Split-runs - 2 different ads produced at same time Magazines Rates how determined – Circulation and target market are primary factors for rates that reach specific readers for advertisers Types of rates Size and frequency rates Volume and consistency rates/discounts Combination rates Costs Tend to be higher than other print media Position preferences front and back cover, inside front – Color requirements Full pages Gatefolds Spreads Television Most effective way to promote a local event to the public Very long production lead time Rates how determined – Larger/higher audience rating & time are the major factors, (Nielsen ratings) are GRP for television advertisers will ask for this data – SQAD (cost-per-point) x Nielsen ratings determine TV ad costs Rates and schedules change based on local factors Types of rates Run of schedule time vs. other – National network, cable or local network Costs Are higher than any medium Time availability - morning, afternoon, prime time, late night Demand for time peak winter season – Length of ad impact ad & production costs Radio Effective for local & regional markets use local personalities – Relatively short production lead time quick turn around – Very good to hit your demographic target market Rates, how determined Audience size & composition are the major factors Less than TV but can still be expensive Type of rates Offer the largest discounts of any medium Run of schedule (all 3 types lower costs) – Weekly package (TAPs) total audience plans Volume and consistency rates/discounts Are lower than TV media Time availability morning/evening drive – Production & ad Internet Very popular 3rd to television and newspaper Rates how determined –
Split-runs - 2 different ads produced at same time Magazines Rates – how determined Circulation and target market are primary factors for rates that reach specific readers for advertisers Types of rates Size and frequency rates Volume and consistency rates/discounts Combination rates Costs Tend to be higher than other print media Position preferences – front and back cover, inside front Color requirements Full pages Gatefolds Spreads Television Most effective way to promote a local event to the public Very long production lead time Rates – how determined Larger/higher audience rating & time are the major factors, (Nielsen ratings) are GRP for television – advertisers will ask for this data SQAD (cost-per-point) x Nielsen ratings determine TV ad costs Rates and schedules change based on local factors Types of rates Run of schedule – time vs. other National network, cable or local network Costs Are higher than any medium Time availability - morning, afternoon, prime time, late night Demand for time – peak winter season Length of ad impact ad & production costs Radio Effective for local & regional markets – use local personalities Relatively short production lead time – quick turn around Very good to hit your demographic target market Rates, how determined Audience size & composition are the major factors Less than TV but can still be expensive Type of rates Offer the largest discounts of any medium Run of schedule – (all 3 types lower costs) Weekly package (TAPs) total audience plans Volume and consistency rates/discounts Are lower than TV media Time availability – morning/evening drive Production & ad Internet Very popular 3rd to television and newspaper Rates – how determined
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