Advertising Media Workbook and Sourcebook 3e Kim Bartel Sheehan, Jugenheimer, Kelley (Answer Key All Chapters, 100% Original Verified, A+ Grade) UNIT 1 Questions: 1. What is the significance of net or gross in media budget section of the media workplan?
Answers: Gross numbers refer to a total amount, like including commission in an advertising budget for a client. Net refers to an amount remaining after all activity is finished, like taking out the agency commission to reveal the true cost. Standard is 15%.
2. Discuss what target audience information you’d like to see in development a media plan for Cheerios cereal.
Relevant information, like; Age, Sex, Race, Income, Marital Status, Location, Shopping Habits, Coupon use, etc.
3. How do different sales channels impact a media plan? Discuss how you might approach a media plan for Dell computers where the brand is bought online, through a catalog, and in kiosks in malls.
The different sales channels influence the media vehicles used to best reach the consumer. Customers looking to purchase products online would be best reached through online advertising, while traditional advertising might be more effective for catalog and kiosk customers.
4. Discuss what might be different on the media workplan for a business-tobusiness product such as a copier compared to a consumer product such as an automobile.
The format would be the same but the lingo would change. For instances, the consumer would target the customer and the B2B would target Industry, Titles and Job functions.
Explanation:
Advertising Media Workbook and Sourcebook, Third Edition – 1
UNIT 2 Questions: 1. What is the difference between a media plan and a communications plan?
Answers: A media plan provides a recommendation for advertising only while a communications plan provides a communication neutral plan. It may include promotions, publicity, sponsorships or any form of communication.
2. Why is it important to tie the communications plan to the marketing plan?
A marketing plan contains strategies that involve the 4Ps: price, product, place (distribution) and promotion. The latter is communication. Communication objectives come directly from marketing strategies. It is paramount that the communication plan ties directly to the marketing plan.
3. Give an example of a test program?
A test program can be support for a specific target market or the use of a special media program. For example, testing higher support for Reno, Nevada or testing support for teens is an example of a specific target market. Testing the use of Facebook, Twitter, or other social media would be an example of a media test.
4. Find an example of a communications plan on Slideshare.com and discuss its differences and similarities to the outline in Exercise 2.1.
If you go to Slideshare.com, there are a number of media plans and communication plans posted. You can direct your students to a specific plan or you can let them find a plan on their own to discuss.
Explanation:
Advertising Media Workbook and Sourcebook, Third Edition – 2
UNIT 3 Questions: Answers: 1. You have an advertising budget of 134 times $2,350,000. If your CPM goal is $17.50, how many times could you spend that $17.50 CPM within your advertising budget? Show your calculations. You may need to round your answer to a workable figure.
Explanation: $2350 / $17.50
2. Each time you spend the CPM amount, you will be purchasing 1,000 audience impressions (because the M in CPM stands for thousand).
134,000 TAI
134 × 1,000
3. Reach (as number, not as a percent) multiplied by frequency will produce the TAI (total audience impressions) figure (R# × F = TAI).
19,143 Reach
(TAI) 134,000 / (Freq) 7
4. Again using the answer to question 2 and the information in question 3, calculate the frequency that is possible if the size of your target audience is 15 million (that is, a numerical reach of 15 million). Show your work. You may wish to round off your answer.
8.9 or 9
(TAI) 134,000 / 15,000 (Reach)
5. Like the TAI equations above, we can use our GRP to calculate other figures. Reach as a percentage multiplied by frequency gives GRP, or R% × F = GRP.
32.5%
325/10
6. Using the same relationships as in question 5 above, what frequency could we hope to achieve if we can afford to purchase a total of 280 GRP and we have a goal of reaching 27 percent of our target group?
10.37
280/27
Advertising Media Workbook and Sourcebook, Third Edition – 3
UNIT 4 Questions: 1. How would you describe the differences between each element of a SWOT analysis?
Answers: Strengths and weaknesses are internal forces while opportunities and threats are external forces on the brand. A strength and opportunity are helpful to the brand while a weakness and a threat are harmful to the brand.
2. Why is it important to develop a SWOT analysis within the context of the brand’s objective?
Without a context, the SWOT analysis becomes a listing exercise rather than a strategic exercise.
3. What is the difference between a marketing and a communication element?
Marketing deals with the 4Ps of the brand and with perceptions of the brand compared to the competition while communication deals with the communication of the brand compared to the competition.
4. If you were marketing the NIKE brand of athletic shoes, what are some external influences you might look at to develop your SWOT analysis?
You would look at consumer trends in terms of buying athletic shoes, population growth for young adults and teens, competitive companies and their new technologies, rise or fall in popularity of different sports.
5. Develop a SWOT analysis for NIKE to enter the geriatric shoe category. What makes this challenging, compared to introducing a new athletic shoe?
A SWOT analysis could look like this: a. Strength: NIKE brand is well known among target. b. Weakness: NIKE brand is not perceived as being durable or for older adults. c. Opportunities: Aging baby boomer population is growing. d. Threats: Brands like Dr. Scholl’s are others who are senior friendly.
Explanation:
This is different than just another shoe since it is a new demographic as well as a new market where the NIKE brand may not have a track record or a perception of strength.
Advertising Media Workbook and Sourcebook, Third Edition – 4
UNIT 5 Questions: 1. Why is it important that the communication objective be linked with the marketing strategy?
Answers: Marketing strategy drives communication objectives. The communication objective is the translation of the marketing strategy.
2. What are the two components of effective communication strategy?
It is the “what” and the “who.” What are you attempting to communicate and who are you attempting to persuade?
3. What are the five fundamental communication objectives?
To gain awareness, to convey new “news,” to encourage brand trial, to change attitudes and to associate the brand with a specific image.
4. What are the components of a clearly written communication objective?
To begin with “To.” To ensure that it is measurable. To ensure that it is single minded.
5. Write a communications objective based on the following marketing strategy for McDonalds: “to increase its usage among young males by offering $1.00 meal deals.”
“To introduce $1.00 meals to young males.”
Explanation:
Advertising Media Workbook and Sourcebook, Third Edition – 5
UNIT 6 Questions: 1.Using Table 6.1, how many more adults age 21+ have drank Budweiser in the past six months compared to Miller Lite?
Answers: 14,355 more Bud drinkers
Explanation: 24,847 Bud 10,492
Lite
14,355
More Bud drinkers
2. Using Table 6.1, what percentage of Budweiser drinkers (all users) is age 21–34?
33.9%
Look at the vert % under ages 21–34, Budweiser drinkers.
3. Using Table 6.1, what household income levels would you need to target to best reach 50% of Miller Lite’s heavy users?
HH50+ = 67.8% HH70+ = 44.9%
Scan through rows until you find the racial demographic. Using the column headings find the corresponding indices and compare.
4. What is the index of usage for Budweiser versus Miller Lite among the ethnic audiences of black and Hispanics?
Black
Bud 121 Miller 126
Hispanic
52 74
5. If you were going to try to gain The Pacific region, due to a very low index. market share for Miller Lite, which marketing region would you pick to heavy up and why?
Find region analysis rows and find corresponding column for Miller Lite. Compare indices for each region under the Miller Lite column heading. Find region analysis rows and find corresponding column for Miller Lite. Compare indices for each region under the Miller Lite column heading.
6. Would you target more users of Budweiser or Miller Lite by directing your message towards college-educated or not collegeeducated adults?
Miller Lite—College Bud—Not college
Find education demographics profiles on row headings. Compare vert. %, horiz. %, and indices to arrive at the final conclusion.
7.If you changed the target emphasis for Bud from all users to heavy users, how would that impact your household income aspect of the target?
Changing the target emphasis for Bud from all users to heavy users, brings the HHI of the target down.
Compare row and column indices for HHI and Budweiser–heavy drinkers.
8. What is the minimum number of glasses consumed by Bud heavy users 21–34?
6+ in past 7 days
Look at column heading (“Budweiser Heavy User [6+ glasses past 7 days])
9. What would be your target audience definition for Budweiser?
21–44
Mid-income Ethnic skews Single No college
Compare all factors for Budweiser by looking at vert %, horz %, and indices.
10.How does the above target compare to Miller Lite?
21–44
High-income College
Create a target audience for Miller Lite, and compare to previous answer.
No ethnic
Advertising Media Workbook and Sourcebook, Third Edition – 6
UNIT 7 Questions: 1. What are the top 10 CDI markets for bottled water? How much category volume do they account for?
2. Which market offers the best BOI opportunity for Barton Springs, Miami or Phoenix? 3. What are the best markets to cover 50% of sales for Barton Springs based on BDI? 4. Barton Springs added more distribution to New York and now has increased their sales by $5 million. What is the impact on New York’s BDI based on this increase in sales?
Answers: 1. New York 2. Los Angeles 3. San Francisco 4. Phoenix 5. Chicago 6. Boston 7. Dallas 8. Atlanta 9. Denver 10. San Diego = 46.69 OR 47% BDI CDI BOI Phoenix 177 189 107 Miami 177 113 64 35 markets with over 100 BDI
Explanation:
Barton Springs sales: $10,825,856 Total sales: 95.6 million 11.32% of sales = 166 BDI
= 5,825,856+5,000,000 = 10,825,856/Total Sales = 10,825,856/95,601,242 = .11*100 = 11.32 % of Sales for the brand BDI = % of sales/% of US BDI = (11.32/6.829)*100 BDI = 166 = Barton Spring Brand Sales/TV HH sales = (5054/25,270) = 20¢ Multiply Reno’s sales of $144,996 by 1.25 to get new sales of $181,245. Add incremental sales of $36,249 to $90.6K total; then divide 181,245 by the new total. Answer is .2% .2% divided by % pop. of .227 = 88 BDI You can reach 70% of brand sales within 62% of U.S. It is close, but not at 66% for Primetime breakeven point.
5. What is the sales per household of Barton Springs brand in Juneau, Alaska? 6. Barton Springs just ran a promotion in Reno, Nevada that increased household consumption of Barton Springs by 25%. How does this increase in consumption change this market’s sales and BDI?
20¢ per household
7. Barton Springs wants to schedule advertising in their top markets that represent 70% of brand sales. By doing this, is the brand at a national break-even point to begin to use Network Television?
70% of sales in 32% of U.S. Close to 66% for Primetime breakeven.
Brand sales increase to .2% from .16%. Increase in BDI from 77 to 88. Total sales now $181,245.
Advertising Media Workbook and Sourcebook, Third Edition – 7
UNIT 7 Questions: 8. What is the market with the highest per capita sales of furniture? 9. What will be the best market for automotive sales based on the five-year growth rate forecast?
Answers: San Jose, $3030
Explanation: Retail Sales for Furniture & Home Furnishings/TTL Pop = 5,276,315/1,741.7
Austin
Find (vehicle sales * % change) for all markets. Austin has the greatest rate forecast. However San Jose would still have highest sales.
Advertising Media Workbook and Sourcebook, Third Edition – 8
UNIT 8 Questions: 1. Using Exhibit 8.1. Calculate the index for the three best bottled water category sales months. Give the month, the percent of sales and the index.
Answers: April / 125 May / 122 June / 114
2. Compare the three strongest April / 103.6 sales months for the bottled water May /107 category versus the Barton June / 114 Springs brand. How do they compare on an index basis? 3. When do you think consumers are thinking about buying bottled water? How would that knowledge play into when you might advertise? A. Hold a discussion on when you believe consumers would be thinking about buying bottled water. 4. Research the purchase dynamics of buying a refrigerator. A. Go to an appliance Web site.
Explanation: April = 10.4/8.3 * 100 May = 10.2/8.3 * 100 June = 9.5/8.3 * 100
The Barton Springs brand is still above average, but had room to grow in April and May. The month of June has the same index.
Weather triggered Behavior Life style Poor water
Discuss concept of purchase cycle.
Advertising Media Workbook and Sourcebook, Third Edition – 9
UNIT 9 Questions: 1. What are the communication budget, total sales, and percentage of sales for the Great Lakes brand in Table 9.1?
Answers: The communication budget is $15 million, the total sales are $250 million and the percentage is 6.0 percent.
2. What would the percentage of sales be for the Great Lakes communication budget if the budget was reduced by $5 million?
The budget would go from $15 million to $10 million. $10 million divided by $250 million in revenue would be 4 percent.
3. What is the difference between working and nonworking dollars?
Working dollars are monies allocated to programs that impact the public. Nonworking dollars are monies allocated to developing the programs.
4. What is the percentage of the communication budget that American Life is allocating to digital communications based on Table 9.2?
American Life is allocating 30 percent of its budget to digital.
5. What is the agency compensation for Boston Life as compared with Sierra Madre? Which brand do you feel is getting more for their money?
Boston Life is 15 percent of $5million or $750,000. Sierra Madre is 5 percent of $20 million or $1 million. It would appear that Sierra Madre is getting a lot more for their money than Boston Life.
Explanation:
Advertising Media Workbook and Sourcebook, Third Edition – 10
UNIT 10 Questions: 1. What is the difference between an objective and a strategy?
Answers: An objective is what you plan to achieve and a strategy is how to achieve it.
2. What are the four key media objectives?
They are target, geography, seasonal/timing, and reach/frequency.
3. Is the statement “to schedule commercials on CNN” a media objective? If “yes,” why? If “no,” why not?
No, a media objective is not the selection of media itself. This is a media tactic.
Explanation: The objective is TO do something and the strategy is BY doing something.
Advertising Media Workbook and Sourcebook, Third Edition – 11
UNIT 11 Questions: 1. 8% of the TV audience watched the evening news. If the population is 550,000, what is the projected audience (numerical)? 2. The newspaper has 110,000 readers on an average day. What is the percent reach?
Answers: 44,000
Explanation: 550,000 × 8% = 44,000
20%
(110,000/550,000) × 100
54,000 76,500 40,500 18,000 99,000 31,500
450,000 × 12% 450,000 × 17% 450,000 × 9% 450,000 × 4% 450,000 × 22% 450,000 × 7%
3. Bartertown has a listening pop. of 450,000. Figure the projected audience for each program. Aud. % Reach
Num. R
12% 17 9 4 22 7
___ ___ ___ ___ ___ ___
Advertising Media Workbook and Sourcebook, Third Edition – 12
UNIT 12 Questions: 1. Use Table 12.1 for Calculating Cumulative Audience to arrive at the correct figures. A. What is the combined reach for the 2 programs listed below? R “Dividing the Dollar” 13% “Guess the Costs” 10% B. What is the total reach for the 3 stations listed below? Station R WDZZ 9% WFAM 14% WBTC 16% C. What is the combined reach for the 4 magz listed below? Magazine R Around the House 11% The Fixer Upper 14% Feathering the Nest 20% Handyman Specials 26%
Answers:
Explanation: Using Table 12.1 for Calculating Cumulative Audiences:
21%
Match up 13 and 21
33%
Match up 9 and 14; that gives you 21; match up 21 and 16
52%
Match up 11 and 14; get that and match it with 20; get that and match it with 26
45%
[(A reach) + (B reach)] – [(A reach) × (B reach)]
2. Use the combined reach formula to solve the following problems. A. What is the combined reach for the 2 local papers? Newspaper R Gazette 31% Press 21% B. Calculate the combined reach for all 3 networks. Network R ABS 17% CNC 11% NBB 18%
39%
Advertising Media Workbook and Sourcebook, Third Edition – 13
UNIT 13 Questions: 1. An advertising campaign in the Daily Gazette reaches 30,500 persons, who see the advertising a total of 92,400 times. What is the average frequency?
Answers: 3
Explanation: 92,400 represents the total impressions and impressions divided by reach equal frequency, therefore: 92,400/30,500 = frequency
2. An advertising campaign on 5.8 Frequency of Exposure KLMN radio reaches 20,900 persons who hear the advertising 121,700 times. What is the average frequency? Is it frequency of insertion or exposure?
121,700/20,900
3. An ad campaign directed toward 2,100,000 persons, achieves 15,600,000 total audience impressions. What is the average frequency?
7.4
15,600,000/2,100,000
4. Still another ad campaign that achieves 101,500,000 total audience impressions also achieves an average frequency of 5.6 times. What is the reach?
1,812,500
101,500,000/5.6
5. If an ad campaign has an average frequency of 6.6 to an audience of 11,000,000 persons, what is the number of total audience impressions?
72,600,000
6.6 × 11,000,000
Advertising Media Workbook and Sourcebook, Third Edition – 14
UNIT 14 Questions: 1. Use Table 14.1 Frequency Distribution chart to answer following questions: A. At 400 GRPs, what is the “at least” % reach for TV at an effective frequency level of 8? B. What is the “only” % reach for the same level of advertising? C. Still using that same level, what is the radio % of “at least” reach? D. Again, using the same level, what is the radio “only” % of reach? 2. Use the level 4 of effective frequency at an advertising level of 600 GRP in TV A. What are the 2 reach #s given at that advertising level? B. In your own words, explain what the “at least” figure means. C. In your own words, explain what the “only” figure means. 3. If you wished to reach at least 20% of the target group at least 10 times using radio, what advertising level would you recommend? 4. If you wished to reach at least 20% of the target group at least 10 times using television, what advertising level would you recommend? 5. We know that TRP level should be higher than GRP level. Should ERP level be higher or lower than the GRP level? Why?
Answers:
Explanation:
1.5 .7 7.1 1.4
Radio: 36.3/4.0 TV: 56.1/9.4 When you buy x GRPs, you can expect to reach x% of the target at least x times When you buy x GRPs, you can expect to reach x% of the target exactly x times 600
600
Lower
GRP represents a segment whereas ERP represents a subset of that segment (3–10) is effective; GRP is everything
Advertising Media Workbook and Sourcebook, Third Edition – 15
UNIT 15 Questions: 1. You are doing a media plan for the Milk Board. What brand matching would you have to take into account for this brand and how might it affect your media selection?
Answers: Visual campaign
Explanation: The Milk Board has had the milk moustache campaign that relies on a visual cue to convey its message. The campaign strategy is based on the deprivation of milk which probably could be done in any media but creatively it has been a visual campaign.
2. What are the message strategy strengths and weaknesses of using radio as a medium?
Lack of visual
For full information on this topic, refer to the Kelley and Jugenheimer media textbook. Radio has the brand ability to be very personal in nature. It is also very immediate and can be used to tailor selective times of the day. Its glaring weakness is its lack of visual. This hampers its ability to vividly demonstrate product benefits.
3. You client suggests that the best way to convey his quality steak is to put it on a billboard. Do you agree with his advice?
Not best for appetite appeal
A static billboard is not the best way to convey the quality of a steak. Appetite appeal is best done visually on television or in magazines.
4. If a full-page 4/color ad in Woman’s Day costs $100,000 and a 3/4–page 4/color ad costs $70,000, which size do you think would have the greatest value based on advertising recall? Why?
A 3/4–page ad costs 70% of a full page yet has 85% recall
A ¾ page ad costs 70% of a full page ad yet has 85% of the recall. So the ¾ page ad would have a better value than the full-page ad.
5. Your online media budget is only $3,000. You can buy 30 full banners for this amount of you can buy four interstitials. Which gives you most for the money?
This is a toss-up. Q—Is an interstitial worth 7.5 × a banner
An interstitial is much more targeted while banners may have more reach. The issue is whether an interstitial is worth 7.5x a banner. Most IAB research suggests that an interstitial is worth 4x a banner.
6. How much impact would the brand gain or lose by moving to :30s exclusively if a :30 costs twice the amount of a :15?
15 = 75% of 30 in recall yet costs half of the 30—gain 25% by mix
A 15-second commercial has 75% the recall of a 30. In this case, a 30 costs twice the amount of a 15-second commercial. So, you would gain a net of 25% more recall by moving to a mix of :30s and :15s versus a pure 30second schedule.
Advertising Media Workbook and Sourcebook, Third Edition – 16
UNIT 16 Questions: 1. Find relevant demographic information for the city in which you live and compare it to the demographics of the total U.S. population. Use the matrix to enter your findings.
2. Now conduct some research to find the local advertising media available for your city. Use chart below to enter your information. If your market has many media vehicles, you may need to expand the chart.
Answers: Houston Total U.S. 1,953,631 300,000,000 550,888 87,000,000 520,987 45,000,000 322,558 40,000,000 44,897 50,510 26,000 23,535 30.9 35.3 24.9 17% 30.5 30% 59.4 65% 13.3 15% 27.2 4.5% 49.9 49.1% 50.1 50.9% (Source: Nielsen 2007 TVB.)
Explanation: Pick any city and do the exercise. Example here is Houston.
Daily Newspaper(s) Chronicle Weekly Newspaper(s) La Vibra, La Voz, HCN, Leader Radio Stations KLTN, KODA, KBXX, KMJQ, KTBZ, KRBE, KILT, KHMX, KBME, KOVE, KLAT, etc. TV Stations KHOU, KPRC, KTRK, KRIV, KTXH, KHCW Cable TV Comcast, Comedy Central, FX, Fox News, A&E, Spike, TBS, TNT, Lifetime, ESPN, ESPN2, Fox Sports Local Magazines TX Family, Intown, OO2, HBJ, H Magazine, etc. Outdoor Clear Channel, CBS, Sign AD, JGI Telephone Directory Verizon, AT&T, Yellow Pages
Advertising Media Workbook and Sourcebook, Third Edition – 17
UNIT 16 Questions: 3. Now assess the suitability of your city or market for use as a test-market area.
Answers:
A. Overall, how well does your city or market population match the U.S. demographics?
Very similar to the total U.S. population
B. In which demographic categories is your city or market closest to the U.S. averages?
In the percentages of high school and college graduates, % males, % females
C. In which demographic categories does your city or market most differ from the U.S. averages?
Percentage not employed
D. How well does your city or market offer a variety of media that might be used for advertising tests?
The media varies greatly but Houston is too big of a city to be a test market
E. In which media categories does your city or market offer the best advertising test opportunities?
Houston is too large of a city to be an effective test market
F. In which media categories does your city or market fail to offer strong advertising test opportunities?
Daily newspapers
G. Finally, what is your overall assessment of your city or market as a possible test market for advertising?
Houston is too large of a city to be an effective test market
Explanation:
Advertising Media Workbook and Sourcebook, Third Edition – 18
UNIT 17 Questions: 1. Below are the gross income figures for several research respondents. Group the figures into quintiles. $36,566 $42,769 $77,340 $97,213 $33,334 $41,789 $56,783 $62,944 $72,888 $70,143 $60,046 $39,576 $49,428 $30,322 $21,583 $84,228 $24,732 $38,589 $29,485 $41,568
2. Using the quintile data provided at the end of Unit 17 (Table 17.1), answer the following questions: A. In Magazine Quintile II, what does the number 1,210 mean? B. In that same set of data, what does the figure 103 mean? C. Again using the same data set, what does the figure 3.0 mean? D. Using same set of findings, what does figure 309 mean? E. Finally, using the same data, what does the figure 20.5 mean? 3. What advertising medium would you recommend to advertise Lite Beer from Miller? Explain your reasoning.
Answers: Q1: $21,583 $24,732 $29,485 $30,322 Q2: $33,334 $36,566 $38,589 $39,576 Q3: $41,568 $41,789 $42,769 $49,428 Q4: $56,783 $60,046 $62,944 $70,143 Q5: $72,888 $77,340 $84,228 $97,213
Explanations: Sort from smallest to largest. Count the numbers to get a total count. 20 total figures. 20/5 = 4 figures in each quintile group. Sort into 5 groups starting from the top and moving down the list.
1,210,000 Bud heavy users are in Quin II Bud heavy users are 3% more likely to be in Quin II 3% of Bud heavy users are in Mag II Sample 20.5% Bud are in Quin II Internet and Outdoor that would best promote Miller Lite.
Advertising Media Workbook and Sourcebook, Third Edition – 19
UNIT 17 Questions: 4. In the quintile research explanation (MRI Doublebase Codebook), why are the weekly magazines weighted by 4 while monthly magazines are weighted only by 1?
Answers: Weekly = 4x month Monthly = 1x month
Explanations:
5. Use the MRI Doublebase Codebook information for these questions. A. Which medium has the most uneven-sized quintile groups? Why do you think there is unevenness in these group sizes for this particular medium?
Radio, the difference between heavy and light users is quite significant.
B. Which medium has the most evenly sized quintile groups? Why do you think there is evenness in these group sizes for this particular medium?
Primetime TV
Advertising Media Workbook and Sourcebook, Third Edition – 20
UNIT 18 Questions: 1. How would you define a media strategy?
Answers: A media strategy is how you plan to accomplish the media objective.
2. What are the two general types of media strategies?
They are media mix and media scheduling.
3. What is the difference between a media strategy and a media tactic?
A media strategy is how you will deploy the overall media categories to accomplish the objective while a tactic is the specific media vehicles you will use.
4. How would you craft a media strategy to meet the following media objective: “To generate buzz?”
The answer can be as simple as “By using viral videos” or “By using a publicity stunt.”
Explanation:
Advertising Media Workbook and Sourcebook, Third Edition – 21
UNIT 19 Questions: 1. Look again at the ARF Model in Exhibit 19.1 and at the explanation provided there. Why is there more horizontal breadth in all the stages following Stage I than in Stage I itself?
Answers: The horizontal dimension indicates frequency. The chart shows only one unit of a vehicle (e.g., one copy of a magazine) being distributed (Stage 1), as contrasted with multiple frequencies for all other stages.
2. Again looking at the ARF Model in Exhibit 19.1, why are there no consumers below the horizontal line in Stage VI?
The horizontal line separate prospects from nonprospects, so the purchasers in Stage 6 must have been prospects and therefore above the line.
3. With a goal of 10% reach, how many advertising insertions per week would you need to achieve 400 GRP per week?
Eight
4. Using the same graph as in question 3 above and again buying 400 GRP per week, what reach level would you achieve if you placed 20 advertisements per week?
Twenty
5. What media techniques might you use to achieve more engagement with an advertising campaign?
There are lots of techniques to achieve engagement, like having the consumer tear out a sticker and place it on a return card, or interacting on an Internet website, etc.
Explanation:
R% × F =
GRP , so R%
GRP = F , so 400 GRP = 8 50% R [20 × 20 + 400]
Advertising Media Workbook and Sourcebook, Third Edition – 22
UNIT 19 Questions: 6. What message techniques might you use to achieve more engagement with an advertising campaign?
Answers: Messages through interactive media are most often used, but they can also use standard (traditional) media and ask the audience to respond by Internet, telephone, mail, etc.
7. Some advertising media practitioners differentiate between media engagement and advertising engagement. Which of the two is likely to be stronger than the other? Why?
Most practitioners feel that there is more engagement with the media overall and less with individual advertisements.
8. How does branding relate to commoditization? Does branding work toward commoditization or against it?
Branding can help overcome commoditization by making the brand seem different from its competitors.
9. What are other methods (in addition to branding) by which a commoditized product, service, or idea might be differentiated?
Using a unique selling proposition (USP), showing a unique use for this particular brand, or simply being first in the marketplace so all other competing brands seem like imitators.
Explanation:
Advertising Media Workbook and Sourcebook, Third Edition – 23
UNIT 20 Questions: 1. How would you define a media tactic?
Answers: It is the specific media vehicle(s) that support the strategy.
2. What are the key components of media tactics?
They are the media vehicle, the creative unit, the number of times it is used, how many people it reaches and the number of people it reaches. Also included in any media tactical plan is the reason why you selected that specific vehicle.
3. What is the cost and audience guarantee for Time magazine in the United States for a full-page ad run of book? Please review the tactics as if it were a part of a plan.
Go to http://www.timemediakit.com/. At the U.S. tab, you will find the cost of a full-page run of book ad. As of 2010, a b&w ad was $196,200 and a 4c/2c ad was $301,900 with an audience of 3.250 million readers.
4. What is different about writing tactics for promotional recommendations?
For promotions, you should tell not only what it is but how the promotion works.
5. If you have access to SRDS, provide the tactical plan for the following: A. A magazine plan using women’s service publications based on an annual budget of $1 million using a creative unit of a full-page four-color bleed.
Let students develop a plan of their choice.
B. An outdoor plan for Houston and Dallas/Fort Worth based on an annual budget of $500,000 using 14 × 48 bulletins.
Let students develop a plan of their choice.
C. A national cable plan based on an annual budget of $2 million using a 30-second creative unit.
Let students develop a plan of their choice.
Advertising Media Workbook and Sourcebook, Third Edition – 24
Explanation:
UNIT 21 Questions: 1. You are considering placing advertising on 1 of 3 radio stations. Using the CPM, decide which would be more economical. Show your calculations. 2. You are considering advertising in magazines but you need to know which is most efficient. Use CPMs to rank mags from most to least cost efficient. Show your calculations.
3. You want to use TV advertising to reach the population of Plainville, but you can likely afford to use only 1 of the 3 TV stations in that market. Use CPPs to decide which station is most efficient. Show your calculations. 4. Poortown has a population of about 200,000 and also has two newspapers, but you can afford to use only one of them, so you need to compare the relative efficiency of these two newspapers for a 72column-inch advertisement placement. Here are their advertising and audience figures. The Times The Tribune $1.40/CPI $1.50/CPI = 80,000 = 90,000 A. First, compare the two newspapers on cost per thousand. Show your work. B. Now compare the two newspapers on cost per rating point. Show your work. C. Which paper would you use, and why? Refer to the CPM
Answers: WAAA
1. Modern Fishing 2. Hunting & Trapping 3. Hikes & Bikes 4. Woods & Homes
KRUD, $28.22
Explanations: WAAA = 204/(20,000/1000) = $10.20 WBBB = 136/(12,000/1,000) = $11.30 WCCC = 90/(8,000/1000) = $11.25 Modern Fishing = (2000/(160000/1000)) = $12.50 Hunting & Trapping = (1550/(86,000/1000)) = $17.44 Hikes & Bikes = (2,790/(190,750/1000)) = $14.63 Woods & Homes = (4,100/(225,450/1000)) = $18.18 KMTV$200/6.8 = $29.41 KUDD$400/12.9 = $31.00 KRUD$285/10.1 = $28.22
The Times The Tribune $100–80 $108 80,000 × 1000 90,000 × 1000 $1.26 $1.20 The Tribune The Times 80/200 = 40 rtg 90/200 = 45 rtg $100–80 ÷ 40 = 108 ÷ 45 = 2.52 2.40 Tribune, Lower cost per point and higher circulation
Advertising Media Workbook and Sourcebook, Third Edition – 25
UNIT 21 Questions: 5. Use the CPM Comparison chart Table 21.1 to rank the seven media according to their cost efficiencies, starting with the most efficient.
6. Refer to the CPP Comparison chart Table 21.2 to rank the seven television dayparts according to their cost efficiencies, starting with the least efficient.
Answers: Outdoor Radio Television Cable Magazine Internet Newspaper
Explanations: Ranked CPM from smallest to largest.
Prime Late News Prime Access Average Early News Early Fringe Early Morning Late Fringe
Rank Avg CPP from highest to lowest (least efficient to most efficient).
Advertising Media Workbook and Sourcebook, Third Edition – 26
UNIT 22 Questions: 1. A table of reach estimates for late evening spot television indicates that it requires 50 late evening GRP per week to achieve a sixty percent reach in an average market. SRDS indicates that the average cost of a late evening 30-second spot television announcement in Des Moines is $150 and the average late evening station rating is 3.0 during late evening in that city. Estimate the cost of using late evening spot television to achieve a 60% reach of Des Moines television homes for a 26-week period.
Answers: 150/3.0 = $50 CPP $50 × 50 GRPs × 26 wks = 65,000
2. You have been given a $4,500,000 advertising budget by your client for consumer media advertising expenditures. You estimate that your overall CPM for all media will be $15 for the year. Approximately how many TAI could be purchased with this budget?
300,000 (Thousands)
3. Using the information from the previous questions, if your target audience contains 60,000,000 adult females, how many times (frequency) will each person be exposed to your commercial messages during the year?
300/60 = 5.0
4. You know that there are about 300,000,000 persons living in the United States. Your market target is adult males ages 18–49 who earn $15,000 and more (household incomes) and who have attended or been graduated from college. Data from SMRB indicate that: adults are 66% of the total U.S. population; males are 42% of all adults; persons 18–49 are 40% of all adults; persons earning $15,000+ household incomes are 63% of the adults; and 45% of adults have attended or graduated college. Estimate the approximate size of your target group in the United States. Show your work.
300,000,000 × 0.66 198,000,000 × 0.42 83,160,000 × 0.40 33,264,000 × 0.63 20,956,320 × 0.45 9,430,344
Explanation:
Advertising Media Workbook and Sourcebook, Third Edition – 27
UNIT 22 Questions: 5. A table of reach estimates for daytime and spot television indicates that it requires 45 daytime GRP per week to achieve a fifty percent reach in an average market. SRDS indicates that the average cost of a daytime 30-second spot television announcement in Philadelphia is $200 and the average daytime television station rating is 4.0 during daytime in that city. Estimate the cost of using daytime television to achieve a 50% reach of Philadelphia television homes for a 13-week period.
Answers: $200/4.0= 50CPP 45GRPs × $50 × 13 wks = 29,250
6. You are buying 100 GRP per week over a four-week spot radio schedule on three stations. Use the chart below to help you calculate the estimated average frequency of exposure for the 4-week total. Show your calculations.
400/60 = 6.6
7. You need to estimate the cost of using television in the largest twenty markets during late news, with a goal of 50 gross rating points per market. Use the information below, and show your calculations.
2100 × 50 = $105,000
8. You are the advertiser director for a medium-sized retail store located in Kansas City, Missouri, and much of your work concerns the advertising media that are used in your promotions. Your store’s selling efforts are directed at a total of six market areas. A. Assuming that newspapers are available in all six of your market areas, allocate $50,000 of your total budget to newspapers in each market, based on the size of each market. Show your work.
KCMO KCK ST JOE TOPEKA LAWRENCE JC
% 77 5.5 2.7 4.8 1.8 7.4 100%
Explanation:
$ 38,500 2750 1350 2400 900 3700 $50,000
Advertising Media Workbook and Sourcebook, Third Edition – 28
UNIT 22 Questions: B. There are four major commercial television stations serving the Kansas City market on which you have been running some advertising. The average number of households tuned to each station is given below. Calculate each stations’ rating, share and projected audience for the entire six-market selling area. Then calculate the households using television (HUT) and the projected audience for all four stations together.
Answers: KCTV KMBC KSHB WDAF
HH 256,300 209,700 81,550 163,100
Explanation: Rtg. 22% 18% 7% 14% 61%
Shr. 36.1 29.5 11.5 22.9 100
Proj. Aud. 576,675 471,825 183,488 366,975 1,598,963
C. What is the number of total audience impressions (TAI) that you can afford during a year of advertising?
94,250/7.50 = 12,566 × 1000 12,566,666 Total
D. The figures indicate that you are reaching 28 percent of the St. Joseph market by using four spots per week on KQTV. You look up the ratings for the station and you find that each of your spots has the following rating. Spot A 6 rtg. Spot B 9 rtg. Spot C 5 rtg. Spot D 8 rtg. Are you reaching 28% of market? E. How many Spots to get 100 GRPs in morning drive and afternoon drive?
No because the numbers do not factor in duplication. R × F = GRP Only way to get 28 GRP would be if 28R × 1 F = 28 GRP Which is impossible, because if any person saw more than one commercials, then F would be >1, so GRP must be less than 28.
F. Reaching average HH 14x per year—what is % reach and project number of HHs?
Can only reach 90% Or 1,048,500
100 per week MD 118 per week AD
12,566 number of times can spend $7.50 CPM from budget. Since CPM accounts for 1,000 impressions, 12,566 × 1000 audience impressions = 12,566,000 TAI
Avg rating 1.0 divided into 100 GRPs for MD .35 rating divided into 100 GRPs for AD Reach at 90% Six mkt total = 1,165,000 HH × 90% Reach 1,048,5000
Advertising Media Workbook and Sourcebook, Third Edition – 29
UNIT 23 Questions: 1. How many broadcast weeks and months does a television flight that is scheduled from January 1, 2012 to February 28, 2012?
2. If you received a bill from a television station where you ran all the weeks in the April broadcast month, how many weeks of advertising might be on that bill?
Answers: 9 weeks, 3 months
Explanation:
4 weeks (Based on the 2011 broadcast calendar)
3. Provide a media flowchart Tell student to fill out mock that schedules 12 weeks of flowchart television beginning May 1, 2012 on a consistent basis with 75 TRPs per week of support with half of the weight in Daytime and the other half in Late Fringe. The target market is women, age 25–54. This is a national buy. The total dollars for the buy is $5.4 million. 4. Provide another media Tell student to fill out mock flowchart that adds a full page flowchart 4/c bleed magazine schedule to the above national television schedule using three insertions each in Woman’s Day and Good Housekeeping. The total cost for the print program is $900,000.
Advertising Media Workbook and Sourcebook, Third Edition – 30
UNIT 24 Questions: 1. You are advertising to adult males by purchasing 200 GRP on network television.
Answers:
Explanation:
A. What percent of the male audience can you expect to reach?
You can expect to reach 54.6% of the male audience.
Find overall reach TV Target Reach % under Male category @ 200 GRPs
B. How many times will you reach the average male audience member?
You will reach the average male 3.7 times.
Find Frequency to reach average males with TV @ 200 GRPs
C. What does the figure 32.6 in Table 24.1 mean?
32.6 is the percentage of men you Find 200 GRPs for TV and find are reaching 3+ times corresponding 3+ percentage.
200/54.6% = 3.6 or 3.7
2. You are advertising to adult females on network television. A. What GRP level would you need to reach 75 percent of your female target audience?
You will need 500 GRPs to reach 75% of your target female audience.
Find where overall reach is 75 and find corresponding GRP level in the first column.
B. What GRP level would you need to reach 75 percent of your target audience at least three times each?
You will need 850 GRPs to reach your target audience 3+ times.
Find where 3+ level equals 75, and find corresponding GRP level in the first column.
C. What GRP level would you need to reach the female audience an average of 10 times each?
You will need 850 GRPs to reach the female audience and average of 10 times.
Find where Frequency level equals 10 and find corresponding GRP level in the first column.
D. If there are 6,600,000 women in your target group, how many do you project that you can reach?
Of the target group, it is projected that you will reach 4,521,000.
Using the GRP level from 2A. = 6,600,000* % reach at 500 GRPs = 6,600,000*.685 = 4,521,000
3. You are advertising on radio and purchasing 450 GRPs A. What percent of the cable audience can you expect to reach?
57% for men or women
Advertising Media Workbook and Sourcebook, Third Edition – 31
UNIT 24 Questions: B. How many times will you reach the average audience member?
Answers: 7.9 Average frequency
C. What does the figure 38.8 mean?
3+ Reach
D. If there are 600,000 people in the target group, how many are you likely to reach?
57% from Q3A 342,000
Explanation:
4. You are using 300 GRPson cable television to reach adult females. A. What percent of the females can you expect to reach?
52%
B. How many times will you reach an average member of the target audience?
5.8
C. What does the figure 30.5 mean?
3+ Reach
5. You are using radio advertising. A. What GRP level would you need to reach 50 percent of the audience?
250 for Women 300–350 for Men
B. What GRP level would you need to reach 50 percent of the audience at least three times?
900 for Women 1500 for Men
C. What GRP level would you need to reach the audience an average of ten times each?
650 for Women 600 for Men
D. If there are 355,000 households in your market with an average of 2.15 persons per household, how many households can you expect to reach?
381,625
E. Using previous figures from previous question, how many people do you project that you can reach?
381,625
355/50% = 177.5 (HH don’t listen to radio)
Advertising Media Workbook and Sourcebook, Third Edition – 32
UNIT 24 Questions: 6. You are advertising on cable TV to reach adult males.
Answers:
Explanation:
A. What GRP level would you need to reach 55% of your male target audience?
You will need 400 GRPs to reach 55% of your male target audience.
Find Cable GRP levels for Men, and find 55% in the “Overall” column
B. What GRP level would you need to reach 55 percent of your target audience at least three times each?
You will need 1500 GRPs to reach 55% of your target audience.
Find Cable GRP levels for Men, and find 55% in the “3+” column
C. What GRP level would you need to reach the male audience an average of 7 times each?
You would need 400 GRPs to reach the male audience and average of 7 times each.
Find Cable GRP levels for Men, and find 7 in the “Frequency” column
7. Your target audience is composed of 7,00,000 persons who live in a total of 23,500,000 households. You are utilizing a prime-access broadcast television buy that achieves a rating of 9 and a share of 11. The HUT at that hour is 37 percent. What is the total number of persons reached by this advertising buy?
9% or 630,000 people
Advertising Media Workbook and Sourcebook, Third Edition – 33
UNIT 25 Questions: 1. You have scheduled commercials in early fringe, primetime, and late fringe but you received your invoice with commercial times airing at 5:05 pm, 7:10pm and 11:09 pm. How do these times match up with your buy?
Answers: The early fringe spot ran correctly, the primetime spot ran in prime access, and the late fringe spot ran in late news.
Explanation:
2. What is the comparison in costs between men and women for a national buy for 100 GRPs that is split 60/40 between network morning and primetime cable?
Men = $1,478,400
Men (17814)(60) + (10239)(40)
Women = $1,166,700
Women (12463)(60) + (10473)(40)
3. The previous buy was done in the scatter market but this year you can purchase it in the upfront market. What would be the impact on the latter buy if costs have increased by 6% yet you moved from the scatter to upfront market?
Save 14%
Upfront 20% savings + 6% inflation = Save 14%
4. You are asked to develop a plan to target women 18–49 in the top 5 spot television markets. Using an equal weighting of daytime, primetime and late fringe dayparts, what would be the cost for such a plan?
6,639
DT 2,629 PT 12,428 LF 4,860 19,917 ÷ 3 = 6,639
5. The costs you have developed for these top 5 markets were based on 1st quarter costs but the client must delay the plan until the 4th quarter. How will this change in timing effect the costs of the plan?
It should increase costs 85 to 115 or 30%
6. You have a budget of $5 million. Your client has asked to see three plans; one that is a national cable only plan using an equal weighting of daytime and primetime and the other that is a spot television plan for the top 15 markets using the same daytime and primetime daypart mix. Based on a women buying target, which plan delivers more impressions?
The national cable plan would deliver more impressions.
Add up top 15 markets and compare to Network cable
Advertising Media Workbook and Sourcebook, Third Edition – 34
UNIT 25 Questions: 7. Compare a spot television news only buy using 15 second commercials in the top 5 markets versus a spot radio am drive time buy using 60 second commercials in the same markets with men as the buying demographic. What plan would offer the media delivery on a $3 million budget?
Answers: (:15) = $3,482.50 (:60) = $2,777
Explanation: :15 = 4975 × .70
TV = 861 Radio = 1,080
8. Your client wants to run radio in the top 20 markets. Would he be better off scheduling spot radio or moving to network radio?
Target men or women 18+ Network Radio
Add up top 20 markets and compare to Network radio cost.
9. Your client wants to compare media between Detroit and Dallas. With a schedule of 125 GRPs per week in primetime and 75 GRPs per week on am drive radio, what is a four week schedule in each of these markets? (WM18+)
Target Men 18+/18–49
Use Men 18+ / 18–49 Target
GRPs TTL Prime TV 125/4 500 AM Radio 75/4 300 800
Dallas 664.5 92.1 756.6
Detroit 370.5 66.9 437.4
Prime TV 125 × 4 = 500 GRPs AM Radio 75 × 4 = 300 GRPs Dallas Prime TV 500 × 1329 CPP Detroit Prime TV 500 × 741 CPP AM Radio Dallas 300 × 307 CPP Detroit 300 × 223 CPP
Advertising Media Workbook and Sourcebook, Third Edition – 35
UNIT 26 Questions: 1. What is meant by the term “currency” in broadcast negotiations?
Answers: Currency refers to the rating measurement service and the specific measures within that service to be used to peg audience estimates. These estimates become the basis for establishing rates, which is why it is called “currency.”
2. What is an example of “added value”?
Added value is the additional aspects to the buy outside of just the paid media schedule. It can range from bonus weight to brand mentions or features to promotions.
3. Looking at Table 26.1, which cable news channel is the most cost efficient based on the purchase CPM?
Fox News has a CPM of 411.76 while CNN has a CPM of $18.18.
Explanation:
4. Looking at Table 26.1, CNN offers much more added value which cable news network than Fox News. offers the most added value? 5. What would you need to know to better evaluate the impact of the added-value portion of the purchase?
You would need to give a value to the billboards. That means you would provide an audience estimate for them. You would also need to provide an estimate of the value of the set signage. And you would need to understand the audience for the Airport News Network.
6. If CNN had a 30 percent greater composition of the brand’s audience than Fox News, how would that impact your decision on purchasing one versus the other?
The CPM is currently 50 percent greater for CNN versus Fox News. If CNN was 30 percent more targeted, that would cut the gap to just 20 percent. If you factored in the added value, then it would likely be a wash.
7. Which of the two networks would you select and why?
Fox News is selected based on efficiency and CNN based on the quality of the audience and the additional exposure.
Advertising Media Workbook and Sourcebook, Third Edition – 36
UNIT 27 Questions: 1. You are advertising in as newspaper that achieves 35 percent coverage of its market.
Answers:
Explanation:
A. What percentage of the households would you reach with 5 advertising insertions?
57%
See Table 27.1
B. What frequency level would you achieve with those same 5 advertising insertions?
3.1
See Table 27.1
A. What reach will you achieve?
70%
See Table 27.1
B. Is it percentage reach or numerical reach?
Percentage
See Table 27.1
C. What frequency level will you achieve?
5.5
See Table 27.1
D. Your market has 925,000 people in it. How many can you expect to reach with your newspaper advertising?
647,000
925,000 × 70% = 647,000
A. How many advertising insertions would be required to reach 80 percent of the market’s households?
12
See Table 27.1
B. How many insertions would be required to reach your audience an average of 7 times?
14
See Table 27.1
2. You are running ten advertisements in a newspaper that has 40 percent coverage of its market.
3. You are advertising in a newspaper that achieves 45 percent coverage of its market.
Advertising Media Workbook and Sourcebook, Third Edition – 37
UNIT 27 Questions: 4. You are advertising in (a) magazine(s) having 7 percent circulation of the U.S. households.
Answers:
Explanation:
A. What percent of the audience will you reach with advertising insertions in 4 issues of one magazine?
11%
See Table 27.2
B. What percent of the audience will you reach with advertising insertions in 8 issues in each of 3 magazines?
25%
See Table 27.2
C. What will be the average frequency achieved by 6 insertions per magazine in 6 different publications?
7.0
See Table 27.2
D. How many GRPs will you achieve with 2 insertions in each of 5 magazines?
70
See Table 27.2
A. How many magazines and how many advertisements per magazine would be required to achieve a 1,000 GRP level?
8 pubs with 12 insertions
See Table 27.2
B. What is one combination of magazines and advertisements per magazine that would achieve a reach of 50 percent?
8 insertions in 6 pubs
See Table 27.2
C. What is another combination of magazines and advertisements per magazine that would also achieve a reach of 50 percent?
6 insertions in 8 pubs
See Table 27.2
D. If there are 90,000,000 households in the U.S., how many will you reach with your advertising?
10,800,000
(90000000)(.12) = 10,800,000
5. You are advertising in (a) magazine(s) having 12 percent circulation of the U.S. households.
Advertising Media Workbook and Sourcebook, Third Edition – 38
UNIT 27 Questions: Answers: 6. Use the 7% publication chart for this problem.
Explanation:
A. What is the reach for advertising 8 times in a single magazine?
14%
See Table 27.2
B. What is the reach for advertising only once in each of 8 different magazines?
25%
See Table 27.2
C. Why is there a difference in these two reach figures?
By advertising in multiple magazines you are reaching more unique readers.
7. Use the 12% publication chart for this exercise. A. What is the GRP level for advertising 8 times in a single magazine?
96%
See Table 27.2
B. What is the GRP level for advertising only once in each of 8 different magazines?
96%
See Table 27.2
C. How is it possible that the GRP figures are identical?
GRPs = Freq × Ratings 8 × 12 = 96 12 × 8 = 96
Advertising Media Workbook and Sourcebook, Third Edition – 39
UNIT 28 Questions: 1. A retailer contracted for 100,000 column-inches of advertising space during the year. At the end of the year, the retailer had purchased 110,000 columninches of space. Did the retailer earn the contract—or a rebate, or a short rate—and if so, how much? 2. What if the retailer actually had used 68,000 column-inches of advertising during the year? 3. What if the advertiser actually had used 90,000 column-inches of advertising during the year? 4. A retailer contracted for 100,000 column-inches but purchased 90,000 column-inches. Did the retailer each the contract—or rebate, or short rate, and if so, how much? 5. At the end of the year, the retailer had purchased 71,000 column-inches. Did the retailer each the contract—or rebate, or short rate, and if so, how much? 6. At the end of the year, the same retailer had purchased 120,000 column-inches of advertising. Did the retailer each the contract—or rebate, or short rate, and if so, how much? 7. At the end of the year, the same retailer had purchased 80,000 column-inches of advertising. Did the retailer each the contract—or rebate, or short rate, and if so, how much? 8. Estimate the cost of a 3column by 8-inch newspaper advertisement in the Chicago Tribune.
Answers: Rebate $11,000
Explanation: 100,000 column-inches cost $1.75 each while 110,000 column-inches cost $1.65 each. 110,000 × $0.10 = $11,000 is what the advertiser overpaid.
Short rate $10,200
The contracted 100,000 columninches cost $1.75 each while 68,000 column-inches cost $1.90 each. 68,000 × $0.15 = $10,200 is what the advertiser underpaid. 100,000 column-inches cost $1.75 each and 90,000 columninches also cost $1.75 each. The $1.75 rate covers 75,001 to 115,000 column-inches, and both the 100,000 contract and the 90,000 used fall within that rate range.
Earned the contract. No rebate; no short rate. Earned the contract.
Short rate $10,650
Rebate $12,000
100,000 column-inches cost $1.75 each while 71,000 columninches cost $1.90 each. 71,000 × $0.15 = $10,650 is what the advertiser underpaid. 100,000 column inches cost $1.75 each while 120,000 column-inches cost $1.65 each. 120,000 × $0.10 = $12.000 is what the advertiser overpaid.
Earned the contract.
Both the contracted 100,000 column-inches and the 80,000 purchased column-inches cost $1.75 each.
Daily editions $13,128 or Sunday editions $19,224
8 × 3 = 24 column-inches Daily: 24 × $547 = $13,128 Sunday: 24 × $801 = $19,224
Advertising Media Workbook and Sourcebook, Third Edition – 40
UNIT 28 Questions: 9. Estimate the cost of ten insertions in the Columbus Dispatch if each ad is 13 inches high by 4 columns wide. 10. Estimate the cost for a year of a weekly full-page insertion in the Sunday editions of the Orlando Sentinel. 11. How many 26 column-inch insertions in the St. Louis PostDispatch could you afford on a budget of $100,000?
Answers: Daily editions = $70,200 or Sunday editions = $109,720 $2,391,480
Daily editions = 12 insertions Sunday editions = 9 insertions
12. You have an advertising budget of $850,000 and you want to buy equal amounts of advertising space in each of three newspapers: the Miami Herald, the Kansas City Star, and the Charlotte Observer. How much money would you spend in each of the three newspapers?
Daily editions = 905 columninches in each paper. Miami $336,660. KC $342,995. Charlotte $170,140. Sunday editions = 801 columninches in each paper. Miami $362,052. KC $331,614. Charlotte $156,195.
13. You are buying six full-page, four-color (4/c) advertisements this year in Family Circle. Estimate the total costs. 14. Estimate the total cost of a 1/2-page, 4/c advertisement to run in each of the five magazines listed in the Epicurean category.
$1,325,436
15. If you have a budget of $500,000 that you can spend on advertising in Real Simple this year, how many 1/2-page, 4/c advertisements could you afford to purchase? 16. If the black-and-white (b&w) advertising rates for Fitness magazine are 65% of the cost of 4/c advertisements, how many b&w full-page advertisements could you afford n Fitness on a budget of $450,000?
7 insertions
$190,940
6 insertions (full pages)
Explanation: 13 × 4 = 52 column-inches × 10 insertions = 520 column-inches. Daily: 520 × $135 = $70,200 Sunday: 520 × $211 = $109,720 52 weeks in a year. 52 × $45,990 = $2,391,480 Daily: 26 × $299 = $7,774/insertion. $100,000/$7,774 = 12.8 Sunday: 26 × $394 = $10,244/insertion. $100,000/$10,244 = 9.7 Daily: Miami $372 + K.C. $379 + Charlotte $188 = $939/columninch in all 3 newspapers. $850,000/$939 = 905.2. Multiply 905 × daily rate for each paper. Sunday: Miami $452 + K.C. $414 + Charlotte $195 = $1,061/column-inch in all 3 newspapers. $850,000/$1,061 = 801.1. Multiply 801 × Sunday rate for each paper. $220,906 × 6 = $1,325,436
BA = $47,780 CL = $43,340 CP = $19,845 F&W = $33,090 Gourmet = $46,885 Total $190,940 $500,000/$65,952 = 7.5
$105,120 × 0.65 = $68,328. $450,000/$68,328 = 6.5
Advertising Media Workbook and Sourcebook, Third Edition – 41
UNIT 29 Questions: 1. What are the components of print negotiation?
Answers: They are unit cost, circulation guarantees, CPM based on circulation and brand, positioning or placement of the ad in the publication, added value and cross platform programs.
2. Why does print negotiation have such a high profile in a company?
Because it involves a contract and can tie up a considerable amount of dollars on an annual basis.
3. Besides Time, Inc., what are other examples of companies that own more than one publication? What is the advantage or disadvantage of negotiating with such a company?
Some other examples would be Hearst Corporation, Dow Jones, and Rupert Murdock. The advantages would be the possibility of getting a package deal that might be more efficient. The downside is that you may actually lose leverage by just dealing with a single entity rather than having more to choose from.
4. In Table 29.1, what is the most cost efficient publication?
Based on circulation CPM and brand CPM, Good Housekeeping is more cost efficient than Epicurean.
5. In which of the two publications in Table 29.1 is the audience composition for the brand higher?
Epicurean has an index of 220 while Good Housekeeping has an index of 120. So, Epicurean has a stronger brand audience than Good Housekeeping.
6. In Table 29.1, which of the two publications appears to offer more in the way of extra items for the brand?
Clearly Epicurean offers more added value and the opportunity for cross platform items digitally as well as on cable television.
7. Based on the information in Table 29.1, put together rationales for why you should select Epicurean over Good Housekeeping and why you should select Good Housekeeping over Epicurean. After completing the rationale for each, which one would you select and why?
Epicurean has a stronger brand audience and the upside of significant added value in both the publication as well as digital and cable opportunities. The additional opportunities more than make up for the small CPM gap of 12 percent on the brand audience. Good Housekeeping has twice the reach of Epicurean, is half the CPM based on circulation and offers the brand the prestigious Good Housekeeping seal. You can make a compelling case for either publication. This is an opportunity for the class to pitch their thoughts or compete on it.
Advertising Media Workbook and Sourcebook, Third Edition – 42
Explanation:
UNIT 30 Questions: 1. For an outdoor advertising campaign aimed at women ages 18–24, you are buying 25 GRP.
Answers:
Explanation:
A. Calculate the total number of GRPs gained per showing period. Show your calculations.
628
79.5 × 7.9 = 628
B. Calculate the actual number of GRPs per day achieved by this campaign. Show your calculations.
22.43
628.05/28 days = 22.43
C. Compare your answer to question 1B above to the anticipated GRP level (25 GRP). Are they the same, and if not, why might there be a discrepancy?
No, the answers are not the same. The discrepancy could be due to rounding.
2. Now you are placing outdoor advertising aimed at adults ages 35–44. A. What percentage reach would you expect from a showing at the 75-GRP level? Show your calculations.
83.6 OR 84
(86.1 + 81.1)2 = 83.6
B. What would be the average frequency of this outdoor buy? Show your calculations.
18.45
(24.1 + 12.8)2 = 18.45
C. What is the actual GRP level per day? Show your calculations.
55
(83.6 × 18.45)/28 = 55
D. Again, referring to question 2C above, what would be the GRP level per day that you would expect?
75
E. Are the actual GRP level and the anticipated GRP level the same? If not, by how much are they different? Keep in mind that small discrepancies and “rounding errors” may be acceptable for estimating purposes.
No, the numbers have a large discrepancy. Obviously not a linear number
Advertising Media Workbook and Sourcebook, Third Edition – 43
UNIT 31 Questions: 1. What is the definition of an outdoor showing?
Answers: It is the percent of the mobile population reached on a daily basis through the use of outdoor.
2. What is the difference between bulletins, 30-sheet posters, and 8-sheet posters?
They reflect different sizes and different placements. Bulletins are 14 × 48 units placed on major highways. 30sheet posters are placed on surface roads and 8-sheet posters are in urban pedestrian areas.
3. What is the cost of a 25 GRP showing in Philadelphia and Washington, DC?
The cost is $57,708 a month in Philadelphia and $83, 425 in Washington, DC. Together it would be $141,133 . 196.
4. How many 30-sheet posters would you buy to achieve a 75 GRP schedule in San Francisco? 5. How much would it cost to purchase a bulletin for a year in San Francisco?
Explanation:
Average monthly bulletin cost is $8,500. So an annual cost would be 8,500 × 12= $102,000
Advertising Media Workbook and Sourcebook, Third Edition – 44
UNIT 32 Questions: 1. Why is out-of-home not as negotiable as other media?
Answers: You may want to specific unit which limits your choices and there are not many vendors to select from.
2. What is the most important component of the selection process? 3. In Table 32.1, which package has the lowest CPM?
It is the location of your outdoor properties.
4. In Table 32.1, which package has the best locations?
Package A has the best locations. It has 60 percent good or excellent versus 40 percent for Package B.
5. Which package would you recommend to the client and why?
Package B is 15 percent less expensive than Package A and delivers slightly more impressions. However, Package A has 50 percent better locations. So, for slightly more money you get a lot more visibility in Package A.
Explanation:
Package B has the lowest CPM; $3.00 versus $3.50
Advertising Media Workbook and Sourcebook, Third Edition – 45
UNIT 33 Questions: Answers: 1. You are advertising at a level of 200 GRPs on an Internet site that achieves wide dispersion.
A. What will the percentage reach be in one week?
Explanation:
15%
See Table 33.1
B. What will be the percentage 16% reach in four weeks?
See Table 33.1.
C. What will be the average frequency?
50
See Table 33.1.
D. How long will it take to achieve that frequency level?
4 weeks
See Table 33.1.
E. If there are 1,600,000 in your target group, how many do you project that you will reach?
3.2 million impressions or 16% reach = 256 million uniques
160000 × .15.
A. What GRP level would you need to reach 5% of the audience in one week?
150
See Table 33.1.
B. What GRP level would you need to reach 5% of the audience in four weeks?
About 125 per week.
C. What GRP level would you need to reach your audience an average of 25 times?
A little less than 30 per week.
2. You are advertising on an Internet site that achieves limited dispersion.
Advertising Media Workbook and Sourcebook, Third Edition – 46
UNIT 34 Questions: 1. Your interactive group has developed a 120×600 pixel unit for your Internet plan. What is the most efficient way to gain 1 million impressions per month using at least three different Web sites.
2. Your client has asked what the highest cost would be to reach 500,000 impressions per month using a mix of WSJ.com and CBS Marketwatch to reach stockbrokers. What is the cost ceiling for such a plan?
Answers: Yahoo Finance (4x) HBJ (2x) CBS (2x)
Explanation: See Table 33.1.
$25,200
WSJ.com—Tower $5,100 Island—$5,100 CBS Market Watch Skyscraper—$2,500 Intro Message—$10,000 Rich Media—$2,500
3. You are developing a media plan with skyscrapers and banners. A. If you put two plans together, one using each unit, how would the cost compare if the goal was to reach 2 million impressions per month?
The cost would depend on the sites that were chosen for each plan. Usually, a banner and skyscraper would have roughly the same cost
B. What would the cost be to reach 2 million impressions per month where 1 million impressions were generated from banners and 1 million from skyscrapers.
The cost would depend on the sites chosen, but should be roughly the same.
C. Of these three options, which would you recommend to the client and why?
Advertising Media Workbook and Sourcebook, Third Edition – 47
UNIT 35 Questions: 1. Why is the click-through rate on a Google ad so much higher than on the other ad vehicles?
Answers: People use Google specifically for searching.
Explanation:
2. Given the budget of $500 per month, how many impressions could be expected from each vehicle?
Village Voice banner = 50,000 Eater.com = 50,000 VV newsletter banner = 110,000 VV e-dining newsletter banner = 18,000 Google: 11,893
Village Voice banner: $500 budget divided by $10 cpm = 50,000 impressions. Eater.com: 50,000 impressions per month for $475 Banner in VV one newsletter is $500, delivered to 110,000 subscribers Banner in three VV dining newsletters is $450, 6000 per newsletter × 3 = 18,000 Google cost is .56 per click, resulting in total clicks of 892. Click-through rate of .075 means that 11,893 impressions were garnered (892/.075 = 11,893)
3. How many click-throughs could be expected from each vehicle?
Village Voice Banner = 3 Eater.com = 5 VV newsletter = 88 VV e-dining newsletter = 3 or 4 Google = 892
VV banner = 50,000 impressions × .00006 Eater.com = 50,000 impressions × .0001 VV newsletter = 110,000 × .0008 VV e-dining newsletter = 18,000 × .0002 = 3.6 Google = 500/.56 = 892
4. Which vehicle would you recommend?
Google seems most efficient.
5. Given the efficiency of Google ads, is there a value to considering other types of digital marketing? Why or why not?
Targeted audience.
Advertising Media Workbook and Sourcebook, Third Edition – 48
UNIT 36 Questions: 1. Calculate the daily impressions for each targeting option with a $10 daily spending limit.
Answers: Adults 18+ = 20,833 Adults 18+ Oregon/Washington = 18,518 Men 18–34 = 23,809
Explanation: Adults 18+ = $10/.48 × 1000 Adults 18+ Oregon/Washington = $10/.54 × 1000 Men 18–34 = 10/.42 × 1000
2. Calculate the daily clickthroughs for each targeting option.
Adults 18+ = 8.84 clicks Adults 18+ Oregon/Washington = 7.93 clicks Men 18–34 = 10 clicks
Adults 18+ = $10/1.13 Adults 18+ Oregon/Washington = $10/1.26 Men 18–34 = 10/.98
3. What targeting option would you recommend to clients?
Men 18–34
More efficient, generates more impressions,
4. What other targeting options might you investigate for the campaign?
Any target is viable as long as there is rationale. There is no right or wrong answer.
Advertising Media Workbook and Sourcebook, Third Edition – 49
UNIT 37 Questions: 1. Estimate the number of impressions for each vehicle at three budget levels: $500, $1,000, and $1,500.
2. Estimate the number of click-throughs for each vehicle at each budget level.
Answers: Banner ad on VV mobile web site $500: n/a $1,000: 100,000 $1,500: 100,000 VV Text Alert $500: 3,000 $1,000: 6,000 $1,500: 10,000 Mobile ad on Google $500: 30,303 $1,000: 60,606 $1,500: 90,909 Text on Google SERP page $500: 33,320 $1,000: 66, 640 $1,500: 99,960
Explanation: Banner on VV mobile web site: 100K impressions per ad VV Text Alert: 1000 subscribers per message. $500/150 = 3 messages × 1000. $1000/150 = 6 messages × 1000. $15000/150 = 10 messages × 100 Mobile ad on Google: $500/.55 = 909 clicks per month. 909/.03 = 30,303 impressions. As budget doubles and triples, so do clicks. Text ad on Google SERP page: use same formulas as above.
Banner ad at web site: $500: n/a $1,000: 3,000 $1,500: 1,300 V Text Alert: $500: 120 $1,000: 240 $1,500: 360 Mobile ad on Google: $500: 909 $1666: 1,818 $1,500: 2,727 Text on Google SERP: $500: 1,666 $1,000: 3,332 $1,500: 4,998
Banner ad at mobile web site: 100,000 × .03 for top ad, $100,000 × .013 for bottom ad V Text Alert: $500 level: 1000 × 3 × .04 Mobile ad on Google: See above Text ad on Google: See above
3. Why are the banner ads on Higher impressions and flash the Village Voice mobile web animation potentials. site priced so much higher than other options? What benefits to the creative unit are available?
Advertising Media Workbook and Sourcebook, Third Edition – 50
UNIT 38 Questions: 1. Look up the population of your city in three different sources (e.g., U.S. Census, local chamber of commerce, state development department). Write down the population and the source. Also write down the population base: city, county, metropolitan area, etc., as well as the population type: individuals, households, adults, etc. If the figures do not all agree, explain why. Also, how would you report these figures if your supervisor had requested this information? 2. You are the media planner on Budweiser. The brand manager has come to you to begin work on a new project for the company. Anheuser-Busch has decided to tap into the bottled water market with a new brand of bottled water called Clydesdale Springs. Since the brand doesn’t have any information on the bottled water target, the client has asked you to look at Miller beer drinkers as a target. The ad people at Budweiser were able to obtain seasonality data on water consumption from a salesperson and want some help on understanding the information. Your task is to develop the target audience profile and advise the brand on when the best time is to launch this new water product.
Answers: Each student will look up his or her own city, and each may use different sources.
Explanation:
Based on the annual consumption of bottled water, the best time to roll out a new product would be in March with a strong push through out the spring and summer months. The target audience would be women 18–34 that are health conscience and active in their daily lives.
Refer to UNIT 6, Table 6.1 for defining the target audience. Refer to UNIT 8 to assess seasonality.
Advertising Media Workbook and Sourcebook, Third Edition – 51
UNIT 38 Questions: 3. The brand manager for Sears is confused. He is not sure if he should do a local campaign or a national campaign. He has a reach and frequency goal of 90 reach and a 5 average frequency for his month-long campaign. He has $5 million dollars to invest in the promotion that is targeted to women. His sales are in line with the population of each U.S. market except New York. He has only 2% of sales in this top market. The President of Sears wants the promotion to cover at least 40% of Sears’s business. Is it better for him to run locally or to schedule a National Television campaign using 30-second creative? 4. You are traveling to your next client presentation when you happen to meet a former classmate of yours who is now President of a hot new video game company. He is in a bind. He could really use a media plan to help him raise $20 million of venture capital money to promote his new video game. He begs you for help but all you have is your Media Workbook. However, being resourceful, you know that his target market is teens and young adults. They are twice as likely to be Radio listeners and Internet users than older adults and less likely to be heavy viewers of television. The cost to reach this group is roughly one-third of the adult marketplace. He is launching his game in November to lead into the Christmas holiday shopping season. What would be your one-page media recommendation for him?
Answers: It takes the Top 20 markets to generate 40% of sales. The Spot TV cost for Daytime is $6,261 for these markets or slightly more than Network, Cable or Syndication Daytime. However, other Spot TV costs are lower than Network. To hit a 90% reach level, you would have to use Spot TV.
Explanation: Refer to UNIT 7; Table 7.1 to obtain percent of U.S. for calculating sales. Refer to UNIT 25; Tables 25.3 and 25.4 for Television cost information. Task is to calculate break-even for the promotion between Network and Spot Television.
There is no right or wrong answer to this question. Likely scenario would be to put a plan together with Radio, Internet and Cable (rather than Network Television).
Refer to UNITS 28 and 34 for cost information. Have students select media and adjust costs by .33 factor. Some students may feel that this question is too vague. In fact, many business questions are vague and it is up to the planner to determine the best course of action. This gives an opportunity for students to defend their choices.
Advertising Media Workbook and Sourcebook, Third Edition – 52
UNIT 39 Questions: 1. Your staff has begun planning a spot radio buy on several stations in the Seattle area, but the plan has not been completed. You decide to complete the calculations for the various audience levels on each station. Fill in the spaces in the table where the data is missing. 2. When you look up the annual sales of automobiles in Stanleytown, you find the following figure. Auto sales ($000,000) Stanleytown 12.465,000,000 How would you express this figure in a research report? 3. When you add up the total advertising spent last year on your brand and on your major competitors, these are the figures you find. How might you report these figures on a research report? Why might you wish to “round off” some of the figures? 4. Here are sales figures that you found for two years of sales. 2005 132,000,000 units 2007 174,570,000 units Using these figures, can you estimate the sales figures for 2006? Why or why not?
Answers: See Unit 39 Table below.
Explanation:
12.4 billion
6.5 8.4 9.1 7.5 31.5
Difficult since it is an odd pattern Half would be 153,285,000
UNIT 39 TABLE Station KAAA KBBB KCCC KDDD KEEE KFFF
Reach 400,000 600,000 700,000 300,000 300,000 700,000
Freq 5 5 5 7 7 5
Gross Impressions 2,000,000 3,000,000 3,500,000 2,000,000 1,000,000 3,500,000
Reach Rtg 20 30 35 10 10 40
GRPs 100 150 175 70 70 200
Cost/Ad $1,000 $1,650 $2,100 $675 $450 $2,200
Advertising Media Workbook and Sourcebook, Third Edition – 53
Total Cost $5,000 $8,250 $10,500 $4,725 $3,150 $11,000
Cost/Rating Pt $50 $60 $60 $68 $45 $55
UNIT 40 Questions: 1. Enter the proper values for the following figures:
Answers:
Explanation:
80 = = = 100 10 50 20
8 40 16 = = 10 50 20
.62 =
62 = 62% 100
80/100 means 80% or .80. The fractions must yield that same result. .62 is equal to 62 out of 100 which in turn is 62 percent.
100
= ___ %
2. What is 4% of 100? What is 10% of 110? What is 9% of 117? 300 is what % of 1200? 16 is what % of 88? 42 is what % of 20,600? 3. What % of the total does each market receive? Market Allocation % 1. $62,000 __ 2. $77,500 __ 3. $55,350 __ 4. $81,075 __
4 11 10.5 25% 18% .002%
Multiply 100 × .04 Multiply 110 × .10 Multiply 117 × .09 (300 divided by 1200) × 100 (16 divided by 88) × 100 (42 divided by 20,600) × 100
22% 28% 20% 29%
First, add up each markets allocation to come up with the total allocation: 275,925 (62,000/275,925) × 100 (77,500/275,925) × 100 (55,350/275,925) × 100 (81,075/275,925) × 100
4. What % did each station receive of the total audience? Station # of TV HH% KLLL 234,000 __ KMMM 189,000 __ KNNN 366,000 __ KOOO 297,000 __ KPPP 147,000 __
19% 15% 30% 24% 12%
(234,000/1,233,000) × 100 (189,000/1,233,000) × 100 (366,000/1,233,000) × 100 (297,000/1,233,000) × 100 (147,000/1,233,000) × 100
5. There are 250K TVHH in a market area. Use %’s of HH reached to project the # of HH tuned to each station. Station %of HH reached #H KQQQ 17.1 __ KRRR 22.7 __ KSSS 7.9 __ KTTT 11.2 __
42,750 56,750 19,750 28,000
250,000 × 17.1% (.171) 250,000 × 22.7% (.227) 250,000 × 7.9% (.079) 250,000 × 11.2% (.112)
First, add up each stations # of TVHHs to get a total: 1,233,000
Advertising Media Workbook and Sourcebook, Third Edition – 54
UNIT 40 Questions: 6. Give the mean, median, and mode for the following: 6 4 6 2 8 1 6 8 2 1 9 6 7
Answers:
Explanation:
Mean: 5 Median: 6 Mode: 6
7. Calculate the following figures. A. If the total adv. expenditures in the U.S. in 2000 has an index of 100, what would the index be for 2001 if adv. expenditures increased by 9%?
100 × 9% = 9 100 + 9 = 109
B. Using the answer from above, what would the index be for 2002 if it increased by another 9%?
109 × 9% = 9.81 109 + 9.81 = 119
8. If the average TV station in Palookaville has an index of 100, would each station be above/below the town average, and by how much? Station WFFF WGGG WHHH WJJJ
Index +/– 86 __ 101 __ 100 __ 93 __
% __ __ __ __
9. Calculate BDI. Market %Pop %Br A 12 10 B 18 18 C 18 20 D 30 25 E 22 27
BDI ___ ___ ___ ___ ___
Below—14% Above—1% Equal—0% Below—7%
83 100 111 83 123
100 – 86 = 14 100 – 101= 1 100 – 100= 0 100 – 93 = 7
Divide the % Brand Sales by the % Pop and multiply 100. (10/12) × 100
Advertising Media Workbook and Sourcebook, Third Edition – 55
UNIT 40 Questions: 10. Adjust the advertising budget allocations. Market
Alloc.
CDI
New
W X Y Z
275K 340K 555K 670K
96 111 89 102
____ ____ ____ ____
Answers:
264,000 377,400 493,500 683,400
Explanation: Subtract the CDI from 100. Take that # and multiply by the markets allocation and add. .04 × 275K = 11K; 275K – 11K
11. A newspaper reaches 60,000. Using index figures, calculate the # of readers for each newspaper. Paper
Index
# of females
News Tribune Gazette Post
102 89 94 112
________ ________ ________ ________
12. If an ad agency places $4,734,000 of adv. time with a radio network, what would the agency’s standard commission be? 13. Try the following in your head: 7 × 14 100/9 10 × 40 6 × 18 9 × 2.2 14. Fill in the following: ¾= __/20 ¾= __% 6/8 = __/4 ¾= __/16 ¾= 0. __ ¾= __/100 ¾= __/24 15. Magaz. Index AA 101 BB 97 CC 116 DD 102 EE 77 FF 99 A. Is Mag. CC above/below average in its ability to reach the target and by how much? B. Is mag. EE above/below average in its ability to reach the target and by how much?
1.02 × 60,000 = 61,200 .89 × 60,000 = 53,400 .94 × 60,000 = 56,400 1.12 × 60,000 = 67,200 $710,100
.02 × 670K = 13400; 13400 + 670 Multiply the amount by the standard commission. $4,734,000 × .15
98 11.1 400 108 19.8 15 75% 3 12 .75 75 18
Above, 16%
From the index of 100, MagCC is 16% above the average
Below, 23%
From the index of 100, MagEE is 23% below the average
Advertising Media Workbook and Sourcebook, Third Edition – 56
UNIT 40 Questions: 16.Residents in Centerville Males
2–11 12–17 18–24 25–34 35–49 50–64 65/+
16,000 17,500 22,000 19,250 20,500 21,000 24,000
Females
2–11 12–17 18–24 25–34 35–49 50–64 65/+
17,000 19,750 25,500 22,250 19,750 27,000 30,000
%
% Male
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
%
% Female
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
Answers:
Explanation:
5.3, 11.4 5.8, 12.5 7.3, 15.7 6.4, 13.7 6.8, 14.6 7, 15 8, 17.1 5.6, 10.5 6.6, 12.2 8.5, 15.8 7.4, 13.8 6.6, 12.2 9, 16.7 10, 18.6
A. Calculate what % each group is of the total pop. and enter those in the % column.
To calculate (A), add up all the residents and divide each group into that total and ×100
B. Calculate what % each male group is to the total male pop. and for females too.
To calculate (B), add up the males and divide each group accordingly and do the same for females.
Advertising Media Workbook and Sourcebook, Third Edition – 57
UNIT 41 Questions: 1. Annual sales for Ruby Tuesday’s
2. Bloomington, Indiana Population 3. % of St. Paul residents who smoke
4. Student enrollment in US colleges?
5. 10 biggest ad programs 6. Cost of advertising in NYC
7. HH or Persons reached with outdoor advertising in LA? 8. Target travels from Asia to U.S.
Answers: Explanation: 2007 Annual Sales is $1.3 billion. (Source: www.Bradenton.com) This data is valid since Ruby Tuesday is a publicly traded company, it is required to make this information public. From Wikipedia.com, the 2000 U.S. Census figured showed Bloomington, Indiana at 69,291 people From census.gov, the 2007 U.S. Census figured showed Bloomington, Indiana at 69,247. These figures do not agree because they come from two different Census studies. However, they’re both accurate since the source is the U.S. Government. Answers depend on which source consulted on Internet Student Enrollment: 16,301,000 (Source: MRI) % U.S. Enrollment: 7.47% (Source: MRI) Most popular major: Business Administration & Management (Source: Princetonreview.com) Answers depend on which source consulted on Internet If access to SQAD Information, SQAD AVG Q1 (08) 4,795 Answers depend on source
Travel, Business & Vacation
Advertising Media Workbook and Sourcebook, Third Edition – 58