MKTG 463 Southern Illinois University Calculating Media Metrics Exercise Paper MKTG 463

ADVERTISING MANAGEMENT

Application Exercise #7 – Calculating Media Metrics

Learning Objectives:

To be able to calculate the critical media metrics needed to understand and evaluate media plan decisions

To be able to assess the appropriateness of media choices based on these metrics

Instructions:

NOTE: This is an INDIVIDUAL assignment.

Assume you are the media planner for an advertising agency, and you are in the process of evaluating options for a client’s media plan. You have to evaluate the various vehicles based on key metrics and cost comparisons. Using the data provided, answer each question below to complete the required calculations and assess your options.

Deliverable:

Save this document using the naming convention in the course instructions, and type your answers directly into this document in the space provided for each question.

NOTE: For calculation problems, be sure to SHOW ALL WORK!

A “zero” grade will be assigned for any answer that does not show the calculations by which that answer was derived, even if the answer shown is correct. Partial credit will be given, but only if the work shown is clear and readable.

Grading Criteria:

You will be graded on:

The accuracy of your inputs, calculations, and resulting mathematical answers.

The depth of thought and application of knowledge from the lecture and text in answering the questions asking you to assess and discuss your findings.

The quality of your arguments in supporting your final decision.

QUESTIONS ARE ON ATTACHED DOC MKTG 463

ADVERTISING MANAGEMENT

Application Exercise #7 – Calculating Media Metrics

Learning Objectives:

1. To be able to calculate the critical media metrics needed to understand and evaluate media

plan decisions

2. To be able to assess the appropriateness of media choices based on these metrics

Instructions:

NOTE: This is an INDIVIDUAL assignment.

Assume you are the media planner for an advertising agency, and you are in the process of

evaluating options for a client’s media plan. You have to evaluate the various vehicles based on

key metrics and cost comparisons. Using the data provided, answer each question below to

complete the required calculations and assess your options.

Deliverable:

Save this document using the naming convention in the course instructions, and type your

answers directly into this document in the space provided for each question.

NOTE: For calculation problems, be sure to SHOW ALL WORK!

• A “zero” grade will be assigned for any answer that does not show the calculations by

which that answer was derived, even if the answer shown is correct. Partial credit will

be given, but only if the work shown is clear and readable.

Grading Criteria:

You will be graded on:

1. The accuracy of your inputs, calculations, and resulting mathematical answers.

2. The depth of thought and application of knowledge from the lecture and text in

answering the questions asking you to assess and discuss your findings.

3. The quality of your arguments in supporting your final decision.

Questions:

The Detroit Tigers’ baseball season is about to kick off, and the owners want to

advertise to generate ticket sales in the Detroit metropolitan area. They will be running

a four-week campaign using television, newspaper and radio as part of their media mix.

Consider the following details of their media plan:

Medium: Vehicle

Audience Size*

TV: The Walking Dead

162,000

Number of ads

placed in fourweek period

8

Newspaper: Detroit News

225,000

4

Radio: WJBR-FM

90,000

40

Cost per ad

$3,000 per 30second ad

$5,500 per halfpage ad

$100 per 60second ad

* Average audience over four-week period

1. Calculate the total media costs for the ENTIRE FOUR-WEEK SCHEDULE. (2 pts)

2. Assume the Detroit population is 900,000. Calculate the average Rating for EACH MEDIA

VEHICLE over the four week schedule. (4 pts)

3. Next, calculate the AVERAGE rating for the ENTIRE SCHEDULE. (2 pts)

4. Using the vehicle Ratings calculated in Question 2, calculate the GRPs for EACH MEDIA

VEHICLE. (4 pts)

5. Now calculate the total GRPs for the ENTIRE SCHEDULE. (2 pts)

6. Calculate the Gross Impressions for EACH MEDIA VEHICLE. (4 pts)

7. Calculate the TOTAL Gross Impressions for the ENTIRE SCHEDULE. (2 pts)

8. Calculate the AVERAGE FREQUENCY for the ENTIRE SCHEDULE. (2 pts)

9. Does this media schedule achieve an appropriate frequency? Why or why not? Use the

metrics calculations to defend your answer. (5 pts)

10. Calculate the Cost per Thousand (CPM) for EACH MEDIA VEHICLE. (4 pts)

11. Calculate the Cost Per Point (CPP) for EACH MEDIA VEHICLE. (4 pts)

12. Which media vehicle is the most cost effective of the three shown? Which is the least?

Defend your choices. (5 pts)

13. If you were to cut your existing media plan to run for only two weeks instead of four, thus

halving the numbers of insertions, what would happen to your average RATING for your

schedule and WHY? (1 pt)

14. If you cut your plan in half as described above, what would happen to your Gross

Impressions for the entire schedule and WHY? (1 pt)

15. If you cut your plan in half as described above, what would happen to your total GRPs for

the entire schedule and WHY? (1 pt)

16. If you cut your plan in half as described above, what would happen to your average

frequency and WHY? (1 pt)

17. If you cut your plan in half as described above, what would happen to your CPP and CPM

and WHY? (1 pt)

18. Assume that one of your strategic media objectives was to design a media plan that reached

at least 35% of the Detroit population. Did you achieve that with this schedule? Use your

metrics calculations to defend your answer. (5 pts)

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