Conversation with Gary Lico, creator of Forensic Files, at NATPE 2019

How you ever wondered how hit programs are created, produced and distributed? Or how deals with television stations, networks, and streaming platforms to air these programs are done? Meet Gary Lico. Gary is a 40+ year veteran of TV program sales, development, production, research, scheduling and even on-air talent hosting a TV talk-show.  Gary is … Read more

Application of Cost Per Point and Cost Per Thousand in Media Rates

In the previous video lesson, you learned how to calculate Cost per Point and Cost per Thousand. The question now is how to apply this analysis. This is what we call a cost-efficiency analysis. After you finish this video lesson, you will be able to understand the typical applications for the CPM and CPP analysis … Read more

Setting Budgets and Calculating Payout Points

What is Budgeting? Budgeting is the financial tactical implementation of a business plan, in this case, a media plan. To achieve the goals set in a strategic media plan, we are going to need some type of budget that finances the plan presented and ultimately sets measures and indicators of performance. Remember that the media … Read more

Understanding and Calculating a Net Promoter Score

The Net Promoter Score is a Key Performance Indicator or KPI measure that has gained traction by forward-thinking marketers. This is an excellent measurement to track over time and to keep on the positive side.  Net Promoter Score or NPS is a calculated number used nowadays by many companies as a customer feedback tool. The calculated … Read more

Calculating the Click Thru Rate, Conversion Rate and ROI for a Digital campaign

In this video lesson, you will learn how to calculate the Click Thru Rate, Conversion Rate and ROI or Return on Investment for a Digital campaign. The ROI applies to any campaign, online or offline, so understanding the concept and the formula should be able to assist you in applying this analysis to any campaign. 

Working with a Magazine Rate Card and Pass Along Readership

As we move forward to understanding all media, we will study print and a very simple lesson in working with magazine rate cards. In this video lesson, you will learn how to develop a magazine schedule using a rate card and calculating total print audiences integrating pass along readership.  

Understanding Television Audience Projections

The purpose of this lesson is to study the concept of audience projections in media planning / buying and selling, in this specific example, television ratings. With all media and marketing planning in general,  we are always planning into the future, thus the concept of projecting audiences is very important to understand. After you finish this … Read more

Understanding and Calculating an Index, BDI and CDI

The purpose of this lesson is to talk about a mathematical analysis called the Index. What I especially like about using an Index is that, when it is calculated, you can do automatically see, if the consumption of a product is average, above average or below average. It is an analysis used to make strategic … Read more