Provide a 300 words response to the following. Please separate your answers by the parts of the question.
Assignment #1 – SRDS Media Buying Database
SRDS Media Solutions is a valuable resource for marketers and advertisers. As the largest and most comprehensive database for media rates and information in the world, SRDS provides a wealth of information to help construct a marketing plan.
You first need to get into the SRDS database provided by the library. Here’s how to do it:
- Click on this link Links to an external site.
- Click on the Library Access and Information link
- Choose “Find E-Resources” in the left side menu bar
- Click on “Business”
Once you are at the Business Library E-Resources site:
- Scroll down and click on SRDS (this will open a new window)
- You should now have the SRDS Database open
PART 1 (3 points):
Once in the SRDS Database, click on Magazines, then Consumer Magazines in the Drop Down Menu (see the screenshot here
). On the left side of the page, under “Category,” click on “Select Consumer Classes” and select any magazine class that interests you, scroll to the bottom and select “apply.” Now, choose any one of the magazines in that class.
- Which magazine did you choose?
- What is the price of a 1-page, 4-color ad in the magazine that you chose? (use 1 ti –which stands for a “1 time purchase” of an ad). You will find this by clicking on the RATES & POLICIES tab.
- What is the Total Circulation (which means the number of issues sold) of the magazine you chose? You will find this by clicking on the CIRCULATION tab. Please use the TOTAL Circulation if possible.
- Now, you are going to look up a specific magazine: Good Housekeeping. You can type that in the search bar. Once the results show, you may have to scroll down to find Good Housekeeping. What is the cost for a full page COLOR RATE (1 ti.) in that magazine?
- What is the Total Circulation of Good Housekeeping?
PART 2 (3 points)
Now we’ll search newspapers.
Go back to the home page (click on the SRDS logo at the top left of the screen). In the CATEGORIES & MARKETS submenu, click on NEWSPAPERS and then a pop-up screen should appear. Click on NEWSPAPERS, REPS & PRESS ASSOCIATIONS. Once you are at that new screen, use the search bar near the top of the screen to type in the names of the newspapers listed in the questions below in order to get the answers.
You need to search for the Detroit Media Partnership (this is the combined Detroit News & Free Press).
- What is the cost of a full page color ad in a Sunday edition? You will find this by clicking on the RATES & POLICIES tab.
- What is the Print Paid Circulation for the Sunday Edition? You will find this by clicking on the CIRCULATION tab.
You need to search for Fraser-Clinton Chronicle. Please note that you must search for this exactly including the dash, no “the” and no “s” at the end of Chronicles.
- What is the OPEN RATE cost of a full page black and white ad? You will find this by clicking on the RATES & POLICIES tab and it is listed under OPEN RATE.
- What is the Total Circulation for the Wednesday Edition? You will find this by clicking on the CIRCULATION tab – use the AAM-Newspaper Circulation number.
PART 3 (4 points)
- Do you think advertising in print (magazines and/or newspaper) is worth the cost? Why or why not?
- What type of company should advertise in a magazine? Why? (think in terms of budgetary considerations, types of products, number of locations, etc.)
- What type of company should advertise in a newspaper? Why?
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