Comm 346 (Strategic Media Management)
Comm 346 (Strategic Media Management) COMM 346-01
U of L
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This 2 page Class Notes was uploaded by Alli Mayes on Saturday February 6, 2016. The Class Notes belongs to COMM 346-01 at University of Louisville taught by Steve Sohn in Winter 2016. Since its upload, it has received 20 views. For similar materials see Strategic Media Management in Communication at University of Louisville.
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Date Created: 02/06/16
Strategic Media Management Media Math/Week 3 Media Math: Percentages Averages -Mean score: total score divided by number of cases -Indexing -How below or above it is against a benchmark (usually average) -Your value/benchmark (Divide your value by benchmark) x 100 = Index -100 Index indicates “no difference” -Index other than 100 indicates how many % higher or lower Examples -Percent Annual Sales Index to Avg. Mo=10% Louisville 6.5% 65 (6.5/10 x 100) Frankfort 12.2% 122 (12.2/10 x 100) Lexington 14.9% 149 (14.9/10 x 100) Weighting -Making adjustment so numbers will more “accurately” represent real values A magazine has 1000 male and 1000 female readers Women are 5x more likely your consumer Men are 20% as important as women Weighted audience: 1000 female and 200 male readers = Total 1200 audiences. Ex) TV is twice as effective as magazines and three times more effective than radio. Unweighted Weighted Medium Audience Weight Audience a. Television 590,000 x ______ = ________________ b. Magazines 700,000 x ______ = ________________ c. Radio 1,000,000 x ______ = ________________ Media Formulas: CPM (Cost per Thousand) - (Cost / Audience number) x 1000 GRPS (Gross Rating Points) -Reach x Frequency Rating -Share x HUTS (Household Using TV)
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