CCI 150 1st Edition Lecture 22Outline of Last Lecture I. Public Relations ContinuedII. Advertising Outline of Current Lecture I. Advertising ContinuedCurrent LectureI. Advertising Continued1.) Rate Card: Gives information about the paper such as demographics of their audience and how large it is. And then it tells you how much it would cost to advertise in the paper based on how large your advertisement is and things like that. 2.) Traditional Agency Pay: Advertiser pays agency 100 percent of cost of running ads. Medium charges agency 85 percent of the cost of running the ads (discounted). Agency pockets the difference – making its services essentially free for the advertiser. *There will be an exam question on traditional agency pay*3.) Newer Formulas: Fee Based – like you‘d pay an attorney. Performance based, etc. 4.) Agency Jobs: Creative, Liaison (Account rep), Buying (media), Research5.) Terms to Know: - CPM - cost per thousand: you want a low CPM because that means it is cost effective, but that only matters if it is reaching your target audience)- PSA - public service announcement – an ad that runs for free that runs for a non-profit group. A television station might run an ad for free because it shows that they are operating in the public’s interest AND more importantly these PSA’s usually run in the unsold advertising slights. - Ad Council – a non-profit that does PSAs to help other non-profits.6.) Memorable/ Successful Ads: Ads can be clever, fun, memorable but an ad is effective only if it sells a product. 7.) Challenge: Advertising Clutter: We’ve gotten good at tuning out ads. Techniques to combat clutter:These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.-Viral Advertising-Product placement-Google ads and advertiser links on search screens for other sites-Stealth ads-Infomercials and ‘zines. (advertising magazine)8.) Challenge: Choice: Especially when we watch tv, we avoid ads by : zipping, zapping, and flushing. We like to choose what we watch.9.) Challenge: Demassification: We have an incredible array of media choices as consumers. This makes it hard to reach some consumers. This makes it hard to get enough exposure/repetition to make an ad memorable. To combat this problem, advertisers try to narrowly focus messages to specific audiences – which is also a benefit. 10.) Foundations of Advertising:- Research: what do we need to know? (primary v. secondary)- Objectives: what do we want to accomplish? (Objectives are stated as: task, target audience, time frame, and amount of change.)- Strategy: how will we meet our goals? - appeals include: rational, acute need, routine, ego, social, and sensory - positioning includes: features, benefits, users,
View Full Document
Unlocking...