At the recent Online Marketing Conference in San Diego it was interesting to hear a present educate the audience around advertising and other more traditional measurement metrics. But what was really interesting is that the majority of Internet marketers didn’t know these metrics. Things like Gross Rating Points (GRP) received very little hand-raises and Total Rating Points (TRP) was not even mentioned. Even the presenter had a few of the traditional media planning metrics defined incorrectly.
It’s important to understand all media measurement metrics as all media must be used and leveraged. Internet marketing is the channel of choice because it’s almost free and with some basic understanding you can be on your merry way. But it’s a double-edged sword. “FREE” means that everyone is on there creating more clutter. Understanding how to compare media channels and when to use them is important. Not every audience will be on the web all the time.
For those of you who have never taken a media planning and buying course, I recommend “Media Planning and Buying” by Arnold Barban. He was at the University of Texas when I was there and he made us buy his book. It’s easy to understand and use – I’ve let employees borrow the book over the years and have had to replace it twice.
For those of you who have taken the courses or understand the tools, you may just need a calculator tool that will help you perform some of the calculations. Go to the Media Planning/Buying Calculator website. There’s a simple listing of the various metrics and the calculators that help you plug in the numbers.
By understanding the benefits and key indicators of each media you will be able to determine which media will work best for you in any given situation.