ADPR 3100 1nd Edition Lecture 10 Outline of Previous Lecture I Media Planning II Reach III Frequency IV Scheduling Outline of Current Lecture I Cost effectiveness II Media Planning III Development of outdoor advertising IV GRP Current Lecture Cost effectiveness o Gross rating point GRP of market per GRP Media Planning o First choose kind then choose specific ones o Plan with creative Out of home o Emergence o Strengths limitations o Ratings buying o Buying and evaluating o Verification Development of outdoor o HOLLYWOOD sign o Bigger is better o Barnum and bailey is the father of advertising o Believed that before you sold a product you had to create a crowd o Goodyear blimp Blimps and airplanes were good for advertising but you had to look up 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 With the invention of the car people were looking in at the road o 1926 Burma Shave was the first OOH ad campaign that had multiple billboards that recited a poem o Nathan Goode s 1912 Corticelli spool silk Size matters when it comes to Times Square o 1920s neon came to the signs o 1930s Times Square sold sex instead of advertising destination for more than 20 million tourists a year Supplemental o Strong visual reinforces TV campaigns o Provides missing visual for radio campaigns o Higher frequency for magazine campaigns o Better graphics for newspaper campaigns Strengths o Pioneering stage build brand name recognition o Retentive stage reminds OOH Drawbacks o Exposure voluntary and brief o Viewers preoccupied o Few premium sites o Much criticized Buying OOH o Dailey effective circulation DEC o If lit 24 hr traffic count x 64 o if not lit 24 hr traffic count x 45 Buying OOH GRPs o Gross rating point Percentage Adult population Dailey exposure In single Local market o Example 50 GRPs deliver 50 market day o Allotments in sets of 50 to 100 GRPs Calculating GRP o Per allotment GRPs total DEC total market population Gross impressions o Measure of total exposures duplicated audience GI GRPs x continuity Cost effectiveness o per GRP total cost of allotment GRPs in allotment o per 1 000 GI total cost of allotment GIs in allotment 1 000 Verification o o o o o o Traffic audit bureau for media measurement TAB Market based traffic data Checks sign visibility Perception research services PRS Eye tracking studies Simmons market research bureau SMRB Annual consumer study of 25 000 people Media usage habits OOH recall Buyer s Guide to Outdoor Advertising Rate guides cost market populations Other OOH Driven by technological innovations Transit shelters Billboards that are attached to things like bus stops or train stations Bus billboards Truck with the giant signs on the back like Levi game day khakis Wrap buses Building walls Photographic quality images Digital OOH BMW mini cooper digital billboards that are personalized to the people that are driving their minis on the road More Mini cooper in a cage Put a mini on top of a SUV OOH Low cost high frequency Local mobile audiences Strong creative Pioneering or retentive strategy
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