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Hi - My agency is new to posting radio buys and we have just recently picked up a client which actually posts radio. From your experience, is it "industry standard" to post off of only one book - EVEN IF the radio buy was negotiated using 2 books? (This would take into account either the Spring/Fall average for a 2-book market or the latest 2-book average off a 4-book market.) For some reason, this dosen't seem right to me. Can you please explain the rationale behind this? Thank You.
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You may have bought by using estimates from 2 or 4 books to best project what will happen during a campaign you will place. However, posting is about what did happen, so the book corresponding to the actual schedule dates is what is used. Exception: in markets that have only two books, if the schedule ran between two books, then averaging those book is appropriate in the post.
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amayag
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3/7/2005 2:00:03 AM
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What is the difference between Advertising and Marketing?
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Marketing encompasses all activites aimed at selling, positioning and promoting a brand. It includes advertising but also public relations, promotion, packaging, pricing, etc..
Advertiing is essentially mass-media messaging.
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sgaines7
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3/7/2005 12:20:23 AM
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What exactly is market share?
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Market share is the Brand's percentage of all sales within the specified product category.
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sgaines7
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3/7/2005 12:19:35 AM
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can you tell me about radio rates?
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See SQAD
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jesserp31
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3/5/2005 7:43:40 PM
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When estimating a Q3 buy - is it correct to look at the yr to yr July books only using the tp average, or should other issues be taken into account? I've been taught that we aren't to use the other books when negotiating Q3 buys... AND
In a metered market, are reps ok to use current HH trends to justify a higher rating when negotiating an annual? What index would you use to apply that to past shares/ratings?
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The classic approach, at its simplest, is to look at TP total usage levels from same quarter a year ago and then apply most recent program shares. Obviously, if a program or staion TP had a rating of 10 a year ago and a rating of 2 most recently -- in other words, only 20 percent of the former share, you can't begin from a presumption that the year-ago 10 is still relevant, while the seasonal usage of TV is a vaild factor.
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AmayaG
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3/5/2005 5:43:11 PM
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