Journalism 201 1st Edition Lecture 23 Outline of Last Lecture I Social Marketing Marketing for Public Interest Guest Speaker Outline of Current Lecture I Other Ad Considerations II Right Place III Considerations in media buying IV How to Measure Audiences V Rating and Shares VI Note VII But ratings are a crude measure VIII Media Characteristic Print IX Media Characteristic Broadcast X Media Characteristic Outdoor XI Media Characteristic Digital Current Lecture XII XIII XIV XV XVI Other Ad Considerations a Abuse Ad from the super bowl Domestic Violence Right Place a It has to hit your target b Job of the Media Buyer Considerations in media buying a What outlet best reaches your audience i Size of outlet s audience ii Size of your target within that audience b What medium best conveys the message i Characteristics of different media How to Measure Audiences a Nielson ratings install box on TV to see what people watch b Originally diary method i Television watchers kept a log c Set meters i Automatic logging systems Ratings and Shares a Rating i Percentage of households with a TV tuned into a particular program 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 XVII XVIII XIX XX XXI XXII b One ratings point i 1 of all households with a TV ii In 2010 11 1 16 million 1 ratings point c Share i Percentage of households with TV on tuned into a particular program Note a Most media buyers would not use generic ratings shares but ratings shares for a specific demographic b Often to a particular age group But Ratings are a crude measure a Reach how many ratings and shares b Frequency how often c Selectivity how narrow d Efficiency cost per target reached e Persistent or fleeting f Informational emotional advantages g Credibility Media Characteristics Print a Newspaper Visual low quality persistent high credibility good for informational appeals low to medium selectivity b Magazines Visual glossy persistent medium to high credibility good for informational and aesthetic appeals less so for emotional appeals Media Characteristics Broadcast a TV Visual multi sensory fleeting good for emotional appeals impulse purchases and reminders Less good for informational appeals low to medium selectivity b Radio Fleeting and auditory somewhat good for emotional appeals Media Characteristics Outdoor a Billboards Visual large fleeting good for reminders short messages point of sale Media Characteristics Digital a Search Terms High selectivity on key terms persistent users must click b Banner low to high selectivity persistent c Social Media Very high selectivity potential to reach users in intimate social space d Native medium selectivity high credibility potential
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