Marketing Part IV BCS-BE-36: The student demonstrates understanding of the concept of marketing and its importance to business ownership.

Marketing Part IV

BCS-BE-36: The student demonstrates understanding of the concept of marketing and its importance to business ownership.

Media Planning

Media planning can help a business ____the desired _____to the target market.

media planningthe process of selecting _____media and deciding the time and space in which ads should _____

Graphic Organizer

Media Planning Questions

1. Can the medium present the product or service and the appropriate business _____?

2. Can the desired ______be targeted with the medium?

3. Will the ______get the desired response rate?

Advertising Agencies

_____an advertising agency can be an effective way to ______ads.

advertising agencya business that specializes in ______ads and ad campaigns for its clients

Advertising Agencies

An advertising agency can help a _____develop an ad campaign.

ad campaigna series of ad ______that share a single idea and theme

Media Measurement

Media planners are ______with the correct medium to use, its costs, and its ______.

Media Measurement

Media ______want their ads to reach the correct ______.

audiencethe number of _____exposed to an ad

Media Measurement

Two media ______are impression and frequency.

impressiona single exposure to an advertising ______

frequencythe number of times an audience sees or _____an ad

Media Measurement

Cost per thousand (CPM) is related to the number of ______that read or see an ad.

cost per thousand (CPM)the media cost of ______1,000 readers or viewers to an advertising impression

The “M” in CPM comes from the word mille, which

is Latin for “thousand.”

Media Audiences

TV audience measurement is based on diaries and viewer data ______by Nielsen Media Research Inc.®

Arbitron Inc.® uses listener diaries to _____radio audiences in more than 260 markets.

Media Rates

Advertising uses a set _____that is defined in terms of time or ______.

A media rate or advertising _____is the amount of money it costs to display or ______an ad.

Graphic Organizer

Factors AffectingMedia Rates

The _____of an ad

The number of ______an ad reaches

How often anad ______

_____an adappears

Where anad is ________

Print Media Ad Rates

Ad rates for newspapers and magazines are based on _______.

Circulation is the number of people who buy a publication, and audience, the ______of readers per issue.

Print Media Ad Rates

Magazine and newspaper ads are _____by the inch on a _____.

Graphic Organizer

Rate for a column inch is $17

You want an ad that measures four inches long by three columns wide

A column inch is one column wide by one inch deep

$17 X 4 inches X 3 Columns = $204

If a newspaper quotes a column inch rate, ____the number of inches by the number of columns. Then multiply the total ______inches by the rate.

Print Media Ad Rates

Magazine rates are based on:

______

The type of ______

______techniques

______(prime positions are more costly)

Broadcast Media Ad Rates

Broadcast media ad rates depend on:

The size of the ______

The reach of the _______

The _____of the day

Broadcast Media Ad Rates

For TV, prime ____is between 7 PM and 11 PM.

For radio, prime time is the _____or afternoon hours (drive time).

prime timethe time period when the network TV or radio audience is the ______

Internet Ad Rates

The cost of Internet advertising is based on:

_____

_____

__

Volume of monthly ____views