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

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

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Extra info for Advertising Media Sourcebook, 4th edition

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Included in this consideration are product life cycles, seasonal usage levels, and media popularity (availability of target audiences) and scheduling flexibility. 5. What degree of target coverage and repetition of exposure are necessary? The terms reach and fiequeney are fundamental to the success of any advertising plan. Reach concerns the extent of target audience coverage (how many different prospects will have message exposure opportunity). Frequency estimates repeated exposures within a given timeline.

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). 5 Eve. ) Source: Agency Estimates (compiled) Page 34 Source 12 Cable Television Network 30-Second Cost Estimator(Nighttime) Description These estimator prices are provided by the cable networks to roughly define costs for planning. As was true for the traditional television network pricing, the prices do not reflect special programming, nor do they reflect negotiated rates.

2 ("TA%"). The program had an average share of audience of 16 percent (15 percent for the first half-hour, and 16 percent for the second). 2 respectively. Page 23 Page 24 Source 7 Nielsen Station Index (NSI) Audience Estimates for Local Market Television Research Company Nielsen Media Research Description Every television market in the Continental United States receives periodic measurement for station and program popularity. The largest markets are reported monthly, and the smallest are measured three times per year ("sweeps").

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