J201Lecture: 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 programsValues 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) toAbraham Maslow (need-based)Abraham Maslow’s hierarchy of needs (1950s-1960s)(was: actualizers)(was: fulfilleds)(was: strugglers)where would you guess over 50% of all J201 students are?“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.”J201 students, Fall 200460% experiencer16% innovator17% striver 7% achiever0% thinker0% believer0% maker0% survivor(innovator)(thinker)based on 1998 audience studyis 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, efficiencyFactPack| Advertising Age | 2322| Advertising Age | FactPackMOST RECALLED: Blockbuster MOST LIKED: Anheuser-BuschIAG’S TOP SPOTS OF 2005THE 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 ofthe ad they were exposed to during the normal course of viewing TV. These scores are then indexedagainst the mean score for all new ads during the time period (Recall Index). 100 equals average.The Likability Score is the percentage of TV viewers who report to like an ad "a lot" (among thosewho can recall the ad and its associated brand). These scores are then indexed against the mean scorefor 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 10Recall ranking is based on over 9.2 million surveys of TV viewers conducted between Jan. 2, 2005 andJan. 1, 2006.MOST RECALLED ADS OF 2005RANK BRAND AD DESCRIPTION INDEX1 Blockbuster The End of Late Fees; people celebratewhen sign is revealed, fireworks2802 BlockbusterBlockbuster.com, get rentals online,men pick up and return movies in mailbox2473 HallmarkDaughters tease Mom about romanticcard from their Dad2354 Capital OneDavid Spade tells angry caller in officethat he is the man in the yellow shirt2345 WindexBirds play joke on man, close glass doorbehind him, he runs into door2346 America OnlineTwo men in cafeteria, ham sandwich and tunacomparison, protection from spam and viruses2327 FebrezeBoy counting from 5,314,other boys hiding in closet2288 SubwayToasted Subs--cop investigates parked car, rollsdown car window to reveal two men eating subs2269 CitibankPremierPass Card--man weighs himself, runs around room, weighs himself again22410 SubwayToasted Subs--woman meltssnow off her green car220MOST LIKED ADS OF 2005RANK BRAND AD DESCRIPTION INDEX1 Anheuser-Busch People in airport start applauding soldierswalking past; thank you2522 SpriteThirst doll meditating in forest, fights off gangof martial artists, all you had to do was say please2083 BudweiserClydesdales kick snowballs at another group,another bumps tree, snow falls on opponents1984 Coca-ColaPolar bear family watches penguins dance,baby bear falls down hill, penguins give them Coke1955 M&M's Dark Chocolate--Red and Yellow M&M sit at tablewith Darth Vader, Darth Vader chokes red M&M1906Real CaliforniaHappy Cows--cows taunt bulls on otherCheese side of fence; cow kicks football into water1817 General ElectricEcomagination--animals in rainy junglewatch as elephant dances to Singing in the Rain1818 Mountain DewMan with afro gets soda from vending machine;basketball rolls out, he plays against monsters1799 FordConvertible Mustang--officer stops behind red carstopped at green light; convertible driver frozen stiff17810 NFL NetworkJoe Montana on beach; Curtis Martin singingwith other NFL players; Tomorrow..tomorrow..174adage.comFactPack| Advertising Age | 2322| Advertising Age | FactPackMOST RECALLED: Blockbuster MOST LIKED: Anheuser-BuschIAG’S TOP SPOTS OF 2005THE 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 ofthe ad they were exposed to during the normal course of viewing TV. These scores are then indexedagainst the mean score for all new ads during the time period (Recall Index). 100 equals average.The Likability Score is the percentage of TV viewers who report to like an ad "a lot" (among thosewho can recall the ad and its associated brand). These scores are then indexed against the mean scorefor 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 10Recall ranking is based on over 9.2 million surveys of TV viewers conducted between Jan. 2, 2005 andJan. 1, 2006.MOST RECALLED ADS OF 2005RANK BRAND AD DESCRIPTION INDEX1 Blockbuster The End of Late Fees; people celebratewhen sign is revealed, fireworks2802 BlockbusterBlockbuster.com, get rentals online,men pick up and return movies in mailbox2473 HallmarkDaughters tease Mom about romanticcard from their Dad2354 Capital OneDavid Spade tells angry caller in officethat he is the man in the yellow shirt2345 WindexBirds play joke on man, close glass doorbehind him, he runs into door2346 America OnlineTwo men in cafeteria, ham sandwich and tunacomparison, protection from spam and viruses2327 FebrezeBoy counting from 5,314,other boys hiding in closet2288 SubwayToasted Subs--cop investigates parked car, rollsdown car window to reveal two men eating subs2269 CitibankPremierPass Card--man weighs himself, runs around room, weighs himself
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