Basic Level

1
Basic Level

• MediaAnalyst

2
What Will I Learn?

• Industry Measurements - what do they really mean
  and what's in it for me?
• How to position your products against other media
• Quick and effective proposals

3
Where Can I Get Help?

• Our Learn site is free and full of materials at
• www.immediate.com/learn
• Recordings
• All are less than 30 minutes
• Several are less than 5
• Print Materials
• Quick Reference Guides
• Manuals
• PowerPoint files

4
Yes, we can agree!

• As an advertiser, you should only buy ads that
  reach your target audience

5
How do we know?

• (pre-sale) Industry Standard measurements
• Target Fit (by age, gender, and income)
• Target Rating Point (TRP)
• Target Cost per Point (TCPP)
• Net Reach, Impressions, Gross Rating Points
• (post-sale) Advertiser results

6
R and R

• Reveal Ad Effectiveness?
• Show the fit of the target (simple)
• Show the industry measurements (simple )
• Show a recommended schedule/mix (simple )
• Show multiple schedule/mix options
  (sophisticated)
• Recommend your products?
• Show the fit of your products to their target
  (simple)
• Show industry measurements of your products
  (simple)
• Show a recommended schedule/mix (simple )
• Show multiple schedule/mix options
  (sophisticated)

7
Target Fit

• How well does the advertising fit the target
  audience?" based on Age, Gender, and Income
• Example
• Advertiser was targeting
• Women
• 25-54
• Equal Income (either upscale or downscale)
• Advertising reaches
• Women (100 fit), 18-34 (25 fit), downscale
  (100 fit)
• Target fit 75 (225 divided by possible 300
  points)

8
Target Rating Point
Gross Rating Point 1 of a market
If 75 of the audience matched our target then
our Target Rating Points (TRP) 10.5 15 Rating
Points (All audience) x 75 (Target Audience)
9
Target Cost Per Point
Ad costs 1,000 with 10 Gross Rating Points
100 Cost Per Point (CPP) Target Rating Points
8 (80 fit of audience) 125 TCPP (Cost of Ad
schedule / TRP TCPP) Target Rating Points 5
(50 fit of audience) 200 TCPP (Cost of Ad
schedule / TRP TCPP)

• How much does it cost to reach my target
  audience?
• Each Gross Rating Point (All Audience) has an
  advertising cost (CPP) paying for everyone, not
  just your target
• Target Cost Per Point calculates a cost based on
  the target audience
• The more target fit an ad reaches, the lower the
  target cost per point

10
What does effective advertising look like?
Target Rating Point
Target Cost Per Point
Target Fit
Poor
Effective
11
Main Industry Standards

• Target Fit How well does the advertising fit
  my target audience?
• Target Rating Point (TRP) How much does the ad
  reach my target audience?
• Target Cost Per Point (TCPP) How much does it
  cost to reach my target audience?

12
Basic Level

• MediaAnalyst