ADPR 3110 TEST 2Lecture Notes: 9/18/13Newspapers- Newspapers read by 1/5 of adults nationally; upscale and older individuals - Supplemental Medium - Strengthso High reach with older, upscale, opinion leaders o Desirable target marketo Credibility; immediacy - Weaknesseso Clutter- so many ads in newspaper so it's hard to stand outo Declining readership as people's reading and media habits changeo Increasing cost of advertising o Challenges from online news aggregators - Enhanced Targeting o Nonsubscriber supplementso Free issues delivered to nonsubscriberso Sections and special inserts o Zoned editions- Best Useso Local, retail simply buying process o After buying decision is made; where to buy and how much?Categories- Classified- Displayo Primary Local Businesseso Supplemental for national companies - Co-OP (Cooperative) o Partnershipo Local merchants; Lower costsMagazines1ADPR 3110 TEST 2- Reach small, frequency okay, cost for impression high in cost - Supplemental medium- Targets adults; upscale, and older individuals - Weaknesseso Costo Clutter- so many ads to compete with o Long lead time- Because magazines are composed of many full colored printing ages, it takes a long time to produce (EX: Christmas ads would be submitted NOW to ensure it would be in December issue) o Difficult to reach larger audience segments - Strengthso Segmenting - Really good at segmenting market o Strong Visuals o Long Life= boost reach and frequency per issue o High Credibility  Seen as most effective medium in providing knowledge and usable ideas Carriers over into how ads are viewed 1/2 see ads as more credible than stories; produces effectiveness as a result Almost 2/3 bought the product s advertised o Creative Flexibility Layout many options  Use various papers and color  Samples of product (EX: perfume ) - Best Useso Complete informationo Supplemental; boost frequency within specific narrow segments  Older, targeted, more affluent segmentsRate Structures- How often?- How much? o Space wise2ADPR 3110 TEST 2- How picky? o Inside, or not specifiedBuying- Cost and number of readers are not the only considerations for a media planner- Effectiveness in reaching your target market is very important - Use measure of Cost Efficiency - CPM: Cost per thousand readers o Compares media with different circulations and ad costso Lower CM: the more cost efficient which makes a better media by o CPM = cost of space x 1000 / circulation- Weighted CPM o Weighted CPM= Cost of space x 1000/ circulation in your target marketReach- GRPso Percent of total target marketo GRP= Total GRP of all ads/ Total target marketo How cost effective is your mix of print placemento $ per GRP = Total cost of print space/ GRPs delivered by print Verification- Audit Bureau of Circulations (ABC)o Verifies circulation- Syndicated market researcho Readership studies Lecture Notes: 9/23/13Television - Beginnings- Profile o Frequency- pretty goodo Cost- Very expensive o Potential Reach- unbelievable and very high - Disadvantages3ADPR 3110 TEST 2o Clutter (1/4 ads are 15 sec) o Audience smaller, fragmented meaning very few programs today attracting a broad basegeneral market; lower income  Viewer avoidanceo Cost (for ads and for time) - Strengthso High Reach as a medium (not per show) o 99% of all householdso Creative flexibilityo Delivers large, national marketso Increasingly delivers national niche market - Best Useso National campaigns addressing large marketso Brand message - Categorieso Network New shows National advertisers buy time from national network Network sends to all network affiliates to show o Spot New shows National or local advertisers Buy from individual local stations; shown only on those stations - Ratings: Audience Unitso TV household - residence with at least one TV in it o HUT- household using television o Extrapolated to infer actual audience size, if needed - Ratings: Sizeo "How many TV households are tuned to this particular show?" Rating= (Program's TV households/ Total TV household ) x 100o "Of households using television, what proportions are tuned to a specific show?"4ADPR 3110 TEST 2 Share= (HUT watching a program/ Total HUT in market ) x 100***Always your rating points will be lower numerically than your share ***- Totals for Single TV Buyo GRPs Rating x number oof sports bought on a particular showo GI (Gross Impressions Persons x number of spots bought on a particular show o Cost effectiveness of all buys $ per DRP= total cost of TV buys/ GRPS delivered by TV buys $ per GI= total cost of TV buys/ GIs delivered b TV buys - Increasing a niche mediumo 1950s- 1980s there were 3 national broadcasting networkso 1980's and beyond Cable Satellite networks Program recording - Apple iBook campaign o 1999 National Campaign o Television important art of media planningo What kind of market? Prime Time  Holiday buying Crappy weather Lecture Notes 9/27/13Digital Media- Initially used in producer-led paradigm - Strengths: o Relatively low costo Engagingo Timely o Segmentation 5ADPR 3110 TEST 2- Limitationso Uncertainty Scheduling and Buying - Segment by Daypart o Content sites, not email and searcho Largest audience: daytime o <18 years olds: Evening/ weekend Market Research- Collect data quickly, automatically and inexpensively- IP address= unique I.D. for every user- Data collected from web activityo Page viewo Visit Lecture Notes 10/2/13 Creative Research- Purpose and Goals- Supporting academic areas- Methods ant Types- UsesHigh Stakes - Millions of revenues for client - High cost of TV adsCreative Research- Strategic research- Studies past and current actions and behaviorso Past and current time frame o Studies things people do o How many people are buying our product today compared to last year?o How well does our brand currently fit the target market?- Creative Research- studies current and future effectiveness of advertisingo Studies the effectiveness of advertisingo Not about brand it has everything to do with advertising6ADPR 3110 TEST 2o How to make an ad campaign that has maximum appeal to our target market?o First step in the creative process o What to say, not how to say itStages in which to use Creative Research- When you're initially developing your creative strategy- When you're developing specific ads, and developing execution- Pretesting executions - Once campaign has launched and has been out, evaluate campaign and