ADPR 3100 1nd Edition Lecture 10 Outline of Previous LectureI. Media PlanningII. ReachIII. FrequencyIV. SchedulingOutline of Current Lecture I. Cost effectivenessII. Media PlanningIII. Development of outdoor advertisingIV. GRPCurrent 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 homeo Emergenceo Strengths, limitations o Ratings/buying o Buying and evaluating o Verification - Development of outdooro 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 roado 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 campaignso 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 preoccupiedo Few premium siteso 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 - Verificationo Traffic audit bureau for media measurement (TAB) Market-based traffic data Checks sign visibility o Perception research services (PRS) Eye-tracking studies o Simmons market research bureau (SMRB) Annual consumer study of 25,000 people Media-usage habits; OOH recall o Buyer’s Guide to Outdoor Advertising Rate guides; cost; market populations o 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 SUVo OOH Low cost, high frequency Local, mobile audiences Strong creative Pioneering or retentive
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