Customers service|Media planing

Monday, September 8, 2014

Investment Functions | IPO market

Investment basic function

There are many basic function of investment I here focused some of them:
When any invest are doing that time a business man identify that the business are legal or not must be legal the investment. Which type of investment it is?
It is product base investment or service base investment. If it is product base investment need to collect all of the necessary information and must be compare with competitors and identify what are actually doing your organization its manufacturing or buy from someone and sell some one other it must be clarify. Who are the target customers?
If service then which is the best market competitor? Compare with level service provider. How many days are needed to back the investment? How much demand of the service? Need to find those answers properly. After that every answer is positive then actually need to invest. Who are the target customers?

Time base investment

Sort time if any investment less than one year’s then its call short term investment some people invest for quarterly, half yearly or less than one year’s bet the return are less than other investment
When any investment less than five years it can be midterm investment like 1.5 years investment 2 years investment less than 3-5 years but more than one years then its call mid-terms Investment. Like 4 years investment
When any investment more than five years it can be midterm investment like 1.5 years investment 2 years investment more than 5 years but more than one years then its call long terms. Like 10 years investment
All the investment can be product or service remember one thing if the whole investment returns between 3-4 years the investment is good.

IPO market

Initial public offers (IPO) is the base of collecting money from market fast time in a selected company by the Stock exchange authority selling share. It’s a process to sell share in public. Fast time a selected company inform public to Coming their company share in the market soon. When the demand are create between the public then public offer them for purchase. That time company select a face value of their share according to demand its value can be change or premium can be change.
After the collecting money from investors or public they distribute their share if more people are apply that time company may be select lottery system to select share holder. After the shareholders selected rest of the money refund the company those investor whose name are not allotted share. This process or a function fast time enters a company in to share market.

RELATED CONTENT

Customer satisfaction
2 gaps | customers & service providers
Business Policy | primary & secondary share market
What are the customers?
product Target marketing | Market Segmentation
Media Planning and Strategy | Overview of Media Planning
Where to Promote media | Establishing Media Objectives
Where to Promote media | Establishing Media Objectives
Media Geographic Coverage | Media Scheduling
Media Fighting | Media Pulsing | Advantages| Disadvantages
Media Necessary | Level is needed | Frequency Objectives | Gross ratings
Media effects of reach and frequency | Determining Effective Reach
Media Effective reach | Average frequency
Media Factors important in determining frequency levels
Creative media Aspects and Mood of media
Determining Relative Costs of Media | Evaluation

Friday, September 5, 2014

Relative Costs of Media | Evaluation

Determining Relative Costs of Media

1. Cost per thousand (CPM). For years the magazine industry has provided cost breakdowns on the basis of cost per thousand people reached. The formula for this computation is

CPM = [Cost of ad space (absolute cost)/ Circulation] X 1000

2. Cost per ratings point (CPRP). The broadcast media provide a different comparative cost figure, referred to as cost per ratings point or cost per point (CPP), based on the following formula:

CPRP = Cost of commercial time/Program rating

3. Daily inch rate. <p>Television: [Cost of 1 unit of time X 1,000]/ Program rating

Newspapers: [Cost of ad space X 1,000]/ Circulation

While the comparison of media on a cost-per-thousand basis is important, intermediary comparisons can be misleading.

The ability of TV to provide sight and sound, the longevity of magazines, and other characteristics of each medium make direct comparisons difficult.
The media planner should use the cost-per-thousand numbers but must also consider the specific characteristics of each medium and each media vehicle in the decision.
The cost per thousand may overestimate or underestimate the actual cost effectiveness
Consider a situation where some waste coverage is inevitable. The circulation exceeds the target market.
If the people reached by this message are not potential buyers of the product, then having to pay to reach them results in too low a cost per thousand.
Need to use the potential reach to the target market—the destination sought—rather than the overall circulation figure
<p>A medium with a much higher cost per thousand may be a wiser buy if it is reaching more potential receivers. (Most media buyers rely on target CPM (TCPM), which calculates CPMs based on the target audience, not the overall audience.)
CPM may also underestimate cost efficiency. Magazine advertising space sellers have argued for years that because more than one person may read an issue, the actual reach is underestimated. They want to use the number of readers per copy as the true circulation.
This would include a pass-along rate, estimating the number of people who read the magazine without buying it.
In addition to the potential for over- or underestimation of cost efficiencies, CPMs are limited in that they make only quantitative estimates of the value of media.
While they may be good for comparing very similar vehicles

Evaluation and Follow-Up

Measures of effectiveness must consider two factors:

(1) How well did these strategies achieve the media objectives?

(2) How well did this media plan contribute to attaining the overall marketing and communications objectives?

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RELATED CONTENT

Customer satisfaction

2 gaps | customers & service providers

Business Policy | primary & secondary share market

Investment Basic Functions | IPO market

What are the customers?

product Target marketing | Market Segmentation

Media Planning and Strategy | Overview of Media Planning

Where to Promote media | Establishing Media Objectives

Media Geographic Coverage | Media Scheduling

Media Fighting | Media Pulsing | Advantages| Disadvantages

Media Necessary | Level is needed | Frequency Objectives | Gross ratings

Media effects of reach and frequency | Determining Effective Reach

Media Effective reach | Average frequency

Media Factors important in determining frequency levels

Creative media Aspects and Mood of media

Creative media Aspects is most important when any media are made that must be creative or form new detraction that can doing something new that must be simple and touch visitors mind.

Mood of media

Each of special-interest vehicles sports magazines, cine magazines, travel magazines, beauty care, and computer, mobile) puts the reader in a particular mood. The promotion of luggage and home products is enhanced by this mood.

Flexibility of media

1. Market opportunities.
2. Market threats.
3. Availability of media.
4. Changes in media or media vehicles.
Budget Considerations

Advertising and promotional costs can be categorized in two ways. The absolute cost of the medium or vehicle is the actual total cost required to place the message. Relative cost refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles.

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RELATED CONTENT
Customer satisfaction
2 gaps | customers & service providers
Business Policy | primary & secondary share market
Investment Basic Functions | IPO market
What are the customers?
product Target marketing | Market Segmentation
Media Planning and Strategy | Overview of Media Planning
Where to Promote media | Establishing Media Objectives
Where to Promote media | Establishing Media Objectives
Media Geographic Coverage | Media Scheduling
Media Fighting | Media Pulsing | Advantages| Disadvantages
Media Necessary | Level is needed | Frequency Objectives | Gross ratings
Media effects of reach and frequency | Determining Effective Reach
Media Effective reach | Average frequency
Media Factors important in determining frequency levels
Determining Relative Costs of Media | Evaluation

Media Factors to determining frequency levels

Marketing Factors need for media

Brand history

Brand share

Brand loyalty

Purchase cycles

Usage cycle

Competitive share of voice

Target group

Message or Creative Factors of media

Message complexity

Message uniqueness

Versus continuing campaigns newly.

Image versus product sell

Message variation

Wearout

Advertising units

Media Factors of media

Clutter

Editorial environment

Attentiveness

Scheduling

Number of media used

Repeat exposures

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Media Effective reach | Average frequency

Media Effective reach

Represents percentage of a vehicle’s audience reached at each effective frequency increment. This concept is based on the assumption that one exposure to an ad may not be enough to convey the desired message.

No one knows the exact number of exposures necessary for an ad to make an impact, although advertisers have settled on three as the minimum.

Effective reach (exposure) is shown in the shaded area in Figure 10-22 in the range of 3 to 10 exposures.

Fewer than 3 exposures are considered insufficient reach, while more than 10 is considered over exposure and thus ineffective reach.

This exposure level is no guarantee of effective communication; different messages may require more or fewer exposures.

For example, Jack Myers, president of Myers Reports, argues that the three-exposure theory was valid in the 1970s when consumers were exposed to approximately 1,000 ads per day.

Now that they are exposed to 3,000 to 5,000 per day, three exposures may not be enough. Adding in the fragmentation of television, the proliferation of magazines, and the advent of a variety of alternative media leads Myers to believe that 12 exposures may be the minimum level of frequency required.

Also, Jim Surmanek, vice president of International Communications Group, contends that the complexity of the message, message length, and recency of exposure also impact this figure.

Determining effective reach is further complicated by the fact that when calculating GRPs, advertisers use a figure that they call

Media Average frequency

Average frequency the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period.

The problem with this figure is revealed in the following scenario, consider a media buy in which:

50 percent of audience is reached 1 time.

30 percent of audience is reached 5 times.

20 percent of audience is reached 10 times.

Average frequency = 4

In this media buy, the average frequency is 4, which is slightly more than the number established as effective. Yet a full 50 percent of the audience receives only one exposure. Thus, the average-frequency number can be misleading, and using it to calculate GRPs might result in underexposing the audience.

The best advice for purchasing GRPs is offered by Ostrow, who recommends the following strategies:

Instead of using average frequency, the marketer should decide what minimum frequency goal is needed to reach the advertising objectives effectively and then maximize reach at that frequency level.

To determine effective frequency, one must consider marketing factors, message factors, and media factors.

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