ADPR 3100 1nd Edition Lecture 9 Outline of Previous Lecture I Advertising Campaign components II Strategic planning III Creative brief IV Competition V Target Markets Outline of Current Lecture I Media Planning II Reach III Frequency IV Scheduling Current Lecture Media o How you get the ads out to your target markets o 1 Planning research select media types building block strategy o 2 Buying select negotiate specific placements Key dimensions of media planning o Budget Cost o Continuity Duration of campaign o Frequency 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 Reach o o o o o Average number of times ads are seen by a member of the target market Reach How many people in the target market see the ads Impressions how many people in the target market have seen the ad How many people in the target market saw the ads duplicates or not Measure of how much work you are doing to get ads out to the target market Gross rating points GRPs What proportion of the target market saw the ads Size of the target market doesn t matter for GRPs because its just telling me the percentage points Trade offs Frequency o More for frequency less Choosing frequency level o Audience motivation o Purchase decision o Message complexity o Advertising effectiveness o Time of day o Competitive pressure Determining continuity Scheduling o Steady once you pick a level of frequency per week you stick with that frequency throughout the campaign o Pulsing alternative a period of higher frequency with lower frequency hope is that these carry over and you dont have to spend as much money o Flighting extreme pulsing with no frequency at all Scheduling and erosion Best trade off o Chewing gum o Labor day luxury car sale Frequency o Top of the line luxury jewelry collection Cost Effectiveness How to you compare things
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