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Harmeet Bhatti, Jason Lalonde,Kareem Koubar, Katelyn Chagas

and Daniela Santia

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` Share of voice is an important indicator ofcompetitiveness

` Spend by medium shows advertising expenditure

by medium` Why it was important to learn this concept/topic to

complete this course, and for when you enter theindustry.

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PowerPoint Title Week

Media Spending 8

Worksheet Title Week

Media Spending 02 8

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` What does spend by medium mean? - How your budget is being allocated in a particular

medium.

`

What does share of voice mean? - The media spending of your brand when compared to

others in its category.

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` How is it read & calculated? Spend By Medium

x Based off your total media spending in each media

x You divide the specific Media by total Media spent

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` How is it read & calculated? Share of Voice

x Based offTOTAL spent in a specific media

x Divide brands spending on a media by total spending in that media

among all brands.

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SPEND BY MEDIUM

Company Division BrandDaily

Newspaper Magazine Out of Home Radio Total TV

PFIZER INC WYETH DIVISIONADVIL COLD & SINUSCAPLETS 0% 0% 7% 22% 71%

PFIZER INC WYETH DIVISIONADVIL COLD & SINUS LIQUIGELS 0% 0% 0% 0% 100%

JOHNSON & JOHNSON MCNEIL DIVISIONBENYLIN 1 EXT STRNGTH ALLIN ONE COLD&FLU CAP 0% 0% 19% 4% 77%

JOHNSON & JOHNSON MCNEIL DIVISIONT

YLENO

L CO

LD & FLU LIQUIDWITH COOL BURST 0% 0% 0% 13% 87%

0% 0% 10% 10% 80%

% ofMediums Used

SHAREOF VOICE

Company Division BrandDaily

Newspaper Magazine Out of Home Radio Total TV

PFIZER INC WYETH DIVISIONADVIL COLD & SINUSCAPLETS 0% 0% 22% 66% 28%

PFIZER INC WYETH DIVISIONADVIL COLD & SINUS LIQUIGELS 0% 0% 0% 0% 18%

JOHNSON & JOHNSON MCNEIL DIVISIONBENYLIN 1 EXT STRNGTH ALLIN ONE COLD&FLU CAP 0% 0% 78% 17% 39%

JOHNSON & JOHNSON MCNEIL DIVISIONTYLENOL COLD & FLU LIQUIDWITH COOL BURST 0% 0% 0% 17% 15%

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` They are both very similar as the numbers are thesame. The perspective is what makes themdifferent, so its important to not confuse them.

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` Explain the concept.

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` What should you spend the most time studying?

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` In TV, Dells Share ofVoice is 37.6%. Which means what? A) 37.6% of the computerTV market is owned by Dell B) Dell spends 37.6% of their budget in TV C) 62.4% of the computerTV market is Dells D) Dont know ; wasnt watching your presentation

` In Radio , Dells Spend by medium is 23.6%. Which meanswhat? A) Dell spends 23.6% of their budget in Radio B) Dell spends 23.6% of their budget in all other mediums C) Dell spends 76.4% of their budget in radio D) Dell spends 23.6% of their time spending

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` Kareem and Jason have a car dealership that theywish to advertise through Newspaper, OOH andRadio. They have $100,000 to spend. They put$25,000 into Newspapers, $25,000 into OOH and$50,000 into Radio. What are their Share ofMediumfor their media choices? (In order)

`

a) 25% Newspaper, 25% Radio, 50% OOH

b) 50% OOH, 25% Radio 50% Newspaperc) 25% Newspaper, 25% OOH, 50% Radiod) 100% total spend

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` Include a one page activity (not multiple choice)for students to complete.

` Students will complete the activity during the 2nd

hour of class, and members of each group willcirculate the room to help.