ADV Final Exam

*Bring a calculator

Media Classes (types of paid media)

different classifications of media
-the advertising classes: television and radio (video based except Youtube), print (magazine and newspaper), OOH, direct mail, internet (display ads or search ads ex google search)
-know key strengths and weaknesses in each of those
-key strength in TV: sigh, sound motion, great for showing products in us. downside: more expensive in media and production costs
-radio: frequency medium (hear ad numerous times), drawback: not having sight not using many senses
-print: newspaper (come out frequently ex: LA Times everyday). downside: black and white mostly, quality of printing is not as good dryest. Magazine: higher quality in printing process production than newspaper, downside: takes a long time

TV and radio

-key strength in TV: sigh, sound motion, great for showing products in us. downside: more expensive in media and production costs
-radio: frequency medium (hear ad numerous times), drawback: not having sight not using many senses

Ratings

TVHH: TV households. A percent of the TV households were watching that show. A rating of 19 in Los Angeles, 19% in Los Angeles. Local ratings are different than national.

AA

measures Average Audience of a show. specific in radio

Nielsen

does ratings in television. one of the largest measuring companies for TV

AQH

measure Average Quarter Hour, might be alot higher. Specific to radio

Magazine

Magazine: higher quality in printing process production than newspaper, downside: takes a long time

Newspaper

-print: newspaper (come out frequently ex: LA Times everyday). downside: black and white mostly, quality of printing is not as good dryest.

OOH

Out of Home. billboards, skywriting, electronic or print. lot of people commute everyday. build up frequency quickly. not on the road to look at billboard want to get somewhere. Not the focus. Audience measurement: DEC (daily effective circulation) for billboards

Direct Mail

benefit: know exactly where it's going by their address does help with targeting. don't pay media cost except for printing and postage

Yellow Pages

the section of a telephone book that lists businesses and professional firms alphabetically by category and that includes classified advertising

audited Circulation

typically measure the amount of time you get the magazine. More trustworthy

total readership

an estimate of how many readers a publication has.

passalong

measures the percentage of people who pass a file, message, forward emails, and web links

DEC

(Daily Effective Circulation) the average number of passers by person in cars or other vehicles, that could potentially be exposed to an advertising display or billboard

Digital display

an online form of advertising in which the company's promotional messages appear on third-party sites or search engine results pages such as publishers or social networks

search

a marketing technique that involves placing digital advertisements inside search engine results

email

a type of marketing performed via email whereby the recipient has consented to receive promotional messages from a brand

paid social

the practice of displaying sponsored advertising content on third-party social networking platforms with the goal of targeting specific customers

viewers/visitors

the number of times your ad has been viewed

page views

metrics used to measure how many times a webpage loads or reloads, regardless of how many times a single user views a page in any amount of time

duration of visit

PPC

Pay, Per, Click. pay higher rate but only when they click on the ad. analyze which is the more effective one

CPM

Cost Per Thousand Audience
lower CPM more efficient, higher the less efficent
(Cost goes on top, audience bellow) *1000

"buy most with the least"

which is the most cost effective

Quantative vs. qualitative

qualitative: making decisions based on the way we feel or think
quantitative: based on numbers
-when were doing media use both

WOM

word of mouth

strengths/weaknesses of media classes

display ads

banner ads or video preroll ad. benefit of internet: small ads or big ads and pay for the impression we get, give people more information immediately. great data we can get from it. downside of internet: small or short ads, easy to click away especially youtube ads we can skip it.

search ads

google ads typically no pictures. Benefit: strike while the iron is hot. downside: subject to technology

SEO

Search Engine Organization

SEM

Search Engine Marketing

Internet

a collection of computers that are connected. transport data

web

any form of Internet based marketing. digital marketing that is intentionally sent or displayed to you on third-party online patforms or websites, which we believe would be relevant to you based on your interests

spiders

is a program that visits Web sites and reads their pages and other information in order to create entries for a search engine index

crawling

the process where an automated program goes through a website and maps it out for a search engine

pop up ads

ads that open in a new window during an online browsing session

retargeting

go to website, look at product (blue backpack), and then look at a different website (surfing), and then theres an ad (blue backpack) that you were looking at the original website. Follow you on the internet and target you again. Only internet. unique IP address.

*Putting stuff in shopping carts

conversion

to buy, acquisition, for someone to buy the product do what we ask of them

CTR

Click Through Rate. What percentage of people see an ad click on it? 5-7% stellar

web 1.0 vs 2.0

1.0-
2.0
3 major changes for 2.0
-people could connect and converse
-content: UGC (user generated content)
-commerce (much easier to buy on internet)

Native Advertising

look like your going to click into an article. looks like native content of the website but its really ad. Make something look like an article. clickbait. trickster

rich media

banner ads now its not a static picture it can now be animated, flash

VOD

Video On Demand. wanna watch press the buttom and it will pay for me. don't have to wait

OTT

Over The Top. streaming video channels not through the internet. like apple Tv. Disney +

Social Media

can be viewed as owned media: own instagram account for my own company
can be earned media: people can comment on the media about company
can be shared media: people can share the media
can be paid media: buy advertising on social media

NFC

Near Field Communication. Apple Pay put phone near and it knows.

International Marketing

booming, selling outside of country and sell to us. global economy, global sourcing, easy to pay for things around the world, communication is easier.
-culturally mixing, accepting about other cultures in general

International Advertising

a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries

3 Approaches

globalize: we export our brand
localize: change the name
glocalizing: do combination of both. keep certain aspects of the brand but allow them to make a few changes.

ethics

general arguments for and against advertising
-generally considered good thing
-ads can be deceptive, untruthful, breaking laws, offensive
-but sometimes just uses bad taste (not illegal) don't regulate taste in US
-creates materialism (True)
-ultimately lowers price of products (True) C
-provides us information (True)

CSR

Corporate Social Responsibility. as a company do some good things

6 pillars of corporate citizen

trust, respect for customers and audinece, responsbile in advertising, fair and balanced, caring of audience, good citizen do things right for society

triple bottom line

people, profits, planet.

2 Key forces causing rise of advertising

-an economy where supply supasses demand (made or grew more than we needed and sell over leftovers)
-a centralized market

John Wannamaker Quote: “half of my advertising

○ Late 1800s merchant, Postmaster General, marketing advocate
○ “Half of all my advertising is wasted. I just don’t know which half.”
○ This is why we study advertising
○ He would spend a lot of money on advertising some of it didn’t work and
some of it did
We scientifically look at things and cognitively look at how people respond to ad

Advertising-US and Global Spending:

US spending 300 to 400 billion dollars, Global spending: just double it 700 to 900 billion dollars

Marketing as “demand creation”:

● creating customers, or trying to create customers
● activity, set of institutions, and processes for creating, communicating, delivering, and exchangiong
offerings that have value for
○ Customers, clients, partners, and society at large

Marketing as “exchange”:

core of that exchange in value company wants something of that purchase (money), and customer wants
a good service or product
● Involved 2 or more parties with:
○ Something of value to one another
○ Desire and ability to give up something to other party
○ Way to communicate with each other

*Advertising definition:

Paid, placed, and purposeful communication with an intent of persuasion (controls the message),
advertising is one component of marketing

Marketing as “umbrella”:

● everything is under it

Benefits + Costs= Value:

● think abbout what you get from that product or service and the cost equals the vaue. Cost is never theissue value is usually the issue. Value: customer’s perception of benefits of product or service against
cost of acquiring and consuming it
● Benefits are functional, experimental, and/or psychological
● Costs include money paid for:
○ Acquiring a product or service or information about it
○ Making the purchase and learning to use it
○ Maintaining and disposing of product

*IMC definition:

coordination and integration of all communication efforts into a seamless program designed to
maximize the impact on customers, and to stakeholders (ad, pr, and marketing interact and are similar,
but not the same)

*PR Definition:

(Public Relations): planned process in communication to influence the public/audiences. Not getting paid to place instead, act to influence the audience to get people to write about it (Not paid for it in the same way) (many different audiences), sell an idea

4 P’s of Marketing Mix:

4 P’s: product, price, place, and promotion (most important in communication division)

Brands

(the more you like the brand the more value it has), a brand is any product or service that is uniquely identified. Brand is also how we live it.

Branding

is the act of creating or fufilling a brand, is like investing in stocks

brand identity

is all the things that make the brand unique: logo and sound

Brand equity:

quality of the brand that either adds or subtract value from the brand: for example coca
cola machine in walmart and sams cola. Both were almost identical but coca cola gets more for more
than a dollar, why? Because theres brand equity we recognize coca-cola

brand parity

we don't want it, the brand is the same as everyone else

The promotional mix

(textbook look at the chart and or slide) what are the IMC tools we use? Digital marketing, direct marketing (similar to 7 pillars of IMC), avialable tools in the IMC world

Hemsworth’s 7 Pillars of IMC:

○ Advertising
○ PR: CSR (corporate social responsibility, companies trying to do the right
thing)
○ Non-advertising promotion: something doesn't fit nicely in marketing or PR
but still in place (coupons, discounts)
○ Personal selling
○ events/experiential
○ Social media
○ All other: packaging, branding, POP (point of purchase), content marketing

National, regional, local advertising

all advertising is not the same, local: LA, hyper-local: malibu, buy ads all shapes and sizes. Advertising
is business to business or business to consumer

B2B & B2C

business to business (advertise to the trade or) and business to consumer

Direct Marketing

the business of selling products or services directly to the public. EX: by mail order or telephone selling, rather than through retailers.

direct response

to a consumer and looking for an end result for a consumer to buy a product immediately (800 number, click here, little teeny pictures of credit cards on a website ad) buy right now

Brand awarness

the degree to which consumers recognize a product by its name

Touch point-company created, intrinsic, unexpected, customer-initated:

● Any time a consumer has interaction purposeful or not with a brand: goes to website, sees a billboard,
any time place an ad create a touch point
● Intrinsic: we expect them to ask about their “Nordstrom product”
● Unexpected: someone goes into a sporting good and the customer ask for something they don’t know
what their looking for.
● Your being allowed to go find information is more effective then pushing information

Sales Promotion and Publicity:

● publicity is a form of PR
● publicity: getting people to pubilicze information
● Sales promotion: more specific, a way for us to create extra value for a short amount of time, buy 2.69
for a monster or buy 2 for 4 dollars. Add value, boost their sales, limited period of time

Paid Media, Owned Media, Earned Media:

Examples:
Paid media is advertising
Earned media: PR gives information and that information is good enough for that influencer, newsletter likes
the information
Owned media: Your youtube channel, blog
Shared Media: social media ( a company can post things and we can post things)

Art vs science:

● is advertising art or science? ITS BOTHHHHHHHH
● Omnichannel: ability for a company to sell their product or service through multiple platforms. Store
and online also, several channels
● brick and mortar: regular physical store
● click and mortar: physical store and internet
● pure play: company that only sells online

Advertising in Marketing Context:

● advertising dosen’t work in a vacuum, need to do research and purpose and vision and goals and
mission, what are they doing right now to achieve those goals and values and business plan and
marketing plan and advertising plan. Everything needs to work together (ecosystem) to be effective
● Vision statement (future plan)
● Mission statement (what are we doing in the now to get us there)
● Goals
● Objectives (beneath this goal, objectives to reach those goals)
● Business plan
● Marketing plan
● Advertising plan

Problems and Opportunities (analysis):

● problem identification: solving a problem selling something fulfilling that need or want (needing a more
reliable car, better gas mileage). Take a consumers problem and create a product to solve that problem
● Opportunity: come up with a product is getting a customer a new opportunity not really solving a
problem
○ Market opportunities are areas where:
■ There are favorable demand trends
■ Customers’ needs and opportunities are not being satisfied
■ A firm can compete effectively
○ Steps to identify market opportunities:
■ Examine the marketplace
■ Observe demand trends and competition in various market segments

Target Marketing process

-a target audience is a group of people we chose
-target marketing is the act of focusing advertising and marketing efforts on a specific and definable group (verb)
-target marketing is a marketing strategy that breaks a market into segments and then concentrates marketing efforts on one or a few key segments consisting of the customers whose needs and desires most closely match your product or service offerings

target audience

a group of people chosen by an advertiser or marketer who will receive focused marketing efforts (noun)

Segment, target, targeting, positioning

-segment the market
-target a segment (chopping into different groups)
-position: we "position" our product or service for specific benefits to a target audience segment (position the product to that segment)
-communicate the positioning to the segment via advertising ex: apple customers

-Segment: take a world of people and segmenting them into different groups (men and women) of who we are talking to and target them and position the product or service and communicate
-Target: choose one
-Position: the product of service to satisfy their need. Talk about that product in the way that the customer wants to hear about that product this is called positioning.
-Communicate: that positioning to the customer

Demographics, psychographics, geographics, technographic, and buyer behavior:

● Demographics (describe a group of people quantifiable)
● psychographics (attitudes, thoughts, and feelings, habits that are less quantified: interest in the
environment)
● geographics (what is important in the sell or purchase of the products in the geography: where they use
the product, sell the product, etc)
● technographic (how and where they shop, how are they paying: credit card, cash)
● Buyer Behavior (how many items does the customer buy? (toliet paper example)

Generational targeting

● (look at the generations: gen z, millennials, gen x, baby boomers, great generation)
● looking at the the different generations and what they were doing at the time: how do we create a well
targeted audience?

Positioning, Repositioning:

● sometimes a company needs to or chooses to reposition itself: business servers, large screen desktop
computers, repositioning is when you change your positioning
● Repositioning
○ Altering a product’s or brand’s position due to:
■ Declining or stagnant sales
■ Anticipated opportunities in other market positions
○ Difficult to accomplish because of entrenched perceptions and attitudes toward the product or
brand

Distribution Channels

● different pathways for a product or service to be sold. Example: design bikes in LA, made in Taiwan,
China. These products come to us and to bicycle dealers, bikeshop is a channel of distribution
● Marketing channels (indepdent organizations involved in making a product or service available for use)
● Direct channels (directly deal with customers)
● Indirect channels (network of wholesalers and/or retailers)

push strategy/pull strategy

● Push think of where to sell the product, sell them alot of product so people can come to buy them
● Pull: advertise to customers in hopes they go to the store and ask for the product

USP

UNIQUE SELLING PROPOSITION the thing about your product that is unique that customers would put it in advertising

participants in IMC process

4 participants (know what they are)

3 perspectives-consumer, media, advertiser:

● a way for them to reach customers, customers look at Ad for entertainment, and media looks at it for
their product and what they have to sell (audience)

BWH’s-Full Service Agency Organizational Chart:

● creative department, account management department, media department, and general and
administrative department

Standard Agency Commission

ad is a cost and gives that rate. That rate an ad agency places the ad and the agency gives the money and the client receives the commission (know the three) 100-gross cost
15-commission that the commission
85-net costs
Standard agency commission is 15%

Consumer Decision Making Process/Model:

● research and internal search or external search or a product. Evaluate different alternatives ex: i can get
water, coffee, or tea. Then you make the purchase. And post purchase thinking:
Hierarchy of Needs: Maslows, bottom level are physiological needs: food safety and shelter advertising needs
appeal to the bottom level. But a lot of ads are higher than that which is self-actualization (I don’t need that but I
want that).
-difference between needs and wants

Selective exposure/attention/comprehension/retention:

we might choose to expose ourselves, or click out of it, youtube preroll ad and click out of it

Cognitive dissonance:

have you ever bought a product and questioned your decision. Not sure if its worth it? Not sure if I
wanted it

SEMDR (LOOK AT MODEL BC MIGHT NEED TO DRAW A CHART OF THIS)

● Source/sender (sends the ad) (person or organization that has information to share with another person or
group of people)
● Encoding
● M-messgae : contains information or meaning the source hopes to convey, includes: content, structure,
and design
● D-decoding
● R-reciever (gain some info or little info)
○ SEM (SENDER’S FIELD OF EXPERINCE)
○ MDR (RECEIVER’S FIELD OF EXPERINCE)
-noise: literal noise or figurative noise, billboards in Las Vegas
-feedback loop: can we give potential customers to talk to us