ECON 1050 Lecture Notes - Lecture 17: Right Media, Polskie Radio Program I, Sales Promotion
6 Jan 2016
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Mcs 1000 chapter 17 notes: advertising, sales, promotion, and public relations. Lo2: developing the advertising program: identifying the target audience: know the needs, lifestyles, attitudes, and demographics of the customer audience. Reach: the number of different people or households exposed to an advertisement. Rating: the % of households in a market that are tuned to a particular tv show or radio station. Frequency: the average # of times a person in the target audience is exposed to a message or advertisement. Gross rating points (grp"s): a reference number for advertisers, created by multiplying reach (expressed as a percentage of the total market) by frequency. Cost per thousand (cpm): the cost of reaching 1000 individuals or households with an advertising message in a given medium. Scheduling the advertising advertising is run all year. Continuous (steady) schedule: when seasonal factors don"t matter, Flighting (intermittent) schedule: periods of advertising are scheduled between periods of no advertising to reflect seasonal demand.
