM represents the cost of reaching one thousand people via different types of media. To calculate CPM, find the cost for an ad, then divide it by the total circulation the ad reaches (in thousands). Finding this information and calculating this cost for each option provides a numerical ranking for comparison. CPM is a basic media concept. CPP (Cost Per Person) Commonly referred to as CPP, this describes the relationship between the cost of a television commercial and the 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 the publication in question. Publications will quote an advertiser a circulation figure based on paid subscribers. The audited circulation figures are verified by monitoring organizations. The publications will try to convince the advertiser that

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 validfor example, magazines distributed on airlines get at least eight readers 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 Station Index in measuring audience size. DMAs are nonoverlapping areas consisting of groups of counties from which stations attract their viewers. Penetration (How much of the total available market the advertiser is reaching) Penetration is related to circulation. If a town has a demographic count of 200,000 households, and an advertiser buys an ad in a coupon book that states a circulation of 140,000, the advertiser is reaching 70% of the possible markethigh penetration. If, instead, the advertiser bought an ad in the city magazine, which goes to only 17,000 subscribers (households), penetration would be much less8.5%. The degree of penetration necessary for the advertiser depends on whether their strategy is to dominate the market or to reach a certain niche within that market. Reach & Frequency (Reach is the total number of people exposed to a message at least once in a set time period, usually four weeks) (Frequency is the average number of times those people are exposed during that time period) Reach and frequency are key media terms used more in broadcast than in print. ("Reach" is the broadcast equivalent of circulation, for print advertising.) To make reach go up, an advertiser buys a wider market area. To make frequency go up, an advertiser buys more ads during the time period. Usually, when reach goes up, an advertiser has to compromise and let frequency go down. Advertisers could spend a lot of money trying to achieve a high reach and a high frequency. The creative part of media planning comes in balancing reach, frequency, and budget constraints to find the best combination in view of the advertiser's marketing goals.

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

Source Premier. Trade publications are often used for information regarding competitors and industry developments. Examples include: Advertising Age Online full-text from ABI/Inform 1999-current Penn State CAT record 1930-current [incomplete] Includes articles about advertising campaigns, agency appointments, and government actions affecting advertising and marketing AdWeek (absorbed Mediaweek and Brandweek, April 2011) Online full-text from ABI/Inform vol. 38, no. 41 1997-2003, and 2003-current Penn State CAT record 1984-2003, and 2003current [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 Premier Full text database of periodicals, trade publications and scholarly journals Datamonitor Search advertising or marketing research Select Industry Profiles as the Source Type in the lefthand menu Additional Company/Industry Information databases and articles Market Share Reporter Online full-text for 2011 via Gale Directory Library Penn State CAT record from 1991-current [incomplete] An annual compilation of reported market share data on companies, products, and services compiled from a variety of trade and industry publications Plunkett Research Online Search Advertising, Branding & Marketing under Industry Research Center Hoover's Provides company & industry information and news Select "Industry", then search Advertising & Marketing or Advertising Agencies Standard & Poor's NetAdvantage Industry surveys and company profiles IBIS World

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

Target Audience Best Customers: Demographics of Consumer Demand (2011) Analyzes household spending on products and services by age, income, race, and more Identifies which households spend the most on a product or service (the best customers) and which control the largest share of spending (the biggest customers) Consumer Expenditure Survey (Bureau of Labor Statistics) Consists of surveys collected for the Bureau of Labor Statistics by the Census Bureau Provides buying habit information of American consumers including expenditures, income, family characteristics Nielsen Wire (The Nielsen Company) Online monthly newsletter from The Nielsen Company Reports on global marketing, media, entertainment and retailing services Gallup.com Provides research on what people around the world think and feel U.S. Census Bureau American FactFinder Latest economic indicators Abbott Wool's Market Segment Resources Population projections by race and Hispanic origin Projection years 2010-2050 Earth Resource System Provides 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 and industry Current articles/hot topics Some features require free registration Click Site & Ad Info and/or Ad Info for media planning and advertising pricing information New Strategist Publications Collection of books (electronic and print) focusing on consumers The Who's Buying series Based on data from the Bureau of Labor

Statistics Consumer Expenditure Survey Demographics USA CAT search shows Zip Code edition, County edition, City edition Detailed demographics, EBI (Estimated Buying Power), BPI (Buying Power Index) and more Comprehensive picture of consumers for any given geography Books and Web Resources | Media Choice | Back to Guide Start

Media Choice Ratings, Circulation, and Surveys Costs and Spending Data Simmons OneView Books and Web Resources