Competitive Advertising Analysis Template by demandmetric

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									                                                                                           Competitive PR and Advertising Analysis

Instructions:

Use this tool to track your advertisements and public relations placements to compare your ad spend to PR ratio with your top competitors.

1. Review relevant publications for your industry to 'clip' advertisements and PR (articles, interviews, features, etc.) for your company and your competitors.

2. Determine the cost of advertising in each publication your are tracking by obtaining a rate card. Be sure to include discounts based on ad frequency in your
analysis.
3. Assume that equivalent ad value for PR is based on the full cost of a similar sized advertisement in that publication. (A 1/2 page story = 1/2 page color
advertisement)
4. In the 'Our Company' tab below, track each ad or PR placement and document the relevant information including ad cost and sentiment if it is a PR placement.

5. Repeat Step 4 for each of your top 2 competitors.

6. View the Dashboard that automatically calculates the results of the analysis and will determine each organization's ad spend/PR ratio.

7. Determine how to improve your ad spend/PR ratio.

8. Demonstrate how your organization is doing a great job with cost-savings by leveraging PR articles over ads.

9. Analyze who is spending the most amount of money on ads and assess their key messaging for competitive insights.

10. Present your analysis internally and share your insights regarding the competition.
                                                                                                      Competitive PR and Advertising Analysis

  Our Company
                                                                                                                                                   Equivalent Ad
  Date       Media Source               Page   Size         Ad/Article Topic            Journalist     Ad/PR    Sentiment      Cost for Ad
                                                                                                                                                   Value
##########   Online Magazine             54    1/5 Page     Key Success Factors         Jim Smith       PR       Positive                          $3,500

##########   Feature Story               12    3 Pages      Saving Money for Spring     Paul Peters     PR        Neutral                          $10,000

##########   Trade Journal               33    1/4 Page     Product Advantages                          Ad     Advertisement   $5,000

##########   National News Television   N/A    30 Seconds   CEO Salary Cuts             Nancy Ng        PR       Positive                          $45,000

  7/Apr/12   Trade Conference Sponsor N/A      Signage      Integration with Platform                   Ad     Advertisement   $2,000




                                                                                                                               Advertising Spend   Equivalent Ad Value
  Our Company - Total Ad Spend and Equivalent Ad Value from PR
                                                                                                                               $7,000              $58,500
                                                                                       Competitive PR and Advertising Analysis

  Competitor 1
                                                                                                                                    Equivalent Ad
  Date       Media Source           Page   Size        Ad/Article Topic   Journalist    Ad/PR    Sentiment      Cost for Ad
                                                                                                                                    Value
##########   Banner Ad on Website    54    1/8 Page    New Technology                    Ad     Advertisement   $6,000

##########   Interview with VP       45    1 Page      ROI                Jane Brown     PR       Positive                          $4,000

##########   Industry Magazine       7     1/4 Page    Solutions                         Ad     Advertisement   $5,000

##########   Trade Journal           16    Full Page   New Product                       Ad     Advertisement   $12,000

  7/Apr/12   Industry Magazine       34    1/3 Page    Promotion                         Ad     Advertisement   $2,000




                                                                                                                Advertising Spend   Equivalent Ad Value
  Competitor 1 - Total Ad Spend and Equivalent Ad Value from PR
                                                                                                                $25,000             $4,000
                                                                                      Competitive PR and Advertising Analysis

  Competitor 2
                                                                                                                                   Equivalent Ad
  Date       Media Source          Page   Size        Ad/Article Topic   Journalist    Ad/PR    Sentiment      Cost for Ad
                                                                                                                                   Value
##########   Industry Newsletter    1     1/8 Page    Free Trial                        Ad     Advertisement   $5,000

##########   Trade Magazine         23    1/3 Page    New Regulations    Tony Lang      PR       Positive                          $3,000

  7/Apr/12   Whitepaper Website    N/A    1/16 Page   Case Study                        Ad     Advertisement   $2,000




                                                                                                               Advertising Spend   Equivalent Ad Value
  Competitor 2 - Total Ad Spend and Equivalent Ad Value from PR
                                                                                                               $7,000              $3,000
Who is best leveraging Public Relations to save money on Ad spending?

Organizations                            Ad / PR Ratio    Ad Spend       Equivalent Ad Value Total Ad Value     Analysis

Our Company                                    12%         $7,000                $58,500           $65,500      Very good job using PR to save money

Competitor 1                                   625%        $25,000               $4,000            $29,000      Spending a lot on advertising currently

Competitor 2                                   233%        $7,000                $3,000            $10,000      Good ratio, but limited activity



        Our Ad Spend/PR Ratio                            Competitor 1 Ad Spend/PR                            Competitor 2 Ad Spend/PR
                                                                   Ratio                                               Ratio
                         $7,000
                                                                    $4,000

                                                                                                                  $3,000



                                                                                                                                      $7,000
                                                                               $25,000
               $58,500




                                                          Ad Spend           Equivalent Ad Value              Ad Spend          Equivalent Ad Value
      Ad Spend           Equivalent Ad Value
                                              Ad                    $3,500
                                                                                                  % Ad/PR      50% Ad / 50% PR

								
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