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Press advertising scorecard

Report includes: 1 month(s) 49 day(s), from 05.04.2008 to 24.05.2008

Name

Start value

End value

Dynamic

Contains

Press advertising scorecard

41,22 %

58,27 %

+ 17,05 %

Finance perspective	(48,6%, -14,76%)
Internal perspective	(48,3%, -14,47%)
Growth and development perspective	(82,3%, 51,48%)
Customer perspective	(56%, 31,51%)

Graph for Press advertising scorecard

Data for Press advertising scorecard

Dates	Value
05.04.2008	41,22
12.04.2008	52,14
19.04.2008	54,44
26.04.2008	34,35
03.05.2008	59,88
10.05.2008	48,65
17.05.2008	48,64
24.05.2008	58,27

Finance perspective

Name

Start value

End value

Dynamic

Parent

Contains

Finance perspective

63,39 %

48,63 %

-14,76%

Press advertising scorecard

Indicators

Cost per thousand (CPT)

Cost of advertising to sales volume ratio

Cost of press advertising to number of sales ratio

CPT to Growth in inquiries ratio *

* - Information for this metric is limited in sample report

Graph for Finance perspective

Data for Finance perspective

Dates	Value	Weight
05.04.2008	63,39	2
12.04.2008	28,05	2
19.04.2008	24,04	2
26.04.2008	30,71	2
03.05.2008	59,43	2
10.05.2008	64,84	2
17.05.2008	43,6	2
24.05.2008	48,63	2

Cost per thousand (CPT)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Cost per thousand (CPT)	61,2	26	-35,2	Score	Minimize	Finance perspective

Description Average cost of reaching 1 000 individuals from a target group. CPT amounts to costs of advertisement divided either by reach of a medium or by its print run and multiply by 1000.
Target description USD

Graph for Cost per thousand (CPT)

Data for Cost per thousand (CPT)

Dates	Weight	Min	Max	Value
05.04.2008	2	0	100	61,2
12.04.2008	2	0	100	96,6
19.04.2008	2	0	100	57,9
26.04.2008	2	0	100	12
03.05.2008	2	0	100	71,5
10.05.2008	2	0	100	0,4
17.05.2008	2	0	100	51,5
24.05.2008	2	0	100	26

Cost of advertising to sales volume ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Cost of advertising to sales volume ratio	41,293	91,288	+ 49,99	%	Minimize	Finance perspective

Description total expenditures on advertising in press in comparison with sales volume following the campaign
Target description %

Graph for Cost of advertising to sales volume ratio

Data for Cost of advertising to sales volume ratio

Dates	Weight	Min	Max	Value
05.04.2008	2	1	100	41,293
12.04.2008	2	1	100	85,546
19.04.2008	2	1	100	90,1
26.04.2008	2	1	100	67,033
03.05.2008	2	1	100	92,278
10.05.2008	2	1	100	22,285
17.05.2008	2	1	100	56,638
24.05.2008	2	1	100	91,288

Cost of press advertising to number of sales ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Cost of press advertising to number of sales ratio	3,3	8,9	+ 5,6	Score	Minimize	Finance perspective

Description Cost pr ad/ Sn ratio indicates the cost per sale (if the campaign is running exclusively in press or/and there are loose inserts that allow for this evaluation) if it decreases it means that the number of customers is growing (together with a number of new customers) and that the advertising is efficient.
Target description USD

Graph for Cost of press advertising to number of sales ratio

Data for Cost of press advertising to number of sales ratio

Dates	Weight	Min	Max	Value
05.04.2008	3	0	100	3,3
12.04.2008	3	0	100	28,5
19.04.2008	3	0	100	91,4
26.04.2008	3	0	100	89,9
03.05.2008	3	0	100	22,3
10.05.2008	3	0	100	5,7
17.05.2008	3	0	100	60,8
24.05.2008	3	0	100	8,9

Internal perspective

Name

Start value

End value

Dynamic

Parent

Contains

Internal perspective

62,81 %

48,34 %

-14,47%

Press advertising scorecard

Indicators

Actual number of ads/ to number of ads planned

Budget allocated for press advertising to budget actually spent

Number of hours allocated/ spent on copywriting and design

Percentage of mistakes in press ad placement not perceived by the customers *

* - Information for this metric is limited in sample report Description Press advertisment placement from the point of view of the internal process optimization.

Graph for Internal perspective

Data for Internal perspective

Dates	Value	Weight
05.04.2008	62,81	2
12.04.2008	65,24	2
19.04.2008	59,55	2
26.04.2008	58,53	2
03.05.2008	43,89	2
10.05.2008	17,16	2
17.05.2008	47,66	2
24.05.2008	48,34	2

Actual number of ads/ to number of ads planned

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Actual number of ads/ to number of ads planned	90,85	90,9	+ 0,05	%	Maximize	Internal perspective

Description As a rule, the Marketing Communication Plan identifies the strategies, objectives, budgets and the range of the marketing communications activities, including advertising in press. If this number of activities is significantly low or above the specified, it is the reason for making inquiries into the work of marketing and advertising departments.
Target description Ideally, this ratio should equal to 100%.

Graph for Actual number of ads/ to number of ads planned

Data for Actual number of ads/ to number of ads planned

Dates	Weight	Min	Max	Value
05.04.2008	2	50	100	90,85
12.04.2008	2	50	100	62,6
19.04.2008	2	50	100	96,75
26.04.2008	2	50	100	80,5
03.05.2008	2	50	100	57,75
10.05.2008	2	50	100	64,35
17.05.2008	2	50	100	55,35
24.05.2008	2	50	100	90,9

Budget allocated for press advertising to budget actually spent

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Budget allocated for press advertising to budget actually spent	86,25	61,5	-24,75	%	Maximize	Internal perspective

Description As a rule, the Marketing Communication Plan identifies the strategies, objectives, budgets and the range of the marketing communications activities, including advertising in press. If the budget spent is significantly low or above the specified, it is the reason for making inquiries into the work of marketing and advertising departments.
Target description Ideally, the ration should equal to 100%

Graph for Budget allocated for press advertising to budget actually spent

Data for Budget allocated for press advertising to budget actually spent

Dates	Weight	Min	Max	Value
05.04.2008	3	50	100	86,25
12.04.2008	3	50	100	92,9
19.04.2008	3	50	100	91,85
26.04.2008	3	50	100	64,05
03.05.2008	3	50	100	65,85
10.05.2008	3	50	100	60,35
17.05.2008	3	50	100	78,85
24.05.2008	3	50	100	61,5

Number of hours allocated/ spent on copywriting and design

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Number of hours allocated/ spent on copywriting and design	115,4	114,8	-0,6	%	Maximize	Internal perspective

Description While planning the ad campaign in press it is vital to allocate enough time and resources in order to place the advertisements in due time. If the advertising department does not meet terms for deadlines, it means that there may be some inefficiency either in management or in the competence of personnel. Besides the overloads prior to deadlines may have negative impact on staff health and confidence and result in employee turnover.
Target description It should equal or be not less than 100 %

Graph for Number of hours allocated/ spent on copywriting and design

Data for Number of hours allocated/ spent on copywriting and design

Dates	Weight	Min	Max	Value
05.04.2008	2	50	150	115,4
12.04.2008	2	50	150	106,5
19.04.2008	2	50	150	81,3
26.04.2008	2	50	150	97
03.05.2008	2	50	150	138,6
10.05.2008	2	50	150	55,2
17.05.2008	2	50	150	73
24.05.2008	2	50	150	114,8

Growth and development perspective

Name

Start value

End value

Dynamic

Parent

Contains

Growth and development perspective

30,81 %

82,29 %

+ 51,48%

Press advertising scorecard

Indicators

Share of voice in press ad to competitors' share of voice ratio

Share of voice in press ad to share of market ratio

Description Press advertising placement and the opportunities for growth and development

Graph for Growth and development perspective

Data for Growth and development perspective

Dates	Value	Weight
05.04.2008	30,81	2
12.04.2008	82,27	2
19.04.2008	58,32	2
26.04.2008	46,25	2
03.05.2008	51,91	2
10.05.2008	24,19	2
17.05.2008	28,96	2
24.05.2008	82,29	2

Share of voice in press ad to competitors' share of voice ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Share of voice in press ad to competitors' share of voice ratio	38,8	193	+ 154,2	%	Maximize	Growth and development perspective

Description Total of all press advertising expenditures (press adspend) of the company in comparison to the press advertising expenditures made by main competitors. SOV indicates what company has more chances that its messages will be seen.
Target description SOVpr/Competitors' SOVpr equal to/more than 100%.

Graph for Share of voice in press ad to competitors' share of voice ratio

Data for Share of voice in press ad to competitors' share of voice ratio

Dates	Weight	Min	Max	Value
05.04.2008	3	0	200	38,8
12.04.2008	3	0	200	139,2
19.04.2008	3	0	200	114,4
26.04.2008	3	0	200	191,2
03.05.2008	3	0	200	20,8
10.05.2008	3	0	200	55,8
17.05.2008	3	0	200	6,4
24.05.2008	3	0	200	193

Share of voice in press ad to share of market ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Share of voice in press ad to share of market ratio	146,45	85,7	-60,75	%	Minimize	Growth and development perspective

Description Share of voice is the total of all press advertising expenditures (press adspend), that is all advertising by all players, analyzed in the proportions each player has made to the total and its relations to the market share.
Target description The ratio should equal to 100%, that is to say SOV=SOM, otherwise there appear a disequilibrium, though the company may choose to create it pursuing some of the strategies

Graph for Share of voice in press ad to share of market ratio

Data for Share of voice in press ad to share of market ratio

Dates	Weight	Min	Max	Value
05.04.2008	7	50	200	146,45
12.04.2008	7	50	200	68,45
19.04.2008	7	50	200	111,8
26.04.2008	7	50	200	162,35
03.05.2008	7	50	200	95,45
10.05.2008	7	50	200	166,1
17.05.2008	7	50	200	140
24.05.2008	7	50	200	85,7

Customer perspective

Name

Start value

End value

Dynamic

Parent

Contains

Customer perspective

24,54 %

56,05 %

+ 31,51%

Press advertising scorecard

Indicators

Percentage of mistakes that may be perceived by customers as mistakes

Reach (%) for press advertising

Awareness growth following the press campaign

Frequency to Growth in number of inquiries ratio *

* - Information for this metric is limited in sample report Description Press advertising from customers' point of view.

Graph for Customer perspective

Data for Customer perspective

Dates	Value	Weight
05.04.2008	24,54	4
12.04.2008	42,58	4
19.04.2008	65,14	4
26.04.2008	18,14	4
03.05.2008	72,08	4
10.05.2008	68,53	4
17.05.2008	61,48	4
24.05.2008	56,05	4

Percentage of mistakes that may be perceived by customers as mistakes

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Percentage of mistakes that may be perceived by customers as mistakes	97,4	52,7	-44,7	%	Minimize	Customer perspective

Description Everything in press ads that may have negative impact on the customer's perception of the company or its products (mistakes, wrong colors, etc.) arising either from the advertising managers' mistakes or from mistakes made by media.
Target description ideally, this ratio should equal 0.

Graph for Percentage of mistakes that may be perceived by customers as mistakes

Data for Percentage of mistakes that may be perceived by customers as mistakes

Dates	Weight	Min	Max	Value
05.04.2008	2	0	100	97,4
12.04.2008	2	0	100	57,3
19.04.2008	2	0	100	52,7
26.04.2008	2	0	100	99,8
03.05.2008	2	0	100	75
10.05.2008	2	0	100	15
17.05.2008	2	0	100	84,2
24.05.2008	2	0	100	52,7

Reach (%) for press advertising

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Reach (%) for press advertising	15,5	42,1	+ 26,6	%	Maximize	Customer perspective

Description Percentage of total number of individuals within target audience that have opportunity to see the advertising. It can be calculated as print run multiplied by the percentage of TA that may be covered by the medium
Target description to ensure that this percentage is as high as possible

Graph for Reach (%) for press advertising

Data for Reach (%) for press advertising

Dates	Weight	Min	Max	Value
05.04.2008	2	0	100	15,5
12.04.2008	2	0	100	95,8
19.04.2008	2	0	100	76,8
26.04.2008	2	0	100	47,5
03.05.2008	2	0	100	87,3
10.05.2008	2	0	100	38,8
17.05.2008	2	0	100	86,8
24.05.2008	2	0	100	42,1

Awareness growth following the press campaign

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Awareness growth following the press campaign	36,2	65,1	+ 28,9	%	Maximize	Customer perspective

Description As a rule, the increase in awareness is the main objective of the advertising campaign and the principal method to control its results
Target description This percentage must be as high as possible and meet or be about to meet the objectives of the campaign.

Graph for Awareness growth following the press campaign

Data for Awareness growth following the press campaign

Dates	Weight	Min	Max	Value
05.04.2008	5	0	100	36,2
12.04.2008	5	0	100	27
19.04.2008	5	0	100	71,7
26.04.2008	5	0	100	16
03.05.2008	5	0	100	95,1
10.05.2008	5	0	100	78,9
17.05.2008	5	0	100	70,3
24.05.2008	5	0	100	65,1

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 28.04.2008 23:56:24