Media Marketing and Branding Study Guide Final

What does GRP Stand For

Gross Rating Points

When setting priorities for your promotion resources and attention you should focus on…

Shows with the biggest profit potential, shows that have desirable demos, specials that also support the brand.

What company handles ratings research?

Nielson. Tracks data from viewing on actual TVs, not mobile or desktop viewing.

Compelling versus informing in messages according to Graeme Newell:

Compel>Inform

The most effective promos are 75% emotional connection and 25% plot.

They compel you to care, then squeeze a little bit of info in.

Volvo "Epic Split":

Jean-Claude Van Damme x Volvo

They did it in 1 take, during sunrise, on two backward-driving semi-trucks.

Parodies of the Volvo "Epic Split":

- 21 Jump Street

-Chuck Norris

-ArtJail (VFX Studio)

-Delov Digital (Hungarian Animation Film)

Other SPOTS

1) The president of Volvo-Stood on a Volvo semi truck being hooked onto a crane over a big body of water.

2) Mathew McConaughey Lincoln Car Commercial

Considerations for deciding your brand messaging?

-Simplicity (of execution/logos)

-Relevancy

-Emotion

-Proper Positioning (showing the difference between you and your competition)

-Primacy/Being First

-Borrowing an established brand name (helps the new brand, but doesn't harm the established brand)

-teach something new (ex: weather)

What's WIFM?

What's In It For Me?

Ratings vs Share

Ratings - The percentage of all possible TV households or viewers in the country.

Share - The percentage of households or viewers actually watching TV at the time.

Trademarks & Logos

AKA 'Service Marks'. Any word, phrase, symbol, design, or a combination of these things that identify your goods or services. Used to distinguish you from your competition.

Ex: 'CBS' and 'NBC 5' rather than 'National Broadcasting Company'.

Legal Issues

1) Intellectual Property - Copyright and patents. Whoever was first to create the product gets the right to profit from it.

2) Trademarks - If your competitor tries to take your marks, you may have a violation case. Names and logos.

3) Slogans - Often too short for effective copyright protection. Trademark protection steps in to protect slogans the same as logos.

Examples of Trademark Infringement Cases

1) Papa Johns vs Pizza Hut (Pizza Hut sued Papa John's for their 'better ingredients/better pizza' slogan. Supreme Court declined to hear it. The slogan is still used today.

2) FIMCO vs John Deere

Deere sued FIMCO for them taking their iconic green and yellow color scheme that was trademarked in 1988. The colors were put in the exact same places, almost a complete carbon copy.

Result-FIMCO lost and changed their color to red.

3) Radio Shack vs Auto Shack

Auto Shack was sued by Radio Shack for trademark infringement. Auto Shack initially won, but Radio Shack's appeal was successful. So Auto Shack then changed their name to Auto Zone.

Direct to Consumer Marketing

Strictly online. They don't have a real(brick and mortar) store.

The Harmon Brothers SPOTS

Kickstart: "Orabrush" w/ Dr. Bob

Squatty Potty(pooping unicorn), Purple, ChatBooks, FiberFix, Poo-Pouri and Lume (Mando - men's Lume) (Posh British Woman).

Other Direct to Consumer(D2C) Marketers SPOTS

Dr. Squatch Soap - Raindrop Agency

Dollar Shave (club) - Michael Dubin (founder of Dollar Shave club

Avails

Availability aka an open spot where a promo can be scheduled.

Demos

Demographics. The age and gender of the people watching.

Flow

Moving audiences from show to show.

ROS

Run of Schedule. Refers to a promo scheduled at the discretion of a cable system to run anywhere on the schedule during any daypart.

Snipes

Pop-up graphic promoting another show. Ex: You're watching a show and in the corner, you see a pop up/'violator" for new episodes of another show in the fall.

Theft

The unauthorized use, copying, or distribution of your original media content, such as images, videos, audio, or text. "aka when the sales folks steal our inventory.

Retail

A graphic element with a place left open for a day, time, logo, etc. where the viewer can see it.

Disrupter Elements

Used to slow the pacing down, interrupt or emphasize (ex: the sound of a knife).

The most effective form of advertising your tv station…

On our own air time/tv station

The most common basic units of TV station promos are…

:30, :15, :10 and :05 ID

What does CPM stand for?

Cost per Mili (Cost per thousand)