J201 Lecture Advertising continued market segmentation identify segments of the market with supposedly similar wants and needs craft advertising content and placement to target these segments create distinct product brands for each segment demographics geographics and psychographics smaller ad buys over larger set of programs Values and Lifestyles VALS psychographic profile system for target marketing developed at Stanford University nonprofit SRI three different iterations since 1978 nine or so stereotypical normative US groups take the test online at www sric bi com VALS developmental psychology theories from Erik Erikson age based to Abraham Maslow need based Abraham Maslow s hierarchy of needs 1950s 1960s was actualizers was fulfilleds was strugglers VALS adds the human side of the equation preferences for control or freedom tradition or novelty information or stimulation hands on activity or intellectual abstractions where would you guess over 50 of all J201 students are J201 students Fall 2004 60 experiencer 16 innovator 17 striver 7 achiever 0 thinker 0 believer 0 maker 0 survivor innovator thinker based on 1998 audience study is advertising effective AIDA Attention Interest Desire Action awareness top of mind vs aided CPM cost per thousand viral marketing ad placement considerations reach frequency selectivity efficiency 22 Advertising Age FactPack IAG S TOP SPOTS OF 2005 THE AD AGE IAG 2005 RECALL REPORT focuses exclusively on TV ads breaking from Jan 1 Dec 31 2005 The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of the ad they were exposed to during the normal course of viewing TV These scores are then indexed against the mean score for all new ads during the time period Recall Index 100 equals average MOST RECALLED Blockbuster The Likability Score is the percentage of TV viewers who report to like an ad a lot among those who can recall the ad and its associated brand These scores are then indexed against the mean score for all new ads during the time period Likability Index 100 equals average For spots with varying durations or tags all versions are aggregated to yield one combined score All ads under consideration must meet a minimum survey sample size of 200 The Overall Top 10 Recall ranking is based on over 9 2 million surveys of TV viewers conducted between Jan 2 2005 and Jan 1 2006 MOST RECALLED ADS OF 2005 RANK adage com MOST LIKED ADS OF 2005 RANK BRAND AD BRAND AD DESCRIPTION INDEX 1 Blockbuster The End of Late Fees people celebrate when sign is revealed fireworks 280 1 Anheuser Busch Pe wa 2 Blockbuster Blockbuster com get rentals online men pick up and return movies in mailbox 247 2 Sprite Thi of 3 Hallmark Daughters tease Mom about romantic card from their Dad 235 3 Budweiser Cly ano 4 Capital One David Spade tells angry caller in office that he is the man in the yellow shirt 234 4 Coca Cola Po bab 5 Windex Birds play joke on man close glass door behind him he runs into door 234 5 M M s Da wit 6 America Online Two men in cafeteria ham sandwich and tuna comparison protection from spam and viruses 232 6 Real California Cheese Ha sid 7 Febreze Boy counting from 5 314 other boys hiding in closet 228 7 General Electric Eco wa 8 Subway Toasted Subs cop investigates parked car rolls down car window to reveal two men eating subs 226 8 Mountain Dew Ma bas 9 Citibank PremierPass Card man weighs himself runs around room weighs himself again 224 9 Ford Co sto 10 Subway Toasted Subs woman melts snow off her green car 220 10 NFL Network Jo wit Jan 1 2006 RANK 1 Dec 31 he brand of then indexed average among those e mean score mbined score rall Top 10 n 2 2005 and s s adage com MOST LIKED ADS OF 2005 MOST RECALLED ADS OF 2005 AD AD DESCRIPTION INDEX 1 Blockbuster The End of Late Fees people celebrate when sign is revealed fireworks 280 1 Anheuser Busch Pe wa 2 Blockbuster Blockbuster com get rentals online men pick up and return movies in mailbox 247 2 Sprite Thi of 3 Hallmark Daughters tease Mom about romantic card from their Dad 235 3 Budweiser Cly ano 4 Capital One David Spade tells angry caller in office that he is the man in the yellow shirt 234 4 Coca Cola Po bab 5 Windex Birds play joke on man close glass door behind him he runs into door 234 5 M M s Da wit 6 America Online Two men in cafeteria ham sandwich and tuna comparison protection from spam and viruses 232 6 Real California Cheese Ha sid 7 Febreze Boy counting from 5 314 other boys hiding in closet MOST LIKED Anheuser Busch Toasted Subs cop investigates parked car rolls down car window to reveal two men eating subs 228 7 General Electric Eco wa 226 8 Mountain Dew Ma bas Ford Co sto NFL Network Jo wit MOST RECALLED Blockbuster FactPack Advertising Age 23 8 Subway 9 Citibank PremierPass Card man weighs himself runs around room weighs himself again 224 9 10 Subway Toasted Subs woman melts snow off her green car 220 10 MOST LIKED ADS OF 2005 INDEX RANK BRAND BRAND RANK BRAND adage com AD DESCRIPTION INDEX 280 1 Anheuser Busch People in airport start applauding soldiers walking past thank you 252 247 2 Sprite Thirst doll meditating in forest fights off gang of martial artists all you had to do was say please 208 235 3 Budweiser Clydesdales kick snowballs at another group another bumps tree snow falls on opponents 198 234 4 Coca Cola Polar bear family watches penguins dance baby bear falls down hill penguins give them Coke 195 234 5 M M s Dark Chocolate Red and Yellow M M sit at table with Darth Vader Darth Vader chokes red M M 190 232 6 Real California Cheese Happy Cows cows taunt bulls on other side of fence cow kicks football into water 181 228 7 General Electric Ecomagination animals in rainy jungle watch as elephant dances to Singing in the Rain 181 226 8 Mountain Dew Man with afro gets soda from vending machine basketball rolls out he plays against monsters 179 224 9 Ford Convertible Mustang officer stops behind red car stopped at green light convertible driver frozen stiff 178 220 10 NFL Network Joe Montana on beach Curtis Martin singing with other NFL players Tomorrow tomorrow 174 s s MOST LIKED ADS OF 2005 INDEX RANK BRAND adage com AD DESCRIPTION INDEX 280 1 Anheuser Busch People in airport start applauding soldiers walking past thank you 252 247 2 Sprite Thirst doll meditating in forest fights off gang of martial artists all you had to do was say please 208 235 3 Budweiser Clydesdales kick snowballs at another group another bumps tree snow falls on opponents 198
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