Quiz 1 Version B (US Adult Men)

Basic Media Planning Concepts: Quiz 1, Version B (US Adult Men)
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. In March of 1999, what percent of the target audience is likely to see a Movado advertisement at least one time?

39.3%

2. In March of 1999, 29.4 percent of the target audience is likely to see a Movado advertisement at least three times.

__ True ´ False (Check one.)

3. 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?

9.3% (Other %'s possible if correctly justified in Question 4 below.).

4. Very briefly and concisely explain your answer to Question 3 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 9.3 percent of US adult men are likely to be exposed to 3 or more messages, this percentage is also likely to recall message content.

5. Find "61.2%" and explain its meaning in a complete sentence.

Approximately 61.2 percent of US adult men will be exposed to one or more magazine issues in this plan.

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

8,588,500 or 8,588.5 thousand US adult men. This answer should be the raw number equivalent of Questions 3 and 4 above.

7. Find "41.1%" and explain its meaning in a complete sentence.

Of every 100 US adult men exposed to a typical magazine issue in this plan, approximately 41 are also likely to be exposed to the full page, 4-color Movado advertisement that it contains.

8. Find "6.11" and explain its meaning in a complete sentence.

Approximately 6.11 percent of US adult men are exposed to the typical issue of Hot Rod magazine.

9. Find "20.48" and explain its meaning in a complete sentence.

It costs approximately $20.48 to expose 1,000 US adult men to the typical full-page, 4-color Movado advertisement in Field & Stream magazine.

10. Write the target audience size in thousands: 91,995.0.

11. Write the Hot Rod rating as a decimal: .0611.

12. Bonus: If you were to run a similar plan that generated 300 vehicle GRPs, approximately how much would it cost?

2,773,200 (Show your work below.)

Estimated Schedule Cost = CPP ´ GRP Goal

$2,773,200 = 9,244 ´ 300

-------------------------------------------------------------------------

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

Ogilvy & Mather                            Frequency (f) Distributions
Movado Watches                   --------------------------------------
March 1999        Vehicle            Message
                                         -----------        -----------
Target:   91,995,000             f      % f   % f+         % f   % f+
US Adult Men                   ---   ----- -----        ---- -----
                                  0      38.8 100.0        60.7 100.0
Message/vehicle = 41.1%           1      21.4   61.2        21.2   39.3
                                  2      10.4   39.8         8.8   18.1
                                  3     7.2 29.4         4.8    9.3
                                  4       6.7   22.2         2.7    4.6
                                  5     8.8 15.4         1.4    1.8
                                  6       4.0    6.6         0.3    0.5
                                  7     1.2 2.5         0.1    0.1
                                  8       0.6    1.3         0.0    0.0
                                  9     0.4 0.7         0.0    0.0
                                  10+      0.3    0.3         0.0    0.0

Summary Evaluation
------------------
Reach 1+ (%)                                      61.2%              39.3%
Reach 1+ (000s)                             56,320.5           36,162.2

Reach 3+ (%) 29.4% 9.3%
Reach 3+ (000s) 27,036.5 8,588.5

Gross rating points (GRPs)                   179.5               73.8
Gross impressions (000s)                165,149.4           67,876.4
Average frequency (f)                          2.9                1.9

Cost-per-thousand (CPM)                       10.05              24.45
Cost-per-rating point (CPP)                9,244             22,492
Cost-per-net reach point (CPRP)         27,107             42,218
Cost-per-response (CPR)                      0.03               0.05

Vehicle List    Rating   Ad Cost CPM-MSG Ads Total Cost    Mix %
------------    ------   ------- -------    --- ----------    -----
Sports Illust   21.62    170,000     20.80 5     850,000    51.2
US News & Wor 7.30    103,500    37.50 5     517,500    31.2
National Geog   17.88    159,345     23.57 1     159,345    9.6
Hot Rod       6.11     48,080    20.81 1    48,080    2.9
Field & Strea   10.93     84,630     20.48 1    84,630    5.1                              ------- -------    --- ----------    -----
                        Totals:    24.45   13 1,659,555    100.0
-------------------------------------------------------------------------

Rounding Issues

Back to Basic Concepts