ADV 3008 Lecture Notes - Lecture 1: Espn.Com
4 Apr 2019
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Document Summary
Media planning- evaluating media choices in a complex environment. How do we evaluate media: impressions and ratings, reach and frequency, cmp and cprp. At a time they are ready to use the information. Medium- tv, social, radio, magazine, out-of-home, direct mail. Vehicle- the specific instance of a medium (ex. Impression- the people who watch it: gross impressions- the accumulation of ad impressions in multiple platforms. Rating- percent of a group exposed to a vehicle: not how many it"s what percent, the first question to ask is: a rating for what? (the ratings for la or for. National?: what is the group?- household, not the person is the standard but you can do the per person ratings too, calculate a rating- (households watching/total households) x 100. Gross ratings: campaings run over many ads, sum ratings for each vehicle in which the ad appeared.
