Exercise Workbook nd Edition - AdBuzz.com

1 Exercise Workbook 2nd Edition By: Marian Azzaro 2 introduction Throughout this Workbook you will find a mix of exercises and math problems that correspond to the Strategic Media Decisions textbook. The exercises are directly related to the material covered in the textbook. The math problems represent opportunities to practice the basic math skills needed to be able to do the work of media analysis, media planning, media buying and media sales. Math problems are presented in varying degrees of difficulty, building to some of the more complex math work that is done in the professional practice of media analysis. This is the second Edition of the Workbook . This Edition contains many of the same exercises found in the first Edition along with new exercises drawn from other contributors. We would especially like to thank Professor Hester for his Wuzzits contribution to this Edition .

2 Starting on page 26, you ll find a whole new section of exercises drawn from Professor Hester s work creating a set of media analysis exercises and a companion set of MRI-like data for the fictional Wuzzits product category. Using the web Edition of this Workbook , students will access data for each Wuzzits Exercise via simple hyperlinks to Excel spreadsheets. Students will be able to download and save the spreadsheets so that they can manipulate and summarize the data as needed to complete each assignment. 3 Table of Contents Basic Media Math 5 Simple Operations Fractions, Decimals and Percentages Simple Media Applications Yesterday Media Usage Exercise 9 Media Fact Finding Exercise 11 Intermediate Media Math 12 Calculating an Index Geographic and Seasonal Development Analysis Trend Analysis and Compound Growth Rates Spreadsheet Exercises 17 Data Entry and Basic Operations Data Analysis and Charts Using Syndicated Data Sources 22 Target Audience Analysis Media Selection Analysis Media Planning Exercises.

3 Wuzzits Brands 26 Situation Analysis Competitive Media Expenditures Analysis Target Audience Analysis Media Metrics 31 Audience Coverage and Composition Ratings, Shares, HUTs and PUTs GRPs and TRPs Converting from Audience to Ratings and Back Again Efficiencies, CPP and CPM Reach & Frequency Reach & Frequency Distribution Media Budget Exercises 44 Local Market Profile Exercise 49 Specialty Markets Exercise 50 Internet Ad Sales Exercise 51 4 Product Placement Valuation Exercise 52 Cross-Platform Integration Exercise 53 5 Basic Media Math Simple Operations Adding. For each of the following problems, what is the total? 39 1, +23 + + Subtracting. For each of the following problems, what is the difference? 24 365 9, -78 - Multiplying. For each of the following problems, what is the product? 52 93 10,789 x26 x Dividing.

4 For each of the following problems, what is the quotient? 45,000,000 / 15 = _____ 3,000,000 / .65 = _____ Mixed Review. Solve for the blank in each problem. 4,000 / _____ = 8 _____ x 12 = 228 3,395,010 + _____ = 10,519,000 $7,399 / _____ = $1,399 365 x _____ = $10, 105,500,000 x _____ = 49,585 6 Basic Media Math Fractions, Decimals and Percentages Round each number to the nearest hundredth place. = _____ = _____ = _____ = _____ Re-write each fraction as a decimal. Round to the nearest thousandth place. 11 / 22 = _____ 13 / 39 = _____ 5 / 8 = _____ 7 / 35 = _____ Re-write each decimal as a percentage. = _____ = _____ = _____ = _____ Re-write each percentage as a fraction. 15% = _____ 25% = _____ 86% = _____ = _____ Re-write each percentage as a decimal. Round to the nearest hundredth place. = _____ 113% = _____ 25% = _____ = _____ 7 Basic Media Math Simple Media Applications Part One: 1.

5 If a single issue of Sports Illustrated magazine costs $ at the newsstand, then how much would it cost you to buy an issue every week for a year? 2. If the publisher of Sports Illustrated offers you a deal of 26 issues for $ , how much money would you save as compared to buying one issue at a time at the newsstand? 3. THINK: Why would the publisher of Sports Illustrated want to offer you the same magazine for less money? Part Two: 1. If there are 1,500 newspapers published daily in the United States and they earn a combined total of $45 billion each year in advertising revenues, then what is the average revenue generated by each daily newspaper? 2. The average newspaper gets 65% of its total revenue from advertiser support while the other 35% comes mostly from subscription sales. Using your answer from above for the average advertising revenue generated per newspaper, if this is 65% of a newspaper s total revenue then what on average is the total revenue generated by a daily newspaper in the United States?

6 3. THINK: Does this seem like a good business to be in? How does the future look for newspapers in America? 8 Basic Media Math Part Three: Parts of a whole. Let s say that you have completed some research on competitive product media spending for major brands in the fast food burger restaurant category. You have found that McDonald s spent $13 million last quarter while Burger King spent $11 million. Wendy s spending was $6 million, Hardee s spent $5 million, and What-A-Burger spent $4 million. All other fast food burger advertisers spent a total of $11 million in the same quarter. What is the percent breakout of media spending during the quarter for each brand? McDonald s ___ Burger King ___ Wendy s ___ Hardee s ___ Other ___ What-A-Burger ___ THINK: Did you find this hard to do or easy? This Exercise was designed to be easy to do using just mental math (working it out in your head). Can you see what should have made this easy?

7 Explain. Percentage difference. In the table below show your calculation of the percentage difference between the two numbers A and B as indicated. In the first column you should calculate A as compared to B and in the second column you will reverse that and calculate B as compared to A. Number A Number B A as Compared to B B as Compared to A 85 100 1,307 1,113 THINK: Why is there a difference when you calculate the numbers A as compared to B and B as compared to A? 9 Yesterday Media Usage Exercise How Average Are You (part one)? When it comes to media usage, the average American today spends 91/2 hours of every day involved in some way with the media. How do you compare? Part One: Think about your media usage over a 24-hour day. Use the form on the next page to record as much detail as possible about your yesterday media usage. Make a record of your entire media day by noting each media you encountered and how much time you spent with each media throughout the full day.

8 Summarize your minutes into the categories listed at the bottom of the form. Remember that you may very well need to double count time spent with multiple media. For example, if you were listening to the radio in the car while seeing outdoor ads on a daily commute. Another example might be surfing on the internet with the television on at the same time. Then summarize your time spent yesterday into the media categories at the bottom of the page. Part Two: After you have completed the form, summarize your day two ways. First, how many hours were you involved with media in total? How do you compare to the American average of 9 hours per day? Second, look only at the hours you are involved with the media and breakout the percentages of your media usage for each summary category at the bottom of the page. Again, how do you compare with the average American? Part Three: Finally, graph two charts that show how your yesterday media usage compares to the average American.

9 The first chart should show your media hours and non-media hours as compared to the average. The second chart should show your percentage of media hours broken out into categories as compared to the average. THINK: Were you higher, lower or about the same as the national average? Most students will turn out to be lower on daily media usage with a much higher percentage of usage on the Internet category. Why do you think this would be true for most students? 10 Yesterday Media Usage Assignment Worksheet Assignment: Think about your day yesterday; the full day between the hours or 12:01am and 11:59pm. Think about the time you were awake and the time you were asleep and, think about the time in middle. Did you spend any time with the media yesterday? Use the form below to record the time (in minutes) that you spent and with which media. Then summarize your time spent yesterday into the media categories at the bottom of the page.

10 Note: It s ok to double count your time if you had two media going at once, for example if you had time in the car yesterday you may have been listening to the car radio at the same time you were exposed to outdoor billboards. Time What were you doing? What media (if any) were you using? 12:01am _____ 1:01am _____ 2:01am _____ 3:01am _____ 4:01am _____ 5:01am _____ 6:01am _____ 7:01am _____ 8:01am _____ 9:01am _____ 10:01am _____ 11:01am _____ 12:01pm _____ 1:01pm _____ 2:01pm _____ 3:01pm _____ 4:01pm _____ 5:01pm _____ 6:01pm _____ 7:01pm _____ 8:01pm _____ 9:01pm _____ 10:01pm _____ 11:01pm _____ Total Minutes Spent: _____Television _____Magazines _____Radio _____Other (Outdoor, In-store, Bars, etc.) _____Internet _____Newspapers _____No Media 11 Media Fact Finding Exercise Below is a list of Internet websites for industry associations representing a specific category of media. Your assignment is to choose one media category and visit the indicated website from the list below.