Introduction to Advertising Media: Research, Planning, and Buying

393 Pages·1993·1.88 MB·English

by  Jim Surmanek

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Page iii
Introduction to Advertising Media
Research, Planning, and Buying
Jim Surmanek
NTC Business Books
NTC/Contemporary Publishing Group

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Page iv
Library of Congress Cataloging-in-Publication Data
Surmanek, Jim.
Introduction to advertising media : research, planning, and
buying / Jim Surmanek.
p. cm.
Includes index.
1. Advertising media planning. I. Title.
HF5826.5.S85 1993
659.1'11dc20 92-9134
CIP
Published by NTC Business Books
An imprint of NTC/Contemporary Publishing Company
4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A.
Copyright © 1993 by NTC/Contemporary Publishing Company
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any
means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary
Publishing Company.
Printed in the United States of America
International Standard Book Number: 0-8442-3545-8
18 17 18 15 14 13 12 11 10 9 8 7 6 5

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Page v
For tolerating being a book widow . . . for
her understanding and constant support . . .
and for being the most important person
in my life, I dedicate this book, with
love, to my wife, Paula.

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Page vi

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Page vii
CONTENTS
Introduction xi
Part I
Background Ingredients
Chapter 1
The Advertising Process 3
Chapter 2
The Role of Media Planning 8
9
The Role of the Media Planner
Chapter 3
Major Mass Media Types 14
15
Magazines
18
Newspapers
23
Out-of-Home Media
28
Radio
31
Television
Part II
Media Definitions and Dynamics
Chapter 4
Rating 51
51
How Ratings Are Calculated
53
"Average", Rating
53
Commercial Ratings
54
Importance of Ratings
55
Ratings for Unreported Demographics
57
Ratings for Non-Broadcast Media
57
A Rating Point Is a Rating Point
59
Professional Workshop
Chapter 5
Homes Using TV:
60
HUT/PUT/PVT/PUR/Cume
64
Professional Workshop
Chapter 6
Share 65
67
Professional Workshop
Chapter 7
Rating/HUT/Share 68
71
Estimating a Rating
73
Professional Workshop

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Chapter 8
Gross Rating Points 74
75
Demography and Target Rating Points (TRPs)
76
GRPs/TRPs by Media Type
78
Time Frame
79
Why GRPs/TRPs Are Used
80
Professional Workshop
Chapter 9
Impressions 81
83
Professional Workshop
Chapter 10
Index 84
84
Calculating an Index
87
Brand Development Index
88
Category Development Index
89
Always Show the Components
90
Professional Workshop
Chapter 11
Audience Composition 91
94
Professional Workshop
Chapter 12
Cost-per-Thousand (CPM) 95
98
Professional Workshop
Chapter 13
Cost-per-Rating-Point (CPP) 99
101
Using CPP to Estimate Affordability
103
The Relationship of CPP and CPM
105
Professional Workshop
Chapter 14
Reach 106
110
Reach Accumulation
112
Reach Accumulation over Time
115
Roadblock
116
Media Mix
117
Random Combination of a Media Mix
120
Only-Only-Both
124
Professional Workshop
Chapter 15
Frequency 125
128
Frequency in a Media Mix
129
Frequency in Only-Only-Both
130
Mean, Median, Mode
131
Professional Workshop

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