Learning Objectives To be able to calculate the critical media metrics needed to understand and evaluate media plan decisions To be able to assess the appropriateness of media choices based on these metrics Instructions NOTE This is an INDIVIDUAL assignment Assume you are the media planner for an advertising agency, and you are in the process of evaluating options for a clients media plan You have to evaluate the various vehicles based on key metrics and cost comparisons Using the data provided, answer each question below to complete the required calculations and assess your options Deliverable Save this document using the naming convention in the course instructions, and type your answers directly into this document in the space provided for each question NOTE For calculation problems, be sure to SHOW ALL WORK A zero grade will be assigned for any answer that does not show the calculations by which that answer was derived, even if the answer shown is correct Partial credit will be given, but only if the work shown is clear and readable Grading Criteria You will be graded on The accuracy of your inputs, calculations, and resulting mathematical answers The depth of thought and application of knowledge from the lecture and text in answering the questions asking you to assess and discuss your findings The quality of your arguments in supporting your final decision Questions The Detroit Tigers baseball season is about to kick off, and the owners want to advertise to generate ticket sales in the Detroit metropolitan area They will be running a four week campaign using television, newspaper and radio as part of their media mix Consider the following details of their media plan Medium Vehicle Audience Size Number of ads placed in four week period Cost per ad TV The Walking Dead 162,000 8 $3,000 per 30 second ad Newspaper Detroit News 225,000 4 $5,500 per half page ad Radio WJBR FM 90,000 40 $100 per 60 second ad Average audience over four week period Calculate the total media costs for the ENTIRE FOUR WEEK SCHEDULE (2 pts) Assume the Detroit population is 900,000 Calculate the average Rating for EACH MEDIA VEHICLE over the four week schedule (4 pts) Next, calculate the AVERAGE rating for the ENTIRE SCHEDULE (2 pts) Using the vehicle Ratings calculated in Question 2, calculate the GRPs for EACH MEDIA VEHICLE (4 pts) Now calculate the total GRPs for the ENTIRE SCHEDULE (2 pts) Calculate the Gross Impressions for EACH MEDIA VEHICLE (4 pts) Calculate the TOTAL Gross Impressions for the ENTIRE SCHEDULE (2 pts) Calculate the AVERAGE FREQUENCY for the ENTIRE SCHEDULE (2 pts) Does this media schedule achieve an appropriate frequency Why or why not Use the metrics calculations to defend your answer (5 pts) Calculate the Cost per Thousand (CPM) for EACH MEDIA VEHICLE (4 pts) Calculate the Cost Per Point (CPP) for EACH MEDIA VEHICLE (4 pts) Which media vehicle is the most cost effective of the three shown Which is the least Defend your choices (5 pts) If you were to cut your existing media plan to run for only two weeks instead of four, thus halving the numbers of insertions, what would happen to your average RATING for your schedule and WHY (1 pt) If you cut your plan in half as described above, what would happen to your Gross Impressions for the entire schedule and WHY (1 pt) If you cut your plan in half as described above, what would happen to your total GRPs for the entire schedule and WHY (1 pt) If you cut your plan in half as described above, what would happen to your average frequency and WHY (1 pt) If you cut your plan in half as described above, what would happen to your CPP and CPM and WHY (1 pt) Assume that one of your strategic media objectives was to design a media plan that reached at least 35 of the Detroit population Did you achieve that with this schedule Use your metrics calculations to defend your answer (5 pts)

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Learning Objectives: To be able to calculate the critical media metrics needed to understand and evaluate media plan decisions To be able to assess the

Learning Objectives:

To be able to calculate the critical media metrics needed to understand and evaluate media plan decisions
To be able to assess the appropriateness of media choices based on these metrics

Instructions:

NOTE: This is an INDIVIDUAL assignment.

Assume you are the media planner for an advertising agency, and you are in the process of evaluating options for a clients media plan. You have to evaluate the various vehicles based on key metrics and cost comparisons. Using the data provided, answer each question below to complete the required calculations and assess your options.

Deliverable:

Save this document using the naming convention in the course instructions, and type your answers directly into this document in the space provided for each question.

NOTE: For calculation problems, be sure to SHOW ALL WORK!

A zero grade will be assigned for any answer that does not show the calculations by which that answer was derived, even if the answer shown is correct. Partial credit will be given, but only if the work shown is clear and readable.

Grading Criteria:

You will be graded on:

The accuracy of your inputs, calculations, and resulting mathematical answers.
The depth of thought and application of knowledge from the lecture and text in answering the questions asking you to assess and discuss your findings.
The quality of your arguments in supporting your final decision.

Questions:

The Detroit Tigers baseball season is about to kick off, and the owners want to advertise to generate ticket sales in the Detroit metropolitan area. They will be running a four-week campaign using television, newspaper and radio as part of their media mix. Consider the following details of their media plan:

Medium: Vehicle	Audience Size*	Number of ads placed in four-week period	Cost per ad
TV: The Walking Dead	162,000	8	$3,000 per 30-second ad
Newspaper: Detroit News	225,000	4	$5,500 per half-page ad
Radio: WJBR-FM	90,000	40	$100 per 60-second ad

* Average audience over four-week period

Calculate the total media costs for the ENTIRE FOUR-WEEK SCHEDULE. (2 pts)

Assume the Detroit population is 900,000. Calculate the average Rating for EACH MEDIA VEHICLE over the four week schedule. (4 pts)

Next, calculate the AVERAGE rating for the ENTIRE SCHEDULE. (2 pts)

Using the vehicle Ratings calculated in Question 2, calculate the GRPs for EACH MEDIA VEHICLE. (4 pts)

Now calculate the total GRPs for the ENTIRE SCHEDULE. (2 pts)

Calculate the Gross Impressions for EACH MEDIA VEHICLE. (4 pts)

Calculate the TOTAL Gross Impressions for the ENTIRE SCHEDULE. (2 pts)

Calculate the AVERAGE FREQUENCY for the ENTIRE SCHEDULE. (2 pts)

Does this media schedule achieve an appropriate frequency? Why or why not? Use the metrics calculations to defend your answer. (5 pts)

Calculate the Cost per Thousand (CPM) for EACH MEDIA VEHICLE. (4 pts)

Calculate the Cost Per Point (CPP) for EACH MEDIA VEHICLE. (4 pts)

Which media vehicle is the most cost effective of the three shown? Which is the least? Defend your choices. (5 pts)

If you were to cut your existing media plan to run for only two weeks instead of four, thus halving the numbers of insertions, what would happen to your average RATING for your schedule and WHY? (1 pt)

If you cut your plan in half as described above, what would happen to your Gross Impressions for the entire schedule and WHY? (1 pt)

If you cut your plan in half as described above, what would happen to your total GRPs for the entire schedule and WHY? (1 pt)

If you cut your plan in half as described above, what would happen to your average frequency and WHY? (1 pt)

If you cut your plan in half as described above, what would happen to your CPP and CPM and WHY? (1 pt)

Assume that one of your strategic media objectives was to design a media plan that reached at least 35% of the Detroit population. Did you achieve that with this schedule? Use your metrics calculations to defend your answer. (5 pts)