Comstrat 380 1st EditionExam # 3 Study Guide Lectures: 17 - 25Lecture 17key print media characteristics include more information, richer imagery, and longer messages than broadcast mediaPrint is often used to generate cognitive responses, more flexible, less fleeting, more engaging when targeted to special interest audiences, can engage the senses of sight, touch and smellNewspaper’s primary function is news, making it useful for ads announcing sales, events, other news; Newspaper are a local, mass mediaLecture 18Two types of newspaper advertisinga. Classifieda. Advertising by individuals to sell their personal goods and advertising by local businessesb. Supplementsa. Magazine-style publications inserted into newspapersb. A free-standing insert (FSI) is a preprinted ad and inserted for freeThe magazine industry: has weathered the recession and changing media environment relatively well, E-editions or Zines- online versions of traditional magazines, represent the greatest growth areaTypes of magazines:a. Consumer magazinesi. Aimed at consumers who buy products for personal useb. Business magazinesi. These target business readersii. Examples:1. Trade papers2. Industrial magazines3. Professional magazinesc. Controlled circulationi. Traditional delivery through newsstand purchases or home delivery via the US postal service d. Uncontrolled circulationi. Nontraditional or free delivery to specific audiences:1. Hanging baggedcopies or doorknobs2. Inserting in newspapers3. Direct delivery4. Electronic deliveryii. Premium positions: back cover, inside conversiii. Double-page spread: two ad pages face each otheriv. Bleed page: color goes to edge of the page v. Gatefold: more than two connected pages that fold in on themselves vi. Advertorial: ad page or section that looks like editorialvii. Multiple-page photo essayviii. Fractional page space: vertical or horizontal half-page, half-page double spread Lecture 19Ads are bought in terms of the time (seconds, minutes)a. Daypartsi. Audiences are grouped by the time of day when they are most likely to belisteningi. Coverage: the number of homes able to pick u the station, tuned in or notii. Ratings: measure percentage of homes actually tuned into stationiii. The Arbitron Ratings Company: estimates audiences for some250 markets in USi. Network Radio Advertisinga. Group of local affiliates connected to one or more national networksb. Growth has contributed to increase the syndicated radioj. Spot Radio Advertisinga. Advertiser places ads with an individual station, not a networkb. Messages can be tailored for particular audiencesc. Flexibly in content, timing and ratesk. Syndicated Radio Advertisinga. Offers advertisers of high-quality, specialized, and original programsb. Advertisers value the high level of audience loyaltyLecture 20Stickiness: the degree to which a website encourages visitors to “stick around”Navigation: the ease with which users can locate and move through your websiteE-mail Marketing: Very inexpensive form of advertising, Spending in US $1.51 billion in 2011, Will grow to $2.468 billion by 2016, Subscribers opt-in (permission marketing)v. The internet combines the best aspect of traditional media: Motion and audio, interactivity, depth of informationIssues with internet advertising: Feedback is rapid, but with no standards for measurement; hits, viewers, unique viewers, and page views don’t offer insight about motivation or attentionLecture 21Contact points are the various ways a consumer comes in contact with a brand. (All contact points deliver messages) Channels to contact points:a. A touch pointi. A touch point is a brand experience that delivers a message that touches emotions leading to positive and negative judgmentsb. A critical touch point (CTP)i. A critical touch point is one that connects the brand and customer on an emotional level and leads to a yes or no decision about a brand relationshipc. Experimental Marketingi. Experiential marketing utilizes events, store design, and other means to engage customers in a personal and involving wayd. Packagingi. Is both a container and a communication vehicleii. Is the last ad a customer sees before making a decision on which brand tobuyiii. Is a constant brand reminder in the home or officeiv. Presents brand image and communicates critical benefits such as recipese. Word of mouthi. People are talking about a brandii. The goal of buzz – builder strategies is getting the right people to say the right things about the brandf. Viral communicationi. Viral marketing strategies create a groundswell of demand for a brandii. Consumers create buzz through:1. Emails2. Blogs3. Facebook4. YouTube5. Twittera. Can be good/badg. Customer servicei. Represents a company’s attitude and behavior during interactions with customersii. Sends some of the most impactful brand messages that customers receiveLecture 22Measuring a television audienceb. Ratings: converts gross impressions to a percentage; one ratings point equals 1% of all the nations TV homes.c. Share: share of audience is percent of viewers based on the number of sets turned on.d. Nielsen measures national and local audiences using people meters and viewer diaries.e. Advertising sales: commercials can take several formsSpot announcements: Commercials appearing in breaks between local programs. Sold by local affiliates to advertisers who want to show their ads locally.Lecture 23Issues in internet advertising include internet targeting and privacyAdvantages of internet advertising include: It is relatively inexpensive; It reaches people who aren’t watching TV or reading newspaper; It is somewhat easy to track and effective at reaching highly targeted audiences; Advertisers can customize and personalize messages; Small companies can easily and economically “look big” and compete with larger companiesLimitations of internet advertising include: Frequent tech and format changes make it hard to consistently produce effective ads; Measuring effectiveness includes many variables; Clutter may be worse than in other media; No one ever says this - “Cool! A banner ad”Lecture 24Geographical strategiesa. A heavy up schedule is advised in DMAs where the product is available or projected sales are higherb. A category development index (CDI) determines rates of consumption for a product categoryc. Brand development index (BDI) determines the strength of the brand in geographical areas Timing strategies: When to advertised.