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Media Measuring and Rates

Ch. 14.2
by

Liana Shafer

on 25 January 2011

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Transcript of Media Measuring and Rates

Chapter 14 ADVERTISING
14.2 Media Measuring and Rates
•Process of selecting advertising media and deciding the time and space in which the ads appear.
What is media planning?
What are advertising agencies?
•Businesses that develop effective advertising
for other businesses.

So why does TIME and SPACE matter?
What is media measurement?
•Selecting two things:
1. the correct medium
2. costs of the medium
What are media audiences?
•Measured by:
the number of homes/people
exposed to an ad
How are media rates
figured?
•Rates vary depending on:
1. type of media
2. geographic location
3. audience
TYPES OF RATES
PRINT MEDIA
BROADCAST MEDIA
INTERNET
FACTORS THAT DETERMINE MEDIA RATES
~circulation~
~ audience ~
~size ~
~ad position~
~size~
~format~
~length of time ad runs~
~audience~
~reach of station~
~time of day~
~size & format~
~length of time ad "runs"~
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