Having a Ball: What's Working in the Music Business

1. Why do media planners need to know about the music industry?

-That more money is coming from live performances, merchandising, sponsorship, publishing, online streaming, TV, and emerging markets.

2. What are some of the general trends in record sales over the past few years?

-Middle-aged and older people are still buying CDs, while younger people are not. More people are buying individual tracks rather than whole albums.

3. What does the trend that people are paying more to see live music imply?

-People enjoy the live entertainment experience and are more willing to pay more money to see their favorite artists and bands.

4. Page 3, para 4, "music's best customer is TV"? Explain.

-Music is constantly played on television and it's an easy way to promote music. The trend of music shows is on the rise.

5. What demographic group is likely to spend money on music? (page 5 and 6)

-Those who are 60 and over are now more likely to spend money on music.

6. As a media planner, what are some of the opportunities that the music industry offers for promotion of brands?

-Product placement, using actors and actresses (clothes, shoes, etc.), commercial time, sponsorship, endorsements, etc.

Local Television Market Universe Estimates

1. How many DMA's are there in the US?

-There are 210 DMAs in the US

2. What is the total number of TV households in the US?

-The total number of TV households in the US is 114,866,380

3. Find the size of the US population and calculate the number of people per TV household?

-307,006,550/114,866,380= 2.67

4. What DMA does Carbondale fall under? What is the rank and size for this DMA?

-Paduc-Cape Girard-Harrisburg: Ranked #78: 399,690 TV households

5. If you were to advertise in the top ten DMA's, what percentage of the total US TV households are you likely to reach?

-(33,912,910/14,866)100= 29.5%

6. If my plan requires advertising in Illinois, what are the possible DMA's that you will have to consider?

-Chicago, St. Louis, Paduca-Cape Girard-Harrisburg, Bloomington-Peoria, and Rockford

Excel-Spreadsheet

Program	Audience	Total Viewers	Rating	Cost/ 30 sec	CPM	CPP
Superbowl	48655000	97448000	43.1	2700000	27.7070848	62645.0116
American Idol	19235000	31713000	17.1	650000	20.49632643	38011.69591
Dancing with the stars	15779000	21672000	14	375000	17.303433	26785.71429
Desperate Housewives	13392000	18933000	11.9	330000	17.42988433	27731.09244
CSI	12694000	18098000	11.3	350000	19.3391535	30973.45133
Gray's Anatomy	11346000	15307000	10.1	375000	24.49859541	37128.71287
2. I would choose Dancing With the Stars because they reach a bigger audience, have a better rating, and cost less. URL: file:///Users/hilarylehew/Desktop/304-HilaryLeHew.htm

BMW vs. Audi: The Best Media Plan on Four Wheels?

1. The second paragraph states, "when each spent between 50% and 55% of its media budget on brand or range ads for multiple models." What are brand or range ads? What other kinds of ads besides brand or range ads must have comprised the other 50% of the budget?

-Brand ads are advertisements that emphasis a company's brand or logo. Others ads that promoted specific products made by the brands probably comprised the other half of the budget.
2. What are the different categories (media classes) of advertising used by these two companies?

-Media classes used by the two companies includes broadcast, television, online, mobile, product placement in movies, etc.
3. According to the video strategy, ads were placed on broadcast, online, and mobile platforms. What does this mean and how does this work?

-It's a multi-platform advertising strategy that connects people through interaction and interconnectivity in all three mediums.
4. What kind of online advertising did both these companies use?

-Both companies used a type of interactive online advertising to promote their companies.
5. What else would you have used or done to promote these companies as part of your media strategy? Give three examples.

-Have customers send in pictures and videos online of their "Pimped Out" BMWs or Audis and make it a contest

-Offer celebrities the chance or encourage them to take BMWs and Audis to red carpet events

-Make tv commercials encouraging people to sign-up online for a chance to win a free BMW or Audi and run the ads during red carpet events like the Emmys, VMAs, Grammys, etc. Then announce the winner at the end of the event

Buyers Conflicted Over the Ad Market Media

1. Explain the statement, 'that media planners and buyers are closer to the economy and often see trends well before anyone else', as mentioned in the first paragraph. Why is this so?

-Media planners and buyers often see trends well before others because they are so observant of today's media, and they say the media reflects our current society.
2. What according to the folks surveyed in the article is the future of the media field?

-Business is starting to look up for the future of the media field. Clients are slowly starting to spend money again.
3. In the middle of the article it says that clients are being cautious and wary? What does this mean? What are its implications on media planners?

-People are being cautious with their money because of the economy. Their wary of what to do with their money. This makes the job of media planners harder because they have to build a level of trust in order and reassurance in the customers.
4. The last few paragraphs talks about job prospects in the media field. What is the general opinion here?

-The job prospects in the media field explain that more entry-level jobs are becoming available because people who are just starting out are willing to take less pay since the economy and industry is struggling.
5. Do a web search for an entry level media job (planning, buying, or selling). Copy and paste the ad. Analyze the contents for the kind of skill sets that are required as mentioned in the job posting.

URL: http://www.careerbuilder.com/JobSeeker/Jobs/JobDetails.aspx?IPath=ILKV0A&ff=21&APath=2.31.0.0.0&job_did=J8B2BW6T4PNBCLXL6VK

ASSISTANT MEDIA PLANNER

Job Description

Service Area: The Exchange

Position: Associate (Assistant Media Planner)

Functional Role: Exchange Planning

Reports to: Senior Associate, Exchange Planning

Experience: 0-1 year

Current Position(s): Assistant Media Planner

Company Overview:

Mindshare is a next generation marketing services agency. We believe brands aren’t simply driven by an idea or ideals. A brand’s value is driven through a series of exchanges with people. We use insights and analytics to map this value exchange and to design a growth strategy. We infuse this strategy with creativity to invent communications ideas. We action these ideas via our robust global network of 114 offices in 82 countries with $27.8 billion (Source: RECMA) in media billings. Mindshare is part of GroupM, the leading global media investment management operation that serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

Job Overview:

The Associate, Exchange Planning works in support of the Senior Associate and Manager to implement the brand’s tactical plan on a day-to-day basis. The is an entry-level position providing Exchange Planning team support while learning through established training programs and on-the-job training. This position involves developing the details of the tactical plan and, working with the implementation groups, initiating and maintaining the implementation of those details. The Associate is also responsible for expanding his/her knowledge base in preparation for promotion.

Job Responsibilities:

*Maintenance of tactical Media Plans

*Working with the Senior Associate and Manager, as well as implementation groups, assists in the development of budget allocations across media, media mix scenarios

*Maintains and communicates up-to-date records of the implementation of the plan

*Provides research and analysis to deal with various issues that arise in the execution of the tactical plan

*Develops agency point of views on media opportunities for submission to the client

*Meets with sales representatives to obtain information about their products

Job Requirements

Job Skills & Requirements:

*Bachelor’s degree, preferably with a concentration in advertising, marketing, business administration, and communications

*Although no media planning experience is required an internship with an advertising/media agency is strongly preferred

*Basic knowledgeable of media

*Comfortable working with budgets and numbers

*Excellent verbal and written skills

*Strong quantitative and analytical skills

*Exceptional organizational skills, multi-tasking capabilities and detail oriented

*Computer literate with proficiency in Excel, Word and PowerPoint

*Strong communication and people skills; positive attitude and team player

*Prior Knowledge of Media Tools and Donovan Data Systems is a plus but not required

What Big Brands Are Spending on Google

1. How do brands advertise on Google?

-They pay Google to allow them to advertise on the top web searches.
2. What is the biggest advantage of advertising on Google versus anywhere else and why is it the lifeblood of many businesses? Refer to this line in paragraph 4 in framing your answer, "It's a revealing cross-section of Google's business that gives some clarity to one of the most opaque areas of ad spending, and the lifeblood of many American businesses."

-Google makes up 65% of web searches in the United States. This promotes a larger audience for web search advertising. Google searches can help control and maintain reputations for businesses. The break down for ad spending on Google helps us better understand how businesses think and act in order to maintain a certain image.
3. According to the article, BP has spent more than a 100 million dollars in advertising ever since the oil spill. Do you think this was a good move? Why or why not?

-I think it was a very desperate move on BP's part to buy all of that advertising after the oil spill. That includes the television ad BP put out to use to apologize to everyone. I think all of the money they spent on advertising looks bad at a time when they should have been giving more money to the businesses and lives they were ruining because of their mistakes.
4. What does the trend signifying an increase in spend by big corporations on Google suggest to you about the advertising industry?

-That the success of advertising agencies are shifting strongly towards the internet; especially towards search engines.
5. In the last paragraph, what does the line, "These are direct-billed customers only, not the many thousands of small self-serve advertisers that make up Google's long tail," indicate to you about Google's business model?

-Google is able to attract different advertising agencies to a variety of profitable advertising forms. This is great business for Google.

A Look at Where Movie-Marketing Dollars Have Gone

1. The second paragraph talks about 'measured media'. What does this mean? What are some examples of measured media and unmeasured media?

-Measured media is the numbers, or ratings and statistics of acuqired and reached viewers of a certain form of advertising. An example would be Nielsen ratings in television. Unmeasured media means that the number of acquired and reached viewers is not able to be physically counted. Many OOH ads are unmeasured.
2. Apparently outdoor spend received a 20% boost from last year. If outdoor received a further 20% boost for 2011, what will be the amount of money spent on outdoor? What percentage would it have increased by compared to the 2009 figure. Show your calculations.

-Outdoor spending in 2010 is $58,900,000, if outdoor received a further 20% increase for 2011, the budget will be $70,680,000 (58,900,000/5 = 11,780,000, 58,900,000+11,780,000= 70,680,000). Compared to the budget in 2009, the budget has increased 31% for 2011. (48,900,000/70,680,000*100 = 69, 100-69= 31).
3. What are some of the reasons cited for the cut in TV spending by movie studios? What are some strategies that they use to overcome these reasons?

-DVRs and steaming-videos via the Internet are two major reasons cited for the cut TV spending by movie studios. Some strategies to overcome these include buying ad time during live events when DVR playback is lessened, and by keeping up with the times of technology by placing their ads online before and during streaming videos.
4. After reading the comments from the media experts at the bottom of the article, what do you think is the best way for studios to promote movies? What is likely to make you go want to watch a movie in the theater the week its released?

-I think ads via television and the Internet are the best ways for studios to promote movies. If you can interconnect the two medias, you should be pretty successful. A great movie trailer is what makes me want to watch a movie in the theater the week it's released.