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Books on: □ PR
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Advertising Media Sourcebook
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Barban A., Jugenheimer.D., Turk P. Advertising Media Sourcebook. – Lincolnwood, Illinois: NTC Publishing Group, 1989 – 119 p.
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Exercise 3
Reference Leading National Advertisers (LNA) Six-Media Competitive Spending Report (Source 4) Application This report is used to track competitor activity and intensity. It allows tabulation of share of voice. Share of voice is the proportion of competitive expenditures done by various brands. Situation The account coordinator is assisting the media planner in finding the advertising intensities of competitive nasal sprays. The client wants the following five brands analyzed: Dristan Long-Lasting Nasal Mist, Dristan Nasal Mist, 4-Way Nasal Spray, Vick Sinex (Long-Acting), and Duration Nasal Spray. 1. What is the combined spending of all considered brands? 2. Which brand of the five is the top spender (all media)? What is its share of voice (based on total spending)? 3. Which (of the five) is the leading spender in network television? What is its share of voice in network television? 4. Which brand is the leading spender in magazine? What is its share of voice?
Exercise 4
Reference Application Situation Nielsen Television Index (NTI) Pocketpiece (Network Television Ratings) (Source 6) Network planners and buyers verify the monthly performance of network television programs (household and selected demographics performance). The network buyer is checking the performance of a client participation that ran in ABCs "Hooperman" (9:00 p.m.-9:30 p.m.). 1. What is the average household rating for the half hour? 2. According to the household audience pattern, is the first quarter hour or the second quarter hour preferable for client commercial positions? Show figures to support. 3. What is the share of audience rank (all programming) for "Hooperman" within its time slot? Show the rank (1st, 2nd, etc.) and also the actual share figure. …
The full text of the book can be found at bookstores, e-bookstores and libraries.
Вернуться к содержанию Каталога книг о рекламе, PR и СМИ. |
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See also: Successful Radio and Television Advertising Profitable Newspaper Advertising
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