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Media Guru

Guru Search Results: 9 matches were found

Tuesday, April 22, 2003 #5943
i believe there is a rule of thumb when calculating the reach of trade publications. something like the first major pub in the buy gets over like 75 or 80% and then there is a average increase per added pub. It's just a rule of thumb, but it sure would be useful since we cannot define the size of the overall industry's target universe. IF you do not know this rule of thumb, how would you suggest we calculate the reach and frequency of 5 trade pubs bought with differing levels of insertions over a year. Thanks for any help!

The Media Guru Answers(Saturday, April 26, 2003 ):
Crudely: Calculate each book's circulation's percentage of the sum of the goups' circs and make this each one's individual reach. Start with the largest and calculate the added reach contribution of the others by random probability.


Monday, July 15, 2002 #5413
I would appreciate any feedback you can provide on the following....the client is looking for us to make a recommendation on how many print titles should be on their plan. What criteria should be looked at when determining this? I am sure a lot has to do with budget. They will be running in trade pubs in the biotechnology area and their budget is about $300,000. Also, how many times do you recommend running in a weekly publication? thanks for your help.

The Media Guru Answers(Wednesday, July 17, 2002 ):
The number of print titles isa a result, not a goal. Goals should be reach, or frequency or coverage of specifc arenas, If there are twenty possible titles, there will be reasons to prefer some over others. The budget needs to be viewed in a context of the average ad cost.

There are some rules-of-thumb -- guidelines, not carved in stone -- which suggest once per month minimum in a weekly, every other month in a monthly, but these are about consumer perceptions of frequency. How many arenas do you need to cover?


Wednesday, October 24, 2001 #4824
When analysts predict +5% in increased ad spending for spot tv for 2002, can you equate this to +5% increase in CPP as a rule of thumb? Conversely, if it is predicted a 5% decrease in spending, can you plan for a 5% cpp deflation? Have you seen any updated ad spending forecasts after the Sep 11 tragedy? Thank you for your help!!

The Media Guru Answers(Wednesday, October 24, 2001 ):
Volume and cpp change do not correlate directly. For example, anticipated drops in cpp might be the driver in a prediction for increased volume. The trades have been full of lowered forecasts.


Tuesday, July 10, 2001 #4565
Thank you for an invaluable service. Help!! A client wants to know how many times they should advertise in a publication to get effective reach? He wanted to know if there is a good rule of thumb? Is there anything like that? I tend to think that this number is different depending on the size of the target audience. How would you detemine an effective reach level for a trade plan/publication? Thanks

The Media Guru Answers(Wednesday, July 11, 2001 ):
An old planner's rule of thumb in consumer publications was 4 times per year in a monthly and once a month in a weekly.

The Guru doesn't see a reason why effective reach should depend on the target. Factors like competitive climate, clutter, product interest, complexity of message all seem more relevant. At any rate, "effective reach" is about how many times the target is exposed to a message. If you are working in a narrow trade arena, where the authoritativeness of the book is crucial to your effectiveness, you'll make a book-by-book decision, not work from a rule of thumb.


Thursday, February 08, 2001 #4171
Is there a rule of thumb on what do professional service firms spend on advertising versus consumer products?

The Media Guru Answers(Sunday, February 11, 2001 ):
No. There may be averages, but not rules of thumb, because organizational structure and profit margins diifer too much. See trade articles from Ad Age, etc. for averages.


Wednesday, September 08, 1999 #2777
Re: Ad rotation in business-to-business publication for first-time advertiser What is the best rotation for two print ads in a business-to-business trade advertising campaign running during a one-year schedule? Ad #1 runs 3X, ad #2 runs 3X, and rotate the remainder of the year? Or rotate evenly? Or 2X each, etc.? What is most effective for building ad recall? Thanks.

The Media Guru Answers(Monday, September 13, 1999 ):
The Guru doesn't see any basis for 'rules of thumb' here. Considerations might include:
  • How similar or different the ads are in content and/or impact
  • Reasons to emphasize one message over another
  • Seasonal marketing issues
  • Depth of magazine list
  • Prior awarness
  • etc.


Monday, July 20, 1998 #1965
What is the bare minimum frequency you think is necessary to create an impact in a monthly? Bi-monthly? And a weekly? I am in planning for a client that has done all consumer advertising in the past, and they just informed us that our next FY budget is going to be half AND they want to start doing trade advertising. Obviously, either books have to be cut or insertions. What are your thought?

The Media Guru Answers(Wednesday, July 22, 1998 ):
"Impact" is the most abused term in media.

First, you must decide the importance of reach versus frequency in your plan. More titles means more reach and more insertions per title means more frequency. It is common to find "rules of thumb" that dictate a minimum of 4 times in a monthly, 12 times in a weekly, etc. The Guru believes these are mostly the theories of media salespeople.

In some cases you will find it important that your product is specifically identified with a book. In others, when the availability or efficiency of purchase of your target audience is the key element of choice in selecting a book, it won't matter whether the average target person reached sees three ads in three different books or three times in the same book.

In other words, is it more important that the consumer remembers seeing your ad or remembers where it was seen?


Friday, March 07, 1997 #1025
Dear Media Guru, regarding controlled trade magazines, what would you consider a reasonable yearly percentage breakout, before you consider the magazine does not control its circulation well? Ideally, 100% qualified within a year is best. However in cases where circulation trickles two and three years out, what would you think? I'm just curious if you use a "rule of thumb" when you begin planning. Thanks in advance.

The Media Guru Answers(Saturday, March 08, 1997 ):
The Guru believes that using such data to evaluate publications is a relative standard rather than an absolute standard. Assuming a set of candidate publications all have the great majority of circulation qualified, is 90% bad? Is 80% bad? Is 80% worse than 100%, if the absolute number qualified in the 80% publication is greater than in the 100% title, and all other price/quality issues are equal?

This is just one of many factors that can contibute to a planner's selections, and should be used in perspective.


Wednesday, May 08, 1996 #1224
I am composing my first interactive media plan for a regional bank client. It is a three month campaign. I am trying to set a monthly gross impression goal that would generate adequate on-line exposure for launching a pc based banking product. Any rules of thumb?

The Media Guru Answers(Wednesday, May 08, 1996 ):
You could try to "back into" your goal.

How many customers for the PC product would be considered a "success?"

What response rate can you expect from a web site?There may be some published infromation in the trades.

Suppose it's the 1 - 1.5% that's considered successful in some other direct response media. Divide your customer sign-up goal by the response rate to project needed site visits. For example, if you want 1000 pc accounts, 1000 divided by .01 (1%) is 100,000.

Is this realistic? If there are 10 million US households using the WWW (a mid range estimate) how many might be in the "regional" service area of your bank? We assume there is some need for a personal visit to the bank at some point in the process.

Let's take a generous estimate of 10%. So there would be 1,000,000 potential customers. You would need to draw 10% of them to your site to get the 100,000 vistors who would produce the 1000 accounts.

This certainly indicates that you would need a strong traditional media campaign to draw site visitors.

But, plug in your own numbers in the suggested process, and as the saying goes, "you do the math."



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