Happy new year!
Another year has come and gone. Our agency has been busy creating Q1
media plans and campaigns for our clients, which brings us to our very exciting
and somewhat complicated topic this week.
I intended to write this blog about choosing the right message and
medium for your 2010 marketing campaign, but soon realized that the blog would
become a novel very quickly. In an effort to start 2010 on the simplest note
possible, we'll cover "Choosing the right media plan" in several installments:
- Television and cable
- Social media
In each of these installments, we'll also include proven messages to
make your practice successful for ad campaigns in LASIK, cataract or general
branding. Let's begin with some basic advertising definitions before we delve
into more advanced topics.
Impression: A single instance of a consumer hearing
or seeing an advertisement.
CPM (Cost per thousand): This is the cost (per thousand impressions) you
are paying (or have paid). If a billboard gets roughly 32,000 impressions a
month and the board cost $500 a month, then your CPM is $15.53.
This is calculated by taking the price of your advertisement and
dividing it by the total thousand impressions. In this case: $500/32=$15.53.
Reach: Size of target audience exposed to an advertisement during a
broadcast at least once during a specific time period.
Frequency: How many times an individual is exposed to your ads in a
specific time period.
Medium: A vehicle or group of vehicles used to convey your message or
advertisement. These include newspaper, cable, television, Web, radio,
CPI (Cost per inquiry): In direct response marketing, this is a term
used on getting one person to inquire about your products of services.
Demographics: Description of consumer you are targeting: age, sex,
household income, education, etc.
Psychographics: Relates to personality, interests, values, lifestyle and
attitudes of a consumer.
Effective reach: Percentage of targeted audience that is exposed to a
particular ad during a specific period. Usually this is three or more times.
It's crucial for getting consumers to react to advertising.
The old saying is, it takes three times for someone just to understand
who your commercial is for, another three times to understand what it is saying
and another three times to react to it.
Drive time: Term used in radio that refers to morning and afternoon
times when consumers are driving to and from work.
Direct response: A type of ad campaign designed to generate a response
from a consumer immediately or within a short time of hearing an ad.
Example: Call now and save, limited time offer, call before the end of
And there you have it. Now that you know some of the terminology, you'll
have a better understanding of the marketing strategies we'll discuss in the
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