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Advertising- exam 3
Terms in this set (71)
- refers to the number o people or households in a target audience that will be exposed to a media vehicle or schedule at least ONE TIME during a given period of time.
A dove advertisement commercial is placed on a TV network program (HGTV) and is watched at least one by 10% of their target audience. The ____________ would then be 10%.
Media vehicles with broad reach
Make sense for consumer convenience goods, because these are products that are FREQUENTLY purchased by consumers across all target audiences :
- cold remedies
- broadcast television
- cable television
- national magazines
Have the largest and broadest reach of any of the media. However, some of their audiences have been shrinking.
The average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time (or a week or a month.)
Advertisers often struggle with the dilemma of increasing _________ at the expense of ___________.
If an advertiser plays an ad on a weekly television show four weeks in a row, this is an example of _____________.
The number of times a target audience needs to be exposed to a message
of the advertiser are met - either communications objectives or sales impact.
The number or percentage of consumers in the target audience that are exposed to an ad some
number of times.
Minimum-number estimate for Effective Frequency
Based of determination of effective frequency
An ad company works with ABC network to display their ad 4 different times on their network. A media schedule is then devised that achieves at least 4 ad exposures over a specified time period within the ad companies target audience.
This is an example of_____________.
is likely to make effective reach a much higher number.
A particular option for placement within a media class.
Cosmopolitan magazine is an example of a ___________ within the magazine-media class.
specifies the media in which ads will be
to reach the desired audience.
a broad category of media such as TV, newspapers, magazines.
So much data is available that advertisers can then ______________ you with appropriate messages when and where you would be most receptive.
Suppliers of ________- source data, such as IRI, offer information not only demographics but also on:
- purchase frequency
- prices paid
- media exposure
Message weight is typically expressed in ___________________?
- Potential Ad impressions
What two types of exposure do planners often distinguish between?
You're flipping through a magazine and see and ad for Dove deodorant. That night on tv you see another ad for Doves deodorant on the channel youre watching and then again the next day on another channel.
This is an example of____________?
You see an ad for Coca-Cola in Cosmopolitan, and then you see the same ad a couple days later in Glamour.
This is an example of__________.
The total gross impressions number contains __________________?
unduplicated estimate of audience, reach.
Data available from outside services report both types of duplication so that they may be removed from the gross impressions to produce the ___________________, or __________________.
That a fairly large number of people were potentially exposed to the advertiser's message as a general point of reference.
What does it mean when we say that a media plan for a week produced more than 30 million gross impressions?
When Fiat Chrysler aired not one but three Super Bowl to introduce its luxury Alfa Romeo Giulia sedan to an enormous game day audience.
The pattern of placement of advertisements in a media schedule.
A pattern of placing ads at a
over a period of time.
Example: If you run an ad each day for four weeks during the game show Jeopardy, this would be an example of ______________.
Or an ad being placed in every issue of Vogue for one year.
Achieved by scheduling
advertising for a period of time, usually two weeks, then stopping advertising altogether for a period, only to come back with another heavy schedule.
- Used to support special
merchandising efforts or new product introductions
Financial advantages of flighting
Discounts might be gained by concentrating media buys in larger blocks.
A media-scheduling strategy that combines elements from continuous and flighting techniques.
- is continuously scheduled in media over time, but with periods of much heavier scheduling.
- most appropriate for products that are sold fairly regularly all year long but have certain seasonal requirements, such as
Newspapers can have high digital _______________ that doesn't translate into digital ____________________.
- geographic selectivity
- creative opportunities
- audience interest and demographics
Advantages of Newspaper advertising
- limited segmentation
- creative constraints
- cluttered environment
- short life
Disadvantages of Newspapers
- display advertising
- classified advertising
Types of newspaper ads
- advertisers of good and services rely on this
- includes standard components of print ad- headline, body, copy, and often illustration to
set it off
from the news component of the paper.
Manufacturer pays part of the media bill when a local merchant features the manufacturer's brand in advertising.
- an important form of display advertising
Do not appear on the printed newspaper page, BUT rather are folded into the newspaper before distribution.
Example is steak n shake coupon sheets, shop n save coupon sheets you get on Sunday with the newspaper.
- limited reach and frequency
- long lead times
Disadvantages of Magazines
provides complete programs to stations on a contract basis.
- offer stations complete 24-hour-a-day packages.
- supply individual programs, such as talk shows
- Westwood One--- large organization, good outlet for advertisers.
local spot radio advertising
of all radio advertising dollars
- advertiser places ad directly with individual stations rather than with a network or syndicate.
reaches well defined geo-graphic audiences
making it the ideal choice for local retailers.
national spot radio advertising
offers an advertiser the opportunity to place advertising in nationally syndicated radio programming.
best known measure of a tv audience
- percentage of TV households that are in a market and are tuned to a specific program during a
specific time period
indicates that 1% of all TV households in an area were tuned to the program measured.
- shows the percent rating of how many people in NWA tuned into the bachelor season finale
Share of Audience
provides a measure of the proportion of households that are using TV during a specific time period and are tuned to a particular program
-- people who are watching TV while CSI or the Bachelor is playing.
software/ machine controlled
1. Determine what data signals you have access to
2. Build messaging strategies
3. Develop creative framework
What are the steps to building creative?
- the incremental exposure that your brand earns through viral engagement and interactions with the brand.
- Facebook likes
- shares on facebook
- Facebook live
- brand assets or objects created within social networks by your organization.
- Facebook page or application (app)
- advertisements that can be purchases on a social network or other digital platform.
- sponsored instagram ads, facebook ads
- an advertising revenue model where the advertiser is charged by the number of people who click on their ad.
- an advantage is that an advertiser can pay for a pulled exposure rather than a message pushed to all watching that TV channel or reading that magazine.
The dollar cost of reaching 1,000 members of an audience using a particular medium.
Search Engine Optimization (SEO)
- process where the volume and quantity of traffic to a website from search engines are improved based on surfers' profiles.
higher a site is presented in the search results, the more likely consumers will visit that site.
- corporate image advertising
- advocacy advertising
- cause- related advertising
Three main types of corporate advertising
Corporate Image Advertising
- focuses on enhancing the overall image of a firm among important constituents
- When Nestle includes the bird ness logo with the slogan "Good Food. Good Life"
- When Ford features it's slogan, "Go Further"
- Attempts to establish an organization's position on important social or political issues.
meant to influence public opinion on issues of concern to a firm
- Heineken addressing that its not cool to drink and drive in TV ads
- Features a firms affirmation with an important social or societal cause
- reducing poverty
- increasing literacy
- conserving energy
-goal is to enhance the image of the brand by associating it with social issues of importance to its constituents.
A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth in a broader and salient segment of the population
- to build the image of the firm among customers, shareholders, financial community, and/or general public
- boost employee morale
- communicate an organization's views on social, political, or environmental issues.
- better position the firm's products against competition
- play a role in overall advertising and IBP strategy of an organization, platform for brand-specific campaigns
Objectives of corporate advertising
Competitive Media Assessment
Determining how much your brand is spending on IBP relative to the category as a whole.
- share of voice
Most network tv ads are bought this way.
- when ad time is pre-sold in advance
Square Root Law
believes the recognition of print ads increases with the square of illustration.
- the bigger the image size, the better the recognition
If you need rapid and very high levels of recall for the launch of a new product, what type of scheduling do you think would be more effective?
You are working on a political ad campaign, what type of scheduling do you think would be most effective and strategic?
why? Because it's more broadly effective and would be used for *established* brands with an
it's more broadly effective and would be used for *established* brands with an *established* message.
Dove body wash comes to you with an ad and asks you to schedule slots to run their ads. what scheduling technique would you recommend?
- another way of expressing media weight
- used as a relative measure of the intensity of one media plan over the other.
- calculates reach of each vehicle times the number of times an ad will be inserted into the media
-used mainly by newspapers
- target even more narrow geographic areas within a metropolitan market.
- typically used by merchants doing business in a local area.
the sum of exposures to the entire media placement in a media plan
Exposures to the ads themselves
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