Basic Media Planning Concepts: Exam 1
ADV 4300, Kent Lancaster, Spring 2000

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.

-----------------------------------------------------------
ADVERTISING MEDIA EVALUATION: Newspaper Sunday Supplements

Name                                         Frequency (f) Distributions
FTD Florists                          ------------------------------------
February, 2000                                 Vehicle          Message
                                            ------------     -------------
Target: 92,000,000                     f      % f   % f+      % f     % f+
US Adult Males                        ---   -----  -----     -----   -----
                                       0     41.0  100.0      68.3   100.0
Message/vehicle = 45.0%                1     39.7   59.0      27.4    31.7
                                       2     17.1   19.3       4.1     4.3
                                       3      2.2    2.2       0.2     0.2
Summary Evaluation
------------------
Reach 1+ (%)                                        59.0             31.7 
Reach 1+ (000s)                                 54,280           29,164   

Reach 3+ (%)                                         2.2              0.2 
Reach 3+ (000s)                                  2,024              184   

Gross rating points (GRPs)                          80.4             36.2 
Gross impressions (000s)                        73,968           33,285.6 
Average frequency (f)                                1.36             1.14

Cost-per-thousand (CPM)                             16.49            36.65
Cost-per-rating point (CPP)                     15,174           33,720   
Cost-per-net reach point (CPRP)                 20,677           38,485   
Cost-per-response (CPR)                              0.02             0.04

Vehicle List    Rating    Ad Cost    CPM-MSG     Ads    Total Cost     Mix
------------    ------    -------    -------     ---    ----------   -----
Parade           42.4     675,000     38.45       1       675,000     55.3
Sunday           16.3     132,000     19.56       1       132,000     10.8
USA Weekend      21.7     413,000     45.97       1       413,000     33.9
                          -------    -------     ---    ----------   -----
                          Totals:     36.65       3     1,220,000    100.0
--------------------------------------------------------------------------

2.   Approximately how many adult men are likely to see the advertisement at least once?

   29,164 (or 31.7%)   

Rounding Issues

Back to Basic Concepts

Copyright © 1997-2000 Kent M. Lancaster, Media Research Institute, Inc.  All Rights Reserved.
Revised: February 14, 2000.