ADPR 3100 1nd Edition Lecture 19 Outline of Last Lecture I Radio continued from last lecture II Radio recap III Television a Strengths b Limitations c Uses d Categories e ratings Outline of Current Lecture II Apple iBook Campaign III Verification of TV ratings IV Recap of TV strengths limitations V Digital Marketing a Strengths b Limitations c Scheduling buying Current Lecture Apple Ibook campaign 1999 national campaign Tv important to media plan What is their target market Show genres o Bought time on different times of shows Ratings and shares o Prime time o Nov dec campaign Holiday shopping These 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 o Program demographics Crappy weather many people watching tv during these months Chose shows targeting adult females Campaign choices o o Boost reach National tv prime time November Boost frequency o Spread across days networks shows times Maximize cost efficiency Deliver the key market segment Verification Nielsen ratings o 3rd party company that collects info and sells info to media planners o People meter attached to the main tv Box detects when tv is on what show and how long Nielsen station index o Local tv watching Tv National large audiences Pricey Increasingly a niche medium Brand positioning Digital Media Strengths o Relatively low cost precise pricing very cost efficient o Engaging o Timely o Limitations o Segmentation Uncertainty biggest limitation Importance o Advertising method that has the Strongest pace of increase o Big deal Scheduling and buying o Segment by daypart Content sites not email and search Largest audience daytime 18years evening weekends Largest at work 10 noon weekdays o Segment by platform o Market research Collect data quickly automatically and inexpensively IP address unique ID for every user Data collected from web activity Page view request for a page Visit string of requests Geographical location Cookies Data placed on your computer by a website or web service Identifies it uniquely Tracks page views visits usage Voluntary o Survey responses user accounts Audience measurement Standard measures Rating points impressions Frequency GRP GI Cost efficiency Pricing precisely metered o Cost per click Effectiveness click through rate Monitoring Creative development Verification o per GRP per GI No single industry group or company to verify how many people view Key technologies Internet Packet switching and segmentation handles more information Digital keeps message quality HTML
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