Current brand image: best priceDesired brand image: best valueTarget market: Savvy shoppers; get a charge out of finding a great dealKey message: budget provides the best value in rental carsConcept: “rent smart”Clear, simple, interestingThe concept just pushes one more step forwardExamples that have concepts illustrating having a relevant surpriseEx: Trek racing bicyclesCurrent view of bikeshelps athletes ride harder and faster so they can win racesAd with relevant Surpriseyou can with this bicycle train lessimage of man sleeping, this bike is efficient so you can ride it less and be restedWhat are the media categories for creative work?Pitch example: Ad for vacation in San FranciscoHeadline: “The World wasn’t created for your amusement”This headline is playing the role of intriguing commentEntices you to read moreSubheadline: “Just 46 squares miles of it”Clarifies the comment….46 is how big San Francisco isBody: features that make San Francisco a good place to vacationGo to museum, play, the bridge, beach, etc.Close: “If it is good times you’re after, visit San Francisco”That is the call to actionStory: ExamplePicture of a lovely couple at dinner ready to have a nice nightAd picks up where stasis is upset, Karen gets a phone call “bff emergency”, now there is a problem: will Karen end her date or blow off friend?Stasis is restored: Ad says the 3 of them go out together, bff says she wants to “clone her friends date”—all restored at CHARLESTON GRILLENote it says nothing about the menu, price, hours, etc. , this is because the key benefit of this ad is that it is a place where friends can have funADPR 3100 1st EditionExam # 2 Study Guide Lectures: 12- 20Lecture 12What is the profile of newspapers? REACH: 1/5 adults read newspaper regularly, so reach isn’t too impressive  FREQUENCY: Effective, especially a daily newspaper, supplementary medium COST: Expensive What are newspaper’s strengths and drawbacks? Strengths High reach with older, upscale opinion leaders High credibility—ad as truthful because in newspaper  Very immediate—could change ad every day if you wanted  Enhanced targeting: free issues to nonsubscribers, sections and special inserts  Newspaper best use is if you are doing a campaign for a local retail business, it is advertising directed at people who have already made their decision Drawbacks Clutter—how will your ad stand out? Declining readership  Increased cost of advertising Challenges from online news aggregatorsWhat is the profile of magazines? REACH: not good reach but intentional  FREQUENCY: alright, come out once a month not once a day, not as good as paper COST: more expensive than newspapers What are magazine’s strengths and drawbacks? Strengths Segment markets (magazine for everyone)  Strong visuals  Long life = boost reach and frequency per issue (passed around) High credibility Best uses: complete information, targets affluent market segments, creative flexibility as an advertising medium (layout, paper, color, samples) Drawbacks  Cost, Clutter, Long time lead, difficult to reach large audience segmentsWhat is the rate structure of magazines? Buying of magazine ads? Verification? 3 factors that determine cost: how often you run the ad, how big the ad is, & how picky you are about where the ad appears The less ads you run and smaller you buy, the more costly (volume discount)  CPM: cost per thousand readers, the lower the CPM the more cost efficient  Weighted CPM: cost efficiency of a publication in reaching portion of readership that is your target audience Reach of magazines: GRP Cost effectiveness: $ per GRP  Magazine verification: Audit Bureau of Circulations (verifies their circulation is what they claims) Lecture 13What is the radio’s profile? REACH: High per medium as a whole, per station is low  FREQUENCY: Really good COST: Cheap What is radio’s strengths and drawbacks? Strengths Segments market very well  Mobile market (proximity to purchase) Flexible and immediate  Personal relationship  Best use: local, retail medium  Drawbacks Audience (small per station, people are distracted when driving)  Lack of precise market research  No visual impact  *Large, mass markets are UNREACHABLE via radio Explain the buying processChoose platform, choose format, choose daypart, ratingsAM: 20% of listeners, older listeners b/c news, talk, sound quality is okay and has large signal area FM: 80% listeners, younger b/c music is primary format, better sound quality, smaller signal areaCountry music as most popular radio format Highest listenership is afternoon drive time (3-7 pm): talk/newsMetro Survey Area (MSA): central city or town where radio is and immediate countiesTotal Survey Area (TSA): MSA plus more distant surrounding counties 2 definitions for who is a radio listener:Average qtr- hour persons (AQH): listens to station for at least 5 of 15 minutes “Cume” persons: number of different people listening to station for 5 minutes over a longer time span, usually a week What are the measures of reach for individual radio stations?AQH Rating (Size): percentage of market, answers how large the station’s audience is at any specific point in timeo AQH Rating = AQH persons listening to this station x 100Area population AQH Share (popularity): answers how much of the current audience is listening to this station vs. otherso AQH Share = AQH persons listening to this station x 100How many people listening to any radio station at this point in timeCume rating (size): answers how large of an audience this station generally has Arbitron, Inc. as source of verification for radio, portable people meter, RADARLecture 14What is TV’s profile? REACH: potential to deliver to huge audiences, only campaign that can reach national audiences  FREQUENCY: high frequency  COST: Very expensive What are the strengths and drawbacks of TV?StrengthsHigh reach, 99% of households Creative flexibility Delivers large, national marketsIncreasingly delivers to niche marketso Increase number of channels, emergence of cable/satellite High use: TV typically on for 8 hours a day, higher use than radio and internetBest use: national campaign addressing large market, brand message and positioningDrawbacks-Clutter (1/4 of TV