49 terms

CM 317 - Intro to Advertising Final

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Job description
What should creatives produce?
Objective
What should advertising achieve?
Single-minded proposition
Single thing that makes the ad.
Substantiation
Support, deal-clincher, reflects, smp
Key response
Shift, call to action
Desired brand characteristics
Adjectives
Inclusion
Mandatory elements in ad
Thumbnail
20-30 sketches, sent to creative director
Rough Layout
Best 4-5 thumbnails, worked on, sent to client
Comprehensive
Best 1-3 roughs, more detailed, client picks
Mechanical
Final draft
4 stages of an ad
1. Thumbnail
2. Rough Layout
3. Comprehensive
4. Mechanical
Message design
format, write script, make storyboard, get client approval
Preproduction
hire director, cast talent, find production house, locate set, find props, get production bids
Production
shoot, record audio/sound effects, make graphics
Postproduction
Edit video, mix audio, sync audio & video, present to client, make duplicates
4 stages of broadcast production
1. Message Design
2. Preproduction
3. Production
4. Postproduction
Media salespeople
work for magazine/TV station, provide sales kits
Media reps/brokers
sell space & time for variety of media, sell media packages
Media researchers
compile & measure data, find costs & availability for ads
Media planners
media plan → strategies (where & when to advertise)
Engagement planners
study touch points, determine POIs
Media buyers
media plan → contracting time & space
Buying companies
media research organizations (some part of agency, some third-party)
Media Mix
way various media are strategically combined to create impact
Cost Per Thousand (CPM)
(ad / readership cost) • 1000, efficiency of reaching 1,000 people
Exposure
beginning of media effects
Impressions
one person's opportunity to be exposed to ad one time
Circulation
number of copies sold
Readership
number of individuals contacted by ad
Gross impressions
estimate of total impressions across total circulations
Ratings
percentage of households with content on TV (40 → 40% have content on TV)
Share
percentage of viewers based on number of sets turned on
Reach
percentage of target audience expose to message during specific timeframe
Frequency
number of times person is exposed to ad
Intrusiveness
ability to grab attention in disruptive & unexpected way
audience size/medium
1. TV
2. Digital (close second)
Magazine advantages
targeted readers, receptive audience
Magazine disadvantages
clutter, high cost
Outdoor advantages
long life, situational, brand reminder
Outdoor disadvantages
simple (7 words or less), not green
Network TV advantages
mass audience, cost efficient with digital
Network TV disadvantages
intrusive, zapping (skip commercials), production costs
Cable TV advantages
targeted audience, lower cost than network TV
Cable TV disadvantages
not uniform penetration, less viewers, higher cost per viewer
Network TV
Broadcast companies with affiliates (NBC, ABC, CBS, FOX)
Cable TV
Broadcast companies without affiliates (e.g. AMC, HBO)
Digital advantages
targeted audience, low cost, rapid measurement
Digital disadvantages
intrusive, no measurement standards