MK357 Lecture 2: MK357 class2
24 Jan 2019
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Percent difference ab: index ab-100 (if percent diff =20, that means it is 20% below average,therefore advertise) Number or% reached by a single insertion or exposure in a specified area. Statistical breakdown of a media vehicle"s total audience. % of target audience reached by a media vehicle. Every possible point contact between a brand and its consumers. The planner"s challenge is to develop a balanced plan that includes some of the vehicles that offer high coverage and others with high compositions that will minimize waste. Grp"s (gross rating point: a measure of the size of an advertising campaign by a specific medium or schedule. ) Cpm=cost of 1 page x 1000/number of prospects reached. Cpm=cost of 1 unit/number of homes or persons reached x 1000. Crm is an important measure for mass-produced/ consumed products. Specialized products and services focus more one audience size and less on cost efficiencies. The media plan is: objectives and strategies that are:
