Advertising Media Sourcebook

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Single-Source Exercises

 

Exercise 1

 

Reference

SAMI® Market Resume (Source 1)

Application

Many national advertisers do market-by-market advertising. The decision of how to divide the advertising dollars fairly usually reflects market sales activity. Planners will work with sales reports to use in the allocation plan.

Situation

The media planning group for Kellogg's Sugar Frosted Flakes brand (KSFF) is preparing advertising recommendations for four Eastern seaboard markets – Baltimore-Washington, Boston-Providence, New York, and Philadelphia. A special fund will be allocated between these markets.

1. What is the current twelve-week dollar volume of KSFF for all four seaboard markets? Answer in full dollars.

2. What is the current four-week dollar volume of KSFF for all four seaboard markets? Answer in full dollars.

3. What is the current twelve-week dollar volume of all brands (category) in these four markets? Answer in full dollars.

4. What share of four-week dollar volume is held by these four markets against four-week U.S. sales of the cereal category? Round the answer to two decimal places.

5. What is Philadelphia's share of KSFF seaboard market sales for the current twelve weeks? Round the answer to two places.

 

Exercise 2

 

Reference

Media Records Newspaper Spending (Source 5)

Application

Selection of local media can be dependent upon how much space is used by competing brands.

Situation

A planner for a major beer brand is considering a first-time schedule of newspaper advertising in San Antonio, Texas. Part of the decision depends on how active major competitors (Budweiser brands and Busch brands) have been in the local newspapers.

1. What is total newspaper expenditure to date (nine months) for the Budweiser brands?

2. What is the total newspaper expenditure to date (nine months) for the Busch brands?

3. What percentage of Budweiser's total expenditures was done in July? Round to one decimal place.

4. What percentage of Busch total expenditures was done in July? Round to one decimal place.