Basic Media Planning Concepts: Exam
1
ADV 4300, Kent Lancaster, Spring 2000
Name: SSN:
1. The weekend before Valentine's day, FTD Florists ran a one full-page, four-color advertisement in each of the top three newspaper Sunday supplements. The target audience is 92 million adult males. Similar advertisements have generated an average 45.0 percent Starch Associated score (message/vehicle ratio). According to Simmons, the typical issue of Parade has 39 million adult readers, Sunday has 15 million and USA Weekend has 20 million. According to SRDS the four-color page rates for each of the publications respectively are $675,000, $132,000, and $413,000. Please evaluate this schedule using the following normative framework and answer the questions below it.
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ADVERTISING MEDIA EVALUATION: _________________________________________
_____________________________
Frequency
(f) Distributions
_____________________________
------------------------------------
_____________________________
Vehicle
Message
------------ -------------
Target: __________________________ f % f
% f+ % f % f+
__________________________________ --- ----- -----
----- -----
____ 41.0 _____ _____ _____
Message/vehicle = ________________ ____ _____ _____
_____ 31.7
____ 17.1 _____ _____
4.3
____ 2.2 _____ _____ 0.2
Summary Evaluation
------------------
Reach 1+
(%)
_____________ ____________
Reach 1+
(000s)
_____________ ____________
Reach 3+ (%)
_____________ ____________
Reach 3+
(000s)
_____________ ____________
Gross rating points (GRPs)
_____________ ____________
Gross impressions
(000s)
_____________ ____________
Average frequency (f)
_____________ ____________
Cost-per-thousand (CPM)
_____________ ____________
Cost-per-rating point (CPP)
_____________ ____________
Cost-per-net reach point (CPRP)
_____________ ____________
Cost-per-response
(CPR)
_____________ ____________
Vehicle List
Rating Ad Cost CPM-MSG
Ads Total Cost Mix
------------ ------ ------- -------
--- ---------- -----
____________ ______ _______ _______
___ __________ _____
____________ ______ _______ _______
___ __________ _____
____________ ______ _______ _______
___ __________ _____
------- ------- --- ----------
-----
Totals: _______ ___ __________
_____
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2. Approximately how many adult men are likely to see the advertisement at least once?
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Institute, Inc. All Rights Reserved.
Revised: February 14, 2000.