Quiz 1 Version A (US Adult Women)

Basic Media Planning Concepts: Quiz 1, Version A (US Adult Women)
ADV 4300, Kent Lancaster

Name: SSN:

Use the Movado media evaluation at the top of page two and apply principles covered thus far in this course to answer questions 1 through 11, and the optional bonus question 12.

1. If Movado were to conduct a tracking study of this monthly plan at the end of March 1999, approximately what percent of the target audience would be able to correctly recall key message content?

16.5% (Other %’s possible if correctly justified in Question 2 below.)

2. Very briefly and concisely explain your answer to Question 1 above.

With no information on audience responsiveness to advertisement frequency the industry "rule-of-thumb" of 3 or more message exposures for correct recall would be a reasonable assumption. Since 16.5 percent of US adult women are likely to be exposed 3 or more times to messages, this percentage is also likely to recall message content.

3. Find "66.2%" and explain its meaning in a complete sentence.

Approximately 66.2 percent of US adult women will be exposed to one or more magazine issues in this plan.

4. How many target audience members would be able to correctly recall key message content?

16,520,400 or 16,520.4 thousand US adult women. This answer should be the raw number equivalent of Questions 1 and 2 above.

5. Find "50.1%" and explain its meaning in a complete sentence.

Of every 100 US adult women exposed to a typical magazine issue in this plan, approximately 50 are also likely to be exposed to the full page, 4-color Movado advertisement that it contains.

6. In March of 1999, what percent of the target audience is likely to see a Movado advertisement at least one time?

48.7%

7. In March of 1999, 36.2 percent of the target audience is likely to see a Movado advertisement at least three times.

__ True ´ False (Check one.)

8. Find "6.35" and explain its meaning in a complete sentence.

Approximately 6.35 percent of US adult women are exposed to the typical issue of Ebony magazine.

9. Find "15.95" and explain its meaning in a complete sentence.

It costs approximately $15.95 to expose 1,000 US adult women to the typical full-page, 4-color Movado advertisement in Prevention magazine.

10. Write the target audience size in thousands: 100,036.0.

11. Write the Ebony rating as a decimal: .0635.

12. Bonus: If you were to run a similar plan that generated 250 vehicle GRPs, approximately how much would it cost?

2,050,750 (Show your work below.)

Estimated Schedule Cost = CPP ´ GRP Goal

$2,050,750 = 8,203 ´ 250

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ADplus(TM) RESULTS: MAGAZINES (All ads are 1 page, 4-color.)

Ogilvy & Mather                            Frequency (f) Distributions
Movado Watches                   --------------------------------------
March 1999        Vehicle            Message
                                         -----------        -----------
Target:   100,036,000             f      % f   % f+         % f   % f+
US Adult Women                   ---   ----- -----        ---- -----
                                  0      33.8 100.0        51.3 100.0
Message/vehicle = 50.1%           1      19.4   66.2        21.6   48.7
                                  2      10.5   46.7        10.5   27.0
                                  3     7.8 36.2         6.8   16.5
                                  4       7.5   28.4         4.8    9.7
                                  5     10.5 20.9         3.3    5.0
                                  6       5.8   10.5         1.1    1.7
                                  7     2.1 4.7         0.4    0.6
                                  8       1.1    2.6         0.2    0.3
                                  9     0.8 1.5         0.1    0.1
                                  10+      0.8    0.8         0.0    0.0

Summary Evaluation
------------------
Reach 1+ (%)                                      66.2%              48.7%
Reach 1+ (000s)                             66,179.3           48,689.6

Reach 3+ (%) 36.2% 16.5%
Reach 3+ (000s) 36,208.3 16,520.4

Gross rating points (GRPs)                   218.8              109.6
Gross impressions (000s)                218,928.8          109,683.3
Average frequency (f)                          3.3                2.3

Cost-per-thousand (CPM)                        8.20              16.37
Cost-per-rating point (CPP)                8,203             16,373
Cost-per-net reach point (CPRP)         27,136             36,883
Cost-per-response (CPR)                      0.03               0.04

Vehicle List    Rating   Ad Cost CPM-MSG Ads Total Cost    Mix %
------------    ------   ------- -------    --- ----------    -----
Time          11.47    169,000     29.40 5     845,000    47.1
People       24.70    131,500    10.62 5     657,500    36.6
Good Housekee   23.03    174,385     15.11 1     174,385    9.7
Ebony       6.35     49,375    15.51 1    49,375    2.8
Prevention      8.62     68,910     15.95 1    68,910    3.8                              ------- -------    --- ----------    -----
                        Totals:    16.37   13 1,795,170    100.0
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