Do You Know Your Real CPM? (Cost per Motor-Head)
Do You Know Your Real CPM? (Cost per Motor-Head): How to figure advertising cost per thousand is a white paper from Frank McGonagle.
From the article:
When I talk with automotive and performance company executives, they can tell me to the penny what it costs to buy material used in the production of their products. It always surprises me that when I talk to these same executives about advertising costs, many have little awareness of what their company is spending, even though they may be laying out hundreds of thousands of dollars—or even millions—per year.
Measuring media costs doesnʼt take a Ouija Board. It does take asking a couple of specific questions:
• Who is Your TARGET AUDIENCE?
• Who are most likely to specify, by brand, the kind of products you sell?The next step is to develop a description, or profile, of the typical consumer who buys your products.
Download the white paper here.
About the Author
Frank McGonagle, CEO of Brenton Productions, Inc., has over forty years of marketing experience. For 25 years he managed the marketing communications program for Honeywellʼs automotive division (Fram, Bendix and Autolite). He directed the Fram brand entry into consumer advertising with the famous television advertising campaign for Fram oil filters with the slogan, “You can pay me now…or you can pay me later!”
Frank is also a seasoned marketer of television broadcast properties, including: Two Guys Garage, Truck Universe and Hi Rev Tuners for SPEED channel, as well as Shadetree Mechanic and Crank & Chrome that ran for ten years on SPIKE (formerly TNN.)
Frank was also responsible for the creation, production and networking arrangements for The Hidden Heroes of Racing; a top rated automotive series on TNN. His television production experience began in 1964 when he launched Fram oil filters into the television medium using a series of auto races produced and syndicated by Triangle Films. He has over 35 years of executive production experience. This includes the production of hundreds of television commercials and industrial films.
His former business affiliations include six years of consumer marketing management at Hallmark Cards as well as account executive on the Plymouth automobile account for the N.W. Ayer advertising agency. He also worked in merchandising and marketing management for Hunt Foods.
