Term
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Definition
| target market reached on major TV networks (media buying was easy) |
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Definition
| tons of media options (much harder) |
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Term
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Definition
o Definition: figuring out how to direct advertising messages to the right people in the right place at the right time.
o Extremely important part of advertising.
o 90 % of Ad budgets determined by planners.
o Connection department
o Lots of opportunity for young people. |
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Term
| The old days (media planning) |
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Definition
simplistic
• Options: Top 3 networks, newspapers, magazines, radio, outdoor.
• Agency charged 15 % for placement |
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Definition
• More media options
• Economic downfalls
• Competitive upstarts
• Tech. & emerging media |
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Definition
o To surround the target audience with a holistic campaign that presents the same message about the brand in carious creative ways. – Helen Katz (GM)
*see pg 2 of red notes |
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Term
| Has there been an increase or decreasing spending in marketing services? |
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Definition
| Increase. 2004 was the first time more money was spent in marketing services than in traditional advertising |
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Term
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Definition
o Core Target: 30 – Something men.
o Media Buy: football heavy
o Actual Campaign began January 3rd.
o Pre-campaign:
• Teaser TV in November (15 seconds)
• Mention on ESPN during football season
• Sponsored NFL’s “Pigskin Pick em.”
• Print Ads (Nov) in Car magazines.
• Direct Mail (oct.)
• Direct Mail (dec.) offering test drive.
normally in campaigns, agencies use heavy traditional media for the first 6 months to introduce the product and then advertising levels off |
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Definition
| o 2003, Used digital media first in the beginning of the campaign (less expensive), then followed it with heavy amount of traditional media and less digital media. |
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Term
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Definition
o Core Demographic: middle-aged men; technologically savvy, connected.
o Research: price tag, ownership costs too high.
o Smart Phone users:
• Weather.com
• Yahoo news, finance, sports
o Mobile = much cheaper but most effective of all digital options. |
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Term
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Definition
o Traditionally, BMW runs TV & Print ads.
o TM = 46, $ 150,000, 2/3rds male, married, no kids, “Work hard, play hard.”
o Discovery = 85 % use internet before purchase.
o Plan: 2001, asked directors / producers to create shorts.
o Goal: to drive ppl to BMW website
o Promotion: TV ads (trailers), viewers had to register (take a look)
o Result: 10 million views, 2 million registered, 60 % asked for more info, 94 % recommended site to others (viral marketing.) |
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Term
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Definition
o Overall 54 % read Sunday (2008)
• 48 % read daily
• 67 % of adults read paper last week
o 2nd in total ad revenue (2009)
• $ 32 billion (down for $ 47 Billion in 2006)
o Primarily local Advertisers
• 85 % local & 15 % national
o Less Demographically defined
• (shotgun v. Rifle Shot)
• Although newspaper readership skews older and upscale. |
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Term
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Definition
o Desirable audiences (those w/ buying power) read the paper.
o Daily readership
• Job Type-higher education, higher readership
relevance increases as people age and take on more responsibility |
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Term
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Definition
o Newspaper relevance increases as people age, take on responsibility.
o More educated = more readership.
o More income = more readership. |
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Term
| Whats the focus of local, national and specialized |
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Definition
o Local (AJC, Banner Herald)
o National (NYT, USA Today, Wall St. Journal)
o Specialized (college, ethnic, B2B) |
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Term
| Geographic flexibility (and T-Mobile) |
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Definition
o National Advertisers prefer both ways.
• Eg: T-Mobile
- National: WS Journal
- National: Sunday Supplements (parade)
- Local: Seattle, La, Portland, Phoenix, SD
o Local Stores Can focus for detail, distance is limited. |
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Term
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Definition
o Columns x inches = Ad Size
o Ad size x Rate = Ad Cost
SAU=standard advertising unit |
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Term
Column inch:
2x5 ad. Rate= $100 per column inch. What is the cost of this ad? |
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Definition
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Term
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Definition
Cost per thousand
o Widely used evaluative tool to assess cost efficiency of various print media.
-rate is based on readership
-CPM tells us how much an ad costs relative to others
o Cost of the ad/circulation = CPM
o Can compare similar ad sized -normally use full page |
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Term
Which option (CPM) is a better deal?
$10,000/33,000=$303
$5,000/14,000=$357 |
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Definition
| The 2nd one is more expensive relative to the first one |
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Term
| Why advertise in Newspapers |
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Definition
o Being seen in paper enhances credibility
o Tight market coverage
o High reach among desirable audiences
o Media Mix: newspapers are great for quickly building awareness and stimulating action (sale ads) |
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Term
| Disadvantages of Newspapers |
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Definition
o Reproduction
o Clutter (small ads)
o Shrinking Audiences, especially among youth (but still 50 %) |
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Term
| How are newspapers adapting? |
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Definition
| developing websites and mobile content |
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Term
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Definition
o People love their magazines
o In the trade, referred to as “books”
o 80 % of US households subscribe to magazines
o Average Household = 6 different books a year.
o Today, over 11,000 consumer titles
o Total ad revenue = $ 12 billion (-7 % from 2008)
• Less than newspaper
o Primarily National
• But local and regional possibilities. |
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Term
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Definition
| newsweek, rolling stone, vanity fair |
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Definition
• Maxim-most female readers
• GQ
• Details
• Esquire
american rifleman-fewest female readers |
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Definition
cosmo-most male readers
working mother-readers
glamour
vogue |
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Term
| Magazine buying consideration |
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Definition
o Readership Profile
o Editorial Profile:
o Usually buy > 1 books
o Circulation sized (trade off)
o Cover positions |
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Term
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Definition
| • Who reads the magazine? Usually described in terms of demo and psycho characteristics. |
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Term
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Definition
| • How the magazine editors define the magazine: e.g. – news, tattle, sports, business, general interests, etc. |
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Term
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Definition
1st, 2nd, 3rd, and 4th cover
- Full page (4C) = 100 index (recall)
- Inside spread (4C) = 130
- 4th cover = 120
- 2nd cover = 112
- 3rd cover = 90 |
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Term
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Definition
o Bleed (No border-perceived as larger)
o No Bleed (Border) |
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Term
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Definition
| standard rates and data service |
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Term
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Definition
o 1950’s = $0.2 Billion
o 2003 = $ 57 Billion
o 2008 = $ 65 Billion
o Tv/ cable/DVR viewing per home is about 8.5 hours a day
Majority of ad dollars are spent in TV-about 1/2 this amount is spent in newspapers |
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Term
| Are ratings of top shows up or down? |
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Definition
| down bc of increasing audience fragmentation |
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Term
| TV structure (4 was to buy advertising) |
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Definition
TV advertising is roughly brought in 4 different ways:
• Broadcast Network TV = $ 27 Billion
- Network (ABC, CBS, NBC, Fox, CW)
• Cable Network TV = $ 19 Billion
- Networks (ESPN, TBS, TNT)
• Spot TV = $ 17 Billion
- Spot (National)
- Spot (Local)
• Syndication = $ 4 billion
- (Jeopardy, Judge Judy, Seinfeld Re-Runs) |
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Term
| TV Buying considerations: TV is best for... |
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Definition
• Generating Awareness (Reach)
• Branding (Image Transformation)
• Brand Reinforcement |
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Term
| What are TV buys based on |
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Definition
| o Buys (as w/ other media) are based on audience exposure among TA & $$. |
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Term
| What must people consider in TV buying |
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Definition
• Cost
• Ratings
• Daypart
• Audience |
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Term
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Definition
o Mostly determined by popularity (size of audience)
o Larger Audience is more expensive |
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Term
| Largest audience size/most expensive show to run a 30-sec ad |
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Definition
| Sunday Night Football: $340,000 |
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Term
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Definition
o Audience size measured w/ “ratings”
o Roughly 114 Million TV homes in US
o Ratings:
• % of homes to a specific program.
• # of homes watching / N (# of tv homes)
o 114 million homes tuned in / 114 million TV homes = 10
o Ratings are a percentage w/out the percentage sign (%) |
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Term
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Definition
o Often chosen more than specific programs
o Important for targeting; must be familiar with audience composition.
o (E.g.: Best time to advertise laundry Products?)
• Daytime, morning (maybe even PT)
o 6-10 am → morning
o 10 – 4:30 pm → Day Time
o 4:30 – 7:30 → Early Evening / Fringe
o 7:30 – 8:00 PM → primetime access
o 8-11 PM → Prime Time
o 11-11:30 → Late News
o 11:30 – 1 Am → late night / Fringe |
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Term
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Definition
o National Brands
• Place a buy with one / several network (s)
- Broadcast networks
- Cable Networks
a. Espn, nick, MTV, TNT, ect. |
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Term
| National and local brands/locations (buys) |
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Definition
Spot buys → place market-by-market buys
• Buy top Station (s)
- Usually a mix of top – ranked stations / affiliates
- Marketers by top 10 marketers.
• Buy Local Cable:
- Usually a ROS buy
a. Run of Schedule
b. Any Network at any Time
- Buying reach / frequency
• Can Do a Combination: national buy and/or "heavy up" in major markets with spots |
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Term
| Future of TV (challenges) |
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Definition
DVR-ppl skip ads
-solution: logo through whole ad, product placement
Watching TV online |
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Term
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Definition
o 1920’s to mid 1950’s known as the “Golden Age”
o Radio also “got punched” by TV.
o Responded by becoming more specialized.
o Today, radio is threatened by satellite radio
• Or Not?-sometimes you hear ads on satellite channels
• As well as internet / itunes.
Radio revenue is down |
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Term
| Radio Buying Considerations |
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Definition
Primarily a local Buy
• $ 20 Billion
- 10 % national network or spot
- The rest is local (Magazine is opposite)
Very Targeted
• Similar to magazine and cable networks
Low Costs
• Production & CPM
Excellent Secondary Buy
• Can extend reach and reinforce messages in other media |
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Term
| Most essential considerations for radio bus |
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Definition
| daypart, ratings and format (content-country, etc) |
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Term
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Definition
• Morning Drive (6-10 AM)
• Day Time (10 – 3 PM)
• Afternoon Drive (3-7 PM)
• Evening (7 – Midnight)
• Latenight (Midnight – 6 AM) |
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Term
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Definition
- Old ppl listen to news / talk
- Young = contemporary hits
Preference By Age
18-24 y/o
1. Contemporary Hits 26%
2. Urban 14%
3. Adult Contemporary 12%
55-64 y/o
1. News/Talk 28%
2. Adult Contemporary 15%
3. Country 13% |
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Term
| Internet and digital media basics |
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Definition
o Internet is the fastest growing medium history
o Over $ 25 Billion in 2009
• 3rd biggest medium behind only to TV and newspaper
o Growth increasing annually
most growth in social media nad mobile advertising |
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Term
| Years to reach 50 million viewers (radio, tv, cable, internet) |
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Definition
• Radio 38 yrs
• TV 13 yrs
• Cable 10 yrs
• Internet 7 yrs |
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Term
| categories of internet advertising |
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Definition
o Search (60%)
o Display (31%)
• Rich media (video), Banners, Sponsorship
o Email (5 %)
o Social Media (3 %) → expected to grow
o Mobile (2 %) → expected to grow |
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Term
| Facts about internet advertising |
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Definition
o Trackable
o Targetable
o Reach people @ work
o Creatively influences the media process
o Combines the best of each medium
• Print, Audio, Visual |
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Term
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Definition
- 1. Google 5. Youtube
- 2. Yahoo 6. Microsoft
- 3. MSN 7. AOL
- 4. Facebook |
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Term
| Search engine market share-US |
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Definition
• Google – 80 %
• Yahoo & Bing – 20 % |
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Term
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Definition
o Very targeted advertising effort
o Bid on word auction style
o Cost varies from $ .01 to much more per click-thru so you only pay for those coming to your site.
there are things you can do to come up at the top of a search as a non-sponsored link |
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Term
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Definition
ROS=Run of Site
Banner, buttons, skyscrapers, interstitials, pop-ups, pop – unders, rotating gifts, etc.
o Paid placement on other sites (content)
o Account for over 31 % of online ad. Revenues.
o Typically link advertisers URL
o Low Click – Thru rates
o Prices Vary
• Can buy via impression: CPM
• Can buy via # of click: CTR (click-thru rate)
- cost varies from $.01 to much more per click through rate so you only pay for those coming to your site |
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Term
| ESPN is what kind of site? |
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Definition
| sticky-ppl go there over and over again |
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Term
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Definition
skip this ad
o Gets in the way before content you want to see of website. |
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Term
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Definition
EWOM-e word of mouth
spread to other people through emails, networks, blogs. All advertisers pay is production costs |
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Term
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Definition
used viral video
Kimberly Clark as a DIY line called Duckbill
• Duckbill is K-C’s DIY line
• Re-positioned as dust masks
• Hired “Buzz-marketing”
• They paid ad Organic $ 25,000 for videos
• Results:
- 115,000 blog mentions
- 65,000 visits
- 30 % increase across the line |
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Term
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Definition
| stairs into piano keyboard |
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Term
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Definition
| social networking for business/jobs |
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Term
| Social networks and mobile |
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Definition
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Term
| how to mine social networks |
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Definition
• Target Ads/ Buy Ads on Facebook
• find out info of users and place targeted ads
• OR: create fan page to advertise (EX: Starbucks 3.5 million fans on Facebook) |
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Term
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Definition
“Sniffing out dorm dwellers.”
o Febreze:
• $ 600 Million in less than 10 years (P & G brand)
Goal:
• To reach 18 million college students
• Mainstream media is ineffective for 18 – 22
Plan:
• Go online and Viral
• Facebook – centerpiece
• Whatsticks.com housed on FB
• Banner Ads
• Games, Videos, photos, comedy etc. |
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Term
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Definition
o Is going to take off.
o 280 million subscribers.
o Smart phones / apps
o Haven’t really figured out how yet |
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Term
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Definition
o 7,800 recipes
o Cooking videos
o Shopping list
o Store locator
o Always advertises Kraft product in list ingredients. |
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Term
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Definition
: * McDonald's is the #1 outdoor advertiser!!!!
DEF: all forms of media outside of the home that carry advertising messages to consumer audiences.
Types:
• Traditional ( 62 % of all spending)
- Billboards
• Transit (19 %)
- Buses, trains, airports, taxis, trucks, subways
• Street Furniture (15 %)
- Bus shelters, benches, newsstands, public phones, kiosks, shopping malls.
• Alternative (4 %)
- Stadiums, resorts, airborne, parking meters, etc. |
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Term
| 2 main types of billboards |
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Definition
Poster Panels:
• 8-sheet, 30-sheet.
• In- or close to town
• Bought monthly (shorter time period)
Painted Bulletins:
• Biggest, most permanent, along freeways.
• Longer time period – 6 month to a year |
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Term
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Definition
o Time square.
o Spectaculars: unique, LARGE, contract usually is from one year (min) to longer |
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Term
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Definition
o Producer/Arranger/Talent
o Turner Productions
o Graduated from UGA in 1963
o Art director @ BBDO upon graduation
o Best client today=Subway
o Worked w/ John Mayer |
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