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

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

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

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

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

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

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

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

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

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

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

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

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

13.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)

14.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)

15.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)