ADV 483 1st Edition Lecture 2 Outline of Last Lecture I. Syllabus overview Outline of Current Lecture II. Intro to Chapter 1 Media HandbookIII. Why study Audience Analysis?IV. What elements go into Audience Analysis?V. Audience Analysis (Media)VI. Basic questions (Media Measurements)VII. Who is the audience? Current Lecture- Chapter 1 Introductiono (100,000) Rating= % of whole market who turns on TV to watch channelo (50,000) Share= % of whole market who watch particular programs at same timeo e.g. 50,000/100,000 watching Friends Only tells us how many people are watching- Why study Audience Analysis?o What kind of medium people use Medium = means of communication- What elements go into Audience Analysis?o Strategic thinkingo Specific strategieso Creative Brief Advertising objectives Audience characteristics How, why, when launch message- Audience Analysis (Media)o How? (Research) Syndicated vs. custom: - MRI, VALS, Simmons choice (syndicated)- On your own (custom)  Quantitative vs. qualitative: - Numbers (quantitative)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.- Consumer feelings and thoughts (qualitative) Mass vs. Individual- Basic Questions (Media Measurements)o How many people? Rating = % of the TV homes watching one channel- A 20 rating is 20% of all TV homes, about 20 million watching- Rating points do not inform you about the actual size of a program’s actual audience  Market A = 10,000 households Market B = 250,000 households- So for market A if 3,000 households watch Drew Carey then 3,000/10,000= 38%- For market B if25,000 households watch Drew Carey then 25,000/250,000 = 10% o Ratings are reported in different ways For all television households (HH)- By market- By demographic- By average month, hour, quarter hour, half hour… Rating 12% and market size is 200,000 then 200,000 x 12%  HUT = households using TV- A share is actually the % of the HUTS viewing a particular program o The share is a good indicator of how well a particular program is doing against its competitors in the time sloto Share tells us nothing about the particular size- Who is the audience? o Demographic information Sex, age, income o Geographic location State, regiono Behavior Shopping habits and brandso Psychographics Introverts, extroverts,