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pot on network television costs the most in prime time (8:00 p.m. to 11:00 p.m.) and the least during daytime (10:00 a.m. to 4:00 p.m.). According to Optimum Media, in the third quarter of 1999, a 30-second commercial on U.S. network television cost $190,000 in prime time but $21,960 in daytime. Advertisers use CPM (cost per thousand impressions) and CPP (cost per rating point) to compare media costs. CPM is used for both print and electronic media while CPP is more popular for electronic media. CPM is calculated by multiplying the unit cost of a media vehicle by 1,000 and dividing the result by the audience size of the vehicle. The unit cost of a media vehicle is the cost for a single ad placement in that vehicle.

For example, if a 30-second commercial in a TV program costs $5,000 and the program has an audience of 250,000, then CMP for the commercial will be $20. CPP is calculated by dividing the unit cost of the media vehicle by the rating of the vehicle. If a 30-second commercial in a TV program costs $5,000 and the program has a rating of 10 in the market, CPP for the commercial will be $500. CPP can also be used to compare newspaper or magazine costs if the audience is described as a percentage.

Media Planning and Buying:

"Media planning" is the process of selecting time and space in various media for advertising in order to accomplish marketing objectives. Media planners often use three terms in describing a planning process: objectives, strategy and tactics. A media objective states what the planner wishes to accomplish. It is usually specified in terms of the target audience, reach, and frequency. The target audience is often defined by demographics, product usage and psychographics. Reach refers to the unduplicated proportion of an audience that is exposed to a media schedule (not necessarily to the advertising message) at least once during a designated time period (usually four weeks). Frequency refers to the number of times within a given period of time an audience is exposed to a media schedule. A frequency of 3.0, for example, means that the target audience is exposed to a media schedule three times during a given period of time. Of course, not all audience members are exposed exactly three times; some may be exposed more than three times and some less.

A frequency distribution shows how many audience members are exposed at each level of frequency. With a frequency distribution, a media planner can determine effective frequency and effective reach. Effective frequency is defined as the level of frequency that is necessary to achieve the desired communication goals. Effective reach is the reach at the level of effective frequency. Gross rating points (GRPs) are the product of reach and frequency, representing the total gross delivery of a media schedule to the target audience. A media strategy specifies the means for achieving the media objectives. 

A strategic decision is how to allocate the media budget geographically; that is, deciding in which markets to advertise and how much to spend in each of these markets. In making these decisions, the media planner is guided by past sales and market shares of a brand in different markets as well as future expectations. Category and brand development indices are often used for these purposes. A defens本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。