GRPs / IMPRESSIONS
When calculating ratings, you are dividing the actual number of viewers by _____________?
The total universe of the target audience.
Don't forget to also multiply by 100 since it is expressed in percentage.
What device is used to measure radio listeners?
Portable People Meters (PPM)
Provide an example of paid, owned and earned/shared media:
Paid: any media spots that media planners have to buy (TV, Radio, Magazine, etc)
Owned: any media owned by the actual brand (brand blog, social media account)
Earned: any organically generated media generated, such as consumer likes, shares, retweets
How is "readership" calculated?
Circulation x number of people who read publication
How is a Share calculated?
Share: Out of people using particular medium
Same as rating, but is number of people is divided by those using the medium, not the universe
Name the most popular radio and TV dayparts.
Morning Drive, Evening Drive
Primetime
Explain the media theory, "Recency"
The last exposure closest to purchase is the most effective
In print, instead of "frequency", this term is commonly used to place ads in magazines/newspapers...
Insertions
1 million people drive past a billboard on I-75 everyday on their way to work. How many impressions can we expect to be generated after 5 days?
5MM
What does a C3 rating represent?
3 days after air
Explain the difference between readership and circulation
Circulation: # of magazines/newspapers printed for subscription and newsstand sales
Readership: # of people estimated to have read a publication
What is the most popular syndicated show?
Judge Judy
What is native advertising? Give an example.
Paid content paid for by an advertiser that resembles the editorial content
Advantage: difficult to tell whether it's an ad or not
Microsoft advertises on the following shows. What are their total GRPs for the campaign?
Big Bang Theory: 1 spot, 4 rating
60 Minutes: 2 spots, 6 rating
The Voice: 2 spots, 2 rating
20 GRPs
18-49 audience: 10 grps from Buzzfeed.com and 5 grps from Espn.com
18-34 audience: 8 grps from People Magazine and 3 grps from The View
What are the campaign's total GRPs?
Can't calculate - can't add GRPs if target audiences are different
GRPs can be greater than 100.
True/false?
True
What is programmatic advertising?
Programmatic buying is a way to automate the audience buying process. Programmatic advertising is an automated audience buying process that connects the buyer and seller through a platform called "ad exchange."
Name the 4 C's that correspond with the 4 P's of purchase decision journey
Place (Convenience)
Price (cost)
Product (consumer)
Promotion (communication)
Explain rich media
Interactivity is key in defining rich media.
Refer to course material on digital media
Define "unique visitors" to a website?
A measure of how many unique (i.e. different) individuals visit a site over some period of time (usually 30 days)
Gainesville is the #161 DMA. What does DMA stand for?
Designated Market Area
What are the three media theories?
Recency
Attribution
Effective frequency
GQ has 300 monthly subscriptions and about 200 monthly purchases from stores and newsstands. About 5 people are estimated to read GQ per month. What is the readership?
Readership = Circulation x # of people
Circulation = Subscription + Newsstand Sales
Readership = (300+200) x 5 = 2,500