By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban

ISBN-10: 0071401393

ISBN-13: 9780071401395

ISBN-10: 0844235210

ISBN-13: 9780844235219

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Extra info for Advertising Media Sourcebook, 4th edition

Sample text

Page 33 Illustration There are at least two ways that this estimator can be used. Working to dollars means deciding how many GRP are needed and finding the cost. If an advertiser wanted 100 "prime" rating points during the second calendar quarter it would cost between $1,120,000 and $1,410,000 (100 × $11,200 and 100 × $14,100). Another approach is to work from dollars. In this, the dollars available is a firm figure and the estimator will tell us how many GRP can be expected. If the second quarter money available for prime programming was $1,300,000, the firm might expect to purchase between 92 and 116 GRP ($1,300,000 ÷ $14,100 and S 1,300,000 ÷ $11,200).

Other services in competitive reporting cover specifics such as which newspapers and which cities received TV spot. Together, they provide an important surveillance of the marketplace. Format Notes This summary is easy to read because most of the detail has been removed. The questions answered are: who spent? how much? which media? and when? " The dollars shown are in decimals, but reflect spending in thousands. For example, our excerpt shows the Variety Arts Theatre. 3" in newspaper means $58,300 was spent in the first quarter of 1995.

2 268 554 1,223 434 3. 3 127 371 487 196 4. 8 91 248 527 200 5. 4 135 377 671 277 6. 2 126 315 560 238 7. 0 85 229 419 193 8. 9 73 253 375 124 9. 8 70 168 283 105 10. 2 1,238 3,266 6,040 2,306 11. 6 86 218 331 112 12. 5 65 147 273 119 13. 5 55 181 220 100 14. Minneapolis-St. 5 53 167 207 116 15. Tampa-St. 6 59 157 267 94 16. Miami-Ft. 4 85 163 349 123 17. 2 45 105 160 80 18. 2 48 126 193 104 19. 2. 71 193 255 131 20. St. 0 1,844 4,819 8,450 3,353 21. 2 59 127 230 64 22. 0 45 127 184 64 23. 0 45 126 220 92 24.

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Advertising Media Sourcebook, 4th edition by Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban


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