ADV 206Study List for Exam 3

Chapter 7, 10-14

Chapter 7: Introductory scenario:

• Boom in research departments in the 50s since agencies could afford it • Pepsi more preferred than Coke after conducting tests so Coke made new formula• Customers preferred old Coke than new Coke, got upset and demanded it back

o Cultural reality of a brand people drink the brand not the product (cultural meaning)

o Advertising turns products into brandsBill Bernbach (responsible for VW in 60’s) – thinks advertising research is wasteful because it does not factor in real issues and realities about brands

o Advertising and brand promotion research is any research that helps in the developments, execution, or evaluation of advertising and promotion.

Stage 1: Developmental advertising and IBP research• Understand what consumer insight means. Also understand the differences

between consumer insight and facts (covered in my lecture).• Explain these research methods such as

o Design thinking – a new way of looking at the integration of research and product development; finding a way into advertising and brand promotion as well.

o Concept testing – seeks feedback designed to screen the quality of a new idea, using consumers as the judge and the jury; how does a product fit current needs and how much consumers are willing to pay for the new product

o Audience profiling – Creatives need to know as much as they can about the people whom their ads will speak

Lifestyle research (AIO) – survey data from csonuemrs who have answered questions about themselves

o Focus groups – a discussion session with six to 10 target consumers who have been brought together to come up with new insights about the good or service

o Projective techniques – designed to allow customers to project their thoughts, but mostly feelings onto a blank or neutral surface like an inkblot onto benign painting or scene.

Dialogue balloons: fill in dialogue of cartoonlike stories that have to do with a product

Story construction: tell a story about people depicted in a scene or picture

Sentence and picture completion: researcher presents consumers with part of a picture or sentence with words deleted and then asks that the stimulus be completed

Zaltman Metaphor Elicitation Technique (ZMET): draw out peoples buried thoughts and emotions about about products and brands by encouraging participants to think in terms of metaphors collection of photographs and magazines to reflect their experiences

o Fieldwork – conducted outside the agency usually in the home or site of consumption; learn from the experiences of consumers and from direct observation. Consumption practices are embedded or tightly connected to their social context.

o Mining the web (spyware) – software designed to let companies know where you go on their site, what you do when you are there, where else you go , with whom you share this information and presumably with what result.

Stage 2: Copy research or evaluative research – research on the actual ads or promotional texts themselves, finished or unfinished

• Communication test – seeks to discover whether a message is communication something close to what the advertiser desired; done in a group setting with data coming from a combination of pencil-and-paper questionnaires and group discussion. helps prevent communicating something very wrong and creating disasters

• Thought listing – also cognitive research analysis, are tests of knowledge, cognitive residue, and feelings and emotions; conducted in-house or obtained from a commercial testing service.

o Interested in the thoughts that an ad or promotion generates in the mind of the audience; obtained by having individuals watch the commercial in groups and asking them to write down all the thoughts that were in their minds while they were watching at the end

• Recall Tests – most commonly employed tests in advertising and most controversial; used to get the cognitive residue of ads

o Find out just how much the viewer of an ad remembers of the messageo Television: Ipsos-ASI and Burke; Print: Gallup & Robinson and Burkeo Recognition – means that the audiences members indicated that they have

seen the ad before whereas recall requires more actual memory (recall for TV and recognition for print)

• Recognition Tests – standard memory tests for print ads and promotions; ask you to recognize something in an ad or the ad, not recall something about it.

• Implicit Memory Measures – do not refer back to the ad or exposure but try to get at memory by using tasks like word fragments, like part of a brand name.

• Surveys – consumers are aksed to answer questions about the advertised brand after the commercial

• Atittude study - measuers consumer attitudes after exposure to an ad

• Resonance tests – the goal is to determine to what extent the message resonates or rings true with target-audience members

• Frame-by-Frame - usually employed for ads where the emotional component is key, although they may also be used to obtain thought listing as well.

• Physiological assessment – how the human mind actually processes advertisements (MRI)

• Eye Tracking – systems that have been used to help monitor eye movements across print ads

• Behavioral intent – what consumers they intend to do• Again, study different research methods and learn the usage of different methods

under various circumstances. For example, what research information can be provided by the method of “thought listing”, recall tests, recognition tests, Starch Readership tests, implicit memory measures, resonance tests, frame-by-frame tests, and eye-tracking system? (This question is also applied to the methods listed in Stage 1.)

Stage 3: Results: • Tracking Studies Method – most commonly used advertising and promotion

research methods; track the apparent effect of advertising and branded entertainment over time.

o Asses the attitude change, knowledge, behavioral intent, and self-reported behavior, before, during, or after the launch of an advertising campaign or branded entertainment use of survey

• Direct Response Method – advertisements in print, the Internet, and broadcast media offer the audience the opportunity to place an inquiry or respond directly through a website, reply card, or toll-free phone number (inquiry/direct response measures)

• All-in-One Single-Source Data Method – Introduction of UPC’s (universal product codes) enables firms to document the behavior of individuals/households about brand purchases, coupon use, and television advertising exposure by combining grocery store scanner data with TV viewing data from monitoring devices best known supplier for this is IRI BehaviorScan

• Estimating Sales Derived from Advertising – Isolate the effect of promotion and the affect of advertising on sales. Require time, data, and expertise that many companies do not have at their disposal, so this is rare.

o Advertising has greatest impact early in product life cycle

*Account Planning VS. Advertising Researcho Agencies assign an account manager to work cooperatively with the account

executive on a given clients business rather than depending on a separate research departments occasional involvement.

o Research is put in a more different and prominent role. Researchers (or planners) seem to be more actively involved throughout the entire process and have a bigger impact

o Planning agencies tend to do more qualitative and naturalistic research than their more traditional counterparts

o Account planning system means that a researcher will always be a part of the team, and it is cheaper than a whole staff of researchers

Questions and key terms

Chapter 10:

1. Advantages of simple repetition strategy? What brands use them?a. Lots of ads purchased to constantly repeat the brand name and within the

ads themselves brand can be recalled from memory so they are more likely to end up in a shopping cart

i. Positives: Resistant to forgetting, efficient for consumerii. Negatives: long term commitment/expense, competitive inference,

creative resistance b. Typically a strategy for television and radio, sometimes printc. Geico, Kibbles and Bits, Meow Mix, arenas named after companies

2. Under what circumstances would it be relatively tough to successfully link on attribute to a brand name and thereby increase sales?

3. What has to happen for “Reason Why Ads” to work?a. The ad points out to the consumer that there are good reasons why this

brand will be satisfying and beneficialb. Customers like to make their own conclusions, so a good reason why ad

will give reasons but let the consumer actually make the conclusion that the brand is the best

c. Making sure the reasons make sense and that consumers actually carei. Price advertising and value

ii. Act now ads, “hard sell”4. Explain the difference between brand recall and affective association as message

objectives.a. Brand Recall is making a consumer remember the brand through their

consistency; it is believed that the more it is remembered than the more likely it will be purchased; use of repetition and memory aids

b. Affective association works at getting the consumer to feel good about the brand by showing happy messages that don’t necessarily define the way the company/brand works very positive

5. Does sex sell? Explain.a. No, because sex doesn’t actually make someone buy something. But, it

appeals to people’s attention and will affect how the consumer feels about a product. It helps create brand imagery

6. Review the do’s and don’ts of comparison advertising and then think about each of the brand pairs listed, comment on whether you think comparison ads would be a good choice for the product category in questions, and which brand in the pair would be n the more appropriate position to use comparisons: Coors Light versus

Bud Light, Nuprin versus Tylenol pain reliever, Wendy’s versus McDonald’s hamburgers

7. Is social anxiety advertising generally effective? Why?a. Known as the P&G approach due to Proctor and Gamble’s use of itb. It does work because they instill fear in their consumers and then tell them

how to feel better about their problems; point out anxieties on the surface such as fixing dandruff, being a good parent, proper cleaning items

8. Do you think product placement and short Internet films are effective in executing the message strategy of situating the brand socially? What are major advantages?

a. Yes, people who are engaged in entertaining content will subliminally capture the brand

b. People also create attachments to the pop-culture icons who are using the products and feel closer to being like them by doing what they do

c. Strong with low-involvement goods much less with bigger items9. 10 Message strategy objectives:

a. Promote brand recall, link key attributes to the brand name, persuade the consumer, affective association (get the consumer to feel good about the brand), scare the consumer into action, change behavior by including anxiety, define the brand image, give the brand the desired social meaning, leverage social disruption and cultural contradictions, transform consumption experiences.

Chapter 11:

1. Who are the main participants in the “creative team” when it comes to copywriting, art direction, and production? What “roadmap” do they use to guide the creative effort?

Creative team:­ Media Planner­ Account Planner­ Copywriter­ Art director

They are driven by the creative brief

2. Compare and contrast the dialogue and narrative formats for television ads. What common requirements must be met to construct convincing TV ads using these two formats?

­ Use the video­ Support the video­ Coordinate the audio with the video­ Sell the brand as well as entertain the audience­ Be flexible­ Use copy judiciously­ Reflect the brand personality and image

­ Build campaigns

3. Entertainment is both the blessing and the curse of a copywriter. Is it conceivable that ads that merely entertain could actually prove valuable in stimulating sales? If so, how so?

** Talk about**

4. Describe the common mistakes that copywriters must avoid. From your personal experience with all types of ads, are there other common mistakes that you believe copywriters are prone to make on a regular basis?

­ Vagueness­ Wordiness­ Triteness­ Bad taste­ Laundry lists­ Creativity for creativity’s sake

5. Copywriters often are asked to develop slogans for a product or service. What role does an effective slogan play in promoting a brand’s image and personality? Write a new slogan for 3 brands in Exhibit 11.16 (p. 388)

Slogans are used to increase memorability of the key benefit of a brand

Slogans…1. Can be an integral part of a brand’s image an personality

a. BMW: “The Ultimate Driving Machine”2. It can act as shorthand identification for the brand and provide information on

important brand benefits 3. Provide continuity across different media and between advertising campaigns

a. Nike’s “Just Do It” gave the company an underlying theme for a wide range of campaigns

6. Identify the strategic roles that illustration plays in increasing the effectiveness of a print advertisement from a communications and marketing perspective.

Purpose of illustration:­ To attract the attention of the target audience­ To make the brand heroic (using visual techniques)­ To communicate brand features or benefits (show the product/ before and after

shots)­ To create a mood, feeling, or image (color tones, highlighting)­ To stimulate reading of the body copy ­ To create the desired social context for the brand

7. This chapter reviewed 5 basic principles for print ad design: balance, proportion, order, unity, and emphasis. Give an example of how each of these principles might be employed to enhance the selling message of a print ad.

Balance:Formal—emphasizes symmetrical presentation—creates a mood of seriousness and directnessInformal—emphasizes asymmetry—visually intriguing presentation to the viewer

Proportion:Unequal dimensions and distances make for some of the liveliest designs in advertisingConsider… spacing between elements, depth, size of elements in relation to each other, amounts of light and dark areas

Order:Establish a relationship among the elements that leads the reader through the ad in some controlled fashion

Unity:Tie the elements together and make them appear related3-point layout structure: established 3 elements in the ad as dominant forcesParallel layout structure: art on the right and left hand side of the page

Emphasis:Emphasize one item that is the primary but not the only focus in the ad

8. Digital/interactive media present a new and unique challenge for both the copywriting and art direction processes. When you visit a website, does it seem like there is a “copy” or “design” at the site? What about when you use your favorite social networking sites? Do Twitter, Facebook, or YouTube show evidence of persuasive copy or design principles?

9. Identify the creative guidelines for developing television advertising. Think of an ad you have seen that does a particularly good job of employing items listed in the guidelines. Think of an ad that does not. Which one do you like better?

­ Use an attention-getting and relevant opening­ Emphasize the visual­ Coordinate the audio with the visual­ Persuade as well as entertain­ Show the brand

10. Identify the 3 main stages of the production process for television advertising. Describe the activities that take place within each stage.

Preproduction:The advertiser and advertising agency carefully work out the precise details of how the creative planning behind an ad can best be brought to life with the opportunities offered by television

Storyboard and script approval �Budget approval �Assessment of directors, editorial houses, and music suppliers �Review of bids from production houses and other suppliers �Creation of a production timeline �Selection of location, sets, and cast

Production:The storyboard and script come to life and are filmedSetting up lighting and rehearsing may take a whole day Postproduction:Director’s rough-cutDigital editingAudio editingMaster, dubs, and distribution

Chapter 12:

What are those “Very Important Changes” in media planning?o Agency compensation – no longer using commission model, in its place are

individually negotiated deals (fee based model)o Media planning and buying is outsourced

o More Media – the internet cost promotions, product placement, viral/buzz marketing, movies that are feature length commercials

o Line between PR and advertising has become a blur – companies are using news stories as part of their IBP efforts

o Earned media as opposed to paid mediao Social media is growing

o Going Publico Much more stock holder pressure for short term profitability o Ad world greatest ways to have short term profitability: fire staff and

make more money on fees and media buyso Push in the direction of higher return media buys and dealso Agency profit margins are thin; fewer people do more work for less

moneyo Globalization – companies are paying attention to Brazil, Russia, India, and China

which have huge emerging consumer marketso Pricing and buying media around the globe is complicated, typically

foreign agencies partner with local oneso Free Content – the flood of free media content due to the internet; other

telecommunications changes; making traditional ad supported paid media vehicles

an increasingly endangered species; advertising are putting more of their promotional budget into non-traditional media which contemporary users enjoy and use more (some of this content is consumer generated)

o Hyper clutter and ad avoidance – consumers have the choice to watch ad free premium channels, such as HBO; pop-up ad filters on the Internet people will pay to avoid ads

o To survive and prosper in the new media world you have to figure out how to not be avoided

o Multi-cultural media – in the US most attention is on the Hispanic/Latino market due to its size and growth rate

o New media and demography allow more diversity and demand more ad languages

o Consumer – the days of the marketer as the sole brand image creator are over o Brand and brands communication are now meaningfully co-createdo E-commerce has given consumers increasingly more power in the

marketing channelo Consumers have become prone to seek deals

There are a number of important terms in media planning you should be familiar with. Know the differences of the terms including

• Single-source tracking services – offer information on demographics, brands, purchase size and frequency, prices paid, media exposure

o BehaviorScan • Geo-targeting – the placement of ads in geographic regions where higher purchase

tendencies for a brand are evident • Frequency and effective frequency – frequency is the average number of times an

individual or household within the target audience is exposed to a media vehile in a given period of time; effective frequency is the number of times the target audience needs to be exposed to a message before the objectives of the advertiser are met

• Reach and effective reach – reach refers to the number of people or households in the target audience that will be exposed to a media vehicle or schedule at least one time in a given period of time; effective reach is the number of consumers in the target audience that are exposed to an ad some minimum number of time

• Media weight and gross impressions – message weight is the total mass of advertising delivered; gross impressions represent the sum of exposures to the entire media placement in a media plans

Questions on p. 455

Chapter 13:

Know the following terms• Bleed page – the background color of an ad runs to the end of the page replacing

the standard white boarder

• Gatefold ads – ads that fold out of a magazine to display an extra wide advertisement,

• First cover (front cover), second cover (inside front cover), third cover (inside back cover) and four cover (back cover)

• Double-page spreads – advertisements that bridge two facing pages• Closing date – the date when production ready advertising materials must be

delivered to a publisher for the ad to appear in an issue • Cover date – the date of publication that appears on a magazine

What are the terms of measuring magazine audience? Guaranteed circulation, instated minimum number of copies of a particular issue that will be delivered to readers, pass-along readership

TelevisionWhat are advantages/disadvantages of television?What are those different television categories?

o Network TVo Cable o Syndicated o Local o Satellite/Closed circuito Web/iPod/Smart Phone

How to measure TV audiences?• Understand the meanings of HUT, Share, and Rating

o Program rating = TV households tune to a program/total TV households in the market

o HUT = households using television o Share = households tuned into a program/total number of households

using the TV

RadioRadio Categories

o Networkso Syndicationo AM/FMo Satelliteo Inernet/Mobile

Types of Radio Advertisingo Local spoto Network radio advertisingo National spot radio advertising

What are advantages/disadvantages of radio?How to measure radio audiences? (Study the terms)

o Quarter hour persons – number of listeners during 15 minute periodo Quarter hour share – percent of total radio audience during 15 minutes

o Quarter hour rating – audience expressed as a percentage of the population of the measurement area

o Cume – total number of different people who listen to a station for at least 5 minutes in a quarter hour period

SAU (standard advertising unit) – a system for selling ad space, which defines unit sizes for advertisementsROP (run of paper) – when an advertiser buys space the ad may appear anywhere on any page in the paperQuestions on pp. 492-3

Chapter 14

Introductory Scenario: Racing Through the WebSprint & NASCARMiss Sprint Cup tweets and facebooks about the races and racersAdvertises the products that she uses in her updatesHer brand promotion comes up in a positive way in a natural communication environmentCoupling TV with in-person marketing

No Wires Means New RulesWireless has made it easier for people to access the Internet (on phones)Wi-Fi will likely yield technologies in the next 3 years…

­ Wi-Max: world-wide interoperability for microwave accesso Creates hotspots around a central antenna which people can wirelessly tap

into the net; has a range of 25-30 miles (longer than Wi-Fi’s 300 feet)o Ideal for rural environmentso Branded as 4G

­ Mi-Fi: mobile Fio Adds the capability of accessing the net while the user is virtually

anywhere­ Ultra broadband

o Technology that allows people to use large files quickly over short distances

**Will allow advertisers to communicate with audiences more**Faster and from any location

Globalization­ Building a Wi-Max access center in Russia (the most rural country in the world)

—Alcatel-lucento Provide internet access to over 40 million Russians who do not have DSLo Will give advertisers a new market of consumers

Social Media 8 Rules for Brands

1. The small is biga. There’s a small portion of site visitors responsible for 40-50% site traffic,

high-volume users share their experiences �recognize and reward them2. Conversion

a. Visitors driven to the site by peers are 4 times more likely to be converted to brand users than those who come from other sources (display ads, paid research) �encourage site visitors to share their experience and forward the link

3. Users are more powerfula. Word of mouth generated by influential consumers is more important than

the words of the companyb. Find ways to make brand content viral from consumer to consumer

4. Throw your own partya. Creating your own social site that attracts visitors where you can control

content and activities5. Keep the e-mail

a. E-mail and IM are still popular ways to communicate �don’t dump email as a way to spread your brand

6. Be truly sociala. Brands and content need to have true social attributes �stuff worth talking

about7. Beware the blogger

a. One negative comment about a brand in a blog spreads faster than positive comments

8. Be usefula. Social marketing programs need to provide a serviceb. Provide consumers with content they can use to make their lives better

Digital & Interactive Media AdvertisingAdvantages

­ Target market selectivity­ Tracking­ Deliverability (24/7)/Flexibility/Reach­ Interactivity­ Integration (connecting tangible with the intangible)

Types of Digital/Interactive Internet Advertising­ Paid Search: process by which advertisers pay websites and portals to place ads in

or near relevant search results based on key wordso SEO (search engine optimization): process whereby the volume and

quality of traffic to a website from search engines is improved based on surfers profiles

­ Display banner ads: paid placements of advertising on websites that contain editorial material

­ Sponsorship: a firm pays to maintain a section of a website­ Pop-Up/Pop-Under:

o Up: Internet advertisement that opens in a separate window while a web page is loading

Splash screen: appear on a site after a page is requested but before it is loaded

o Under: ads that are present under the web users active window and are visible only when the web user closes that window

­ Rich media/ Video & Audio: the process in which a web ad uses advanced technology, like streaming video or audio, that is launched when the users mouse passes over the ad

­ Corporate/Brand home pages: the website where a business provides current and potential customers information about the brand and usually its brand in great detail

­ Widgets: module of software that people can drag and drop onto a desktop or mobile device

­ 2nd Life/Virtual Worlds: interactive Internet spaces where residents can explore, meet or socialize with other residents in avatar form (advertisements within virtual world)

­ Video gameso An attractive option for advertisers because they reach the elusive 18-34

year old male segment that has abandoned many traditional media for digital media

Measuring the Effectiveness of Digital/Interactive AdvertisingHits: the # of elements requested from a given page and consequently provide almost no indication of actual web trafficPage Views: the pages (the # of html files) sent to the requesting users computerVisits: the # of occasions in which a user interacted with a site, y, after time, z, has elapsedUnique Visitors: the # of different people visiting a site during a specified period of time (a new user is determined with their registration to the site)

­ Allows a website to discover what links are directing people to the siteWeb Analytic Software: measurement software the provides information on hits, pages, visits, and users and also lets a site track audience traffic within the site

EthicsClick Fraud: clicking on the Internet advertising solely to generate illegimate revenue for the website carrying the ad

Managing the Brand in an E-Community­ Communities formed online among users of a particular brand­ Social networking sites­ Likely to proliferate in the coming years­ Websites created to facilitate the community interaction process

Future of Digital/Interactive Ad and IBP­ Linked to technological advances and the emergence of location-based mobile

marketing

­ 2 technologies: wireless communication and web-launched video and audio will have the biggest impact

­ Increased ad relevancy­ Evolution of internet television:

o If you’re watching TV online, you can click the ad to purchase the product immediately

­ Wireless communication:o Ads will take advantage of consumer-tracking sites like 4Square to

advertise things close to consumers

Others:

Article on “Spotting the Trends, Before They Break Out”

The Omnicom Group—the world’s 2nd largest advertising holding company—is starting an agency that seeks to identify emerging trends in pop culture and taking advantage of them by distributing content sponsored by brands and products

Facebook, Pinterest, Twitter and YouTube make it easier to monitor what consumers like and dislike and they spot actors, fashion, movies, etc. on the cusp of breakout popularity

We have the opportunity to identify pop culture trends when they’re starting and incorporate brands early in the process

Lecture 11: Creative Executions

Components of the Print Ad­ Headline­ Subhead­ Bodycopy­ Slogan/Logo­ Pictures/illustrations

Copywriting Approaches to Digital?interactive Advertising­ Long-copy landing page­ Short-copy landing age­ Long-copy email­ Teaser email copy­ Pop-up/pop-under copy­ Social media copy­ Hybrid of print and broadcast copy

Audience has different meaning in digital­ More incentive to read­ Much of the copy is direct response­ Audience may “interact” with ad­ Print and broadcast recommendations for copywriting apply to digital

Copy Approval Process:

Agency �Account Planning �Copywriter �Senior Writer, Creative Director �Account Mgmt Team, Legal Department �Client �Product Manager, Brand Manager, Marketing Staff �Senior Executives

The Evolution from Words to Pictures­ Improved technology for better illustration­ Digital media allow frequent rotation of visual­ Brand values communicated better with visuals­ Visuals can be protected legally­ Visuals are more globally portable than words across cultures­ Visuals allow placing the brand in a social context

Basic Design Principles­ Balance: Asymmetrical weighing of non-similar shapes­ Contrast (colors, size, etc.)­ Sequence­ Emphasis­ Unity

Lecture 12: Media Strategy & Planning for Advertising and IBP

Media is the “New Creative”Media Planner are unsung heroes

Media PlanningAbove-the-line: traditional measured media

­ TV, radio, magazines, newspaper, outdoor, etc.Below-the-line: unmeasured media/IBP tools seen as more efficient

­ Internet search, shelf placement, coupons, events, in-store promotions, etc.

Media Plan­ Specifies media in which advertising message will be placed to reach a desired

audienceMedia Objective

­ Explains what goals will be achieved; usually states how many of the target will be exposed to advertising messages in a given time period, and how often

Media Strategy­ Outlines how objectives will be accomplished; shows where and when advertising

messages will appear, and at what costMedia Class

­ Broad category of media, such as TV, radio, or newspapersMedia Vehicle

­ Specific option within a clas, i.e., Vogue magazineMedia Mix

­ Blend of different media to reach target audience

Media Objectives

1. Reach the target audiencea. Demographic, geographic, lifestyle/attitude define choices

2. Geographic scope of media placementa. Geo-targeting of regions of high-purchase density

3. Message weighta. Gross impressions, message impressions

Gross Rating Points (Reach x Frequency): the total # of people exposed to media ads in an entire ad campaignCost per thousand (CPM): Advertising cost to reach per thousand peopleScheduling decisions need to take into account:

­ Media objectives­ Size of media budget­ Product usage patterns

7 Trends of the Post Broadcast Age­ Addressable­ Portable­ Searchable­ Interactive­ Transactional­ Everywhere­ Social

Challenges1. The proliferation of media options2. Insufficient and inaccurate information3. Escalating media costs4. Interactive media

IBP Implications1. Reliance on mass media will be reduced for more highly targeted vehicles2. Media impact data will used to compare placement alternatives3. Planners become more creative and knowledgeable about alternative media

choices

Media Choices: Internet1. Growth in use but not in media rates2. Difficulty in assessing size of audience3. Hard to determine what kinds of “ads” really work on the Internet

Lecture 13:o Television – the most powerful advertising medium on the planet

o What TV does well? Creative advantages, cost per contact, audience delivery, enormous reach and frequency potential, target-ability, there is a reason they use it for tornado warnings and political advertising

o What radio doesn’t do well? Intangibility, potentially expensive production, potentially expensive air time, cant really geo-target, ad clutter, poor audience attitude and attentiveness

o Future: emerging digital interactive era (American Idol/viewer participation), transmission technology (satellite, many channels), industry consolidation

o Television copy – huge range Spot cost – Syracuse: WSTM Today Show M-F 7a-9a = $120;

NYC WNBC TV Today Show M-F 7a-9a = $2500; most expensive local spot ever heard of was Super Bowl WNBC = $800,000

o Radio – the most intimate of the mass mediumso What radio does well? Very efficient to deliver your message, reach and

frequency, target-ability, flexibility, creative opportunities, costo What radio doesn’t do well? Engagement challenges, creative limitations,

fragmented universe, scalability issues, many cost negotiationso Future: prospects for subscription (satellite radio should not be

underestimated), radio will be effected by emerging technologies in the same way as television, radio consolidation

o Compelling radio copy – production cost-variable Syracuse: 60 rates = $50; NYC: 60 rates = $2,000

o Magazine – content driven engagemento What magazines do well? Target an audience, relevancy to audience,

creative execution, long shelf lifeo What newspapers don’t do well? Limited reach, clutter, long production

lead-times, costo Future: Magazines will have to determine how to adapt to new media

options (offering online versions), publishers are exploring other ways to take advantage of the interactive digital environment beyond digital versions publications (some magazines are starting to make the products advertised available for sale online), big advertisers are working their way into becoming media companies

o Relevant ad content placement – content is contextually lined to ad copy Parenting magazine, Bonnier corporation Cost to run = $66+ CPM; rate base = 2,200,000; Full 4/color page

rate = $145,200o Newspaper – content constrained by its delivery mechanism

o What newspapers do well? Geo targeted, consistent production/delivery, detailed creative executions, credibility, relevant to audience (interest and demographics), reasonably efficient, timeliness, cost

o What newspapers don’t do well? Limited segmentation, creative constraints, cluttered environment, short shelf life.

o Display advertising – includes the standard components of a print ad/headline/body copy and often an illustration – to set it off from the newspaper content

Co-op advertising – a manufacturer pays part of the bill, when a local merchant features the manufacturers brand in the advertisement

o Insert – a multi-page format with high engagement and production lead-time.

Pre-printed: an advertisement delivered to the newspaper fully printed and ready for insertion

Free-standing: contains cents off coupons for a variety of products and is typically delivered with Sunday newspapers

Classified: advertising that appears as all copy messages under categories such as employment, automobiles and sporting

Cost to product = $0.03 each/$27-50 CPM; cost to insert = &30-60 CPM

o Future: to compete in the future newspapers will have to continue to provide in depth coverage of issues that focus on the local community, continue to provide some coverage of national/international news, borrow from the internets approach to advertisers- be accountable to local advertisers and offer a pay-per-inquiry model for ad costs, maintain and expand their role as the best local source, provide consumer buyers the option of shopping through an online computer service, blog, become more main stream in integrated brand promotions

o Product driven display - price and detail, locations, financing disclaimers Cost to produce = $0; cost to run = $80-120 CPM; Syracuse Post

Standard = $16000, New York Times = $45000o Production challenges – consistency of execution can be a problem

Lecture 14 (Guest lecture by Prof. Sheehan to be posted on BB) o 6 Things to master in 2012

o Search Master rule – if you cannot be found, you cannot be seen. Caveat – it is hard to be consistently found. 79% of clicks go to the top three results, 99% do not go to the

second page You need a successful Search Engine Optimization (SEO) strategy You need a successful Paid Search strategy How to Grow: Use website content, site popularity, and site

technical structure Biggest risk is reputation which is 84% of a company’s value and

64% of people believe whatever they read or see in searcho Display – having cool ways to display ads make it more appealing

Mac ads on New York Times websiteo Social Marketing

START SMALL! – Facebook and twitter friends/followers, doing badly is worse than not doing anything at all; all you need to do is listen

Visuals are the key to engagement; you don’t need a big budget Content creation and social media are symbiotic “It if doesn’t spread, it’s dead”

o Mobile Marketing – take advantage of geo-location like 4sqaure, favorite places, and more to come

Mobile is becoming the first screen Smartphone penetration over 48% Mobile media spending to hit $55B in 2012 Use mobile to shop

o Tablets/Apps Revolution, new products A lot of magazines/newspaper and other media are engaging

people through apps More E-books than print More personal relationships than laptops and more tactile than cell

phoneso Measurement?