This section provides some sources to help you develop your promotion budget. In the classroom environment it is a simplified process. In the real world an individual may have access to much more data, including actual prices for various media channels, In addition, the company might have a relationship with a marketing firm that would be able to negotiate more favorable terms.
One of the terms used in some of these sources for calculating advertising costs is cost-per-thousand, or CPM.
The American Marketing Association defines this as "a simple and widely used method of comparing the cost effectiveness of two or more alternative media vehicles. It is the cost of using the media vehicle to reach 1,000 people or households. The CPM of any vehicle is computed by dividing the cost of placing a specific ad or commercial in the media vehicle by the vehicle's audience size and multiplying the result by 1,000" (American Marketing Association, 2017).
cost-per-thousand. (2017). In American Marketing Association. Dictionary. Retrieved from https://www.ama.org/resources/pages/dictionary.aspx?dLetter=C
Image creator attribution: Nick Youngson - link to - http://nyphotographic.com
Use Winmo to learn how much major companies are spending on advertising in various media categories.
Use eMarketer to find cost per thousand for Facebook or Twitter, as well as other ad benchmarks.
Use WARC to find the U.S. cost per thousand for select media and audiences.
TV RATINGS
Use the following sources to find the TV ratings of the top television programs.
Statista offers some general information about television advertising. The TV Advertising in the U.S. dossier has a section on what has been spent on 30-second spot ads in different categories. To find it, use the following keywords in Statista: tv advertising
If you want to learn about the cable TV market in the U.S., take a look at the Cable TV in the U.S. dossier. Use the following terms to find it: cable tv
YouTube
Social Media Community Management
Other Useful Sources
Obtaining advertising rates for magazines and newspapers is often straightforward. This is because many magazines and newspapers provide their "media kit" on their websites. To find a media kit you can use Google and in the search box enter "media kit" (in quotes and the name of the publication). Or you can go to the publication's website and look for a link called Advertising, often at the bottom of a webpage.
However, other times you will just go to a site where they will give you all the reasons you should advertise with them and provide a contact name or email. In this case, you can use a source like SRDS to find the advertising rate for a consumer magazine (the library doesn't have the Newspaper content).
Examples of periodicals with media kits:
Other Useful Sources
Other Useful Sources
General Marketing Cost-Related Information (e.g., Production)
Other - The sources below are also included in the specific media channels located on the left side of this page.
Statista offers some general information about television advertising. The TV Advertising in the U.S. dossier has a section on what has been spent on 30-second spot ads in different categories. To find it, use the following keywords in Statista: tv advertising
If you want to learn about the cable TV market in the U.S., take a look at the Cable TV in the U.S. dossier. Use the following terms to find it: cable tv
There are also dossiers on Facebook marketing and Twitter marketing.
If you want to identify websites for advertising in a specific industry, go to SRDS Digital Media Solutions (provided below). Once in the database, select websites, then select ad sizes, industry classifications by consumer or business, or DMAs.
