JOUR 420 Final Exam Study Guide 150 points Fall 2013 On Chapters 8 10 11 12 13 and the Media Moments below You may also anticipate some questions about your project The test is in the same format as the Midterm 30 multiple choice 20 vocabulary 50 questions each worth 3 points Ch 8 The Creative Side 1 The effects models particularly FACETS a FACETS i See hear create attention awareness interest recognition ii Feel Touch emotions and create feelings iii Think Understand deliver information aid understanding create recall iv Connect establish brand identity and associations transform a product into a brand with distinctive personality and image v Believe change attitudes create conviction and preference stimulate trust vi Act Do stimulate trial purchase repurchase or some other form of action such as visiting a store or website b Figure 3 Facets Model of Effects i Perception See hear ii Emotion Feel iii Persuasion believe iv Behavior act v Association Connect vi Cognition think understand 2 Why every ad needs a hero and what the different heroes may be a Product as hero consumer as hero benefit as hero Ex Gillette 3 The classic ads and campaigns we discussed VW Got Milk Dove etc a VW Lemon ad Modern classic ad like the milk moustache Dove campaign for beauty b Appealing across generations Ch 10 Media Basics 1 Media and vehicles examples of each a Media we are referring to the way messages are delivered to target audiences and increasingly back to companies as well as among audience memebrs themselves b Media is a plural noun and is an umbrella term for all types of print broadcast out of home and internet connection c The singular noun medium refers to each specific type TV is a medium for example d A media vehicle is a specific TV Program 60 minutes the simpsons Newspaper The Washington post Magazine Cosmo 12 13 2013 1 2 Message involvement intrusiveness i It s a publication network channel station or program that makes up a medium e Niche media communication channels through which messages are sent to niche segments i AARP is an example that targets baby boomers and is a niche publication yet it is the world s largest circulation magazine f Addressable media such as the Internet mail and telephone are used to send g brand messages to specific geographic and electronic addresses Interactive media such as the phone and Internet allow two way communication between companies and customers h Measured media which refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium s audience a Intrusiveness cutting through the clutter the more personal the message the more intrusive it becomes b Exposure doesn t equate to readership or viewership just because the television is on doesn t mean anyone is paying attention to it c Circulation refers to the number of copies sold d Ratings percent of exposure television and radio industries use this and it is easier measurements to work with because it converts the raw figure to a percentage of households e Share share of audience which refers to the percent of viewers based on the number of sets turned on The share figure is ALWAYS larger than the rating since the base is smaller f Reach percentage of the media audience exposed at least once to the advertiser s message during a specific time frame g Frequency refers to the number of times a person is exposed to the advertisement Rule of thumb hear something or see something three times before it makes an impact 3 Understanding basic numbers people vs households audience size and share Ch 11 Communication Public Relations Tactics 1 Different kinds of media and how PR uses each a Controlled Media PR pros control content timing and placement e g advertising publicity results a i We control wen the message is sent and how often it s repeated b Uncontrolled media someone else controls content timing and placement e g i Some portions are controlled whereas others are uncontrolled 2 Difference between controlled and uncontrolled media 3 Different types of publics employees investors consumers et al a Employees face to face meetings newsletters magazines videos bulletin boards speeches e mail special events 12 13 2013 2 b Investors Newsletters magazines annual reports websites conference calls facility tours webcasts media advisories to financial news media c Governments lobbies disclosure documents etc d Found on page 346 Ch 12 Traditional Media 1 When each of the major media categories emerged and why a Print Media 150 1900 Civil War b Broadcast 1900 1950 WWI c Online 1950 Now Online 2 Strengths of each media type which works best in what situations a Pay attention to the traditional media model in handout b Newspaper the medium of retail i ROP Run of Paper ii FSI Free standing insert iii Classified c Magazines Reach people with special interests i General circulation like sports and music or controlled circulation like AARP over 50 d Direct Mail i Print vehicles mailed to select lists 1 Direct marketing catalogs direct mail pieces e Radio the companion medium i Always with you in the car on the train ii Highest in the morning drive from 6 10am with 50 listeners f Television i Provides broadcast Reach 1 Delivery method highest cable 2 Ways to buy TV advertising less frequency annually while more frequency daily The Reach is more if you reach National and smaller if you reach local spot g Out Of Home Media i Outdoor works in large environments 1 Billboard on a bus on a building 2 Use it in media combination always drive traffic to a website from 3 Measuring audience size how big is a rating point a billboard etc a When you about a television show having a rating of 20 that means that 20 percent or 1 5 of all households with televisions were tuned in to that program 20 rating point is a huge figure But a share is a better estimate of impressions The share figure for a particular program is always larger than its rating since the abase is smaller i For example if the Super Bowl gets a rating of 40 40 of all households on television its share would be 67 if the total HUT was 60 percent In other words the Super Bowl has 2 3 40 divided by 60 67 of all households that have their television sets turned on during the Super Bowl 12 13 2013 3 Ch 13 Media Planning and Buying 1 The role of media research how it relates to other parts of the campaign a Creative Sources theme message research b Marketing Sources distribution patterns market sales rivals patterns c Media