Measuring Media Value

bananabuster

Hi All,

I'm looking for a bit of help here - I am studying marketing and PR at the moment and I have been asked to measure the media value of a campaign ie. newspaper articles, TV and online coverage - I know that there is different formulas for these but I am just a bit confused as to which ones to use - My course notes aren't very helpful so can anyone explain it in simple terms please?? Much appreciated!

IRE60

On a top level, i'd be looking at the reach of the media individually and collectively. I appreciate that adding press reach and TV coverage is a bit of a non-runner.
In reporting I'd:

List the publications and their last ABC (or indeed their Readership which would be better and higher in most cases), the page and the prominence of the article.
Likewise for the TV (reach, clip length etc) and Radio (listenership), online (Uniques per day- front page etc)

That would be a good start. But I'd also try and assess the fit - the relevance of the story to the publication - the audience and its fit with the clients product/service etc. Is it good/ok or useless.

The term "useless" in a report to a client is not a good thing - find a spin on why the publication was great!

jmcc

Perhaps break the process down like this:

Coverage: How many do they reach?
Demographics: Who do they reach? (Social classes/disposable income etc.)
Influence: Does it influence a purchasing decision?

Regards...jmcc