Advertising Principles Exam 3

Examples of media strategies

building brand awareness

counter a competitor's claims

reposition your brand

react to good or bad media publicity

establish an image and good feeling for your brand

Examples of below-the-line promotions for consumer packaged goods

desirable retail shelving

in-store promotions

coupons

events

Below-the-line promotion is called ________________________ because it is hard to measure it with traditional means.

Unmeasured

Examples of measured media

network tv

cable tv

spot tv

syndicated tv

network spanish tv

Internet (in some aspects)

net radio

spot radio

local radio (500 stations, top 28 markets)

magazines

local newspapers

spanish newspapers

national newspapers

Examples of unmeasured media

paid internet search

coupons

product placement

mobile advertising

social media

special events

What does media planning determine?

where and when the advertiser's money is spent

What does a media plan include?

strategy

objectives

media choices

media schedule for planning the message

What is the most obvious purpose of the media objective?

Reaches the target audience

What is a target audience defined by?

demographics

geography

lifestyle

attitude dimensions

usage category

GRP (Gross Rating Points)

is the product of reach times frequency

(GRP = r x f)

measures the intensity of one media plan compared to another

What type of measurement has received considerable criticism from both industry managers and academic researchers?

Recall

What is a strategic decision for ads in electronic media?

length of the ad

What is a strategic decision for ads in print media?

size of the ad

What is a form of "pull" media?

Internet media

What is "pull" media?

the consumer goes looking for the advertiser or advertising and thus "pulls" the brand to them

Ex: the way so many consumers seek out Super Bowl commercials posted by popular brands even before game day

What is "push" media?

traditional media

when the brand is "pushed" at the consumer

Ex: a 30 second television ad

What is the traditional dyadic brand relationship?

Brand to Consumer

What is the new brand community relationship aided by social networking?

Brand to Consumer 1 to Consumer 2

What are the three primary approaches to seeking out branded entertainment?

product placement

storyline integration

creating of original content produced by the brands themselves

What is one of the most important aspects of media scheduling?

creating a visual representation of the media schedule

What is the estimated advertising investments in the U.S.?

420.5 billion

mainly in television and digital

What is the difference between the first generation of the internet and 2.0?

First-generation was one-way messaging and online information retrieval

2.0 is what people are doing with technology and how they are using it.

UGC/CGC: user-generated content or consumer-generated content

mass collaboration of individuals simultaneously create value for themselves and others.

What the Web 2.0 environment promotes and is

What are social media platforms?

Twitter

YouTube

Facebook

Snapchat

LinkedIn

Pinterest

What are the types of media relevant to social media?

Earned

Owned

Paid

What is social media?

media designed to facilitate dissemination of content through social interaction between individuals, groups and organizations using Internet and web-based technologies to enable the transformation of broadcast monologues (one to many) into social dialogues (many to many)

a group of internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allows for creating and exchange of user-generated content.

What is at the core of social media?

individual empowerment and democratization of knowledge

consumers are content producers

What are the social media categories?

social networking websites and mobile applications

video and photo sharing via social media

blogs and microblogs

What are avatars?

consumer-generated images that an online user portrays, which may or may not accurate coincide with the consumers' "real identity"

online identity in some drastic cases is highly exaggerated from their "real identity" and instead display their desired identity

Why is it important to understand "real-world" identities and virtual identities?

"real-world" identities and consumer can have one set of views while the virtual identity of the same person can be different.

Behind the screen, a consumer may create a new identity, a new attitude, and in a sense become a different person while online.

Newspaper Ad Types

display ads, classified ads, inserts

Advantages of Newspapers

geographic selectivity, timeliness, creative opportunities, credibility, audience interest and demographics, cost

disadvantages of newspapers

limited segmentation, creative constraints, cluttered environment, short life

Advantages of Magazines

audience selectivity, audience interest, creative opportunities, long life

Disadvantages of Magazines

limited reach and frequency, clutter, long lead times, cost

Television Categories

network, cable, syndicated, and local TV, video on demand, satellite, web/tablet/smartphone TV

Advantages of TV

-creative opportunities

-coverage, reach, and repetition

-cost per contact

-audience selectivity

Disadvantages of TV

-fleeting message

-high absolute cost

-poor geographic selectivity

-poor audience attitude and attentiveness

-clutter

Measuring Television Audiences

TV households: Estimate of the number of households that are in a market and own a TV

Households using TV (HUT): Measure of the number of households tuned to a TV program during a particular time period

radio categories

-Networks

-Syndication

-AM vs FM

-Satellite

-Internet/Mobile

types of radio advertising

local spot radio advertising, network radio advertising, national spot radio advertising

Advantages of Radio

cost, reach and frequency, target audience selectivity, flexibility and timeliness, creative opportunities

Disadvantages of Radio

poor audience attentiveness, creative limitations, fragmented audiences, chaotic buying procedures

What are the types of digital ads?

social media ads

display/banner ads

pop-up and pop-under ads

What is the down side to display ads?

clutter

Who is a leader in paid search through Google desktop computers, generating more than 470 million clicks per year to bring customer to its e-commerce pages?

Amazon

What are the advantages of digital, social, and mobile media?

interactivity

target market selectivity

integration

and ease of use

What percent of social media users are ages 18-29?

88%

What percent of social media users are ages 30-49?

80%

What percent of social media users are over 65 years old?

34%

What is the most visited social media site in the United States?

Facebook

What is the average age game player?

30

What is the average age of the most frequent game buyer?

35

What is one of the cheapest marketing tools and provides the highest return on investment relative to other forms of online marketing?

Email

What are the advantages of email marketing?

Cheap

fast, flexible, and up to date

wide variety of scopes for design

enhanced campaign effective measurement (click through rates)

What are the disadvantages of email marketing?

spammers compromise privacy and attitudes toward email marketing messages

information overload

preventions of stealing emailed content

email limitations

What do most viral videos have?

humor appeal

What percentage of paid-search clicks come from mobile devices?

53%

What percent of mobil searchers call the business found on the search directly from Google Search?

70%

What percentage of Google searches are associated with location?

40%

How many smartphones are in use worldwide?

5 billion

Display advertising

a newspaper ad that includes the standard components for a print ad -- headline, body copy, and often an illustration -- to set it off from the news content of the paper.

Preprinted insert

An advertisement delivered to a newspaper fully printed and ready for insertion into the newspaper.

Free-standing insert (FSI)

A newspaper insert ad that contains cents-off coupons for a variety of products and is typically delivered with Sunday newspapers.

Classified Advertising

newspaper advertising that appears as all-spy messages under categories such as sporting goods, employment, and automobiles.

hyper-localism

The process where people will get their global and national news from the web but turn to local newspaper for items on sale at local stores.

pay-for-inquiry advertising model

A payment scheme in which a media company get paid by advertisers based solely on the inquiries an advertiser receives in response to an ad.

pass-along readership

people other than the primary subscriber who read a publication

Network television

a type of television that broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement

Cable television

A type of television that transmits a wide range of programming to subscribers through wires rather than over airwaves.

Video on Demand (VOD)

A cable television service that enables subscribers to watch a selection of videos at any time.

Television syndication

either original programming or programming that first appears on network TV that is then rebroadcast on either network or cable stations with pending distribution on the Internet.

Off-network syndication

Television programs that were previously run in network prime time.

first-run syndication

Television programs developed specifically for sale to individual stations.

Barter syndication

A form of television syndication that takes both off-network and first-run syndication shows and offers them free or at a reduced rate to local television stations, with some national advertising pressed within the program

Local Television

television programming other than the network broadcast that independent stations and network affiliates offer local audiences.

satellite and closed- circuit

a method of transmitting programming to highly segmented audiences

Narrowcasting

the development and delivery of specialized television programming to well-defined audiences.

Channel grazing

using a television remote control to monitor programming on other channels while and advertisement is being broadcast.

Digital video recorders (DVRs)

A computer-like hard drive that can store many hours of television programming.

TV households

An estimate of the number of households that are in a market and own a television.

Households using TV (HUT)

A measure of the number of households tuned to a television program during a particular time period

program rating

The percentage of television households that are in a market and are tuned to a specific program during a specific time period.

Progam rating = TV households tuned to a program

Total TV households in the market

rating point

A measure indicating that 1% of all the television households in an area were tuned to the program measured.

Example: CSI show = 19,500,000 = 20 rating

95,900,000

Share of audience

A measure of the proportion of households that are using television during a specific time period and are tuned to a particular program.

Share = TV households tuned to a program

Total TV households using TV

Example CSI Show = 19,500,000 = 30 share

65,000,000

Radio networks

A type of radio that delivers programming via satellite to affiliate stations across the United States

Radio Syndication

A type of radio that provides complete programs to stations on a contract basis

local spot radio advertising

radio advertising placed directly with individual stations rather than with a network or syndicate.

network radio advertising

radio advertising placed within national network programs

national spot radio advertising

Radio advertising placed in nationally syndicated radio programming

dayparts

segments of time during a television broadcast day.

Above the-line promotion

is traditional measured media advertising.

Agency of record

is the ad agency chosen by the advertiser to purchase media time and space; the agency may or may not also do the creative. They coordinate media discounts and negotiates all the contracts for the time and space.

Below-the-line promotion

for consumer package goods companies,_might be desirable retail shelving, in- store promotions, coupons, and events; for durable goods (cars) it might be for dealer incentives and financing incentives.

Between-vehicle duplication

the total gross impressions is the media weight. This doesn't mean that 30,450,000 separate people were exposed to the programs and magazines or that 9,176,300 separate people were exposed to the advertisements. Some people who watched TV program A also saw TV program B and read magazine 1, as well all other possible combinations.

Continuity

is the pattern of placement of advertisements in a media schedule. There are three strategic scheduling alternatives: continuous, flighting, and pulsing.

Continuous scheduling

is a pattern of placement of placing ads at a steady rate over a period of time. Running one ad each day for four weeks during the game show Jeopardy would be a continuous pattern. Similarly, and that appeared in every issue of people magazine for a year would also be this (continuous]

Cost per thousand (CPM)

is the dollar cost of reaching a thousand members of an audience using a particular medium. (the M in this comes from Roman numerals for 1,000)

Effective frequency

is the number of times a target audience needs to be exposed to a message before the objectives of the advertiser are met- either communication objectives or sales impact. Many factors affect the levels of this. New brands and brands laden with features may demand high frequency Simple messages for well-known products may require less frequent exposure for customers to be affected. Although analysts agree that one exposure will typically not be enough , there is debate about how many exposures is enough. A common industry practice is to place effective frequency at three exposures, but analysts argue that as few as two or as many as nine exposures are needed to achieve this. [effective frequency]

Effective reach

is the number or percentage of consumers in the target audience that are exposed to an ad some minimum number of times. The minimum-number estimate for this is based on a determination of effective frequency. If this is set at four exposures, then a media schedule must be devised that achieves at least four exposures over a specific time period within the target audience. With all the ad clutter that exists today, this is likely a much higher number; some experts have advocated six as a minimum.