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Media Guru

Guru Search Results: 77 matches were found

Tuesday, February 15, 2005 #6793
Do you have any idea how much it cost Ameriquest to be the half time sponsor of the Super Bowl in Feb. of '05?

The Media Guru Answers(Sunday, February 20, 2005 ):
Not really. It will likely be a multiple of $2+ million times the number of :30 spots included, plus more for the sponsorship elements' value.


Wednesday, May 12, 2004 #6490
Guru ~ Are you aware of a competitive measurement company who tracks trade show sponsorships? Thanks for any leads.

The Media Guru Answers(Wednesday, May 12, 2004 ):
Try Promo Magazine


Thursday, March 25, 2004 #6434
How important are gross impressions to a media buy (specifically radio or traffic sponsorships)? Wouldn't eff. net reach be more important? How can I better explain the difference between gross impressions and frequency to a client that has these two efficiencies confused as the very same thing?

The Media Guru Answers(Friday, March 26, 2004 ):
Firstly, a media buy must answer the specifications of the plan:

Do plan communication goals specify maximum weight or a focus on frequency over reach?

Frequency is linked to gross impressions but only through other factors and neither is an "efficiency." Budget divided by gross impressions is CPM, which is the classic measure of "efficiency" and no normal cost / frequency ratio with which the Guru is familiar is in use.

Gross impressions takes into account both frequency and reach. 1million gross impressions can be 1 million people each exposed to advertising once or 10,000 people each exposed 100 times. Radio is commonly considered a "frequency medium" but is capable of generating significant reach. Traffic radio is typically a frequency buy. Effective reach, i.e. reach at a specified minimum level of frequency is not the most likley goal for a traffic radio campaign.


Tuesday, December 09, 2003 #6305
Guru, 1. What's the purpose to analyse sponsorship program in terms of sponosr view and also media and agency point of view 2. if we want to build media planning/buying specialist, what's the key point to compete against big media service agency thank you

The Media Guru Answers(Sunday, December 14, 2003 ):
The purpose is to assign value to judge worth. This might depend on comparisons to mass media efficiency, image-building, good will or other standards.


Wednesday, November 19, 2003 #6262
Can you please explain how I should value TV programme sponsorship ie what are the equations

The Media Guru Answers(Friday, November 21, 2003 ):
Click here to see past Guru responses


Monday, October 13, 2003 #6205
Dear Guru, Regarding your response to my earlier question about traffic sponsorships (#6182), the :10s do allow for last minute changes. The :15s are produced. How will this effect the weighting? Do you have a recommended weighting that should be applied? Thanks again.

The Media Guru Answers(Saturday, October 18, 2003 ):
This difference is not something for which the Guru would apply weighting. Ask yourself: Is there an advantage to last mintue changes? Is your product weather related, (like rain boots)? Or traffic situation related (like cellphones)? Or is it subject to frequent price change, like bank rates? If there is no advantage to last minute changes, ignore it. If there is then that may be far more impoirtant than copy length.


Tuesday, September 30, 2003 #6182
Dear Media Guru, In our market we have two companies that offer radio traffic sponsorships. I have been asked by a client to compare the two in order to show which one offers the best exposure and the best "bang for the buck." One company offers live :10 reads on over 19 stations the other offers taped :15s on 9 stations. I know that I can use strata to combine all the stations for each group to get an overall rating average, but I am wondering if I should weight the ratings since these are not :60s. What do you advise? Also, besides, grps, cpp and cpm is there any other data that I should include in my comparision to show the strengths or weaknesses of each group? Thanks! KJG

The Media Guru Answers(Saturday, October 04, 2003 ):
Weighting is reasonable. Do the "live" versions allow last minute changes? If "live" means simple announcer script, but taped meand full production, you need to quantify the difference. It might be more significant than just the length difference.


Wednesday, August 06, 2003 #6109
Here is the situation: I will be meeting with the event-manager for a large labor-day event and I am proposing that my company provide a "free entertainment venue" in return for at-no-cost advertising and media placements. Do you have any suggestions on what questions I should ask the event planner that would help me obtain optimal placements? In general, when negotiating sponsorships, etc. what types of questions should I ask? And what types of advertising opportunities at an event are possible to negotiate? Thanks.

The Media Guru Answers(Sunday, August 10, 2003 ):
This depends on the nature of the event. Will it have signage on stadium walls, the floor of a boxing ring or elsewhere? Will it buy or trade for media space in which you can participate. This is all a matter of negotiation if they want what you offer.


Friday, June 27, 2003 #6047
I have been approached to be the title sponsor of a new sports talk radio show. The show will be on over 200 stations across the U.S. and Canada. With no ratings or history, how do I determine what is a fair price to pay for the sponsorship?

The Media Guru Answers(Monday, June 30, 2003 ):
The Guru would start from the assumption that a sponsorship which reaches the target and has added impact for your marketing is worth some cpm premium.

Then you need to know what cpm you would pay for ordinary, targeted programming.

Finally, you need to estimate the audience delivery against which to apply the cpm and premium factors. You can get a guarantee from the vendor, if the program will be rated. Otherwise, examine the average ratings of similar programs in similar circumstances.


Monday, June 23, 2003 #6033
Is there a rule of thumb as to the amount of weight that should be applied to traffic, news & weather sponsorships in either TV or radio?

The Media Guru Answers(Friday, June 27, 2003 ):
No.


Sunday, June 15, 2003 #6018
1. What is your recommended media strategy against very heavy campaign competitor, but our has budget limitation 2. Could you give example about your best media recommendation completely or summary Thanks

The Media Guru Answers(Saturday, June 21, 2003 ):
Some techniques versus a much heavier spender include:
  • Outspend the competitor in just one medium, perhaps a medium the competitior doesn't use, but pick one judgfe strong for your market
  • Outspend the competitor in selected geography, then roll-out as you establish success
  • Outsmart the competitor by concentrating in the most powerful medium with editiorial / content opportunities, sponsorships, etc


Sunday, April 13, 2003 #5931
I am looking for information about various marketing strategies and medias. Specifically, I am interested in finding data on what percentage of companies adopt the giveaway and free sample marketing strategy? Is there any place I can view the breakdown of marketing (or advertising) by media (i.e. sponsorship, tv, etc.)?

The Media Guru Answers(Monday, April 14, 2003 ):
See "Coen Report"


Friday, February 07, 2003 #5814
What is the most accurate way of determining if a price increase on a PBS multi-year sponsorship renewal contract is reasonable? Thank you.

The Media Guru Answers(Saturday, February 08, 2003 ):
It is a matter of reasonableneess more than "accuracy," and depends in great part on the reasons for becoming involved in the sponsorship. Presumably, there are hard-to-quantify image issues involved.

To be most objective, you can evaluate audience growth and inflation in traditional media pricing for the proportionality of the price increase to these factors.


Monday, December 02, 2002 #5651
How does our agency evaluate signage inside and outside an NFL stadium? We have a client that advertises in a NFL stadium and would like us to provide an analysis of their sponsorship. - How many people are they reaching, what would be the costs to other sponsors versus what they paid, benefits of having all of the signage in and outside the stadium. We are not getting much cooperation from the NFL stadium and we are have a hard time conducting this analysis.

The Media Guru Answers(Friday, December 06, 2002 ):
As a rule, the Guru refuses to do business with any media vendor who will not provide audience estimates, so start by making the stadium understand that the decision for future business is in the agency's hands.

The Guru wouldn't expect them to reveal costs paid by other sponsors and your client shouldn't expect that information.

The value of owning all the signage is probably analogous to 'fully sponsored' magazine issues. It's an effort to appear more important on top of the judgement that sponsoring the stadium has a positive marketing effect, beyond name recognition. It goes beyond media issues.


Saturday, November 02, 2002 #5594
1.how do you measure the effectiveness of sponsorship? 2.is sponsorship more effective than other types of media

The Media Guru Answers(Tuesday, November 05, 2002 ):
You must begin by deciding what kind of effectiveness you want: sales, public opinion, image, awareness?

For some of these, e.g. public opinion, image, sponsorship may be more effective. sponsorship is about depth of communication and its impact, media is about breadth of communication. Media gets reach and freqeuncy, sponsorship engages the hearts of those who care about what you sponsor, and will cost you in reach and frequency terms.


Saturday, August 24, 2002 #5483
I'd like to propose a movie sponsorship/tie-up for my client can you give me some strategy points so i can convince them. (E.g. Sponsoring Matrix II)

The Media Guru Answers(Saturday, August 24, 2002 ):
The strategy would have to be based on the goals of the client. You have given the Guru nothing to go on. If there is a surfing movie and your client sells surfboards, bathing suits or hotel rooms in Hawaii, there is an obvious link. Find yours.


Monday, July 22, 2002 #5426
Hi, I work for Europes largest market research and analysis company. We are looking at selling sponsorships, advertising on our web site and in our 21 weekly newsletters as a new revenue stream. Who are the major players in interactive advertising sales? We are after sponsorship andbespoke solutions rather than CPC. If you could offer any help... Thanks, Rob

The Media Guru Answers(Saturday, July 27, 2002 ):
Media Post's Media magazine regularly lists the players in the arena.


Thursday, June 06, 2002 #5329
Hello. I don't have access to pricing, so I am hoping you can help me. In order of most expensive CPM to cheapest CPM, how would you rank the following media (assume national activity, including local placements)? Event sponsorship, TV sponsorship, OOH, Radio (combo national and local campaign), Newspaper, Magazine & Online. Thanks.

The Media Guru Answers(Saturday, June 08, 2002 ):
Within each category you list, there is enormous variation in cpm, more than 10:1, so that specific selections could change the rankings. Also "national activity including local placements" is confusing and again changes the range. Different demographics change the realtionships, too. And different units also are important. But in general, the Guru would rank these from highest to lowest cpm as follows:
  1. Events (not media)
  2. Magazines
  3. Newspapers
  4. TV
  5. Online
  6. Radio
  7. OOH
OOH will be lowest by a wide margin.


Thursday, May 30, 2002 #5312
Our agency has suggested moving away from a national cable buy and buying local cable instead. Our brand has franchises throughout the country, although there are certainly heavier pockets in some areas of the country - we are nationwide. The thought behind the switch is that we would be able to afford higher GRP levels if advertising is concentrated in top markets by franchisee. The agency believes that buying spot still engages a lot of waste, which is why they are recommending a time consuming, potentially more costly buy. They believe that matching cable systems to specific franchisees will produce better results. What, in your opinion, are the disadvantages to buying local cable? I know that we would lose rating guarantees, and sponsorships, but are there other issues as well? Thank you for assistance.

The Media Guru Answers(Friday, May 31, 2002 ):
The chief disadvantage which the Guru sees, in addition to those you have mentioned, is inefficiency. Local cable bought system by system is probably the least efficient form of TV.

It's a matter of ratios, though, and probably should be considered market by market. For example:

  • In one market, perhaps you would only buy cable sytem "A," which covers 25% of the total DMA.
  • $10,000 buys you 100 GRP within that system
  • But $10,000 would buy you 150 GRP in the entire DMA (and equally within the system).
  • So even if 75% of the DMA-wide buy is "waste," it still delivers 50% more weight where it counts.

These are theoretical numbers and you have to look at the actual numbers for your market areas, including the comparison of a national buy to local cable. The Guru expects that local cable will be neither the most efficient nor lowest-cost choice.


Wednesday, May 15, 2002 #5286
Would you please tell me if PBS and NPR take sponsorships from citizen groups and/or political campaigns? I have been told by a local PBS station that they do not accept sponsorships of a political nature. Thank you, Susan McKay

The Media Guru Answers(Saturday, May 18, 2002 ):
If someone you want to buy something from says they don't sell that, there's a pretty strong case to believe they don't sell it.

It is likley that PBS / NPR would avoid political sponsorship, but they may be under the same obligation as any licensed broadcaster to accept politicaladvertising. It is also possible that different Public stations have different policies.


Friday, March 29, 2002 #5181
I am looking for adjustment factors so that I can adjust the impression delivery of a program - reflecting the various ad sizes and positioning and so forth for the various sponsorship levels involved

The Media Guru Answers(Saturday, March 30, 2002 ):
Such factors range from the simple arithmetic ratios for length of commercial to highly subjective judgments, for the value of billboards, signage, product placement, etc. Judgment is just that: judgment.


Thursday, February 07, 2002 #5067
Is there an industry standard, on the agency side, for ratings of a five, ten or fifteen second television spot? If the spot clearly gets your full message out in a :10 or :15, wouldn't it get a full rating? These are not sponsorships. Thank you.

The Media Guru Answers(Sunday, February 10, 2002 ):
Rating is not effected by commercial length. Rating is simply about the number of viewers. Other factors might be applied judgmentally to adjust ratings according to commercial length, based on research regarding recall or effectiveness.


Monday, November 05, 2001 #4863
Our agency sell advertising and sponsorship for the Mille Miglia (www.millemiglia.com), one of the main international event for classic car amateurs: how can we effectively reach our focus target (affluent classic car amateur) in Usa? Thank you

The Media Guru Answers(Wednesday, November 07, 2001 ):
There are magazines aimed at this audience (see PubList) and there may be some ESPN programs worth using.


Wednesday, October 03, 2001 #4749
where can I go to look up how to put together a sponsorship package for a large event? Budget target is $2.5 million. Thank you.

The Media Guru Answers(Wednesday, October 03, 2001 ):
Look at packages for other comparable events.


Saturday, September 29, 2001 #4741
We are a startup company that is launching a network of websites for sports radio stations. We're looking for exclusive sponsorships for this network which should produce between 200-300 individual sites an upwards of 10k unique visitors per week. Where can we go to find potential sponsors or groups of sponsors to present our package to?

The Media Guru Answers(Sunday, September 30, 2001 ):
See our 'Ad Placement on the Web' links for reps who might sell your space.

But the Guru fears they will not find 10K visits a week very interesting, especially when it consists of 300 sites each with the extremely low traffic of 30 vists per week.


Monday, July 16, 2001 #4581
I have found research that indicates that the ad impressions generated from arena signage are not as effective as other kinds of media impressions. A ratio is given (1/4 to 1/5) that says it takes four "sponsorship impressions" to equal one radio or TV spot. Are you aware of any research that can substantiate this?

The Media Guru Answers(Monday, July 16, 2001 ):
The ratio sounds right; after all it's typically just a brand logo, not a message. For research try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Tuesday, June 26, 2001 #4524
Guru, I going into a presentation where I'm recommending a corporate sponsorship for a branding campaign. The thing is, i'm not sure how to define it to make it simple for the client to understand and powerful enough to sell the idea. Can you help?

The Media Guru Answers(Wednesday, June 27, 2001 ):
What are you trying to define: "corporate sponsorship" or "branding campaign?"

Corporate sponsorship definitions should come from the media vendor. If there is to be a "branding campaign" the Guru would expect that concept to be defined in Advertising Objectives, prior to media planning entering the picture. Something is wrong if the media department is dertermining that there is to be a branding campaign in the absence of marketing direction.


Monday, June 04, 2001 #4455
I am preparing a media presentation to a Diamond Account. De Beers, Thompson. I am producing a celebrity golf tournament--sports/entertainment..no pros. It run in February, late the week after the Bob HOpe Classic..big celebrities..probably air on FOX or Turner...need cost of 1/2 sponsorship.....12 minutes? Thanks, it is for Breast Cancer Research and will be hel at Caesar's Palace in Las Vegas (lots of glitz..Jerry Harrison

The Media Guru Answers(Monday, June 04, 2001 ):
There are not really any standards, contact the vendor.


Wednesday, May 30, 2001 #4438
Hi Guru, Is there any way we can measure the effectiveness of any online ad campaign?For instance a sponsorship of 3 months can be measured by doing a pre and post research among the netizens. Please advise , thanks

The Media Guru Answers(Wednesday, May 30, 2001 ):
Measuring effectiveness starts with setting goals. If your campaign is aimed at awareness or purchase intent then your idea is appropriate. Some campaigns can be measured by click-thru.


Tuesday, May 15, 2001 #4404
I am an a media planner, looking for opportunities to sponsor various web site opportunties for OTC brands interested in reachng MDs. I have been looking at Medscape - a pharmaceutical consumer portal. They sell advertising space and sponsorships on their site. When we look at Media Metrix data to see traffic, and determine whether we want to advertise with them, we see a fairly low number of visitors. We are told that that is because Medscape has an alliance with AOL, and when members go through AOL to Medscape, these visitors are not included in Medscape traffic counts. Rather, they are counted towards AOL traffic. We're talking about over 1 million visitors. Is this true? How can this be addressed? Is it possible to change the way Media metrix counts these visitors or is this standard. I have asked Media Metrix for a response as well, but have not heard back from them yet. What do you think and how would you proceed to address? Thanks.

The Media Guru Answers(Monday, May 21, 2001 ):
AOL, per se, is not on the internet, it is a bulletin board service that predates the popularization of the 'net. Most members dial up directly into the AOL system. AOL provides a gateway out to the 'net for its members and there is also an aol.com site which is part of the net.

MediaMetrix, which measures internet behavior, might well be unable to track areas within the AOL system. However, it appears that when an AOL user accesses Medscape, the user is taken to the internet, to Medscape.com. Therefore, the MediaMetrix traffic for Medscape would be complete.

With a total universe of under one million MDs in the US, traffic of one million visitors seems quite high.


Thursday, January 11, 2001 #4093
Do you know where information could be found on the allocations of particular media within online media plans? I am specifically interested in understanding the percentage of the buy that is allocated to list rental and email sponsorships (both opt-in, naturally) vs. banner ads, as well as any aggregate statistics on yearly spending in this category. thanks!

The Media Guru Answers(Thursday, January 11, 2001 ):
The Guru doubts the existance of such information. It isn't trackable and not likely to be reported by users.


Friday, November 10, 2000 #3960
With what seems to be the demise of the online CPM model, we are trying to find other online ad revenue sources. How do sponsorships work and how do we find them? Are there any other online revenue potentials we can research? Thank you.

The Media Guru Answers(Sunday, November 12, 2000 ):
"sponsorships" are a way of giving a marketer an identity on your site. It may be as simple as placing banners and pricing in a limp sum instead of CPM.

Visit Ad Resource for various revenue models.


Thursday, October 19, 2000 #3898
I need help. We have a client that wants to do a campaign around sports programming and corporate sponsorships. We are looking at 12 markets - most in the top 20 DMA's. Here is my problem: We've been asked to make a recommendation on whether it is better to run on local TV, radio and in-stadium signage as packages in each of these 12 markets or, if it is more effective to run on FOX Sports Net regionally in 12 markets. 42,000 sales people later - I am getting the idea that no one can give me accurate audience numbers for radio live broadcast of home game coverage. Do you know I can get this? Also, do you have any opinion on the effectiveness of Corporate Sports sponsorship packages. These are major teams that I am talking to - Stars, Lakers, Mets etc.

The Media Guru Answers(Sunday, October 22, 2000 ):
There are no syndicated measures of individual sports events on radio. Stations may have commissioned incidental studies, ask them.

In the Guru's opinion, corporate sports sponsorships do more for corporate management egos than they do for marketing. If your target is very committed to the sport in question, or the product is closely related, like motor oil to auto racing, then it can be an effective measure.


Wednesday, September 06, 2000 #3780
Hi, I have some questions on evaluation parameters on B to B sites and on the different units on these sites: 1. What is the "typical" response rate/click thru rate nowadays for banners? 2. What is the average for skyscrapers, sponsored links, tiles, download modules, and newsletter sponsorships? 3. How long is a fair evaluation period? After one week? 4. What is the national average click rate? ( averaging Bto B and B to C sites ) 5. Any research that is avialble off the web on this would be welcome. Thanks Prema

The Media Guru Answers(Saturday, September 09, 2000 ):
The overall average banner click-rate is about one-third of one percent. The Guru does not think there are any meaningful averages according to odd banner sizes or site types. There are too many sites and no standard measurers. You should be able to find a variety of studies at NUA Internet Surveys.

The best click rates are generally attached to key-word searches. Banner clicks decline rapidly after one or two weeks.


Thursday, August 24, 2000 #3741
In an article I recently read about Internet advertising... the term "Viral advertising" was used. What does this mean? For Example: "Advertisers should adopt multiple-ad delivery strategies, including cross-promotions, sponsorship, email marketing and viral campaigns."

The Media Guru Answers(Monday, August 28, 2000 ):
Viral is trendy newspeak for "word-of-mouth," in other words, messages passed directly from consumer to consumer.


Tuesday, August 15, 2000 #3707
I am looking for information on rates currently being charged for sponsorship as opposed to advertising rates. We hope to recruit a number companies who would sponsor specific sections of our website. Companies would sponsor a section of the site that would be relevnt to their business i.e. travel information - travel agency. Thank you.

The Media Guru Answers(Saturday, August 19, 2000 ):
A cross section of various rates is at Ad Resource. "sponsorship" can have a very broad range of meanigs, though.


Thursday, July 27, 2000 #3658
Do you have any (or know where I can find) research that supports the use of Traffic Report sponsorships as a support-medium.

The Media Guru Answers(Saturday, July 29, 2000 ):
The vendors should have the research.

The best resource, in general, is The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Monday, July 24, 2000 #3641
Where can I find figures on rates and revenues for billboard advertising in major sports facilities in Los Angeles?

The Media Guru Answers(Monday, July 24, 2000 ):
Generally, these are sold either directly by the facility (e.g Doger Stadium) or in conjunction with broadcast media sponsorships (e.g. the Lakers).


Monday, July 10, 2000 #3610
I am currently involved in a market research project. I am wondering which websites AMIC has sponsorships with for banner advertising? I am doing a project on college students therefore I was wondering if you would also suggest websites that will have a high traffic of college students. Can you also tell me approximately what those costs would be?

The Media Guru Answers(Tuesday, July 11, 2000 ):
AMIC is not currently running banners on any other website.

You would probably find a high college student traffic at music download related sites like Napster and MP3, graduate school listings like US News and college text book discounters like Varsity Books.


Monday, June 26, 2000 #3578
Given that available inventory on web sites is virtually unlimited what prevents sites from continually dropping CPM prices? This is about to happen in India where a large international site with extremely large no. of pageviews has dropped prices significantly. How do other sites react in this case?

The Media Guru Answers(Monday, June 26, 2000 ):
What prevents sites from dropping prices is the revenue the owner wants to generate.

A large number of "generic" untargeted pageviews is less valuable than targeted impressions. This is why sites charge a relative premium for keywords, section-specific impressions, sponsorships, etc.

"Unlimited" is a rash statement. There are only as many pageviews as there are visitor requests for pages, and only just so many ads that can be placed on a page.


Tuesday, June 06, 2000 #3535
Hi Guru I think this service is super.Congrats. Now for my question: I am trying to value the cost of an web-alliance and in doing so ,need to define metrics for the alliance. The alliance is basically sponsorship and we will look for exclusivity.What are the metrics you would consider?Which are tangible and how would you measure it?I have looked at CPM,Cost per Click etc.Also,what are the costs for opt-ins ,like email addreses etc.? Your inputs will help a great deal. Thanks Ash

The Media Guru Answers(Sunday, June 11, 2000 ):
Obviously, the answers depend on the goals. An ecommerce site wants to produce sales. Clicks that don't lead to sales are not worth measuring. An ad-supported site wants traffic. Clicks and page loads at the target site are what matters.

The Guru is used to seeing email impressions valued comparably to web impressions, and clicks from email parallel to clicks on the web.


Wednesday, May 24, 2000 #3492
Dear Guru, How the results of TV sposnsorship can be measured and evaluated? Is it possible to compare it somehow with ordinary spots advertising? In Russia we have monitoring of TV channels. All events - programmes, breaks & commercials (all types - including spots, sponsorship etc) are fixed in the database. Combining it with the PeopleMeter ratings theoretically we can calculate everything. The main problem is that I do not know how can I calculate rating for sponsorship. Should it be rating of the whole program or rating of the real moments of sponsorship or something else? Maybe you can advise some literature about the subject? how it is done in other countries? Thank you in advance Ksenia

The Media Guru Answers(Monday, May 29, 2000 ):
Generally, when considering the total commerical audience of a sponsored program, the total program audience rating is used. But if your people meter data allow you to accumulate the net of all commercials and sponsor mentions, use that.

Evaluating the total benefit of sponsorship goes beyond these data. The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. and ESOMAR, the European Survey, Opinion and Market Research Organization would have relevant research.


Thursday, May 18, 2000 #3486
Hi. I writing a media plan for a B2B .com The target is small businesses and the marketing objective is "to build the brand". Should I use reach as the primary media objective or frequency? For example, the online portion, should I use larger banners and sponsorships on fewer networks and single sites or smaller banners on more nets and sites? Also do you know of any research that details the crossover among magazine hard copy readers and that same magazine's online newsletter? Thanks

The Media Guru Answers(Sunday, May 21, 2000 ):
Some research has shown that banner ads wear out very quickly, at least insofar as generating clicks. So reach would seem a more useful benefit of online ads. If your goal is branding, one presumes you have significant information content in the banners themselves, rather than relying on clicks.

Cahners has posted some research on crossover in a B2B context.


Tuesday, April 25, 2000 #3420
We are putting together a sponsorship package that incorporates TV spots, our company newsletter, our website and our fleet vehicles -- is it possible to estimate a combined reach/frequency for all four mediums combined?

The Media Guru Answers(Tuesday, April 25, 2000 ):
The TV is easy, using standard methods, of which you are probably aware.

The other estimates must start from simple counts of the newsletter circulation, web traffic and - the toughie - persons exposed to your fleet. Most simply, after getting a standard TV reach, convert the other media impressions to ratings and combine by "random probability."


Monday, April 03, 2000 #3365
how can i evaluate sponsorship of tv and radio programmes and what's the best way to present it to the client. thanks

The Media Guru Answers(Sunday, April 09, 2000 ):
The basis way to evaluate any media opportunity is to compare it to your goals and strategies. This may be about reach or impact or targeting a specific audience.

Click here to see past Guru responses about evaluating sponsorships.


Monday, March 27, 2000 #3341
Hello I am currently enrolled in the 3-year advertising program at Mohawk College in Hamilton, Ontario, Canada. In response to a class project and of great interest to me, I am in search of answers to the following questions regarding obtaining a career in the Internet advertising field. 1. What programs are used in the creation of Internet advertisements? 2. What are the job titles and descriptions of jobs within Internet advertising? 3. What are the specific qualities looked for when hiring a person for Internet advertising? 4. How does Internet advertising differ from other forms of advertising? 5. What should a student keep in mind and focus on while attending school in order to further their changes in Internet advertising related career? 6. Is there an organization solely devoted to Internet advertising? 7. What forms of Internet advertising are offered? (Ex. WebPage design yes, banners, etc) 8. When should a company inquire about Internet advertising as a form of advertising? 9. How long has Internet advertising been around and how has it grown throughout the years?

The Media Guru Answers(Monday, March 27, 2000 ):
Since this is the Media Guru, we will address those of your several questions which relate to media issues.

  1. Not a media question
  2. Other than "webmaster" all internet advertising media titles are approximately the same as in other media: General manager/publisher, sales manager, sales account executive on the website side; Media Director, Media planner, media buyer on the buying side. Some companies may have invented special titles either to reflect their individuality or special business structure, such as "Channel manager" when selling multiple sites that can be grouped topically
  3. There should be no specific qualities sought in hiring media people for internet purposes rather than any other media, other than possibly better computer skills and internet familiarity. It was not unusual, in the early days of internet advertising, for employment ads to be signed only with a website or email contact information, so that those who didn't understand such information wouldn't apply.
  4. The chief differences of internet advertising versus other media include:
    Interactivity: Any consumer action in response to an ad generates a reaction by the internet
    Combines the full animation potential of TV with the detail capability of static print
    Consumer action in response to an ad 'place-marker', i.e. the banner, is required before the full ad, i.e. the click-thru target, is exposed
    Unlike other media where the medium's full audience is attributed to each ad, the internet allows us to count actual ad exposures
  5. A student should take any internet courses offered in addition to the full standard advertising curriculum, if working in internet media is the only goal.
  6. There are several organizations devoted solely to internet advertising: The Internet Advertising Bureau, which is the Web site owners trade group, C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) which is primarily, if not exclusively internet focused, is the advertiser/agency internet trade group. Of course there are numerous internet sales representative organizations and ad agencies/media services.
  7. Internet advertising forms include websites, banners (meaning any less-than-full-page ads displayed on websites) interstitials, and e-mail advertising. Within e-mail advertising are three principal types: ads as sponsorships, inserted into subscription email newsletters and discussion group posts, Opt-in email, where the recipient has actually agreed to receive by email commercial information from the sender, and SPAM, or Unsolicited Commercial Email, which is commercial messages posted to newsgroups or sent by direct email. This last is completely disreputable and banned by most consumer ISPs.
  8. An advertiser should consider internet advertising alongside all other media when selecting media for any plan. Internet media should be used when it offers an advantage in efficiency (quite rare), an opportunity to reach an otherwise difficult-to-reach prospect, or the opportunity to deliver a message of a kind or in an environment which enhances message impact.
  9. Internet advertising of one sort or another has probably existed since the early days of the internet. As a real medium, internat advertising is traced to the beginnings of the commercialization of the World Wide Web at the end of 1994. The year 2000 will generate over US$5 billion online ad revenue


Wednesday, March 08, 2000 #3298
Please describe the major steps and information required for Network TV Media Planning at an Agency. What computer skills are needed or research sources most used to evaluate Network? Are there any trade journal articles that would provide a description of this aspect of media planning, as I am applying for a position in this area, but have not planned Network in many years. What are the current Network $/GRP and target delivery efficiencies? What is the current coverage of U.S. Houselholds, for the three major networks? Thanks elaninc@usa.net

The Media Guru Answers(Monday, March 13, 2000 ):
There seems to be some confusion in your terms. The job of an agency Media Planner is to determine which media are best to meet the advertising objectives of the specific product/service.

In some cases this will include network TV.

When an approved paln includes network TV, the Network specifications are turned over to Network TV buyers. The plan's specifications are not likely to include than demographic target and weight goals, budget, timing, dayparts and/or program types.

Network buyers will then review program package offerings and sponsorship opportunities from the networks to meet all the specifications.

Nothing more than a spreadsheet is really needed, but there are some specific TV analysis programs, including optimizers, in use. Nielsen is the basic audience measurement source used.

When optimizers, which are programs that do extensive analysis of program data to select best schedules, came into use a few years ago, there were several trade articles in Ad Age and MediaWeek about the network buy "planning" process. See the one by Erwin Ephron in our Telmar 30th Anniversary Awards section.

Telmar, AMIC's sister company, also offers an optimizer, called Transmit.

See samples of current rates in AMIC's Ad Data area.


Friday, February 25, 2000 #3248
Looking for ideas on unique media vehicles in the Southwest US. Unique as in non-traditional.

Traditional being: spot tv, spot radio, bulletins, posters, transit shelters, bus wraps, taxi tops, wall murals, kiosks, print, aerial advertising (blimps, airplanes, etc.) trailer panels, mobile video displays, in-airport displays, in-transit exposure, direct mail, flyers, sponsorships.

The Media Guru Answers(Sunday, February 27, 2000 ):
When you rule out the traditional mass media, "new" electronic media, direct mail, most forms of out-of-home, and require geographic specificity, you have pretty much come down to untried out of home, such as painting the sides of mesas in the desert or putting logos on souveniers, like arrowheads.

What you want probably isn't in place yet, but the world is waiting for you to invent it.


Friday, February 11, 2000 #3208
We are in the early stages of learning more abouthow internet banner advertising works and how ads are priced. Could you please help me with answers to the following? Can banner ads be placed locally, regionally and nationally? How are the rates structured - cpm? How do companies who measure website audiences determine the number of viewers? Regarding advertising costs, is there a range of what an advertiser expects to pay for banner ads? Do you know what the name of the ads at the top of the home pages are called? What about the ads that typically appear to the right as you scroll down - do they have a name or term? Thanks Guru.

The Media Guru Answers(Sunday, February 13, 2000 ):
  • In principle, all sites are accessible to all internet users. Web servers can identify the location where a web user's ISP is based and decide whether to serve specific pages or ads on that basis. The big flaw in this capability is that users of the giant, national web connectivity providers all appeat to be located at the providers' locations, such as the Virginia headquarters of AOL.
  • Most banner ads are sold based on cpm. Some are sold based on cost-per-click or share of revenue created by click-thru visitors who buy on the advertisers' sites. Others are based on a flat price.
  • The Guru is aware of cpms from under $2 to well over $100 for highly targeted sites with specific, proven value to an advertiser. The majority of sales are falling between $10 and $50, and the average is probably about $25 -$30 today. Cost per click is in the 25 cents to $1 range. With today's average click rate of around 0.5%, that equates to a cpm of $1.25 to $5.00
  • Web audiences are measured in many ways. One, which the Guru prefers, is by "metering." Software is placed on the computers of a large sample, perhaps 10,000 or more. The software tracks the users' web site visits, and on a schedule reports the activity to the measurer's computers for compilation. MediaMetrix is an example of this type of measurement.

    Another is a survey, such as the ones conducted by MRI which asks another very large sample about their web activity. This type of measurement is capable of much less detail, relies on memory, and can only report the largest sites, a fraction of those reported by metering.

    The third common measurement is analysis of a site's own server logs, preferably with a third party audit through a service such as ABC Interactive

  • When ads are sold on a cpm basis, the cost can be flexible, and advertisers can order $500 or $500,000 worth, based on the appropriate number of impressions at the agreed cpm.
  • There is no special name for a top-of-page banner. Such a postion may be part of a site sponsorship, just a rotating banner or a fixed, premium-priced position. Ads down the right side, typically smaller, or square or vertical have names for the shapes, but may be placed under a variey of deals, like the top-of-page banners.


Thursday, December 23, 1999 #3073
Dear Guru, I would like to know the pro's & con's of sponsorship on TV , The minmum added value that we have to ask for, the payment terms that we have to agree on, the primium to be paid by the client in case of exclusivity of product, we are operating in the gulf market , dominated by few TV station (Satellite ) and weak teresterial TV Station. On the other hand I would like to know if there is any sites that features pictures of Media (TV, NP, ,,,) just to make the presentation more friendly ... Thank You

The Media Guru Answers(Thursday, December 23, 1999 ):
The essence of sponsorship is to give the consumer the idea that you, the advertiser, are responsible for the program. You want to pick programs that fit well with your product or selling points, just as beauty contests are typically sponsored by cosmetics companies. Secondarily, you wish to deny the competitor the opportunity of advertising in a powerful program.

For full sponsorship you would minimally expect opening and closing billboards, plus "bumpers" into and out of breaks. Major fractional sponsors might expect opening and closing billboards.

sponsorship is premium-priced and the benfits are mostly judgemental and image-oriented.

A sponsor might earn participation of the actors in ads, rights to use logos and scenes from the show in ads, packaging and point-of-purchase material.

Pictures of media can be found on the sites of various media themselves as well as the associations such as The Newspaper Advertising Association or The Radio Advertising Bureau (RAB).


Wednesday, December 08, 1999 #3037
What is considered an average level of annual advertising revenue for a consumer website? What is considered a low level, and what is considered a high level of revenue?

The Media Guru Answers(Thursday, December 09, 1999 ):
Stated this broadly, this question is like "How high is up?" With millions of web sites and hundreds of thousands of serious, commmercial web sites, no one could possibly have the data to make an intelligent average.

However, CPMs (cost per thousand advertising impressions) and numbers of impressions available to sell can be dealt with.

The giant sites, like Yahoo and AOL may have 25 billion impressions to sell anually, and sell them at $30 CPM. That would equate to revenue of abouot $750 million per year if they can sell all their impressions. It could be even more, based on premium offerings, like keywords and section sponsorships.

By the time you come down to the 50th largest site, there may be only 150 million ad impressions to sell annually. And by the time you're looking at the 100,000th, perhaps only 5 million. Very small sites may be very specifically targeted and able to sell at a premium CPM of $50 or more. Smaller, general audience sites may sell at a CPM of $5 or less.


Tuesday, November 02, 1999 #2926
Hi Guru. We are about to launch an innovative new e-intelligence service that provides timely, ongoing, personalized information to users in a number of categories. We will have a high level of returning users to our site for ongoing info & very high profiling due to user activity in each category. We would like to go with a sponsorship model whereby we offer advertisers categories and/or subcategories to offer a consistent brand message targeted to users. Are there any standards for online sponsorships developing, particularly for categories? Any suggestions how a site like ours can obtain advertising commitments prior to launch & large registered user base? Thanks in advance.

The Media Guru Answers(Tuesday, November 02, 1999 ):
An advertiser or sponsor needs an audience. Perhaps by comparison to other similar sites you can credibly project an audience. A sponsor buying in on-the-come might be persuaded by a guarantee of traffic against a refund or free advertising.

Secondarily, you can model the audience quality, again with a guarantee.

It seems as if you are going to have a paid admissions site. These are not known for large registered user bases unless connected to established data sources, like the Walll Sttreet Journal, etc.


Saturday, October 30, 1999 #2921
Dear Guru. How do we compare national TV-sponsorship in terms of cpm, with traditional spot buying? In order to do this we need to evaluate the lenght, creative factor and the added value of presenting the program. I have used formulas including these factors using indeces. Is this the "right" way of doing it? Do you have these formulas, indeces?

The Media Guru Answers(Monday, November 01, 1999 ):
Most of the comparison should be purely and simply cost-based.

Length and creative would not be a part of the difference between national and spot. The same commercial can run in either environment.

If you literally mean national sponsorship, that is with Opening and/or Closing billboards, this can be quantified by added length. As for formulas and indices, if you get ten "free" seconds of airtime, it is worth one-third of what you paid for a thirty. Any other element of national vs local is purely a matter of price and geography. Allowing a value for "in-program" positions versus in-break would be a judgement call and not worth much, in the Guru's opinion.


Saturday, October 09, 1999 #2862
It seems that most of the news about advancements in media and in media planning focuses on the on-line arena. However, changes have to be happening in the off-line arena, even if they donít get the same play. Introductions of products TiVo or Replay TV are going to create major concern among the television and advertising communities once the universe of ownership begins significantly cutting into the viewership of commercials. The digital superimposition of products into programming, rather than just having them featured in the show, seems to be an area where both creative and media departments are both going to have to play close attention (Stuart Elliottís article in 10/1 NYT addressed some of this). However, with this long preamble, what in Guruís opinion are some of the other innovative things happening in the off-line advertising side of TV, radio, mags, newspapers, OOH, etc.? Could you cite some articles or Websites that might go into more depth on these?

The Media Guru Answers(Saturday, October 09, 1999 ):
The offline "innovations" to which you refer are just new mechanisms for achieving the same results with which planners have coped for many years. Not long after VCRs, devices to eliminate commercials were available and never sold well. Remotes have long since made zipping through recorder commercials quite easy.

Product placement and stadium signage are old-hat as well. Placing them digitally instead of physically isn't media planning news.

The Guru doesn't see anything happening off-line as big as the creation of on-line and new advertising vehicles in the on-line arena.

News in off-line seems to focus on new ways to buy and package. Perhaps we will see a return to the early days of TV and real sponsorship. Segmentation - in the sense of a focus on minority groups which in the aggregate now outnumber the presumed mainstream majority, and personalization of media are the new direction the Guru sees in traditional media.

Ad Age and MediaWeek are still the best sources of media news in print.


Monday, August 30, 1999 #2752
Respectable Guru, How shell one evaluate an editorial where there is sponsor mentioned several times? Is such article's value same as the one of an adequate sized ad? What if there is additional 4C photo with logo visible? Is there any methodology on how to evaluate and calculate the value of an PR editiorial? Are you perhaps aware of any books or other sources on this topic - sponsorship evaluation? Thank you for your answers.

The Media Guru Answers(Wednesday, September 01, 1999 ):
This is a public relations question more than a media question, however . . .

Typically, PR mentions are evaluated simply based on the value of the equivalent space purchsed as media. But an editorial mention really has more impact, seeming to be a disinterested, third party endorsement.


Monday, August 02, 1999 #2677
what's the definition of "sponsorship" in online-advertising and why and when should an advertiser select this form of advertising over banner- advertising

The Media Guru Answers(Thursday, August 05, 1999 ):
sponsorship of a site is whatever the site decides it is. Typically, it can be having the only banners on a site, a special feature or page within a site, logos and other non-banner presence. On giant sites it may be sole presence in a specialized area.

It is selected when image building, branding, or awareness are more important than click-thru's.


Wednesday, July 28, 1999 #2663
Dear Guru, Thanks a lot for this service. I would like to gain more information regarding the effectiveness of branding & sponsorship of high rated TV programme vs spot buy. Also would request to tell me ho effective if branding of high viewership prime time program [ 40% viewership] as against a branding of non-prime time program with a viewerhip of 25%

The Media Guru Answers(Saturday, July 31, 1999 ):
The Guru's opinion is that regular sponsorship of a specific program or program type (beauty pageant, auto racing, etc.) can contribute to branding.

On the other hand, rating size, per se, is not much of a factor. The consumer is little aware of how many other people are watching the same program as he or she is.


Wednesday, July 14, 1999 #2633
Are there any resources available that list pay per view distribution and/or other data?

The Media Guru Answers(Thursday, July 15, 1999 ):
Which data? The sellers of pay per view programs would have the data, but since this is an ad-free environment, it's not really a media issue unless you buy "Title" sponsorship or ring signage. In either of those cases, sellers must supply data and document sales.


Thursday, July 01, 1999 #2599
Any ideas on creative placement/positioning of :10 & :15 second TV & Cable spots? We have, of course, selected programs and networks that reach our target audience based on ratings and qualitative info; however, our challenge goes beyond that. We've reviewed book-ending, road blocking, double spotting, and stripping, but can't quit seem to get that "ooh-aah" factor going. Any thoughts???

The Media Guru Answers(Friday, July 02, 1999 ):
"Ooh-aah" is a lot to expect from commercial position alone. First in pod is a favorite. Roadblocking is meaningless today. It was powerful when TV audience share was 90+% for the big 3 networks in Prime time, during the 60's and 70's.

The best ooh-aah, the Guru recalls, was use of the program star, in character, in setting, to pitch the product. A specific example was Phil Silvers as Sgt. Bilko telling his corporals about the wonders of Luck Strike cigarettes. But this was in the day of full program sponsorship, when the advertiser owned the program. It might be possible today with a fully- or half- sponsored special.

Such "product integration" is still available today on the Spanish language networks, at least.

But of course :10s and :15s offere less flexibility than :30s and integration is really long-form.


Wednesday, June 23, 1999 #2589
My company is considering developing a web sight for our customers with links to other services. We would like to earn some revenue from these links and are considering different options. Things such as a percent of the transactions that occur through our links, advertising/sponsorship revenue, or subscrpiption service revenue. Where can I find information on what the standards are for these types of revenues or what other similar sights charge?

The Media Guru Answers(Friday, June 25, 1999 ):
The information on these topics which the Guru has found is mostly anecdotal; it comes from trade media reports and press releases. The Guru's favorite sites at which to find compilations of these are NUA Internet Surveys, CyberAtlas, and The Industry Standard . For an idea of the kinds of revenue sharing deals available find the "associates" links at the Amazon and Barnes & Noble bookstores.


Friday, May 28, 1999 #2542
I have a client that is in the sausage business. He cannot afford television and wants ideas on branding with radio. Can you help me?

The Media Guru Answers(Saturday, May 29, 1999 ):
"Branding" is more a creative and promotional challenge than a media issue outside of sponsorship issues.

The classic success story in this arena is probably the Blue Nun wine commercials of the '70's, done by Jerry DellaFemina with Stiller and Meara. Stan Freeberg for LaChoy was another classic. You should find information about these award winning radio campaigns in several creative books and probably at the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.


Monday, January 25, 1999 #2288
Under the new measurement system in India, we do not get Ratings. We get TVRs (about which I mailed you earlier) which are not equal to reach . To find reach, I have to do a separate analysis.

My original query was that why is TVR being used at all in the first phase. What advantage does a TVR have over the Ratings that it has replaced as a system of measurement ?

The Media Guru Answers(Monday, January 25, 1999 ):
What you call "TVR," a time specific audience, is equivalent to the U.S. term "Rating."

What you call "Rating" is equivalent to a little-used U.S. term, "Total Audience Rating, or the accumulated net audience over the duration of a program episode, or the "Reach" of that episode.

The advantage of TVR is that it gives an audience that relates to the commercial aired in the time period. U.S. reach systems are keyed to working from TVR style commercial audiences.

The total audience of a program (your "Rating") does not relate to commercials' audience, which is what a media planner is focused on.

Except in the (rare) case of full program sponsorship, the Guru sees little use to a media planner in what you term "Rating."


Tuesday, January 19, 1999 #2277
I have my own Saturday morning 3-hour talk radio program on a 50,000 watt station in San Diego. Although I have been hosting the program for 2 years now, I have no experience in obtaining sponsors/advertisers. I don't know who to approach nor what to say that will attract advertisers. The station doesn't have ad sales people. The owners won't invest in the station because they want to sell it. How can I get advertisers? MGreen1170@aol.com

The Media Guru Answers(Tuesday, January 19, 1999 ):
  1. Determine what you have to sell:

    Is it audience numbers, audience quality (the kind of people in your audience), or the specific content of your program?

    The audience data can be quantified by research, like Arbitron so be sure you have that data at hand when you try to sell.

  2. Determine who would buy sponsorships:

    To what advertisers would what you have to sell appeal? Start with clients of local agencies. Visit the buyers who handle these clients and give them the facts about your program and why it is right for their client.

  3. Check your Yellow Pages for independent advertising representatives who can handle all this for you. You may need to look to the nearest major advertising industry hub (Los Angeles) to find the rep you need.


Friday, November 13, 1998 #2151
In terms of government regulations (or independant broadcasting Authority) what is the definition of advertising - does it include sponsorships, self-promotion, direct response vis-a-vis classical advertising? Help me oh great one...

The Media Guru Answers(Friday, November 13, 1998 ):
The Guru is not a lawyer, but . . .

Regulations in the U.S. will differ from your country (South Africa). The government definitions of advertising are generally only in the context of prohibited activity, such as advertising tobacco products in broadcast media. A cigarette could not sponsor television coverage of a baseball game. But it is unclear to what extent cigarette signage in the ballpark may be incidently shown during game broadcasts.

Other, non-governmental regulations are mostly concerned with non-program material connected to an advertiser. When a program is "sponsored" the "billboards" announcing the sponsor's involvement are advertising. Direct response is certainly advertising. "Self-promotion" is unclear.If public relations efforts result in an advertiser's activities receiving news or other in-program coverage, that is clearly not advertising.

Generally the identifier of advertising is: a message about a product, service or company for which the media outlet has been paid.


Sunday, September 13, 1998 #2041
We're about to take our science-fiction website commercial with it's own domain. We have started having inquiries about advertising and sponsorship of different sections. My question is how do I know what a fair price would be to charge for these? Right now we average 8,000 hits per month with little advertising. Once we launch the new domain, we are also launching an aggressive ad campaign so expect that number to multiply rapidly. Our plans for our site can be viewed at www.ao.net/~tachycon/scifispace.html. We plan to launch the end of Sept. Thanks for the help.

The Media Guru Answers(Wednesday, September 16, 1998 ):
The Guru trusts that you mean 8000 "page views" and not literally 8000 hits, which are server log entries and may overstate pages (impressions) by a factor of 10 or more.

Cost per thousand impressions on the web can run from $5.00 to $ 75.00 depending on how targeted the audience is. The lowest cpms are ususally found on the biggest audience. least targeted sites, such as the major search engines. The higher prices will be on very targeted business-to-business site.

This would price your advertising at $40 to $600 per month with 8000 page loads. You would most likely not be valued - for targetting - at better than $30 cpm, and at 8000 impressions, not be very interesting to most major advertisers. On the other hand, the sort of vendor who would attend your conventions might be quite interested.


Friday, August 07, 1998 #1995
Hi media GURU, I have a question for you: What is the best way to evaluate an sponsorhip activity against a normal 30 second commercial? For sponsorship I mean, billboard on the stadium and/or on screen advertising during the games (sport), etc. Thank you for your advice.

The Media Guru Answers(Saturday, August 08, 1998 ):
The simplest comparison is time and audience. If your :30 commercial reaches 1 million people for :30 seconds and a stadium sign reaches an average of (for example) 20,000 people for an average of 90 minutes for 100 games. . . well, "you do the math."

In addition there's the chance of tv exposure of a stadium sign, which can be factored in the same way.

The premium value of sponsorship involvement with the team and sport is a judgement call.


Tuesday, August 04, 1998 #1990
Hello, Guru. How could we estimate TV sponsorship effectiveness for different types of sponsorship- promo mentions, billboards, tags, logo in corner, brand in corner,product placement, presents, branded dressing, etc. In relation to ratings estimation for promo mentions, billboards I found out that is would be 25% value of '30 sec. spot per item. Could you, please, introduce me into current methodologies used, research institutes conducted this kind of investigations and ,that is more important for me, findings in audience estimation per '30 sec. spot base ( or other bases). Thanks in advance. TE

The Media Guru Answers(Wednesday, August 05, 1998 ):
Apparently, you are looking for a value rather than literally "effectiveness." The 25% of a :30 value of a billboard would seem to be based on time equivalence. The same calculation could work for the other items that have an amount of time associated. Of course items that are pure visuals, like logos need to be devalued versus complete sight/sound/action items.

Judgement is your best tool.


Thursday, June 25, 1998 #1922
DEAR GURU, THANKS A LOT FOR YOUR SERVICE.sponsorship IS NOW A POPULAR MODE OF GETTING ADVT IN ONLINE.GENERALLY,WHAT SORT OF DEALS DO THE SPONSORS AND THE SITE OWNERS HAVE?.HOW IS THE sponsorship PRICED NOW IN ONLINE?.

The Media Guru Answers(Friday, June 26, 1998 ):
sponsorship is a vague term in online thus far.

It could mean a multi-ad presence all around a web site, or an "ownership" of of a special area of a site or a special created site under the umbrella of a larger site. In the first two situations, the Guru sees pricing based on a cpm multiple. In the third situation, there is also likley to be a creative/production charge.


Thursday, June 25, 1998 #1921
What is your opinion regarding the future trend of local content sites (sites that specifically target the local community)? Is there a potential market for this area? If so, will large companies advertise on such sites given the fact that traffic will be less? Also, can you recommend an approach to acquiring sponsorships for such a site? Are there any specific criteria that media buyers look for in local content sites?

The Media Guru Answers(Friday, June 26, 1998 ):
Major markets, like New York, LA, etc., can surely amass enough audience to support a local content site. Such sites also exist for smaller markets, such as Charleston, SC. Often local content sites are maintained by newspapers wich are concerned about losing local advertisng revenue to the net.

Logically, media buyers will consider local content sites when selecting on behalf of a locally oriented advertiser, i.e. one who particularly wants visitors from a particular location or those who have an interest in a locale. Under these circumstances, fewer visitors who are more likely to be prime prospects for specific retailers, travel options, local festivals or entertainment are more valuable.


Monday, June 01, 1998 #1879
Dear Guru, I have a local client who is looking at gradually expanding into the US / European business markets. They are looking to gradually start generating awareness in these areas. The target market is businesses / individuals interested in doing business in Africa. We have been asked to compile a report onthe following: a) Media choices - TV vs. Print etc b) Broadcast sponsorship opportunities (Sport, business programming etc.) c) Advertising Costs and potential reach, frequency for campaigns in these markets. Which medium / combination of media should they be looking at initially, and why? Where do I source information on global rates, audiences, trends? Thanks for a great service!

The Media Guru Answers(Tuesday, June 02, 1998 ):
You may refer to Standard Rate and Data Service (SRDS) for the U.S. media lists and Intrernational Media Guide for Europe.

You may find that trends are best assessed by reviewing the archives of each country's ad trade media, such as Ad Age in the U.S. or Campaign in the U.K. If you can get the media factbooks compiled by major international agencies like Saatchi (Cordiant) or Young & Rubicam, there will be convenient trend data presented.


Friday, May 29, 1998 #1615
I had a representative try to sell me a sports package with "O.T.O" spots. What does O.T.O. stand for.

The Media Guru Answers(Tuesday, June 02, 1998 ):
O.T.O. stands for "One Time Only," meant to distinguish from multi-unit, sponsorship involvement.


Wednesday, May 06, 1998 #1583
I have been approached by advertisers interested in "sponsorship" arrangements, but since I am new to internet advertising, I'm having a little difficulty visualizing exactly what I should plan to deliver to my "sponsors." Is it more than just impressions & clickthrus? Please advise. Thank you. ecomguide@yahoo.com

The Media Guru Answers(Friday, May 08, 1998 ):
Advertisers buying on the web are mostly placing banners to generate impressions and clickthru.

Some want clickthru to an "interstitial," which is more of an ad than the visitor would get in arriving at the advertiser's site.

Still others are trying to generate revenue; e.g. they sell books, recordings, or fishing gear on their site and want to pay you a sales commision on purchases by customers referred by your site.

It seems that each week we hear of new web business models.


Tuesday, December 09, 1997 #1473
I'm preparing to develop a pricing strategy for a non-profit web site. We are looking to obtain both advertising and "development sponsorships" for the web site. Do you know of what other non-profits charge to advertise on their sites, and what other non-profits typically charge for sponsorships? Any advice would be greatly appreciated? Thank you

The Media Guru Answers(Tuesday, December 09, 1997 ):
In the Guru's experience, most non-profits don't carry advertising. But surely some do. You'll need to cruise the "org" sites and see who's got advertising and ask about pricing. The key determinants of ad pricing are usually traffic and selectivity of targeting.


Saturday, January 13, 1996 #1784
Query:What are the primary benefits of including Sports Marketing in a media plan. Are there sites on the Web where I can learn more about Sports Marketing, > specifically Collegiate Sports marketing?

The Media Guru Answers(Friday, February 02, 1996 ):
Sports Marketing can mean different things to different marketers. In a media plan it could mean something as simple as ads in game programs or sponsorship of a team.

The benefits in a plan can be developing a relationship with fans of a team or of a sport or more closely targeting prospect for the advertiser who are known to be especially interested in a sport. The extreme can be becoming the official "xxx" of a sport or event. Investing in sports marketing may be highly inefficient in media terms, though often there is only the undefinable cachet of association with an event seen as prestigious by a fan who is a prime prospect. After all, what objective logic leads the game show "Jeopardy" to be an "Official Olympic Sponsor?"

A search through Yahoo produces many entries under sports marketing, which indicates what a broad umbrella is this concept. The "sports and marketing" links provided by AltaVista, seem more likely to answer media plan rationale questions. Space prevents me from displaying them here, but you should be sure to do a search at AltaVista.


Friday, January 12, 1996 #1786
Internet Web Advertising Rates for banner sponsorships have no pricing model standards. Gateway properties (Excite/Lycos/Netscape/Yahoo) with untargeted audiences base their rates on CPM ranges of 20-50. I need to evaluate prices on regionally focused web sites: untargeted & targeted non-search engine properties. Can you lend any assistance?

The Media Guru Answers(Friday, February 02, 1996 ):
CPMs of $20-50 for unselective audiences seem high. Some thoughts on web site banner cpm are offered in PRICING WEB SITE ADVERTISING: The Media Buyers' View


Wednesday, September 20, 1995 #1842
Is there a centralized resource for locating advertising and sponsorship opportunities on the Web?

The Media Guru Answers(Wednesday, September 20, 1995 ):
There are several. One is Webtrack. Contact: "adspace@webtrack.com"


Friday, August 18, 1995 #1847
Is there a site on the Web that lists all sites accepting advertising and/or sponsorships?

The Media Guru Answers(Friday, August 18, 1995 ):
There's a listing at AdSpace, found at the following address:

http://www.webtrack.com/sponsors/sponsors.html



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