ADV 483 1st Edition Exam #3 Study GuideReach:Number of different people who hear a TV or radio commercial (use when want to talk to a lot of people); People who want to buy product: reach betterFrequency:Number of time exposed to specific commercial (when advertiser wants to talk to people a lot maximize this) Current consumers: frequency betterMedia objectives:Stated in terms of reach and frequency. Context planning is not thinking about that but about different.Marketing objectives:usually expressed in numbers.Network TV:i. A chain of local stations (network affiliates) over which programs and commercialsare carried "in pattern" ii. Any group of local television stations electronically joined to broadcast the same programs, usually simultaneously (Programming airs at the same day and time across the country)Network TV Strengths:i. Dynamic - sight, sound, and motion simultaneously ii. Typically, higher recall levels vs. other media iii. National coverage (Four networks have 100% penetration Audience guarantees (for upfront buys))iv. Can be bought nationally or market-by-marketCable TV:i. Cable TV refers to programming which is transmitted to households via cables, fiber optics, or satellites ii. Cable networks receive their distribution through MSO (Multiple Systems Operators)Cable TV Strenghts:i. Opportunity to better reach your target through niche cable networks and programsii. Cable continues to push the envelope with technological advances (Goes beyond traditional television boundaries and allows for more imagination)Syndication:i. Syndication refers to a type of programming ii. In Syndication the program can/will run at a different time in every single marketSyndication strengths:i. More efficient than network or spot tv for like inventory ii. Higher rated than cable TV, but without comparably higher CPMs iii. Loyal/enthusiastic audiences for some showsSpot TV:i. TV inventory that is purchased one market at a time (Market = City, town-Called a DMA by Nielsen )ii. How does it work: When a national program comes to the local station, it is not completely "full" of ads yet ; In local shows all the "pods" are available for Spot TVSpot TV Strengths:i. When a national program comes to the local station, it is not completely "full" of ads yet ii. In local shows all the "pods" are available for Spot TV iii. Can also buy local time slots on cable networksNetwork Radio:i. A group of individual radio stations that have committed to carry and clear network commercials and programmingSyndicated Radio:i. The term syndicated radio encompasses both syndicated networks and syndicated programs 1. Syndicated Networks -Run on a group of individual radio stations that havecommitted to carry commercials and programs 2. Syndicated Programs - Specific shows that run on a group of stations; Daypart the show runs in varies drastically by marketUnwired Radio:i. A third way to buy Radio nationally (Can also be bought regionally) ii. Unwired spot networks are station groups that are essentially tailored to the advertiserSpot Radio:i. Spot Radio is ad time sold primarily on affiliates or independent stations on market by market basisii. Spot Radio negotiations can be the most challenging of any medium Have to negotiate with a large number of competitorsNational Consumer Magazines:i. Typically used for a brand that wants a national presenceSunday Supplements:Magazine-like publications inserted into newspapers ii. Also usually used nationally, but can target geographicallyNewspaper:i. Primarily used as a local media vehicle ii. However, major national papers are used for national coverageFree Standing Inserts:Slick sheets of coupons inserted into newspapers ii. Can be done locally or nationally based on brand objectivesQualitative measures of Magazine buying:i. Editorial environment1. Editorial profile; Ad/ edit ratio; clutterii. Positioning1. Advertising placementiii. Clutter1. Characteritics of a magazine with too many adsiv. Added value/ merchandising1. Specific, "no cost" programs/ events to deliver added exposure and achievecampaign objectivesQuantitative measures of magazine buying:1. Reader Per Copy (RPC)a. Number of copies sold each issue (single occasion or average issue)2. Audiencea. Average number of people who read each circulated copy (pass-along readership)b. Total number of people exposed to a magazine Total Audience= Circulation x RPC3. Compositiona. Concentration of a target group within a magazine's readership4. Coveragea. Percent of a given demographic group accounted for/ reached by a magazine's readership5. CPMa. Cost of 1,000 advertising exposures in a given magazinesAdded value:i. Advertisers can qualify for targeted marketing programs to enhance their investment in certain publications based on the level of that investment 1. Extends brand's message beyond the pages of the magazine, thus bringing the brand to lifeexamples: 1. sponsorships 2. Sampling at key locations for the brand 3. Advertorials 4. Online activity (Ex. Channel Web, free banners)Newspaper Strenghts:i. Provide retail support in local markets ii. Timely environment iii. Can easily track local promotion or coupon redemption iv. Timely; Desirable audience; Editorial impact; Local/regional flexibilityMagazine strengths:i. Upscale audiences; Reader involvement; Long issue lifeOut of home strengths:i. Larger than life; Ethnic targeting; Supporting mediumInternet strengths:i. Flexibility; Targeted message; Reach; MeasurabilityNewspaper drawbacks:i. Brief message life; Active readers; Weaker color capabilitiesMagazine drawbacks:i. Long lead time; High CPMsOut of home drawbacks:i. Brief message exposure; Environmental impactInternet drawbacks:i. Consumer irritation; Confusion; Non-standard metricsQUESTIONS:1. According to lecture notes, internet radio, podcasts, and satellite radio are a threat to radio as a medium. 2. According to lecture notes, radio alternatives like podcasts, satellite radio, and internet radio are very niche, while traditional radio is broad appeal/ why? --- Free, over the waves radio has to generate advertising revenue3. Strengths of newspapers as an advertising medium include:a. provide retail support in local marketsb. provide a timely environmentc. advertisers can easily track local promotion or coupon redemptiond. they offer regional or localy targeted capabilities4. USA Weekend is an example of ---------------------5. Stella’s client is adamant that their TV ad appear