MRKT 453 Lecture Notes - Lecture 7: Gross Rating Point
26 May 2016
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Lecture 7: in-class exercise: selling the different types of promotion. 500,000 reach (if pattison the top 10% of advertisers) There"s bound to be high frequency b/c these billboards are often placed in high traffic areas (ie intersections), and on vehicles (ie buses) that travel up and down high traffic streets. Regardless of season, there are always ppl going on buses and subways. Billboards and posters are good for roads where there"s heavy traffic b/c this way you"re looking around. You can skip through tv ads, but you can"t skip through your daily traffic jam. Also, both brands have relatively wide target markets, and t you can communicate to a wide portion of ppl with out of home (ooh) promotions and billboards and posters. Flexible pricing depending on the size, grp (gross rating point: the intensity), and location of communications. Other media is more expensive (tv, newspaper, magazine)
