Basic Media Planning Concepts: Magazines
ADV 4300, Kent Lancaster
1. As a media planner for Dannon Light Yogurt, you are asked to evaluate a January magazine plan to introduce three new French vanilla flavors. The full page, four color advertisements pretested by Gallup & Robinson have 45.6 percent recognition scores. According to Simmons, the typical issue of TV Guide and People achieve readership levels of 44.118 million and 38.297 million respectively against 192.031 million US adults. The cost per insertion for each publication is $155,200 and $131,500 respectively. Please evaluate a schedule with four insertions in each weekly magazine using the following normative framework.
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ADVERTISING MEDIA EVALUATION: _______________________________________
_____________________________
Frequency
(f) Distributions
_____________________________
-----------------------------------
_____________________________
Vehicle
Message
------------ -------------
Target: __________________________ f % f
% f+ % f % f+
__________________________________ --- ----- -----
----- -----
____ _____ _____ _____ _____
Message/vehicle = ________________ ____ 12.1 _____
_____ 38.5
____ _____ 42.4 10.0 _____
____ 9.5 _____ _____ 11.3
____ _____ 23.4 3.7 _____
____ 3.7 _____ _____ 1.4
____ _____ 5.2 0.3 _____
____ 1.6 _____ _____ 0.2
____ _____ 1.3 0.0 _____
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. If message effective reach (2+) is correlated with recall, what would a tracking study show after the campaign as the approximate recall level of this schedule as a percent of the target? Briefly explain.
Copyright © 1997-1998 Kent M. Lancaster, Media Research
Institute, Inc. All Rights Reserved.
Revised: June 18, 1999.