ADV 483 1nd Edition Lecture 3Outline of Last Lecture I. Why study audience analysis?Outline of Current Lecture II. Basic questionsIII. What is media?IV. Tasks in mediaV. Consumer analysisVI. Consumer context planningVII. Trends in media?VIII. Katz, Chapter 2 Current LectureBasic Questions- How much does it cost to reach the audience?o Rates and negotiationo HAVAS- 3rd largest agency in the world (French owned)o Rates Who has their TV and watching what o Negotiation Buy early, so many companies are trying to get the spot. Very expensive. What is media?- Media definition: o A means of communication- Caveats & two points of note:o Two types: print & electronico We’re focusing on commercial media Those vehicles that accept advertising- Print/Electronic= “lean forward” vs. “lean back”o Lean forward= magazines, interneto Lean back = TV, radio, outdoor - TrendsThese 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.o Missed ownership issues Consolidation, conglomeration, more media choices and fewer “owners” - Two companies:o Clear Channel & Viacom are in control of more than half of all billboards Tasks in media1. The Media Planner: planning how to best use media to convey advertising message to the target audience2. The Media seller: selling the space or time to the advertiser3. The Media Buyer: buying media space and time for the message Consumer analysis (5 basic questions) 1. Who are the customers?2. How do they use the product?3. What motivates them to buy?4. What doe they look for in a product?5. How do they look at life? Consumer context planning- Beyond numbers, how, when, where and why people use media o Uses and gratificationso Personal media networko Multiple methods Trends in media?- Ad spendingo Print- Ad spendingo TVo DigitalKatz, Chapter 3- How does media planning relate to marketing?- What should you know about consumers?- Competitors, trends,