Media Math Quiz on all things to calculate PDF

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Summary

Media Maths quiz based calculations on the volume of sales, competitive Share of Voice (SOV), Calculate the index for the AMJ quarter to the JFM quarter for each of the retailers, Weighted Audience...

Description

Media Math Assignment (5% of course grade)

Criteria

Complete the Informa0on Below

Student name:

Paul Fleming

Student number:

502555

Date:

July 12/21

Professor’s name:

Tonie

Instruc8ons: •

To be done individually

•

You have 90 minutes to complete the assignment

•

Write directly in charts and show work where possible

•

This is an open book assignment

•

44 marks possible

Ques8on 1: Average (1 mark) •

In 2020, there were 105 newspapers published daily in Canada and they earned a combined total of $6.5 million in adverGsing revenues. What is the average revenue generated by each daily newspaper? Criteria

Newspapers published

105 $6 500 000

AdverGsing revenues Average revenue per newspaper

$61,904.76

Ques8on 2: Share of Voice (9 marks) •

a) In the JFM (January, February, and March) quarter, an analysis of adverGsing impressions in the home improvement retail category showed that Home Depot had 750 000 adverGsing impressions, Lowes had 500 000 adverGsing impressions, and Rona had 300 000 adverGsing impressions. Calculate the SOV (Share of Voice) during this Gme for these three compeGtors. (3 x 1 = 3 marks)

Media Math - Page 1

Media Math Assignment (5% of course grade)

Adver0sing Impressions JFM (January, February, March)

SOV Share of Voice

Home Depot

850 000

55%

Lowes

450 000

29%

Rona

250 000

16.13

1 550 000

no response required

Store

Total Impressions

b) List one conclusion you could draw from this data. (1 mark)

c) In the JFM and AMJ quarters, the impressions for these three retailers is as follows: Adver0sing Impressions JFM (January, February, March)

Adver0sing Impressions AMJ (April, May, June)

Home Depot

850 000

900 000

Lowes

450 000

600 000

Rona

250 000

500 000

1 550 000

2 000 000

Store

Total Impressions

Calculate the index for the AMJ quarter to the JFM quarter for each of the retailers. (4 x 1 = 1 marks) Adver0sing Impressions JFM (January, February, March)

Store

Adver0sing Impressions AMJ (April, May, June)

Home Depot

100

105.88

Lowes

100

133.33

Rona

100

150

100

129

Category Index

d) List one conclusion you could draw from this data. (1 mark) There is more interest in Spring (AMJ) for home improvements leading up to the summer.

Media Math - Page 2

Media Math Assignment (5% of course grade) Ques8on 3: Weighted Audience (3 marks) •

If a television program has an audience of 2 000 000 people with 30% of the viewers being in your target audience, and of the other audience members only 70% of them will be interesGng in your product, what is the weighted audience? Show your work.

Target Audience = 2,000,000 / 30% = 600,000 Other Audience Interested = 2,000,000 - 600,000 = 1,400,000 / 70% = 980,000 Weighted Audience = 600,000 + 980,000 = 1,580,000

Ques0on 4: Reach, Frequency, and GRPs (19 marks) •

The Gap is about to do their markeGng planning for the next 12 months. They are reviewing their magazine and radio adverGsing and need to decide where they should communicate their message. The Gap feels its target consumer is primarily 18-45. They are doing this by compleGng a GRP and CPM analysis. Based on the data provided please answer the following quesGons to help The Gap with their media planning.

a) Calculate the Impressions, Reach %, Frequency, and Weekly GRPs for the following radio staGons in the 6-9 am Gme slot using the data provided. (9 x 1 = 9 marks)

# of target group tuned in per week (reach as a whole number) # of target group in area Impressions or Total Exposures per week Reach % Frequency Weekly GRPs

CHUM FM

102.1 FM

99.9 FM

135 000

85 000

110 000

1 135 000

1 135 000

1 135 000

675,000

510 000

440 000

11.9

7.5

9.7

5

6

4

59.5

45

38.8

b)Which radio sta0on would provide The Gap with the highest exposure based on your calcula0ons? (1 mark) CHUM FM

c)Evaluate the magazines using the informa0on provided below, and answer the following ques0ons. Based on total adults who read each magazine, which magazine is the best in terms of efficiency (use CPM to calculate the most efficient magazine)? 2nd best? 3rd best? Media Math - Page 3

Media Math Assignment (5% of course grade) Weigh the readers per copy informa0on at 50%. (6 x 1 = 6 marks)

Magazine Details

Cosmo

Canadian Living

People

120 000

160 000

230 000

Readers Per Copy

2.5

3.3

3.2

Full Page Ad Cost

$18 000

$28 000

$30 000

Total Audience

300,000

528,000

736,000

60

53

41

Monthly CirculaGon

CPM

(3 x 1 = 3 marks) CPM / Efficiency

Magazine Name

Magazine with the most efficient CPM Magazine with the second (2nd) most efficient CPM

People Canadian Living

Magazine with the third (3rd) most efficient CPM

Cosmo

Ques8on 5: CTR versus Conversion Rate (2 marks) •

From a digital media perspecGve, explain the difference between CTR (click through rate) and conversion rate. Provide two disGnct and different points of raGonale.

•

CRT = Percentage of consumers that click an Ad to visit a desGnaGon

•

Conversion Rate = Percentage of consumers that complete a transacGon or acGon

Ques8on 6: Cost Per Conversion (10 marks) •

a) A company is trying to calculate the cost of conversion for its online adverGsing campaign. It is placing 4 ads in total. Fill in the following chart to see what their cost per conversion is for their campaign. (10 x 1 = 10 marks)

Media Math - Page 4

Media Math Assignment (5% of course grade) Impression s

CTR %

Clicks

Cost/Click

Total Cost

Conversion s

Cost/Conversion

1

7 000

3.00%

210

$0.23

$48.30

8

$6.04

2

30 000

2.00%

600

$0.25

$150.00

11

$13.64

3

25 000

1.00%

250

$0.66

$165.00

20

$8.25

4

15 000

5.00%

750

$0.30

$225.00

30

$7.50

Total

77 000

2.75%

2117.5

$0.36

$762.30

42

$18.15

Ad

b) Which of the ads is the most effec0ve and why? (1 mark) AD 1 Lowest Cost Conversion

Media Math - Page 5...