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Welcome to The Advertising Media Internet Community (AMIC), a site dedicated to media and marketing professionals. Advertising media planners, buyers, sellers and researchers come to AMIC to ask the Media Guru burning questions, comment on hot topics, or skim the best recent articles on media.

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*Note that this is a moderated question and answer forum.

The Guru answers questions about media planning, media buying, media research and media management. Answers usually appear on the Guru answer page within one or two days. To obtain the Guru's best answers to your queries: Please state your questions using complete sentences, being as specific as possible. Use your return key to prevent text from scrolling out of the visible typing area. Avoid abbreviations and acronyms as these may be related to narrow specialities. If your question relates to country outside the US, please specify the country. You may search the "Guru Archives." to see if the Guru has recently answered a question similar to your own

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The Media Guru Speaks On:
High budget marketing campaigns

Media Guru Question:
Thursday, June 23, 2016
What entails a high budget marketing campaign?

Media Guru Answer:

There is no simple answer. It's all about objectives and strategies, regardless of budget

The Media Guru Speakes On:
How to determine actual reach

Media Guru Question:
May 22, 2016
Television Stations have provided Programming Avails, Spot Cost, and the following: Rating, Share and CPP for W 18-34 and Rating, Share and CPP for W 35-49 From this information, how do I best determine the actual Reach - the universe Cost Per Thousand (CPM), or the total number of impressions I'll receive?

Media Guru Answer:
Within each demographic universe:

The rating is a percentage of universe; a 5 rating means 0.05 X the Universe to get impressions. The sum of the costs of the spots divided by the sum of the impressions in thousands gives the CPM.


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