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 ConsiderationsII. “Right Place”III. Considerations in media buyingIV. How to Measure AudiencesV. Rating and SharesVI. NoteVII. But ratings are a crude measureVIII. Media Characteristic: PrintIX. Media Characteristic: BroadcastX. Media Characteristic: OutdoorXI. Media Characteristic: DigitalCurrent LectureXII. Other Ad Considerationsa. Abuse Ad from the super bowl (Domestic Violence)XIII. “Right Place”a. It has to hit your target b. Job of the “Media Buyer”XIV. Considerations in media buyinga. What outlet best reaches your audience?i. Size of outlet’s audienceii. Size of your target within that audience b. What medium best conveys the message?i. Characteristics of different mediaXV. How to Measure Audiencesa. Nielson ratings (install box on TV to see what people watch)b. Originally: “diary method”i. Television watchers kept a log c. Set metersi. Automatic logging systemsXVI. Ratings and Sharesa. Ratingi. Percentage of households with a TV tuned into a particular programThese 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.b. One “ratings point” = i. 1% of all households with a TVii. In 2010-11, 1.16 million = 1 ratings pointc. Sharei. Percentage of households with TV on tuned into a particular programXVII. Notea. Most media buyers would not use generic ratings/ shares, but ratings/shares for a specific demographicb. Often to a particular age groupXVIII. But Ratings are a crude measurea. Reach: how many (ratings and shares)b. Frequency: how oftenc. Selectivity: how narrowd. Efficiency: cost per target reachede. Persistent or fleeting?f. Informational/ emotional advantagesg. CredibilityXIX. Media Characteristics: Print a. Newspaper: Visual, low-quality, persistent, high credibility, good for informationalappeals, low-to-medium selectivityb. Magazines: Visual, glossy, persistent, medium-to-high credibility, good for informational and aesthetic appeals, less so for emotional appealsXX. Media Characteristics: Broadcasta. TV: Visual, multi-sensory, fleeting, good for emotional appeals, impulse, purchases and reminders. Less good for informational appeals, low-to-medium selectivityb. Radio: Fleeting and auditory, somewhat good for emotional appealsXXI. Media Characteristics: Outdoora. Billboards: Visual, large, fleeting, good for reminders, short messages, point of saleXXII. Media Characteristics: Digitala. Search Terms: High selectivity on key terms, persistent, users must clickb. Banner: low-to-high selectivity, persistentc. Social Media: Very high selectivity, potential to reach users in intimate, social spaced. Native: medium selectivity, high credibility
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