1. ADVERTISING PRACTICE
IN A DIVERSE SOCIETY
Discussion 16
How the
pros do it –
media planning
and buying
April 1, 2014

2. Name tags out
Cell phones off
Campaign project
 Questions on Situational Analyses?
 Bring questions on Media Plan
Eric Mower Speaker Series
Focus group opportunity
New syllabus posted
HOUSEKEEPING

3. Media buying toplines
Tips how to think about media planning
Media planning and IMC – integrating media
with the shopper’s journey and contact points
TODAY WE’LL EXPLORE

4. Media’s role and impact in the Customer Journey
 Types of media and purpose
Fundamentals of media selection and buying
WHAT’S REALLY IMPORTANT IN MEDIA?

5. Media’s role and impact in the Customer Journey
 Types of media and purpose
Fundamentals of media selection and buying
WHAT’S REALLY IMPORTANT IN MEDIA?

6. HOW ARE
MEDIA PLANS CREATED?

7. How media
plans are
created.

8. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
 Understand their lifestyle and life stage; other segmentation?
 The tighter the focus on the target audience, the easier it is to
find appropriate media to deliver a relevant message.
 Know their patterns. Remember: media consumption is
habitual.
 Every media audience is different and varies regarding what
percent of its audience is in the brand’s target audience.
 Often, more than one media vehicle is required to reach a
sufficient number of targets. It’s hard to “reach everyone at
once.”
FOUR KEY STEPS IN MEDIA PLANNING

9. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
The target audience
 So ask yourself – Better yet, conduct audience research
 Do I know my target?
FOUR KEY STEPS IN MEDIA PLANNING

10. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
The target audience
 So ask yourself – Better yet, conduct audience research
 Do I know my target? Their demographic profile? Segment?
Attitudinal and behavioral profiles? What’s their persona tell me
about her? Do you need to reach an individual or a household?
 Do I understand their life styles…their life patterns?
FOUR KEY STEPS IN MEDIA PLANNING

11. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
The target audience
 So ask yourself – Better yet, conduct audience research
 Do I know my target? Their demographic profile? Segment?
Attitudinal and behavioral profiles? What’s their persona tell me
about her? Do you need to reach an individual or a household?
 Do I understand their life styles…their life patterns? Is she a soccer
mom? A fashionista? Does he drive to work or take the train?
 What are their media consumption patterns?
FOUR KEY STEPS IN MEDIA PLANNING

12. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
The target audience
 So ask yourself – Better yet, conduct audience research
 Do I know my target? Their demographic profile? Segment?
 Attitudinal and behavioral profile? What’s their persona tell me about
her? Do you need to reach an individual or a household?
 Do I understand their life styles…their life patters? Is she a soccer
mom? A fashionista? Does he drive to work or take the train?
 What are their media consumption patterns? Does he read the
newspaper every day?
FOUR KEY STEPS IN MEDIA PLANNING

13. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The reach objective
 The percent of people exposed to a brand message one or
more times within a specified period of time.
 Reach is the first place to start when setting media objectives.
 Targeted reach is the percentage of a media vehicle’s audience
that matches your target audience profile.
 Wasted reach is the audience a media vehicle delivers (and
that you pay for) that does not match your target’s profile.
 Biggest reach for least money.
FOUR KEY STEPS IN MEDIA PLANNING

14. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The REACH objective
 So, ask yourself:
 What kind of product is it? Is it used/purchased by “everyone”? Or by a
certain group(s)?
 Who in the household makes the buying decisions for which product?
 Where and how does your brand intersect with the household or
individual’s lives?
 What are the media consumption/exposure patterns that intersect?
 What media categories best reach my target? What’s the best match
of media audience delivery to the target?
FOUR KEY STEPS IN MEDIA PLANNING

15. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
 Frequency is the amount of repetition of a message.
 Average frequency
 The typical measure…the average number of times someone sees/hears a
message; the range is wide and can be misleading.
 Frequency distribution
 Shows average exposure opportunities by groups of audience members
called “quintiles” (5 groups of an audience, each group = 20%) and help
you determine the levels of heavy to light media users.
 Rule of thumb: A minimum of three exposures to have any effect; 3 to 10
exposures depending on the buying cycle, product, etc.
FOUR KEY STEPS IN MEDIA PLANNING

16. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
 So consider and study:
 What’s the nature of your product, problem and proposition?
FOUR KEY STEPS IN MEDIA PLANNING

17. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
 So consider and study:
 What’s the nature of your product, problem and proposition? Is the
product and message simple or complex? Will conviction and
persuasion be difficult? Will you need to “work on” your target?
 What is the purchase interval for the product?
FOUR KEY STEPS IN MEDIA PLANNING

18. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
 So consider and study:
 What’s the nature of your product, problem and proposition? Is the
product and message simple or complex? Will conviction and
persuasion be difficult? Will you need to “work on” your target?
 What is the purchase interval for the product? Is it milk and bread?
Or, is it a car? Specific purchasing time, e.g. candy for Halloween?
 How cluttered is the media?
FOUR KEY STEPS IN MEDIA PLANNING

19. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
 So consider and study:
 What’s the nature of your product, problem and proposition? Is the
product and message simple or complex? Will conviction and
persuasion be difficult? Will you need to “work on” your target?
 What is the purchase interval for the product? Is it milk and bread?
Or, is it a car? Specific purchasing time, e.g. candy for Halloween?
 How cluttered is the media? Lots of competitive noise? Lots of ads
like during election season?
FOUR KEY STEPS IN MEDIA PLANNING

20. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
 So consider and study:
 What’s the nature of your problem and proposition? Will conviction
and persuasion be difficult? Will you need to “work on” your target?
 What is the purchase interval for the product? Is it milk and bread?
Or, is it a car? Specific purchasing time, e.g. candy for Halloween?
 How cluttered is the media? Lots of competitive noise? Lots of ads
like during election season?
 Does your brand have high awareness and do people associate your
brand for the right reasons?
FOUR KEY STEPS IN MEDIA PLANNING

21. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 What’s the geographical play?
 Do you need to roll out by certain regions or DMAs?
 Are certain regions high users or do you want to target a region?
 CDI tells where the product category is strong and weak in given geos;
BDI tells where the brand is strong and weak in given geos (Don’t
worry about CDI/BDI for your projects.).
FOUR KEY STEPS IN MEDIA PLANNING

22. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 Media mix and selection
 Media type/platforms –
FOUR KEY STEPS IN MEDIA PLANNING

23. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 Media mix and selection
 Media type/platforms – TV (cable or network), print, radio, online,
outdoor. Which deliver the best access to the audience?
 Media character or subject
FOUR KEY STEPS IN MEDIA PLANNING

24. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 Media mix and selection
 Media type/platforms – TV (cable or network), print, radio, online,
outdoor. Which deliver the best access to the audience?
 Media character or subject – News, sports, home, food, art, crafts,
history, travel, ethnic, etc.
 Geographic – Local, regional, national, international, global
FOUR KEY STEPS IN MEDIA PLANNING

25. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 Media mix and selection
 Media type/platforms – TV (cable or network), print, radio, online,
outdoor. Which deliver the best access to the audience?
 Media character or subject – News, sports, home, food, art, crafts,
history, travel, ethnic, etc.
 Geographic – Local, regional, national, international, global
 Do you need to roll out by certain regions or DMAs? Is there a market test?
 Are certain regions high users? Need higher penetration in a region?
 CDI tells where the product category is strong and weak in given geos; BDI
tells where the brand is strong and weak in given geos (Don’t worry about
CDI/BDI for your projects.).
FOUR KEY STEPS IN MEDIA PLANNING

26. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 What about scheduling? When should your target be exposed
to your brand’s message?
 Aperture:
FOUR KEY STEPS IN MEDIA PLANNING

27. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 What about scheduling? When should your target be exposed
to your brand’s message?
 Aperture: Refers to when consumers are most receptive, the ideal
time to reach them, e.g. when is the ideal time to advertise movies?
 Seasonality:
FOUR KEY STEPS IN MEDIA PLANNING

28. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 What about scheduling? When should your target be exposed
to your brand’s message?
 Aperture: Refers to when consumers are most receptive, the ideal
time to reach them, e.g. when is the ideal time to advertise movies?
 Seasonality: Holidays, special events, weather-related.
 Lead time:
FOUR KEY STEPS IN MEDIA PLANNING

29. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 What about scheduling? When should your target be exposed
to your brand’s message?
 Aperture: Refers to when consumers are most receptive, the ideal
time to reach them, e.g. when is the ideal time to advertise movies?
 Seasonality: Holidays, days of the week, time of day, back to school.
 Lead time: The time between thinking about buying and buying.
 Duration:
FOUR KEY STEPS IN MEDIA PLANNING

30. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 What about scheduling? When should your target be exposed
to your brand’s message?
 Aperture: Refers to when consumers are most receptive, the ideal
time to reach them, e.g. when is the ideal time to advertise movies?
 Seasonality: Holidays, days of the week, time of day, back to school.
 Lead time: The time between thinking about buying and buying.
 Duration: How long will you need to reach the goal? Too long could
equal “wearout” and too short may lack impact. What’s the nature of
your situation and what does the audience know about your brand?
FOUR KEY STEPS IN MEDIA PLANNING

31. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 What about continuity? What’s the cycling of your media plan?
 Continuous: spreads ads evenly over a campaign period (your
campaign projects/budgets are for one year but you don’t have to
advertise all year), e.g. daily customers, very frequent purchase/use.
 Pulsing:
FOUR KEY STEPS IN MEDIA PLANNING

32. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
 What about continuity? What’s the cycling of your media plan?
 Continuous: spreads ads evenly over a campaign period (your
campaign projects/budgets are for one year but you don’t have to
advertise all year), e.g. daily customers, very frequent purchase/use.
 Pulsing: places advertising in intensified peaks before an aperture and
reduces to lower levels until the aperture opens; bursts of activity, e.g.
daily/regular interval customers plus promotional periods/special
events.
 Flighting:
FOUR KEY STEPS IN MEDIA PLANNING

33. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is the
best way to reach the right people at the right time with what you
have to spend?)
 What about continuity? What’s the cycling of your media plan?
 Continuous: spreads ads evenly over a campaign period (your campaign
projects/budgets are for one year but you don’t have to advertise all year),
e.g. daily customers, very frequent purchase/use.
 Pulsing: places advertising in intensified peaks before an aperture and
reduces to lower levels until the aperture opens; bursts of activity, e.g.
daily/regular interval customers plus promotional periods/special events.
 Flighting features alternating periods of intense advertising
activity/bursts and no advertising/hiatus, e.g. allows for a long-term
campaign without the cost. Problem: out of sight/out of mind.
These happen within a campaign period which can be a week, month,
season, year.
FOUR KEY STEPS IN MEDIA PLANNING

34. 4. Set metrics and analytics
(What are the numbers of your plan? How will you back up
recommendation with statistics?)
 Impression – One person’s opportunity to be exposed one time to an
ad in one specific vehicle.
 Rating – The audience of a particular program or station at a
specific period of time expressed as a percent of total households .
The percent sign is not shown, and the rating may represent
household viewing or a specific demographic audience segment's
listening or viewing.
 Share – The audience of a particular television program or time
period expressed as a percent of the population viewing TV at that
particular time. Share, then, is a percent allocation of the viewing
audience. Share is usually reported on a household basis.
FOUR KEY STEPS IN MEDIA PLANNING

35. 4. Set metrics and analytics
(What are the numbers of your plan? How will you back up
recommendation with statistics?)
 GRPs (Gross Rating Points) are found by multiplying each media
vehicle’s rating (how many households a given program reaches) by the
number of insertions and appearances, then adding up the total of all
vehicles.
 TRPs (Targeted Rating Points) adjusts the GRP calculation so it more
accurately reflects the percentage of the target audience watching the
program, thus reducing waste coverage.
 CPP (Cost per Point) is the cost to reach 1 point of rating or 1% of the
target audience
 CPM (Cost per Thousand) is the cost to reach get 1,000 impressions
(e.g. use to compare one magazine to another).
.
FOUR KEY STEPS IN MEDIA PLANNING

36. Imagine
you need a
car
MEDIA AND THE
CUSTOMER JOURNEY

37. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
Customer Journey

38. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”

40. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships

41. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration

42. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Advertising
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM

43. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade

44. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows; direct/email post show
• Websites, “build-it/price-it” apps
• Offers
• Ratings and reviews, owner experiences via chat, blogs, WOM
• Articles

45. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion

46. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
• Offers
• Advertising
• Packaging
• In-store
merchandising
• Personal selling
• Sales tools

47. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
• Offers
• Advertising
• Packaging
• In-store
merchandising
• Personal selling
• Sales tools
“Whew! Glad
that’s over and
glad I made the
right choice.”
Goal: Loyalty and
Advocacy

48. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
• Offers
• Advertising
• Packaging
• In-store
merchandising
• Personal selling
• Sales tools
“Whew! Glad
that’s over and
glad I made the
right choice.”
Goal: Loyalty and
Advocacy
• WOM
• Social media
• Sharing and chat
• Brand
experiences;
“owners clubs”
• Testimonials
• Reference,
reviews and
rewards

49. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Observation
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
• Offers
• Advertising
• Packaging
• In-store
merchandising
• Personal selling
• Sales tools
“Whew! Glad
that’s over and
glad I made the
right choice.”
Goal: Loyalty and
Advocacy
• WOM
• Social media
• Sharing and chat
• Brand
experiences;
“owners clubs”
• Testimonials
• Reference,
reviews and
rewards
Any questions?

50. THE IMC/MEDIA PLAN
June
Week 4
Sat Sun Mon Tue Wed Thu Fri
25-Jun 26-Jun 27-Jun 28-Jun 29-Jun 30-Jun 1-Jul
Insert Prospect
Event
Independence Day Event
Offer 2015/ EVERYTHING IS ON SALE
AV Spot Bank
kiHome Quality & Brand 1
spot
Bedding/Promo
Bedding Version of event
Summer Bedding promo
(2)
Total Media
Insert 4,300,000 (newspaper) 4,300,000
DM 0
Web 800,000 950,000 940,000 500,000 500,000 750,000 750,000 5,190,000
Email 200,000 (event) 15,000 (prospect) 215,000
TV 60 75 90 85 110 100 110 630
Radio 20 15 50 70 155
2011 Sales $4.4 $3.7 $2.79 $2.47 $4.82 $2.41 $3.35 $23,936,035
2010 Sales $4. $3.79 $2.59 $2.72 $4.55 $2.56 $3.35 $23,570,345
Sales Change $0.397 -$0.091 $0.198 -$0.254 $0.272 -$0.152 -$0.003 $365,690
2011 Ups 8,412 5,949 5,424 4,825 6,165 4,665 6,014 41,454
2010 Ups 7,016 5,982 4,873 4,887 5,878 4,860 5,692 39,188
Ups Change 1,396 -33 551 -62 287 -195 322 2,266

51. Follow the planning process – ask yourself those questions,
research the answers.
Media offers us many choices and many options. But focus on
the consumer and her need/want, her habits and behaviors, the
product/brand and your objectives to frame your selection.
Media consumption is habitual. Take advantage of it.
Consider the customer and the journey. Be mindful of the
pattern. Be a good matchmaker.
KEY TAKEAWAYS

52. Single Most
Important
Point
MEDIA BEGINS AND
ENDS WITH THE
AUDIENCE.

53. Read Chapter 14
Read headlines www.adage.com
Media workshop Thursday: Change in plan
Final version of Situational Analysis and Media Plan due 4/15 by
class time
Look for the Creative Assignment by Friday 4/4 EOD
Quiz coming: Moving quiz from 4/8 to 4/10 – On Chapters 11, 12,
13, 14 – Look for Study Guide by Friday EOD
Optional Homework – Worth 2 points in your extra credit bank
BE PREPARED

54. A one-month media schedule consists of the following:
 One magazine with a total circulation of 1,000
 Three TV programs reach households of 1,000 each
 A highway billboard with 5,000 vehicle pass-bys
 A radio program with 1,000 listeners
How many exposures in this media plan?
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55. A two-month (8 week) media schedule consists of the following:
 One monthly magazine with a total circulation of 1,000 and a
pass-along of .5
 One TV program/week reaching 1,000 households, each with
an average of 2.3 people/household
 A highway billboard with 5,000 vehicle pass-bys/month, each
vehicle having an average of 1.8 people
 A radio program with 1,000 listeners per week
How many gross impressions in this media plan?
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