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COMM 4360 Kelley TEST 1
Terms in this set (88)
What's the most expensive magazine?
What was the original name for google?
What is the case study we are using?
Can be anything from television, internet, and radio to altrnative media such as cinema or even a...urinal?
is a single part of a medium such as a specific television program, a magazine, or an internet site.
EX: Big bang theory
The creative unit that you may schedule such as a banner ad, 30 second commercial or full AD.
Three types of media
Paid, earned, owned
ad sponsored content such as television, magazine, online website, etc.
where you rely on consumers to spread the word.
EX: social media campaigns, as well as public relations rely on earned media.
what type of media does social media campaigns and public relations rely on
something that the advertisers control that can be paid for or not.
EX: brand's website, facebook page, twitter feed, soley sponsored television program or magazine.
works of an advertising idea, schedules advertising units, uses reach as its measure and has a plan with multi-media.
Works off a communication idea or theme, has content in multiple platforms, uses influences as the measure, and has a multi-channel plan.
Calculating Reach and Frequency
reach x frequency = grps
A rating point is...
1% of the target universe
Media can have more than one rating depending upon the audience you are measuring
EX: rating for the 6 AM news on television or radio is different for 18-34 yrs old compared to adults 55+
you CANNOT add ________ across markets because they have different population bases.
you CAN add __________ across markets since that accounts for the population difference in a market.
Two dimensions of print audiences
Circulation & readers per copy
How to calculate a total print audience
circulation x readers per copy
EX: if "badass weddings" has a circulation of 500,000 and readers per copy of 5, then its total audience would be 2,500,000
is the total reach of one media vehicle.
is the total reach of two or more vehicles.
total household tuned to television(HUT)
HUT x share = rating
(share is a decimal)
rating/HUT = share
average = add the all the markets together then divide by the number of markets
divide each market cost by the average then multiply by 100 for the index
Cost per thousand
CPM is the standard for comparing one medium to another
Cost per rating point
CPP is primarily used in broadcast cost analysis
Cost / Points
AD insertion cost/ Number of Rating Points
for print media:
AD insertion cost/ (circulation x reader per copy) x1,000
for broadcast/ other non-print vehicles
AD insertion cost/ audience size x 1,000
calculate effective frequency
go to the x+ column and look at the 3+ number
calculate effective reach
add up each x column from 3 - 10
how to calculate gross impressions
population x grps = gross impressions
100 grps = 100%
Dimensions of online advertising
Online consists of email, display, search, sponsorship, and other niche elements.
Search or pay-per-click advertising has the highest amount of advertising dollars among these media.
When executing SEM buy...
an advertiser is charged when the user clicks on the ad, not when they see it.
This is unlike any other medium.
puts pressure continually at the time of purchase.
It is used by mature package goods advertising as their strategy.
Reach over frequency
puts a lot of pressure in a short time.
It is used by retailers and fast food restaurants as a short-term promotional strategy.
Effective frequency emphasizes...
frequency over reach
CPM can be a measure of...
value for the medium.
It is the dollar effectiveness that the industry places on each medium.
the percent of the target that sees your billboard everyday
How outdoor companies calculate reach and frequency based on showing
Showing (% of target that sees billboard) x 28 =GRPS
(always based on a 28 day month)
Key opportunity for mobile marketing is the ability to build a database that you can constantly market to
What is mobile marketing advertising delimma
It is more difficult to sell ads in this form because consumers do not engage in mobile ads as strongly as they do on a computer screen
Milestones in the online world
1995- online advertising world began
2002- had a crash
2006- broadband penetration hit 50%
2008- social media craze of 2008 hit
Cinema advertising benefits
It has 3x the recall of its advertising compared to television
highest level of consumption for different media
lowest level of consumption
To be significant a Quintile must be
either above 120 or below 80. Those between 80 and 120 are not significant.
Most difficult and costly audience to reach with media
in-store media's importance in the buying process
over 50% of purchase decisions are made at the point of sale which has driven the rise of instore media.
Newspaper readership trends
Daily are declining.
Suburban and college are growing
Role of unconventional media
The purpose of these media is to attract attention and to generate publicity. Getting other people to comment on your advertising.
EX: guerilla media is an example of earned media.
How online advertisers target their ads
are served to relevant editorial
are served to consumer based on their recent online history
based on either contextual or behavioral which are then targeted by zipcode
Why is it more difficult to generate high levels of reach today than in the past
because of higher fragmentation of media, fragmentation of audience and cost of media
Types of television programs
delivers a program with national commercial breaks that are the same in every market
pays the cable provider for access to their system and also provides national commercial in a consistent time period
markets their programming to various local stations in exchange for ad time that appear at various times on various stations
develop their own programming where they control their advertising inventory
Addressable ADS recently tested by Comcast
They allow the advertiser to send different ads to different households at the same time.
is based on rating or coverage
is based on composition of the audience
is the percent of your target that watches/listens/reads/interacts with the media vehicle
has a large audience among older women while the core audience is young men
has a range of users from media to the very affluent as well as a strong ethnic audience with Hispanics and African Americans
now has as many users over the age of 35 as under the age of 35
it has pushed programmers into more live action programs, advertisers to integrate product placement more into a show.
while people skip commercials using a DVR, other studies indicate that the DVR actually increases program viewing.
Social Media's impact on advertising execution
Since more people are willing to engage a brand if they have a spokesperson or mascot, brands are bringing back old brand mascots to use in their social media campaigns.
How social media offers ways to target
Interest graph targeting
Interest graph targeting
where custom audience segments are built based on the user's online interests and behaviors as well as their demographics
Social media platforms audiences and usage
Facebook is a large consumer products platform
Twitter is used a promotional platform
LinkedIn is the most popular network used by small businesses
Picture sites such as Pintrest and Instagram attract specific niche advertisers such as home decorating or food
more interesting area of online advertising growth
nearly 1/3 of all traffic, yet there has been difficulty in applying advertising to picture posts
Why online video is growing
it's low clutter, strong advertising recall and sponsorship possibilities yet it is dragged down by a glut of inventory
Why are programmatic online media buys increasing?
because it offers real-time bidding, Amazon-like targeting, and less paperwork. However, even programmatic buying cannot guarantee that the traffic on the sites that it buys is fake
social media framework consists of 4 broad elements
monitoring social media, responding to social media, encouraging sharing among users, and amplifying content.
All of these aspects cover the entire purchase funnel
Social media types
social community, social commerce, social publishing, and social entertainment.
Also cover every aspect of the purchase funnel
How much was an AD for the superbowl this year?
#1 search platform
#1 social media platform in terms of audience
#1 for small business social media
Cost out schedule
CPP x GRP
when company uses more than bought.
what was actually used x the difference in price
newspaper owes company
When company uses less than bought
What actually used x the difference in price
Company owes newspaper
how broadcast is purchased
upfront market with purchase in may for the 4th quarter through the 3rd quarter. built for auto industry to introduce new car models.
scattered purchases which are quartley and last minute.
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