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you will need to prepare a media budget. Often marketers are expected to arrive at a cost for their marketing plan. In consumer markets advertising expenditures can often represent a large portion of the marketing cost. Assume that you are selling a line of running shoes and the following is a campaign that your team created, estimate the advertising budget Part-1 Using Delaware as your test market, calculate the advertising cost using The News Journal (use the cost figures given in the Advertising Level handout). Total Delaware New Castle County, Del. Kent and Sussex counties, Del Other Outside NDM Sunday Circulation Total 139,857 126,932 102,491 24,441 12,925 Number of Households 298,756 188,974 109,781 Beside the expense of running the advertising, it cost you $10,000 for the creative work. (A) Calculate the cost based on 1/3 page advertisements once per week for one quarter (13 weeks). (B) Calculate the reach and GRPs of the media buy for each area given over the quarter. (C) How does this compare to the guidelines given to you? Part-2 To get an idea of how much the advertising will cost if the product is sold nationally calculate the following: (A) To launch the product, your company plans to run % page monthly advertisement in Atlantic Monthly (for 1 year). (B) For the normal campaign, you should plan to conduct an internet campaign. It cost you $50 per month for hosting. plus $25,000 to build the web site. To direct people to a website dedicated to the running shoe, you will use an internet advertising campaign. Use the average cost figure for internet advertising and a population of 6,649,900 males and 6,329,104 female (approximately the population that are regarded as dedicated runners in the USA). This campaign will. (C) In addition, using the other magazines listed below, calculate the cost to run % page advertisement for 5 months. Magazine Subscription MEN'S HEALTH SHAPE SPORTS ILLUSTRATED FITNESS 1,659.505 1,633,442 3,223,772 1,175.201 (D) How much would it cost to run an advertising campaign on television in the top twenty-five US markets for one year (refer to handout for costs and population)? Part-3 (A) Compare the costs of the various forms of advertising above, address which one is best for your particular situation and why? Then total these costs and provide an advertising budget. (B) what cost are missing from the internet campaign? you will need to prepare a media budget. Often marketers are expected to arrive at a cost for their marketing plan. In consumer markets advertising expenditures can often represent a large portion of the marketing cost. Assume that you are selling a line of running shoes and the following is a campaign that your team created, estimate the advertising budget Part-1 Using Delaware as your test market, calculate the advertising cost using The News Journal (use the cost figures given in the Advertising Level handout). Total Delaware New Castle County, Del. Kent and Sussex counties, Del Other Outside NDM Sunday Circulation Total 139,857 126,932 102,491 24,441 12,925 Number of Households 298,756 188,974 109,781 Beside the expense of running the advertising, it cost you $10,000 for the creative work. (A) Calculate the cost based on 1/3 page advertisements once per week for one quarter (13 weeks). (B) Calculate the reach and GRPs of the media buy for each area given over the quarter. (C) How does this compare to the guidelines given to you? Part-2 To get an idea of how much the advertising will cost if the product is sold nationally calculate the following: (A) To launch the product, your company plans to run % page monthly advertisement in Atlantic Monthly (for 1 year). (B) For the normal campaign, you should plan to conduct an internet campaign. It cost you $50 per month for hosting. plus $25,000 to build the web site. To direct people to a website dedicated to the running shoe, you will use an internet advertising campaign. Use the average cost figure for internet advertising and a population of 6,649,900 males and 6,329,104 female (approximately the population that are regarded as dedicated runners in the USA). This campaign will. (C) In addition, using the other magazines listed below, calculate the cost to run % page advertisement for 5 months. Magazine Subscription MEN'S HEALTH SHAPE SPORTS ILLUSTRATED FITNESS 1,659.505 1,633,442 3,223,772 1,175.201 (D) How much would it cost to run an advertising campaign on television in the top twenty-five US markets for one year (refer to handout for costs and population)? Part-3 (A) Compare the costs of the various forms of advertising above, address which one is best for your particular situation and why? Then total these costs and provide an advertising budget. (B) what cost are missing from the internet campaign?
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A Calcul ate the cost based on 1 3 page advertisements once per week for one quarter 13 weeks Del aw... View the full answer
Related Book For
Intermediate Accounting
ISBN: 978-0132162302
1st edition
Authors: Elizabeth A. Gordon, Jana S. Raedy, Alexander J. Sannella
Posted Date:
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