ADPR 3100 1nd Edition Lecture 19 Outline of Last Lecture I. Radio (continued from last lecture)II. Radio recapIII. Televisiona. Strengthsb. Limitationsc. Usesd. Categoriese. ratingsOutline of Current Lecture II. Apple iBook CampaignIII. Verification of TV ratingsIV. Recap of TV strengths/limitationsV. Digital Marketinga. Strengthsb. Limitationsc. Scheduling/buyingCurrent LectureApple 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 shareso Prime-timeo Nov-dec campaign Holiday shoppingThese 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. Crappy weather-many people watching tv during these monthso Program demographics Chose shows targeting adult females- Campaign choiceso Boost reach National tv, prime time November o Boost frequency Spread across days, networks, shows, timeso Maximize cost-efficiency Deliver the key market segmentVerification- Nielsen ratings o 3rd party company that collects info and sells info to media plannerso People meter attached to the main tv Box detects when tv is on, what show, and how long- Nielsen station indexo Local tv watchingTv- National, large audiences- Pricey- Increasingly a niche medium- Brand/positioningDigital Media- Strengthso Relatively low cost, precise pricing-very cost efficiento Engagingo Timelyo Segmentation- Limitationso Uncertainty-biggest limitation- Importanceo Advertising method that has the Strongest pace of increaseo Big deal- Scheduling and buyingo Segment by daypart Content sites, not email and search Largest audience: daytime <18years: evening/weekends Largest at work: 10-noon weekdayso Segment by platformo 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- Survey responses: user accountso Audience measurement Standard measures- Rating points, impressions- Frequency- GRP, GI Cost efficiency- $ per GRP, $ per GI Pricing (precisely metered)- Cost per click Effectiveness: click-through rate Monitoring Creative developmento Verification No single industry group or company to verify how many people viewo Key technologies Internet- Packet switching and segmentation: handles more information- Digital: keeps message quality
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