Okay, let me work through this step-by-step: Cost: $58,500 Universe: 6,500,000 To calculate CPT, I plug these values into the formula: Cost / (GRPs/100 x Universe x 1000) Let's assume the campaign achieved 100 GRPs So: $58,500 / (1 x 6,500,000 x 1000) = $58,500 / 6,500 = $9 CPT Therefore, the CPT given the information provided is $9.

1. Media Terminology Basics

2. Contents
Target Audience & Quick Quiz
Universe How TV Ratings are
TV Measured
– Ratings Print Media
– GRPs – Key terminology
– Coverage (Reach)
Advantages &
– Average Frequency
disadvantages by media
– Cost per GRP
– CPT
– Frequency Distribution
– Effective Reach

3. Introductory Terms

4. Introductory Terms
TARGET AUDIENCE
Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group.

5. Introductory Terms
TARGET AUDIENCE
Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group.
In Practice : The Nice n’Easy target audience is 16-60 year old Women.
The Mama Sustagen target audience is Women aged
18-40 yrs.

6. Introductory Terms
TARGET AUDIENCE
Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group.
In Practice : The Nice n’Easy target audience is 16-60 year old Women.
The Mama Sustagen target audience is Women aged
18-40 yrs.
UNIVERSE
Definition : The actual number of individuals within the
defined target audience.

7. Introductory Terms
TARGET AUDIENCE
Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group.
In Practice : The Nice n’Easy target audience is 16-60 year old Women.
The Mama Sustagen target audience is Women aged
18-40 yrs.
UNIVERSE
Definition : The actual number of individuals within the
defined target audience.
In Practice : The 16-60 yr Women universe is 5,000,000.
(Market X) The 18-40 yrs universe is 2,750,000.

8. Television

9. A Rating

10. A Rating
Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating

11. A Rating
Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : 18-40 yrs Women watching Friends - 1,110,000
18-40 yrs Universe - 2,750,000
Rating - 40%

12. A Rating
Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : 18-40 yrs Women watching Friends - 1,110,000
18-40 yrs Universe - 2,750,000
Rating - 40%
Question: If 900,000 Housewives saw our commercial during
“Dynasty” and the universe for Housewives is 3.6m, what
rating did we achieve?

13. A Rating
Definition : The percentage of the target audience who saw
25
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : 18-40 yrs Women watching Friends - 1,100,000
18-40 yrs Universe - 2,750,000
Rating - 40%
Question: If 900,000 Housewives saw our commercial during
“Dynasty” and the universe for Housewives is 3.6m, what
rating did we achieve?

14. Gross Rating Points (GRP’s)

15. Gross Rating Points (GRP’s)
Definition : The sum of all ratings achieved in a campaign.
(Note : GRP levels are generally measured and
reported on a 4 week basis.)

16. Gross Rating Points (GRP’s)
Definition : The sum of all ratings achieved in a campaign.
(Note : GRP levels are generally measured and
reported on a 4 week basis.)
In Practice : Our commercial appeared in the following
programmes :
Programme Rating
Friends 32%
Dynasty 21%
Movie 18%
Sport 24%
News 15%
110%
- 110 GRPs achieved (or 110% of defined universe)

17. Gross Rating Points (GRP’s)
Definition : The sum of all ratings achieved in a campaign.
(Note : GRP levels are generally measured and
reported on a 4 week basis.)
In Practice : Our commercial appeared in the following
programmes :
Programme Rating
Friends 32%
Dynasty 21%
Movie 18%
Sport 24%
News 15%
110%
- 110 GRPs achieved (or 110% of defined universe)
Question:How many GRP’s would be achieved by a campaign with two
spots in a movie (achieving 21% rating on one occasion
& 25% rating on the other), a spot in Dynasty(achieving
a 18% rating) & a spot in the News (achieving 16% rating)?

18. Gross Rating Points (GRP’s)
Definition : The sum of all ratings achieved in a campaign.
(Note : GRP levels are generally measured and
80
reported on a 4 week basis.)
In Practice : Our commercial appeared in the following
programmes :
Programme Rating
Friends 32%
Dynasty 21%
Movie 18%
Sport 24%
News 15%
110%
- 110 GRPs achieved (or 110% of defined universe)
Question:How many GRP’s would be achieved by a campaign with two
spots in a movie (achieving 21% rating on one occasion
& 25% rating on the other), a spot in Dynasty(achieving
a 18% rating) & a spot in the News (achieving 16% rating)?

19. Coverage (Reach)

20. Coverage (Reach)
Definition : The percentage of the target audience who saw
the commercial at least once during a given
campaign period.

21. Coverage (Reach)
Definition : The percentage of the target audience who saw
the commercial at least once during a given
campaign period.
In Practice : Programme Rating Unduplicated Reach Cumulative Reach
Friends 32 32 32
Dynasty 21 11 43
Movie 18 9 52
Sport 24 7 59
News 15 4 63
110 GRPs 63% 63% Reach

22. Coverage (Reach)
Definition : The percentage of the target audience who saw
the commercial at least once during a given
campaign period.
In Practice : Programme Rating Unduplicated Reach Cumulative Reach
Friends 32 32 32
Dynasty 21 11 43
Movie 18 9 52
Sport 24 7 59
News 15 4 63
110 GRPs 63% 63% Reach
Question:If we did not have the News on the above schedule, how
many GRPs and what Reach would this campaign achieve?

23. Coverage (Reach)
Definition : The percentage of the target audience who saw
GRPs -95
the commercial at least once during a given
campaign period.
In Practice : Programme Rating Unduplicated Reach Cumulative Reach
Friends 32 32 32
Dynasty 21 11 43
Movie 18 9 52
Reach -59%
Sport 24 7 59
News 15 4 63
110 GRPs 63% 63% Reach
Question:If we did not have the News on the above schedule, how
many GRPs and what Reach would this campaign achieve?

24. Average Frequency

25. Average Frequency
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency

26. Average Frequency
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.

27. Average Frequency
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach
80% Reach and 5.0 Av Frequency = ? GRPs
400 GRPs and 80% Reach = ? Av Frequency
300 GRPs and 55% Reach = ? Av Frequency
350 GRPs and 60% Reach = ? Av Frequency

28. Average Frequency
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
50
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach
80% Reach and 5.0 Av Frequency = ? GRPs
400 GRPs and 80% Reach = ? Av Frequency
300 GRPs and 55% Reach = ? Av Frequency
350 GRPs and 60% Reach = ? Av Frequency

29. Average Frequency
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
400
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50
80% Reach and 5.0 Av Frequency = ? GRPs
400 GRPs and 80% Reach = ? Av Frequency
300 GRPs and 55% Reach = ? Av Frequency
350 GRPs and 60% Reach = ? Av Frequency

30. Average Frequency
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
5.0
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50
80% Reach and 5.0 Av Frequency = ? GRPs 400
400 GRPs and 80% Reach = ? Av Frequency
300 GRPs and 55% Reach = ? Av Frequency
350 GRPs and 60% Reach = ? Av Frequency

31. Average Frequency
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
5.45
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50
80% Reach and 5.0 Av Frequency = ? GRPs 400
400 GRPs and 80% Reach = ? Av Frequency 5
300 GRPs and 55% Reach = ? Av Frequency
350 GRPs and 60% Reach = ? Av Frequency

32. Average Frequency
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
5.83
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Question:350 GRPs and 7.0 Av Frequency = ? % Reach 50
80% Reach and 5.0 Av Frequency = ? GRPs 400
400 GRPs and 80% Reach = ? Av Frequency 5
300 GRPs and 55% Reach = ? Av Frequency 5.45
350 GRPs and 60% Reach = ? Av Frequency

33. Cost Per GRP

34. Cost Per GRP
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP

35. Cost Per GRP
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
In Practice : $220,000 ÷ 55 GRPs = $400 cost per GRP

36. Cost Per GRP
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
In Practice : $220,000 ÷ 55 GRPs = $400 cost per GRP
Question: If your cost per GRP was $475 and your budget was
$237,500 for the month, how many GRPs would you
expect to buy?

37. Cost Per GRP
Definition : The cost of buying one rating point.
500
Formula : Cost ÷ GRPs = Cost per GRP
In Practice : $220,000 ÷ 55 GRPs = $400 cost per GRP
Question: If your cost per GRP was $475 and your budget was
$237,500 for the month, how many GRPs would you
expect to buy?

38. Cost Per Thousand (CPT)

39. Cost Per Thousand (CPT)
Definition : The cost of reaching 1000 individuals within the
campaign target audience.
Formula : Cost
GRPs (÷ 100) x Universe x 1000 = CPT

40. Cost Per Thousand (CPT)
Definition : The cost of reaching 1000 individuals within the
campaign target audience.
Formula : Cost
GRPs (÷ 100) x Universe x 1000 = CPT
In Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe
24,750
1.1 x 5,000,000 x 1000 = $4.50 CPT

41. Cost Per Thousand (CPT)
Definition : The cost of reaching 1000 individuals within the
campaign target audience.
Formula : Cost
GRPs (÷ 100) x Universe x 1000 = CPT
In Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe
24,750
1.1 x 5,000,000 x 1000 = $4.50 CPT
Question: Work out the CPT given the following components :
Universe 6,500,000
Campaign Cost $58,500
Eight spots on the schedule that achieved the following
individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12

42. Cost Per Thousand (CPT)
Definition : The cost of reaching 1000 individuals within the
campaign target audience.
$6.00
Formula : Cost
GRPs (÷ 100) x Universe
In Practice : $24,750 cost; 110 GRPs; 5,000,000 Universe
24,750
1.1 x 5,000,000
Question: Work out the CPT given the following components :
Universe 6,500,000
Campaign Cost $58,500
Eight spots on the schedule that achieved the following
individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12

43. Frequency Distribution

44. Frequency Distribution
Definition : The coverage delivered at actual frequency levels.
Not to be confused with average frequency

45. Frequency Distribution
Definition : The coverage delivered at actual frequency levels.
Not to be confused with average frequency
In Practice :
Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+
Reach% 63% 55% 44% 31% 23% 15% 11% 7%
70
60
Reach 50
% 40
30
20
10
0
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+
Frequency Distribution

46. Effective Reach

47. Effective Reach
Definition : The percentage of the target audience who have
seen the commercial at the defined optimum
frequency levels.

48. Effective Reach
Definition : The percentage of the target audience who have
seen the commercial at the defined optimum
frequency levels.
In Practice : The optimum frequency level to achieve brand
awareness may be 2+. The effective reach in the
example below is therefore 55%.
Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+
Reach% 63% 55% 44% 31% 23% 15% 11% 7%
Frequency Distribution

49. Quiz Summary

50. Quiz Summary
The following schedule was constructed against the target audience Housewives
18-49 years. The universe for the target audience is 7,800,000 and the campaign
cost is $110,000.
Programme Rating Unduplicated Reach Cumulative Reach
Music Countdown 19 19 19
Baywatch 14 11 30
Movie 9 3 33
Roseanne 13 7 40
Dynasty 21 8 48
L.A. Law 7 2 50
Cheers 15 5 55
Dallas 18 8 63
63 63%

51. Quiz Summary
The following schedule was constructed against the target audience Housewives
18-49 years. The universe for the target audience is 7,800,000 and the campaign
cost is $110,000.
Programme Rating Unduplicated Reach Cumulative Reach
Music Countdown 19 19 19
Baywatch 14 11 30
Movie 9 3 33
Roseanne 13 7 40
Dynasty 21 8 48
L.A. Law 7 2 50
Cheers 15 5 55
Dallas 18 8 63
1) What GRP’s did this campaign achieve? 63 63%
2) What is the Average Frequency?
3) What is the cost per GRP?
4) What is the CPT?
5) If Dallas was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?

52. Quiz Summary
The following schedule was constructed against the target audience Housewives
18-49 years. The universe for the target audience is 7,800,000 and the campaign
116
cost is $110,000.
Programme Rating Unduplicated Reach Cumulative Reach
Music Countdown 19 19 19
Baywatch 14 11 30
Movie 9 3 33
Roseanne 13 7 40
Dynasty 21 8 48
L.A. Law 7 2 50
Cheers 15 5 55
Dallas 18 8 63
1) What GRP’s did this campaign achieve? 63 63%
2) What is the Average Frequency?
3) What is the cost per GRP?
4) What is the CPT?
5) If Dallas was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?

53. Quiz Summary
19+14+9+13+21+7+15+18
=116 GRPs

54. Quiz Summary
The following schedule was constructed against the target audience Housewives
18-49 years. The universe for the target audience is 7,800,000 and the campaign
cost is $110,000.
1.84
Programme Rating Unduplicated Reach Cumulative Reach
Music Countdown 19 19 19
Baywatch 14 11 30
Movie 9 3 33
Roseanne 13 7 40
Dynasty 21 8 48
L.A. Law 7 2 50
Cheers 15 5 55
Dallas 18 8 63
1) What GRP’s did this campaign achieve? 63 116 GRPs 63%
2) What is the Average Frequency?
3) What is the cost per GRP?
4) What is the CPT?
5) If Dallas was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?

55. Quiz Summary
116/63 = 1.84

56. Quiz Summary
The following schedule was constructed against the target audience Housewives
18-49 years. The universe for the target audience is 7,800,000 and the campaign
$948
cost is $110,000.
Programme Rating Unduplicated Reach Cumulative Reach
Music Countdown 19 19 19
Baywatch 14 11 30
Movie 9 3 33
Roseanne 13 7 40
Dynasty 21 8 48
L.A. Law 7 2 50
Cheers 15 5 55
Dallas 18 8 63
1) What GRP’s did this campaign achieve? 63 116 GRPs 63%
2) What is the Average Frequency? 1.84
3) What is the cost per GRP?
4) What is the CPT?
5) If Dallas was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?

57. Quiz Summary
$110,000/116 = $948

58. Quiz Summary
The following schedule was constructed against the target audience Housewives
18-49 years. The universe for the target audience is 7,800,000 and the campaign
cost is $110,000.
$12.16
Programme Rating Unduplicated Reach Cumulative Reach
Music Countdown 19 19 19
Baywatch 14 11 30
Movie 9 3 33
Roseanne 13 7 40
Dynasty 21 8 48
L.A. Law 7 2 50
Cheers 15 5 55
Dallas 18 8 63
1) What GRP’s did this campaign achieve? 63 116 GRPs 63%
2) What is the Average Frequency? 1.84
3) What is the cost per GRP? $948
4) What is the CPT?
5) If Dallas was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?

59. Quiz Summary
$110,000 x 1,000
(116/100) x 7,800,000
=$12.16

60. Quiz Summary
The following schedule was constructed against the target audience Housewives
18-49 years. The universe for the target audience is 7,800,000 and the campaign
GRPs- 98
cost is $110,000.
Programme Rating Unduplicated Reach Cumulative Reach
Music Countdown 19 19 19
Baywatch 14 11 30
Movie 9 3 33
Roseanne 13 7 40
Dynasty 21 8 48
Reach-55%
L.A. Law 7 2 50
Cheers 15 5 55
Dallas 18 8 63
1) What GRP’s did this campaign achieve? 63 116 GRPs 63%
2) What is the Average Frequency? 1.84
3) What is the cost per GRP? $948
4) What is the CPT? $12.16
5) If Dallas was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?

61. Quiz Summary
116 - 18 = 98 GRPs
63 - 8 = 55%

62. How a TV Rating is measured .......

63. How a TV Rating is measured .......
Using Peoplemeters:-

64. How a TV Rating is measured .......
Meter
Using Peoplemeters:-
Research Company * *
* Research company determines representative sample
* “Meters” installed
* Individual householder details recorded
* Householder “pushes button” when watching.
Recorded as a viewer Handset
* Data on-line to research company

65. How a TV Rating is measured .......
Using the Diary Method :-

66. How a TV Rating is measured .......
Using the Diary Method :-
– Research company determines representative sample
– Weekly diaries circulated
– Panel members complete diary
» Instructed to complete on a daily basis
» Research company has no control over panel
» Could be completed just prior to collection
» Accuracy dependent upon memorising viewing habits
– Diaries collected and processed by research company

67. Peoplemeter vs Diary

68. Peoplemeter vs Diary
PEOPLE METER
– Based on actual viewing
– Push button technology
» High degree of Accuracy
» Minute by minute GRPs
– Immediate Results
» Ability to monitor new
stations quickly
– Guest Viewing Facility
– On-line access providing cross
tabulations
» Increased targeting options
» Reach & frequency data

69. Peoplemeter vs Diary
PEOPLE METER DIARY
– Based on actual viewing – Based on recalled viewing
– Push button technology – Manual self completion
» High degree of Accuracy » Less accurate
» Minute by minute GRPs » 1/4 hour GRPs
– Immediate Results – 2/3 week delay in reporting
» Ability to monitor new results
stations quickly – Panel viewing only
– Guest Viewing Facility – Paper access only
– On-line access providing cross – Delay in reporting new
tabulations stations
» Increased targeting options – Lack of targeting options
» Reach & frequency data – Limited reach & frequency
data

70. Transition from Diaries to
Peoplemeters

71. Transition from Diaries to
Peoplemeters
Change should be made as soon as possible
– Desirable to both advertisers & agencies
» Greater accuracy
» Facilitates reporting on new stations
– Less desirable to broadcasters (especially monopolies)
High costs involved
– Broadcasters are unlikely to meet all of the costs
Lobby broadcasters and research companies
– Form partnerships with other advertisers
Understand and question existing research
– Demand to see questionnaire

72. Print Media

73. Newspapers / Magazines

74. Newspapers / Magazines
Circulation
Definitions : The number of copies each edition sells.
In Practice : The Readers Digest has a circulation of 58,000 copies.

75. Newspapers / Magazines
Circulation
Definitions : The number of copies each edition sells.
In Practice : The Readers Digest has a circulation of 58,000 copies.
Readership
Definition : The total number of adult readers for each title.
In Practice : The Readers Digest has a circulation of 58,000, but an
average
of 8.5 readers per copy.
Total Readership = 8.5 x 58,000 = 493,000

76. Newspapers / Magazines
Circulation
Definitions : The number of copies each edition sells.
In Practice : The Readers Digest has a circulation of 58,000 copies.
Readership
Definition : The total number of adult readers for each title.
In Practice : The Readers Digest has a circulation of 58,000, but an
average
of 8.5 readers per copy.
Total Readership = 8.5 x 58,000 = 493,000
Composition
Definition : The number of readers per title who fall into our target
audience - expressed as a percentage of the readership.
In Practice : Readership - 493,000
: Composition of Housewife Readers 14%
: Total Housewives reading Readers Digest =
493,000 x 14% = 69,020

77. A Rating

78. A Rating
Definition : The percentage of the target audience who saw
the insertion..
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating

79. A Rating
Definition : The percentage of the target audience who saw
the insertion..
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : All Men reading S.China Morning Post - 750,000
All Men Universe - 3,000,000
Rating - 25%

80. A Rating
Definition : The percentage of the target audience who saw
the insertion..
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : All Men reading S.China Morning Post - 750,000
All Men Universe - 3,000,000
Rating - 25%
Question: If 550,000 Women saw our insertion in “The Straits
Times” & the universe for Women is 1.5m, what rating did
we achieve?

81. A Rating
Definition : The percentage of the target audience who saw
the insertion..
36
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : All Men reading S.China Morning Post - 750,000
All Men Universe - 3,000,000
Rating - 25%
Question: If 550,000 Women saw our insertion in “The Straits
Times” & the universe for Women is 1.5m, what rating did
we achieve?

82. Advantages & Disadvantages
by Medium

83. Available media
Television
Print
Radio
Cinema
Outdoor
Direct Marketing/Mail
‘New’ Media
Sponsorship

84. Television

85. Television
Advantages
– High impact
» Dynamics of sight,
sound & movement
– High coverage
– Swift coverage build
– Low CPT
– Powerful ‘sell in’ medium
to the trade
– Mass medium

86. Television
Advantages Disadvantages
– High impact – Difficult to target precisely
» Dynamics of sight, » High wastage
sound & movement – High production costs
– High coverage – High capital cost
– Swift coverage build
– Low CPT
– Powerful ‘sell in’ medium
to the trade
– Mass medium
– Reliable research

87. Print

88. Print
Advantages
– Mass & niche targeting
opportunities
– Educational
» Long copy facility
– Lower capital cost
– Longevity
– Ad placement opportunities
– Pass on readership

89. Print
Advantages Disadvantages
– Mass & niche targeting – Slow to build coverage
opportunities – Variable reproduction
– Educational quality
» Long copy facility – Low impact
– Lower capital cost – Lack of verified
– Longevity circulation / variable
– Ad placement opportunities research
– Pass on readership

90. Radio

91. Radio
Advantages
– Skew towards desirable
demographics
» Housewives/young
adults
– Local market opportunities
– High frequency
– Low CPT
– Low production costs
» Minimise wearout with
many executions

92. Radio
Advantages Disadvantages
– Skew towards desirable – Low impact
demographics – Low coverage
» Housewives/young – More difficult creative sell
adults – Limited research
– Local market opportunities
– High frequency
– Low CPT
– Low production costs
» Minimise wearout with
many executions

93. Cinema

94. Cinema
Advantages
– Young profile
– Captive audience
– High impact
– Ability to follow films
– Local market flexibility

95. Cinema
Advantages Disadvantages
– Young profile – Very high production costs
– Captive audience – Slow coverage build
– High impact – Poor research
– Ability to follow films
– Local market flexibility

96. Outdoor

97. Outdoor
Advantages
– Good awareness builder
» Brand advertising
– High frequency
– Local market opportunities
– Tactical medium

98. Outdoor
Advantages Disadvantages
– Good awareness builder – Limited communication
» Brand advertising – Massive wastage
– High frequency – Little targetting
– Local market opportunities sophistication
– Tactical medium – High capital cost
– Very limited research

99. Direct Marketing

100. Direct Marketing
Advantages
– One on one communication
– Targeting precision
– Detailed communication

101. Direct Marketing
Advantages Disadvantages
– One on one communication – One chance
– Targeting precision – Hostility to unsolicited
– Detailed communication approach
– No pass on readership
» Inserts in magazines

102. New media

103. New media
Advantages
– Young profile
– At the cutting edge
– Chance to obtain user
information
» Get to know the
consumer
– Detailed communication
– Unsurpassed creative
opportunity

104. New media
Advantages Disadvantages
– Young profile – Unproven
– At the cutting edge – Low coverage
– Chance to obtain user – User as editor
information – Communication not
» Get to know the advertising
consumer
– Detailed communication
– Unsurpassed creative
opportunity

105. Sponsorship

106. Sponsorship
Advantages
– Inherit sponsorship vehicles
attributes
– Creative association/
opportunities with
sponsorship vehicle
– Promotional competition
associations
– Build data through
sponsorship

107. Sponsorship
Advantages Disadvantages
– Inherit sponsorship vehicles – Limited creative
attributes communication
– Creative association/ – Long term investment
opportunities with needed to obtain maximum
sponsorship vehicle benefit
– Promotional competition – Limited research
associations
– Build data through
sponsorship

108. Creative Media Placement
Topping & Tailing
Repeat spots
Consecutive pages
Editorial linkage
Teasers
‘Roadblocking’
‘Stand Out’ sizes
Finding a new medium