Training Exercise #4: Using CPP Guide for an Agency Buy

Note: Example based on the following parameters You can substitute with information from an actual client or prospect and investment level relative to your station and market. Standard daypart definitions were used for this exercise. If yours differ, use those with the closest time definition.

Sullivan Agency
1510 Cosmos Lane, Suite 250---------- When: 4 weeks month after next.
Salt Lake City, UT 84101 ------------------- Description: Patio Furniture Sale
Ph. (801) 628-3333-------------------- Demo: A25-54 in the Metro
Fax (801) 628-3355 ------------------- Account ID # is SA250
Client: Woodinville Furniture ---------- Budget: $900/wk
Dayparts: W-F 6a-7p, Sat/Sun 10a-3p
CPP goal: Use the average CPP asked for in your market for A25-54.
Frequency goal of 3x per week.

Situation: This agency buys based on CPP. Three proposals will be created for presentation. The first will utilize days and dayparts the client has requested, while the other two will utilize days and dayparts that can also contribute to client's goals and come closer to meeting CPP. (Proposal #2 and #3 will be saved as Alternate Proposals.)

1. Select Sales Proposal, under the Sales menu. Click on the Grid View tab (top of screen). Double click on Flighted Weeks box (lower right). A calendar will pop up. Clear the previously selected week by clicking on the Clear All Selected Weeks button, or by clicking on the week on the calendar to take off the highlight. Select four weeks of next month by clicking on each on the calendar. The selected weeks will appear in the white box on the right hand side. Click OK. Click on the applicable rate class (lower left).
2. Click on Demo button (lower middle). The Survey Demo Selection menu appears. Click on most recent survey. Select the geography (Metro). Click on Adults. Scroll down Demographic Selections and click on desired demo (Adults 25-54). When finished, click on OK.
3. Click and drag on grid boxes (cells) representing Wed - Fri 6a-10a, 10a-3p and 3p-7p, Sat 10a-3p and Sun 10a-3p. They will become highlighted as you click on them.
4. After dayparts are highlighted, click on the down arrow located underneath the survey definition (bottom left). A drop down menu will appear. Click on the selection Investment Per Flighted Week from the drop down menu. Click in the little box to the right and type $900 (or whatever figure might be more appropriate for your station). The application will automatically schedule the spots based on demand, availability and price. Click on the Summary tab, (below the grid), to view details of Cost and Audience Information.
5. Since this is a buy where CPP is important, you may want to review the CPP by daypart cells to see if placing a few spots manually in various cells can lower the CPP. Click on the drop down arrow at the lower right where “Flighted Rates” appears in the window. Scroll up and select Cost Per Point. Now you see the CPP for each cell. You can move spots from more expensive CPP cells by double clicking on the cell and entering a lower value spot count. To put no spots in a cell, type “0” and hit enter. You may add spots to low CPP cells by double clicking and entering the new spot count. Watch the CPP total in the Summary area change as you change spot placement. Check the Average Frequency. The first number is the frequency over the flight, the second one is a per week frequency. The client is looking for a 3x average frequency per week.
6. If you want to show the client this portion of the schedule in the Grid View look, print the Sales Proposal. Click on Print button (lower right) and a Sales Proposal menu will appear. Enter additional header information and notes (name of client, description of proposal, etc.). For this exercise, click on all cost and audience information option boxes except Time Segment Rates. Then click Print.

Important Note: If asked to update printer settings, click OK. When Print Setup menu comes up, click Portrait orientation, and then click OK. The proposal in Grid View is now being printed.

7. Click on Apply button (lower middle). Your schedule can now be seen under the Proposal Details tab. Click on Set Probabilty and select Probability of Close Code and enter a Description. Click on Advertiser/Agency tab (top of screen) and enter account information. Click Save button at left-hand bottom of page after entering Advertiser information. Repeat same process for Agency information and click on that Save button mid-screen bottom. Click the lower right Save button to save the entire schedule with all Advertiser/Agency information. (Note, once you have entered the Advertiser and Agency information, for future use, it may be accessed by clicking on the drop down menu.)
8. To add Additional Notes to Proposal Details, click on Class Details tab (top of screen). Type in the field labeled Notes For Proposal.
9. Now you’re ready to print the proposal in the Proposal Details view. Click on the Proposal Details tab. Click Print button.

Important Note: If asked to update printer settings, click OK. When Print Setup menu comes up, click Landscape orientation, and then click OK. Notice that you can choose to add ratings information in the notes field, but you cannot select which type of ratings information. Since this is a direct customer, we’re going to leave the box blank. You also have sort options so that this printout can more closely mirror the look of your traffic orders. Some stations use this hard copy to hand into the traffic manager. The proposal in Proposal Details is now being printed.

In Grid View, click on New Proposal button and create Sales Proposal #2. Use the CPP guide to select dayparts.

10. To the right of the Apply button, there’s a small, square button. Click on it and a window appears. In the first white box, enter a Ceiling value for Cost Per Point or Cost Per Thousand. Below that, click on the drop down arrow and highlight the data type: CPP or CPM. Click the Select button to the right and the cells that meet your criteria will be highlighted. If CPP is the most important thing to the ad agency when placing a buy, then using the lowest CPP daypart cells will provide an option for the agency to consider.
11. At the lower right, select Investment Per Flighted Week from the drop down menu. Click in the box to the right and type $900 (or whatever figure might be more appropriate for your station). Click on the Summary tab, (below the grid), to view details of Cost and Audience Information.
12. Repeat remaining steps from Proposal #1 instructions.

    Important Note: When creating and saving more than one version of a proposal, be careful not to select the same Probability of Close Code for proposal #2, #3, etc. Save the first proposal with the appropriate probability of close code and select Duplicate Proposal, Alternate Proposal or None for the others (depending on the label given to that last option by your manager.). Putting a high probability of close on all 3 proposals will improperly overstate the amount of pending business.

In Grid View, click on New Proposal button and create Sales Proposal #3.

1. Use more days and dayparts than in proposal #1, but fewer than in proposal #2, choosing low CPP cells to add to the basic agency’s avail criteria. As an example, the selected dayparts for the agency’s third option may be Tuesday-Saturday 6a-12mid and Sunday 10a-3p, for instance.
2. Repeat steps from Proposal #1 instructions, saving this also at the last level of close probability.

COMPARE THE SCHEDULE INFORMATION (AUR, TOTAL SPOTS, SPOT ROTATION) Present each to the media buyer, explaining the benefits and let the buyer decide which is best for her. This comparison will most likely show Schedule #2 or #3 achieving the best bang for the client’s buck!

After saving a proposal, to print any of them in Grid View, click on Proposal List tab. Highlight the proposal you wish to print. Click on Grid View tab. Click on Collected Flights tab, (below the grid). Click on line of information containing desired flight. This will bring the saved Schedule back up on the grid. Click on Print button and choose the ratings information you wish to print. Click Print. Now highlight the second line under Collected Flights and go through the Print routine again.