Exercise $7$E: Finding Media Prices, Audiences, and Efficiencies

consult the rate card for the print edition of the Harvard Business Review, Exhibit $7\mathrm{.}14.$

What frequency discount would be used for an eight$-$ad schedule? time rate equating to: $\%$ discount on all ads Business Review $($HBR$)?$ $

If one of the ads in HBR is scheduled to run in the May$/$June edition, what is the deadline for the ad material to be at the publication?

Assume $51\%$ of $HBR$ readers are CEOs. Not counting any pass$-$along readership, how many CEOs read HBR$?$

Based on the cost in question $2,$ what is HBR CPM for CEOs only? $

Consult the Outdoor $($Billboard$)$ advertising rate card, Exhibit $7\mathrm{.}22.$ The GRP and impression figures here are for Persons $18+$

$6.$ Assume you are buying a $200$ showing $(200$ GRPs per week$)$ and your target audience is women $18-34,$ which is $22\%$ of the $18+$ population in Portland. How many target impressions are delivered by this buy over a four$-$week period?

$7.$ What is the cost of this campaign? $

$8.$ What is the CPM for the effective circulation among Women $18-34?$ $

Consult the radio station ranker, Exhibit $7\mathrm{.}23.$

$9.$ How many Men $18-34$ does each ad reach on the second most popular radio station in the M$-$F Morning Drivetime daypart?

How many rating points does each ad deliver on that radio station?

Knowing that one rating point represents $1\%$ of the universe, what is the correct mathematical for your answer to question $10?$

What is the radio universe of the $18-34$ Male audience? $($Q$9/$ Q$11)$

Consult the typical radio schedule, Exhibit $7\mathrm{.}24.$

$13.$ How many rating points $($GRPS$)$ does this schedule deliver?

$14.$ What is cost of this schedule? $ What is the CPP for this schedule? $$.$

$15.$ What is the total Cume Reach $\%$ from the table?

$16.$ What is the cost for each percentage point of Reach?

Consult the WCCO$-$TV proposal, Exhibit $7\mathrm{.}25.$

$17.$ What is the total cost of the proposal?

$18.$ What is the total number of impressions delivered among Adults $25-54?$

$19.$ What is the CPM for this proposal? $

Consult the rate card for

OregonLive.com, Exhibit $7\mathrm{.}12.$

$20.$ You are spending a total of $$7,500$ evenly over five months on Super Tile Ads that will appear on

OregonLive.com. What is the CPM price for all Adults?

$21.$ Your target audience for this buy on

OregonLive.com is actually Males $18+,$ which represents $48\%$ of the adult population. What is the CPM for this target audience effective circulation? Show your work in the space below.