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GUIDED NOTES 3.08 - PE - Manage media planning and placement to enhance return on marketing investment • PI - Determine advertising reach of sport/event media • PI – Calculate media costs

I. Advertising Reach and Frequency a. Reach and frequency are both _________________________ measures of advertising – often used to determine costs of media i. _________________________ is the # of times you wish to expose a targeted audience to your advertisements ii. _________________________ is the # of people in a targeted audience exposed to an ad or campaign at least one time during a designated time period iii. _________________________ is found by dividing the target audience exposed to the ad by the total target audience iv. Reach % = TA ÷ TTA 1. Example: The total target audience for the Carolina Tar Heels Football team is 1,500,000 and those exposed during an ad campaign is 375,000 2. _________________________÷ _________________________ = 25% 3. So ______________ of the total target audience saw the ad at least one time v. _________________________, subscriptions or _________________________ are best used to determine & calculate reach data vi. _________________________– is effective for consumer convenience goods like toothpaste (simple features) vii. _________________________ - # or % of consumers in a targeted audience exposed to an ad a specific minimum # of times (more appropriate for targeted SEM consumers) WHY?

II. Media Costs – How to determine? a. _________________________ (size of the audience) i. Is the most significant factor affecting media costs ii. In most cases, the _________________________ the media vehicle’s audience, the _________________________ the cost of advertising space or time will be. b. _________________________: Price lists showing rates for space or time c.…...

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