the programs in which commercials were inserted to make sure the programs delivered the promised ratings. If the actual program ratings are significantly lower than what the advertiser paid for, the media usually make good for the difference in ratings by running additional commercials without charge.additional measures can be made of the target audience, such as:
Brand awareness - how many of the target audience are aware of the advertised brand?
Comprehension - does the target audience understand the advertised brand? Is there any miscomprehension?
Conviction - is the target audience convinced by ads? How do they like the advertised brands?
Action - how many of the target audience have purchased the advertised brand as a result of the media campaign? measured results of brand awareness, comprehension, conviction and action are often a function of both advertising creative and media planning. Even effective media planning may not generate anticipated cognitive, affective and conative responses if the ads are poorly created and not appealing to the target audience. On the other hand, ineffective media planning may be disguised when the ads are highly creative and brilliant. Thus, these measures should be reviewed by both creative directors and media planners to make accurate assessments of the effectiveness of the media plan.
2.5 Example of media plan
Company: Oriflame
Brand: Wonder Lash Mascara amp; Lipstick: October, 2007
Sites
Category and site name PlaceFormatPeriodImpressionsSOV forecastYandex Main page, top, rotation728x901 week4 000 +0006% ICQ Message window, v. 5. 1, rotation120x901 week400 00033% Rambler Home page, center, permanent332x25 + 332x150 video1 businessday9 000 000100% Prices
Rate card cost (not including VAT) Not cost before discountDiscountNot cost, including discountCPM after discount338 RUR/10001 350000 RUR24,45% 1019925 RUR255 RUR700 RUR/1000280 000 RUR45% 154000 RUR385 RUR1 128000 RUR/business day1 128000 RUR45% 620400 RUR69 RUR
Timing
2007. TimingStart10. 09-16. 0917. 09-23. 0924. 09-30. 0901. 10-07. 10FinishIIIIIIIV10. 09400016. 0917. 0940023. 091. 1090001. 10
Cost estimate
Placement cost inclusing discount3 755 556,15 RURCost of system AdRiver (RUR 2. 72/1000) 121 081,85 RURVideo banners. Hosting (AdRiver) 10 000,00 RUR Total3 886 638,00 RUR VAT, 18% 699 594,84 RUR Total campaign cost4 586232, 84 RUR
Forecast
Forecasted CTR0,2% Forecasted clicks166 835CPM (cost per 1000 impressions) 45,02 RURCPC (cost per click) 22,51 RURForecasted frequancy5Forecasted reach16 683 487Cost per thousand contacts225,11 RUR
Conclusion
So, advertising on the World Wide Web has many advantages and disadvantages. Having online advertisement, allowing your advertisement to be viewed globally all around the world, takes your business to a whole new level targeting much more audience. Its low cost, offers small business to invest in online marketing cutting down in initial cost of marketing. Internet s vast scope also allows every day users to experience more services provided by business and makes it a convenient places for shoppers. It allows people get more time out of their life, that other traditional shopping methods such as driving to a store to pay bills. With the help of the internet, it has helped us humans in many ways. There would most importantly always be disadvantages, but most importantly in my opinion, the advantages outweigh the disadvantages. The World Wide Web is always be developing and in this instance it would create a even better place for online advertisement. It proves to be the foremost advertisement method along all other media, and guarantees results everytime.my course work I described the media planning process, starting from establishing media objectives through to developing media strategies and tactics and finally evaluating the effectiveness of the media plan.
Bibliography
[1] Veronis Suhler Stevenson (2005), Communications Industry Forecast 2005-2009, New York.
[2] Susan Spillman (1985), Marketers Race to Leave Their Brand on Films, Advertising Age, July 1, 56 (51): 3-4 and # justify gt; [3] # justify gt; [4] Wilc...
