Marketing Research Guide
How Much will Advertising Cost?
Pricing Media Buys.
Budgeting for media buys involves asking many subjective questions. Do you compose a wish list of purchases and then trim them to your client's budget? Or do you accept a budget and then divide it among the media outlets that will give you the most exposure? How much will the cost of an expensive buy in a single medium concentrate your campaign? What is the effect of cost upon your choice of media mix?
Budgeting and Math
Advertising Expenditures
Media Costs
Budgeting and Math
For basic information on budgeting and math, consult the following books.
Advertising Manager's Handbook [X] HF5823.B634 1999
The Advertiser's Handbook for Budget Determination [X] HF5826.5.B75 1988
Advertising Media A to Z [X] HF5826.5.S848 2004
Media Math: Basic Techniques of Media Evaluation [X] HF5826.5.H35 1991
Media Planning: A Practical Guide [X] HF5826.5.S86 1995
Advertising Expenditures
Several companies audit advertisers' use of media. This is valuable for several reasons. First, you can see what a client has spent on advertising in the past. Second, you can see what media a client has thought most appropriate. Third, you can see what your competition is spending and where they are spending. This provides valuable insights into the market.
Ad$pender National Multimedia Database
Electronic version of Ad $ Summary. Monitors advertising expenditures across 11 different media. 2002 to present. Available only in Library. See Reference Librarian for password.Ad $ Summary: Leading National Advertisers [X] HF5801.A18 2002
An alphabetical listing of brands that includes the total amount spent on media by each brand, which media were used, and the name of the parent company. Included is a list of the top 100 advertisers ranked by total expenditures over the past five years, a longer more detailed listing of the top 1000 advertisers, and listings of the top 100 advertisers within each medium.
Media Costs
Most of the sources below concentrate on local spot buying. National network television rates are often a little harder to find. Some generalized costs are displayed in SRDS TV & Cable. Marketer's Guide to Media gives figures that may help you estimate costs. Costs for ads on specific shows usually show up in articles in the broadcast trade press. Advertising Age features an article every fall giving the average rates for the current prime time schedule. Ask at the Reference Desk for a copy of the most recent article. Monitor the trades or try searching for articles dealing with advertising rates.
Household & Persons Cost Per Thousand [X] HE8700.66.U6 H65 1999
Cost-per-thousand estimates for TV advertising.Households Using TV Summary Report [X] HE8700.66.U6 H68 1999
Tables in this Nielsen report include percentage of households using television for each half-hour of a quarter-year period.Marketer's Guide to Media [X] HF5826.5.M45 2004-2007
Published by Adweek magazine, this handy pocket guide provides estimated media costs for most major markets and national buys.Media Market Guide [X] HF5826.5.M4 2004-2006
Rates for TV, cable, radio, newspapers, magazines, and outdoor advertising.Standard Rate and Data Service (SRDS). Periodical Collection.
Includes Business Publication, Consumer Magazine, Direct Marketing, Interactive, Newspaper, Out of Home, Radio, and TV & Cable.SRDS Online
Advertising rates for publications, radio, and online services.Willing's Press Guide [X] PN4699.W5 2005
Ad rates for international newspapers and periodicals.
