marketing part iv bcs-be-36: the student demonstrates understanding of the concept of marketing and...
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Marketing Part IV
BCS-BE-36: The student demonstrates understanding of the concept of marketing and its importance to business ownership.
Media Planning
Media planning can help a business ____the desired _____to the target market.
media planningthe process of selecting _____media and deciding the time and space in which ads should _____
Graphic Organizer
Media Planning Questions
1. Can the medium present the product or service and the appropriate business _____?
2. Can the desired ______be targeted with the medium?
3. Will the ______get the desired response rate?
Advertising Agencies
_____an advertising agency can be an effective way to ______ads.
advertising agencya business that specializes in ______ads and ad campaigns for its clients
Advertising Agencies
An advertising agency can help a _____develop an ad campaign.
ad campaigna series of ad ______that share a single idea and theme
Media Measurement
Media planners are ______with the correct medium to use, its costs, and its ______.
Media Measurement
Media ______want their ads to reach the correct ______.
audiencethe number of _____exposed to an ad
Media Measurement
Two media ______are impression and frequency.
impressiona single exposure to an advertising ______
frequencythe number of times an audience sees or _____an ad
Media Measurement
Cost per thousand (CPM) is related to the number of ______that read or see an ad.
cost per thousand (CPM)the media cost of ______1,000 readers or viewers to an advertising impression
The “M” in CPM comes from the word mille, which
is Latin for “thousand.”
Media Audiences
TV audience measurement is based on diaries and viewer data ______by Nielsen Media Research Inc.®
Arbitron Inc.® uses listener diaries to _____radio audiences in more than 260 markets.
Media Rates
Advertising uses a set _____that is defined in terms of time or ______.
A media rate or advertising _____is the amount of money it costs to display or ______an ad.
Graphic Organizer
Factors AffectingMedia Rates
The _____of an ad
The number of ______an ad reaches
How often anad ______
_____an adappears
Where anad is ________
Print Media Ad Rates
Ad rates for newspapers and magazines are based on _______.
Circulation is the number of people who buy a publication, and audience, the ______of readers per issue.
Print Media Ad Rates
Magazine and newspaper ads are _____by the inch on a _____.
Graphic Organizer
Rate for a column inch is $17
You want an ad that measures four inches long by three columns wide
A column inch is one column wide by one inch deep
$17 X 4 inches X 3 Columns = $204
If a newspaper quotes a column inch rate, ____the number of inches by the number of columns. Then multiply the total ______inches by the rate.
Print Media Ad Rates
Magazine rates are based on:
______
The type of ______
______techniques
______(prime positions are more costly)
Broadcast Media Ad Rates
Broadcast media ad rates depend on:
The size of the ______
The reach of the _______
The _____of the day
Broadcast Media Ad Rates
For TV, prime ____is between 7 PM and 11 PM.
For radio, prime time is the _____or afternoon hours (drive time).
prime timethe time period when the network TV or radio audience is the ______
Internet Ad Rates
The cost of Internet advertising is based on:
_____
_____
__
Volume of monthly ____views
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