MEDIA MIX ANALYSIS

Newspaper & Outdoor

Radio & Outdoor

Television & Outdoor

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NEWSPAPER & OUTDOOR

A GREAT MIX - Newspaper & Outdoor

Compare the Numbers

Outdoor is an effective supplement to your newspaper ad. A combination of 5 bulletins and one 3/4 page Sunday ad will reach 18% more people, 2.5 times more often than one full page Sunday ad alone. Plus, combining outdoor with newspaper will reduce cost per point by more than 1/2!

Sources:1996 Newspaper SRDS (Chicago Tribune 3.200" Contract Rate). Canadian Math Model:IMS
MEDIA MIX ANALYSIS
Medium	Cost($)	Reach(%)	Frequency(X)	GRP's	CPM($)	CPP($)
Newspaper 1 Sunday Full Page Ad	63,252.00	38.6	1.0	39	26.47	1,638.65
Newspaper 1 Sunday 3/4 Page Ad & Outdoor (6 bulletins)	47,439.00 15,000.00	38.6 28.6	1.0 5.6	39 161	19.85 1.51	1,228.99 93.46
COMBINED	62,439.00	56.2	3.5	199	5.07	314.14

RADIO & OUTDOOR

BRIDGE THE GAP BETWEEN WHAT IS HEARD AND WHAT IS SEEN

Reasons to Use Outdoor Advertising with Radio

Gives your radio message a visual

Reinforces radio's emotional response

Increases the retention of your message by 80%

Reduces radio's cost per point and per impression

Is a reminder medium that picks up where radio leaves off

Extends the few seconds of your radio message to 18 hours a day

Reaches upscale consumers; the higher their income the more they travel

MEDIA MIX ANALYSIS Adults 18+ Chicago MSA / One Month Budget=$80,000
Medium	Cost($)	Reach(%)	Frequency(X)	GRP's	CPM($)	CPP($)
Radio	80,000.00	71.1	5.11	364	19.58	220.00
Radio & Outdoor (5 bulletins)	65,000.00 15,000.00	63.4 29.8	4.66 5.7	295 170	17.85 1.54	220.00 88.50
COMBINED	80,000	74.3	6.3	465	2.99	171.93

TELEVISION & OUTDOOR

BRIDGE THE GAP BETWEEN YOUR IN-HOME MESSAGE & YOUR OUT OF HOME PURCHASE

Reasons to Use Outdoor Advertising with Television

Reinforces television's emotional response

Increases the retention of your message by 80%

Reduces cost per point and per impression

Dramatically increases total reach and frequency

Outdoor is a reminder medium that picks up where TV leaves off

Reaches upscale consumers; the higher their income the more they travel

MEDIA MIX ANALYSIS Adults 18+ Chicago MSA / One Month Budget=$100,000
Medium	Cost($)	Reach(%)	Frequency(X)	GRP's	CPM($)	CPP($)
Spot TV	100,000.00	69.7	5.11	248	22.83	402.75
Spot TV& Outdoor (6 bulletins)	80,000.00 20,000.00	65.7 33.7	4.66 5.7	199 203	19.44 1.71	402.75 98.33
COMBINED	100,000	74.3	5.6	450	3.87	322.06

Newspaper & Outdoor

Radio & Outdoor

Television & Outdoor

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