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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