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ADPR 3100: Test 2
Advantages of TV (3)
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o Approximately 99% of all US households have a TV
o Very creative flexible
o Reaches a mass audience
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Disadvantages of TV
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o Short lived and easily forgotten
o TV audience is fragments and skewed toward lower income consumers
o Shorter spots, so more clutter
o Very expensive
o TIVO, can skip commercials
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Federal Communication Commission
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· ththe federal authority empowered to license radio and television stations and to assigns wavelengths to stations in the public interest
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basic measure of tv
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rating point
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Define Rating Point
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program audience/ total tv households
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Gross Rating Points
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The weight of a schedule is measure in terms of total ratings for all commercial spots
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Sare of audience
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the percentage of households using tv to a particular program
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networks
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interconnecting stations for the simultaneous transmission of television or radio broadcast
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Clearance
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· : the percentage of network affiliates that carry a particular network program
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Compensation
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: the payment of clearance fees by a television network to local stations carrying its shows
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• Up-front buying
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the purchase of network tv time by national advertisers during the first offering by network
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scatter plan
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the use of announcements over a variety of network programs and stations, to reach as many people as possible in a market
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make goods
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when a medium falls short of some audience guarantee, advertisers are provided concessions in the form of make-goods
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spot tv
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: purchasing of time from a local station, in contrast to purchasing from a network
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• Nonwired networks
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groups of radio and television stations whose advertising is sold simultaneously by station representatives
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Purpose of spot buys (3)
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o To allow network advertisers to provide additional Grp’s in those markets with the greatest sales potential
o To provide businesses with less than national or uneven distribution a means of avoiding waste circulation incurred by network television
o To allow network advertisers to control for uneven network ratings on a market by market basis
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bartter syndication
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· station obtains a program at no charge
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off network syndication
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· syndicated programs that have previously been aired by a mjor network
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stripping
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scheduling a syndicated program on a 5 day per week basis
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Adv. of cable
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o Ability to target a certain audience
o Lower cost
o A strong summer season
o Opportunity for local and spot cable advertising
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• Interconnects:
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a joining buying opportunity between 2 or more cable systems in the same market
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Time shift viewing:
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recording programs on VCR for viewing at a later time
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People meter
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device that measures tv set usage by individuals rather than by households
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Sweep Weeks
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during these periods, ratings are taken for all television markets
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TVQ
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a service of marketing evaluations that measure the popularity
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Adv. of Radio |
o Radio is the primary medium for targeting narrow audience segments
o Radio is a mobile medium
o Radio has low costs and can reach quickly to changing market conditions
o Radio has a personal relationship with its audience
o The biggest strength in radio is its ability to deliver advertising to a very selective audience
o Radio advertising influences consumers closest to the time of purchase
o Radio works well with other mediums, fills in gaps with TV and newspapers
o Radio provides advertisers with both immediacy and flexibility
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Dis. of Radio
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o Radio often lacks the impact of other media, because of no visual component
o Each week radio reaches about 94% of all adults and 90.6% of all teenagers
o Has a sheer number of stations, which creates a very fragmented environment especially for those advertisers needing to reach a general audience
o Has to break through the clutter
o There is an increased number of MP3 players and digital radio
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•Satellite radio
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Available by subscription and contains few, if any, commercials. It requires a special receiver but offers near CD-quality sound.
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HP Radio
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: offers terrestrial radio stations the ability to deliver additional programming on the same amount of bandwidth with higher quality sound
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Radio Advertising Bureau
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Association to promote the use of radio as an advertising medium
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Spot Radio
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· buying radio time on local stations on a market-by market basis by national advertisers
o Offers advertisers an opportunity to react quickly to changing competitive challenges
o EX: Home Depot and McDonald’s depend on spot radio to augment their national advertising
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Adv. of Newspaper
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o Useful in reaching upscale households and opinion leaders
o Has significant reach in many major demographic segments
o Very flexible, offers a lot of different formats
o Much easier to measure newspaper audience
o Perceived as the most believable and trustworthy sources
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Dis. of Newspaper
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o Few advertisements are actually read
o Circulation has fallen far behind population and growth
o Advertising cost has risen
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Zoning
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newspaper practice of offering advertisers partial coverage of a
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Zoned distribution preprints
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can be inserted into newspapers that were delivered to specific zip codes
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Standard advertising unit:
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allow national advertisers to purchase newspapers in standard units from one paper to another
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• Co-op advertising:
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joint promotion of a national advertiser and a local retail outlet on behalf of the manufacturer’s product on sale in the retail store
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Frequency discount:
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requires some unit or pattern of purchase in addition to total amount of space
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Flat Rate
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a uniform charge for space in a medium, without regard to the amount of space used or he frequency of insertion
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Open Rate
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in print, the highest advertising rate at which all discounts are placed
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Bulk discount
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there is a sliding scale so that the advertiser is charged proportionally less as more advertising is purchased
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Adv. of Magazines
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o Can reach narrowly targeted audiences because of the range of specialized magazines
o Provide strong visuals to enhance brand awareness
o Offer some form of regional and/or demographic editions
o Portable and have a long-life
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Dis. of Magazine
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o Expensive
o Clutter
o Have long lead times
o A single magazines has limited reach
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Cross media buys
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· several media or vehicles that are packaged to be sold to advertisers to gain a synergistic communication effect and efficiencies in purchasing time or space
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o City magazines:
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A hybrid b/w small circulation specialty publications and the partial-run editions of national magazines
directed to readers within a particular city
Popular with upscale local and regional firms
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Custom publishing
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One of the fastest growing sectors of the magazine business
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Partial Run
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when magazines offer less than their entire circulation to advertisers
Ex: demographic, geographic
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when an advertiser buys a regional edition
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when an advertiser buys a regional edition
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o Selective binding:
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binding together different material directed to various reader segments in a single issue of a magazine
Most useful when there are significant subgroups of larger target markets within a publication’s audience
Can only be used for subscribers
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bleed pages
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uses all available space
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Cover date:
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date appearing on cover
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Closing date
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the date when the print or plates needed to print must be in
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mag networks
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groups of magazines that be can be purchased together using one insertion order and paying a single invoice
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independent networks:
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made up of different publishers that market magazines with similar audience appeals
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Rate based
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the circulation level on which advertising rates are based
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Rate base, also refereed to as guaranteed circulation
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the number of readers advertisers purchase
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Paid Circulation
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based on the circulation that a publisher promises to deliver to advertisers
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single publisher network
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: a single publisher owns several magazines and will allow advertisers to buy all or any number of publications
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Trade papers:
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a business publication directed to those who buy products for resale
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• Cohort analysis: marketers access consumers’ lifelong values and preferences and develop strategies now for products these consumers will use later in life
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marketers access consumers’ lifelong values and preferences and develop strategies now for products these consumers will use later in life
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• Electroencephalography:
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the recording of the brain’s electrical activity placed on the scalp
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• Universal product code (UPC)
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determines what their share of the market is, if one kind of packaging or in store advertising sells better and which retailers sell the most units
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• Copy testing
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: measuring the effectiveness of advertisements
o Done in 2 stages: rough copy and finished copy
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Poster tests:
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measures more subtle effects such as communication, understanding and clarity
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Layout tests:
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measures more subtle effects such as communication, understanding and clarity
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Card concept tests:
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creative strategies are presented to respondents in the form of a headline followed by a paragraph
• Measure the appeal
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• Touchpoint integration:
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consistency in tone, messaging and visual appearance
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• Creative brief: |
o Key observation
o Communication objective
o Consumer insight
o Promise
o Support
o Audience
o Mandatories
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• Structure of an advertisement:
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o Promise of benefit (headline)
o Spelling out of promise (sub-headline)
o Amplification of story
o Proof of claim
o Action to take
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• Rich media:
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method of communication that incorporates animation, sound, video, and interactivity that is going to overtake search marketing
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• Overlays:
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clickable rich media units that display in the bottom third video window
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• Banner:
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a long, horizaontal, online ad usually found running across the top of the page
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• In-banner video ads:
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they leverage the banner space to deliver video experience as opposed
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• In page video ads:
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stand alone ads that do no generally have other streaming content associated with them
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• Rich media:
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online advertising formats that use advanced technology to harness broadband to build brands
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Preditor:
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a producer, shooter and editor in one, it is a term that describes a new emerging group of filmmakers
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Dailies
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the positive film that the film that comes out of the camera must be printed onto
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• CGI: technology allowing computer operators to create altitudes of electronic effects for TV much more quickly
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o Keying:
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electronically composing one picture over another
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o Matte:
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: a silhouette in black and white
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o Composing
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: image combination
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