ADPR 3100 1nd Edition Lecture 9 Outline of Previous LectureI. Advertising Campaign componentsII. Strategic planningIII. Creative briefIV. CompetitionV. Target MarketsOutline of Current Lecture I. Media PlanningII. ReachIII. FrequencyIV. SchedulingCurrent 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. Average number of times ads are seen by a member of the target market o Reach How many people in the target market see the ads - Reach o Impressions: how many people in the target market have seen the ad o How many people in the target market saw the ads (duplicates or not) o Measure of how much work you are doing to get ads out to the target market o Gross rating points (GRPs) :What proportion of the target market saw the ads o 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
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