Journalism 201 1st Edition Lecture 24 Outline of Last 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: DigitalOutline of Current Lecture II. “Right Message”III. Messages are built on:IV. The AudienceV. Different Kinds of AppealsVI. Other Concepts: High and low involvement productsVII. Relevance, Originality and ImpactVIII. TradeoffIX. Think Different (1997)X. Design of Ads: Form and FunctionXI. The Creative Pyramid and Print Ad FormatCurrent LectureI. “Right Message”a. Where creativity comes alive…b. The Domain of “the creatives”c. But not some avant guarde art project…d. Guidelines…II. Messages are built on:a. Solid market researchb. Well-calibrated goals addressed to a specific targetc. Considerations of the media it will appear ind. Goals of the overall campaignThese 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.III. The Audiencea. How the message “fit” the audience?b. What does fit mean?c. Does it match them in terms of...i. Demographics ii. Geographicsiii. Psychographicsd. How does it match their:i. Needs ii. Self-conceptioniii. AspirationsIV. Different Kinds of Appealsa. Impulse appealsb. Head vs. Hearti. Cognitive vs. affectiveii. Often aligns with high/low involvement productsV. Other Concepts: High and low involvement productsVI. Relevance, Originality and Impacta. Relevance: Does the ad draw on ideas the audience is familiar with, or speak to their concerns?b. Originality: Does the ad spark something new? Cut through the clutter? Catch attention?c. Impact: Does it do something with that attention? Does it have a staying power? Will it stich with the audience?VII. Tradeoffa. The more relevant an ad is, the less it (might be) originalb. Can a productive tension be created by pushing an audience to make new connections?c. Or will it just seem weird?VIII. Think Different (1997)a. AppleIX. Design of Ads: Form and Functiona. Is the image organized? If so, how?b. Visual structurei. Focal point (Where the audience’s attention is directed)ii. Gutenburg diagonaliii. White space/ dark spacesc. Consistencyi. Front/typefaceii. Balance/symmetryiii. Perspective iv. ColorX. The Creative Pyramid and Print Ad Formata. 1. Awarenessb. 2. Interestc. 3. Credibilityd. 4. Desiree. 5.
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