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Books on:

Advertising

PR

Mass Media

 

 

 

 

 

 

 

         
     

Advertising Media Sourcebook

 

     

 

     

 

Barban A., Jugenheimer.D., Turk P. Advertising Media Sourcebook. – Lincolnwood, Illinois: NTC Publishing Group, 1989 – 119 p.

 

Exercise 1

Exercise 2

Exercise 3

Exercise 4

 

     
     

…

Single-Source Exercises

 

Exercise 1

 

Reference

SAMI® Market Resume (Source 1)

Application

Many national advertisers do market-by-market advertising. The decision of how to divide the advertising dollars fairly usually reflects market sales activity. Planners will work with sales reports to use in the allocation plan.

Situation

The media planning group for Kellogg's Sugar Frosted Flakes brand (KSFF) is preparing advertising recommendations for four Eastern seaboard markets – Baltimore-Washington, Boston-Providence, New York, and Philadelphia. A special fund will be allocated between these markets.

1. What is the current twelve-week dollar volume of KSFF for all four seaboard markets? Answer in full dollars.

2. What is the current four-week dollar volume of KSFF for all four seaboard markets? Answer in full dollars.

3. What is the current twelve-week dollar volume of all brands (category) in these four markets? Answer in full dollars.

4. What share of four-week dollar volume is held by these four markets against four-week U.S. sales of the cereal category? Round the answer to two decimal places.

5. What is Philadelphia's share of KSFF seaboard market sales for the current twelve weeks? Round the answer to two places.

 

Exercise 2

 

Reference

Media Records Newspaper Spending (Source 5)

Application

Selection of local media can be dependent upon how much space is used by competing brands.

Situation

A planner for a major beer brand is considering a first-time schedule of newspaper advertising in San Antonio, Texas. Part of the decision depends on how active major competitors (Budweiser brands and Busch brands) have been in the local newspapers.

1. What is total newspaper expenditure to date (nine months) for the Budweiser brands?

2. What is the total newspaper expenditure to date (nine months) for the Busch brands?

3. What percentage of Budweiser's total expenditures was done in July? Round to one decimal place.

4. What percentage of Busch total expenditures was done in July? Round to one decimal place.

 

     
     

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.

     
             
     

 

See also:

Successful Radio and Television Advertising

Profitable Newspaper Advertising

Newspaper Advertising Sales

Books on Advertising

Books on PR

Books on Mass Media

 

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