Cost of Campaign in Times Colonist News Paper - Assignment Example

1. The size of standard column width for tabloids is 115/16” and for broadsheets is 115/16” (Surmanek 2004).

2. The outside back cover is the outside back page of any magazine which is seen by everyone. It is also considered the best exposure just next to the cover page. The rate for the outside back cover (1 * rate) in Canadian Geographic is $ 22,470.
3. The following factors influence the cost of television advertising:
Seasonality- The cost of television advertising depends on various seasons and significantly it varies from month to month. It depends on some events also like the world cup football, the Olympics, etc.

Time length- Advertising cost depends on the time length of the commercial ads. A commercial ad with 60 seconds duration is more costly than a 30 seconds duration ad.
Region-wise cost- Region-wise cost will differ. In those regions where a high-income group is residing there cost of such advertisement will be higher than the native places.
Target Audience- Cost depends on the targeted audience also (Fontanills and Gentile 2003).
4. BBM provides a video call facility, receives and sends messages with unlimited length, and real-time confirmation facilities when messages are being delivered, written, and read. It can also send files, documents, music, and videos up to 16 MB.

5. Three-time categories for television advertising are Morning drive time which is from 6 A.M. to 10 A.M., Midday which is from 10 A.M. to 3 P.M., and afternoon and evening time which is from 3 P.M. to midnight.
6. The full form of GRP is Gross Rating Point. It measures total rating points during an advertising campaign. A rating point can be defined as one percent of the targeted and potential audience. The calculation of GRP is Actual reach * Frequency = GRP.

7. Day part is a method through which the division of time for radio or television advertisement can be done in a fair and standardized way. Outline of a possible day part classification is as follows: Morning drives (6-10 A.M.), Daytime (10 A.M. to 3 P.M.), Afternoon drive (3 P.M. to 7 P.M.), Night time (7 P.M. to 12 A.M.) and Overnight time (12 A.M. to 6 A.M.).
8. Three basic steps are involved in buying direct mail choosing the right list; making the right offer and distributing. At first target, the list should be identified, and then define the order after selecting the proper format and last but not least track the result of the buying procedure through direct mail.

9. Performance based advertising model is the most common model of quoting advertising rates on the Internet. Two other costing models are the viewable impression model and pay per click model.
Part 2
Campaign 1
The cost of the campaign in the Times Colonist newspaper is as follows:
Ad size will be 4 columns wide and 6 column inches deep. Ads will be black and white and frequency 2 ads per week [Tuesday and Friday]. Continuity will be 6 weeks. After considering all these criteria the cost will be $ 6.267 * 2 * 8 = $ 100.27 (Times Colonist).

Campaign 2
Cost of the campaign in Kool FM radio station:
Commercial length will be 30 seconds spot and the plan is to give an ad at the breakfast time and drive period. In both cases the number of spots will be 8 and continuity will be 6 weeks. The price of the high season 30-second spot is $ 9. Therefore total cost will be- $ [(9 * 8 * 6) + (9 * 8 * 6)] = $ 864 (Kool FM).
Campaign 3
Cost of the campaign in Chatelaine Magazine:
Ad size will be IFC [Inside Front Cover] and frequency will be 3 insertions. The cost of 1 insertion is $ 66, 850. Then the total cost will be $ (66, 850 * 3) = $ 2, 00, 550 (Chatelaine). Read More