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UGA ADPR 3100 - Exam 2 Study Guide
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ADPR 3100 1nd EditionExam # 2 Study Guide Lectures: 10 - 20FormulasOut of homeCalculating GRPPer allotmentGRPs = Total DEC for allotment Total market populationCost-effectivenessWhich allotment delivers GRPs at the least cost? $ per GRP = Total cost of allotment GRPs in allotmentCost efficiencyCPM = Cost per thousand readerso Compares media with different circulations and ad costso the lower the CPM the more cost-efficient; a better media buyCPM = Cost of space x 1,000 circulationWeighted CPM: Cost-efficiency of a publication in reaching portion of readership that is yourtarget audience, WCPM = Cost of space x 1,000 circulation in your tgt. mkt.ReachGRPs = (gross rating points) Percent of total target marketGRPs = Total circulation of all ads Total target marketCost-EffectivenessHow cost-effective is your mix of print placements? $ per GRP = Total cost of print space GRPs delivered by printComparative table of different forms of mediaLecture 15Digital 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 HTMLLecture 16o Creative concept A bridge between message and execution- Links the strategic basis that you start with to the ads that come out the other side- Path to the final product Creative extension of key message- How you say it matters- Must have 3 things:o Focusedo Evocative Emotional depth Relate to deep important feelings Concept for hair coloring- From “Look Natrual” to “It lets me be me” Xbox, “Halo: Reach” Gatorade “Whats G?”o Relevant surprise Where the insight comes in Relevant: the concept conveys something that the market already knows- If the concept is only relevant:o Info, but not memorable Surprising: needs to tell the target market what it doesn’t already know- If concept is only surprising:o Catches attention but not memorable-i.e. mountain dew ad Process- “Got Milk?”=concepto Success on first try- Harry Roseno Came up with concept but client hated it so they had to trash the idea and come up with a new oneLecture 17- Creative researcho Study current and future effectiveness of advertising (not behaviors)o What advertising will have maximum appeal to the target market?o What to say, not how to say it- Stages in which to use creative researcho Development of creative strategyo Development of executionso Pretesting executionso Evaluating campaign- Areas of studyo A student of peopleo Sociology Life cycle stages Different products appeal to us at different stages in our liveso Psychology VALS personality types Characterize your target market will allow you to have a better idea as toowhat type of creative strategy to useo Anthropology Meaning systems- Research in creative developmento Hunt for the “insight” Insight: most valuable thing for creative development Not generally recognized Central to the product and its use i.e. BBQ grills- “people want great-tasting food”- “the griller can’t socialize”o Methods and sources Focus groups: people in the target market- Open, free-flowing discussions Existing ads, focus groups Ethnographic research- Not in a conference room like focus groups, occurs in participants natural habitat- Key pointso Creative research suggests insights and creative appealso Key academic areas of studyo Key methods and sourceso Hunt for the insightLecture 18- Categorizing mediao Typical categories Magazines, newspapers, tv, radio, outdoor, internet, etc. Media planners use Not helpful for creative worko Creative work categories Not generally accepted by media planners, how creators think about media Static media- Messages that don’t move- Print, outdoor, non-animated web- Key characteristic= static- Key challenge= convey the key message instantly- Key techniques= visual metaphor, verbal-visual synergy, media-concept synergyo Visual metaphor: unrealistic image Combination of different images Conveys a relevant surprise Conveys key message Best are understood instantly i.e. diet coke, seal in cage, cereal good for heart, ondemand, orange juice bottle from tree not limited to print in our home domino video halo reach monument: user-generated o synergy:  creative interaction  verbal-visual synergy: between headline and visuals “women grow stronger through challenges as a Marine” “you can go anywhere if you’ve got the right makeup” Creative interaction between headline and picture- Combination achieves more Synergy, not redundancy Creative interaction: sound and images- i.e. apple computer ad creative interaction: music and imageso media-concept synergy: between chosen medium and creative concept Dynamic media- Messages that move- Video, radio, animated web banners Immersive media- Messages that immerse you in an environment and an experience- Web, mobile, out of home installations Know which category, things to know- Key characteristics and strengths- Key creative challenges- Key techniques to useLecture 19- Parts and roles of a pitcho Headline (thesis) Primary benefit Or


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UGA ADPR 3100 - Exam 2 Study Guide

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