Magazines present many opportunities to media buyers. Demonstrate your knowledge of how to take advantage of these opportunities in this case study.
Keshia works as a media buyer for an ad agency that represents a fashion client. How can she help her client make smart buys in the medium of magazines?
Read the case below and answer the questions that follow.
Keshia works as a media buyer for an ad agency that represents a fashion client who sells clothes to teens. She is going over some of their decisions with Bryce, a new account executive at the agency who is fresh out of college.
Keshia has chosen to place the bulk of her client's ads in a magazine called "Hip," which caters to young women in the target audience. The client's budget is small and Bryce wants to be sure that the advertiser will be happy, so he asks Keshia a series of questions about her decisions.
1) Bryce says, "The client wants to be sure that for her money the ad reaches at least 600,000 teenaged women." "Hip" claims to only have a circulation of 500,000 copies. How does this make sense?" How would Keshia likely respond?
Circulation is not the same as readership. With secondary readership we will easily reach our goal.
While the ad will not reach 600,000 women, the ones that it does reach will probably post in social media.
I’ve made an error. I can add another magazine to the mix without spending any more money.
Magazines are never accurate about their actual circulation.
The client is mistaken about what her budget can accomplish.
2) Bryce is concerned that even the 500,000 circulation figure is inaccurate. "How do we know that is correct?" he wonders. Which of the following would likely be Keisha's response?
Magazine circulation is really not the important issue here.
Magazine circulation is calculated by an independent group.
Magazine circulation is reported by each magazine, but is audited.
Magazine circulation is verified by the IRS.
Magazine circulation is indeed impossible to estimate.
3) Bryce is concerned about just how involved readers of "Hip" are with the magazine. "Can we be sure that teens really read this publication?" he asks. Keisha could provide strong evidence that readers are involved by pointing out that
most readers of “Hip” get it for free.
most readers of “Hip” get it for substantial discounts.
most readers of “Hip” buy it at stores or newsstands.
most readers of “Hip” subscribe to the magazine.
most readers of “Hip” read it online.
4) Bryce knows that back-to-school sales are very important for the client and that most teens make their back-to-school choices in August. He notices from Keisha's insertion order that she has picked a cover date of October. "We'll miss back-to-school!" he exclaims. Keisha should point out that
October is also a good month for back-to-school sales.
the on-sale date for the magazine is August.
the audience will probably keep the magazine around until the following August.
it’s cheaper to buy ad space in August even if it is not ideal.
the closing date for the magazine is August.
5) Bryce asks about the cost efficiency of the ad in "Hip." Keisha tells him the ad will circulate to 500,000 teens and costs $10,000. Bryce wonders why Keisha did not choose a competing magazine, "Teen Girl," which would have only cost $1,500 and has a circulation of 50,000. To defend her decision on the basis of cost efficiency, Keisha should point out that
It might be better to buy both magazines if they want to save money.
"Hip" and "Teen Girl" are essentially arbitrary choices since they reach the same audience.
Bryce is right and they should cancel the “Hip” media buy.
"Hip" circulates to more young women, so it is a better choice.
"Hip's" CPM is $20, while "Teen Girl's" is $30.