Advertising Media Sourcebook, 4th edition by Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban
By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban
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Additional info for Advertising Media Sourcebook, 4th edition
Publisher : NTC Contemporary isbn10 | asin : 0844235210 print isbn13 : 9780844235219 ebook isbn13 : 9780071401395 language : English subject Advertising media planning--United States. 1/0973 subject : Advertising media planning--United States. Page iii Advertising Media Sourcebook Fourth Edition Peter B. Turk Donald W. Jugenheimer Arnold M. Barban Printed on recyclable paper NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA Page iv Library of Congress Cataloging-in-Publication Data Turk, Peter B.
Function The reports are set up to estimate audiences by age segment and by gender. Advertising and marketing firms use these to gauge the popularity of a station(s) in delivering desired target audiences. Stations and dayparts are chosen, in part, from these rating reports. Format Notes The excerpt shown on the next page is from a San Francisco market report. The audience reported is confined to women between the ages of 25 and 49. Two geographic areas are reported. The total survey area ("TSA") reports listenership from the metropolitan area and many other surrounding counties.
_ Relate the rankings to the desired media, group, and market characteristics. _ Consider cost efficiencies of each vehicle. _ Relate vehicle audiences to anticipated sales levels. _ Begin to eliminate some vehicles that do not fit the desired pattern. _ Relate the remaining vehicles to goals, applicability, media environment, targets, and the like. _ Review competitive considerations. _ Provide specific reasons for using each vehicle. _ Establish rankings of the vehicles in their order of use.