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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Extra resources for Advertising Media Sourcebook, 4th edition

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Public consumption of media is not a stable activity. Things change. Buyers must review all available media research to assure that expected performance of the selected vehicles is attained. For those media with frequent research measurement, monitoring can be a weekly duty. 5. Schedule maintenance. What happens if TV programs are preempted, if print materials don't arrive in time for printing, or if weather stops the radio station's transmission? Schedules have to be shifted, vehicles have to be replaced and substituted for.

Dependable research measurements are vital in answering these campaign plan questions. Media Buying If media planners are the architects of advertising plans, then media buyers are the construction companies or builders. Plans are only ideas until they are tactically completed. Someone must choose the television program, radio station, newspaper, or outdoor location. Buyers are the specialists with responsibility for the actual advertising schedules that complete the media process. Here are some of the major functions of media buying.

Cume" (cumulative listening). m. Monday thin Friday). "AQH" Rating. The AQH Rating is estimated listenership expressed as a percentage of the audience segment. 0 rating means one percent of women 25 to 49 in the area were part of a station's audience. "AQH" Share. The AQH Share is also a percentage reflecting the proportion of total listeners listening to a particular station. Thus, a 10 percent share for a station would mean its proportion of all who were listening. It does not reflect the audience size (1 of 10 and 1,000 of 10,000 are both 10 percent shares).

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