1. Yahoo

2. CNN

3. MSNBC

4. Google News

5. NY Times

6. Huffington Post

7. Fox News

8. Washington Post

9. LA Times

10. Mail Post

Attention 

Interest

Desire

Action

90% ~Step 1 in gaining consideration from the consumer.

~Help client stand out from the clutter

-Product placement in movie/TV show

 -Great subject line in email

-Strong visual imagery in print/outdoor/TV

-Brand placement/inclusion in sponsorship

~Choose mediums where you can differentiate

60% ~Step 2 in gaining consideration from the consumer

~Help client increase relevance with consumer/relate to them on some level

-Match-making delivery to target lifestyle

-Taking advantage of “Frame of Mind”

-Pulling through emotion

~Choose mediums where you can relate to consumers

25% ~Step 3 in gaining consideration from the consumer

~Help client show advantages of product/service for consumers

-What is the best representation of success?

-Utilizing statistics, surveys, polls, etc.

-Maximizing positive comparisons, testimonials, etc.

~Choose mediums where you can show the benefit to consumer

5% ~Step 4 in gaining consideration from the consumer

~Help client generate results with new and existing customers

-Aiding customers to get started working with client

-Detailing what customers need to do

-Assisting client with potential conversions

~Choose mediums with a potential call to action

- Determine marketing/advertising goals and strategies

- Either determine budget or gather pre-determined budget from client

- Determine budget allocation with factors

- Incorporate budget into overall media delivery plan

- Evaluate budget against goals and measurables

o Extent of “risk-taking”

o Cost efficiencies against target audiences

o Brand differentiation

o Brand equity

o Creative messaging

o Campaign term focus (long-term v. short-term)

o Geographic coverage

1. Sunday Night Football                          6. Dancing w/ Stars Results 

2. Weds American Idol                                   7. NCIS 

3. Thurs American Idol                                    8. The Voice 

4. Sunday Night Football Pre                      9. Monday Night Football 

5. Dancing w/ Stars                                        10. Vegas

1. Company

2. Customers

3. Competitors

4. Collaborators

5. Climate

1. Product

2. Promotion

3. Price

4. Place

5. Process

1. Instagram                        6. Pandora

2. Facebook                         7. Flashlight

3. Draw Something                    8. Facebook Messenger

4. YouTube                                   9. Twitter

5. Temple Run                                  10. Pinterest

-The measure of the number of different audience members

exposed at least once in a given period of time

(people watching TV at 8-10p)

-Reach deals with % of population

- Introducing a new product

- In the growth phase of a product/service life cycle

- There are few competitors

- The brand is strong/established

- The brand is the leader in the category

- Brand awareness is high

- Market share is high

- There is high involvement is purchase decision

- High interest in category

- Higher priced products and services

- Low to moderate competition in category

- Infrequent purchase – once a month or less

- Continuous advertising schedule

- Powerful creative that stands out

- Ad message is easy-to-understand

- Expanding into new markets

-  Major sales promotion launch

 - Seasonal peak for sales

The number of times a specific audience is exposed to the

media vehicle in a specific period

o Frequency deals with ad exposures

- Introducing a new product

- Brand is mature/well-known

- There are many competitors

- Brand is less established

- Brand is among bottom of the category

- Low brand awareness

- Lower market share

 - Low involvement in purchasing decision

- Low interest in category

- Often lower-priced goods and services

- Intense competition in category

- Frequent purchasing – more than 2x per month

- Flighting advertising schedules

- Creative is similar to other ads in category

- More complex ad message

- Status quo geographically (no plans for expansion)

- Moderate to low sales promos

-New season for brand

1. Sunday Night Football - $545,140                   6. The Simpsons - $286,130

2. American Idol Weds - $340,825                         7. Family Guy – $276,690

3. Modern Family - $330,900                         8. Big Bang Theory - $275,570

4. New Girl - $320,940                                         9. 2 Broke Girls - $269,235

5. American Idol Thurs - $296,000                       10. Two and a Half Men - $247,260

o Short/concise delivery expectations

o Prioritize to fit variables (budget, target, geography, etc.)

o Best relevant match to connect goals to target

o Frame of mind of consumer

Limit based on above variables

o Reach v. Frequency consideration

Specific Sources Studied for Local News & Information

 -Top source for news on community events, crime, taxes, local government, arts and culture, social services, zoning and development

- Ties with internet as top source for news on housing, schools, and jobs

 - Ties with TV as top source for local political news

- Focused use of medium (engaged)

•  Top source for weather and breaking news
• Ties with radio as top source for traffic news
• Ties with newspaper as top source for local political news
• Relaxed use of medium (relaxed, multi-tasking, distracted)

• Top source for information about restaurants and other local businesses
• Ties with newspaper as top source for news about housing, schools and jobs
• Focused use of medium (engaged, seeking specific info)

•  Ties with TV as top source for traffic news
• Relaxed use of medium (backdrop to other activities)

•  On-the-go format for accessing all types of news
• Faster info, less brand-identification

• solving consumer problems
• motivating consumer action (maslow's hieracy
• understanding consumer perception

•  Physiological Needs – the basics to live
• Safety Needs - security
• Social Needs – friendship/love
• Esteem Needs – confidence/achievement/respect
• Self-development Needs – morality/creativity
• Educational Needs – building knowledge

•  Sensation – direct response of the senses
• Information Selection – are you in the market/is there consideration?
• Information Interpretation – considering and filtering process
• Selective Perception – focus shifts to lifestyle acceptance
• Subliminal Perception – some acceptance without truly being aware

1. Retail                          6. Personal Care Products

2. Automotive                       7. Direct Response

3. Local Services                       8. Food & Candy

4. Telecom                                 9. Restaurants

5. Financial Services                      10. Travel & Tourism

• SEM – matching consumer to content by keywords/phrases

• Digital Display/Video – Networks/Exchanges

• Social Media – above options within community/tribal outlets

• Email Marketing – permission-based one-on-one marketing

• Mobile Marketing – permission-based one-on-one marketing

•  Contextual – placement by specific demographic or geography
•  Relevant/BT (Behavioral Targeting) – placement by habitual browsing trends
• Mass Appeal – branding on heavily-trafficked sites (similar to TV/Outdoor ads)

• impression based budgeting
• premium inventory
• pay-per-click

•  Advertiser pays based on how many times a user takes an actionable step (in this case, “clicks” on a desired link)
• Realized “market value” costs (bidding format)
• Unique in that it’s the only advertising outlet that allows true ROI measurement

• Banners (leaderboards, towers, cubes, takeovers, crawls, pull-downs, etc.)
• Above-the fold space with limited impressions
• Similar to some exclusive product-placement, print and OOH cost models that weigh audience, but really place importance on location of ads

• Cost-per-impression (CPI) refers to the cost each time an online ad is displayed - whether it is seen or not - as prompted by a page request
•  Similar to broadcast’s cost model in terms of estimating audience

1. Verizon (22.7%)                     6. Toyota (20.5%)

2. Anheuser-Busch (65.7%)                7. MillerCoors (56.3%)

3. AT&T (22.7%)                                 8. Sprint (30.6%)

4. Ford (19.2%)                                 9. Southwest Airlines (68.7%)

5. Chevrolet (24.3%)                          10. Geico (21.3%)

foundation for advertising and marketing mix decisions. Positioning

involves a decision to emphasize or highlight certain aspects of a brand.

what you do with the product/service, but what you do to the

minds of the consumers through marketing channels.

- represent/pull through brand image/identity?

- exhibit the product/service in action (capabilities)?

- match the advertiser to its desired target audience?

- cause action/deliver expectations?

- product characteristics or customer benefits (Buick Enclave)

-  price quality (Lending Tree)

- use or application (Amazon Kindle)

-  product user (Gatorade)

-  product class (Lexus)

- cultural symbol (Apple)

-  competitive advantages (P&G - Tide)

1. At&t 

2. Microsoft

3. Just Fabulous

4. Disney

5. IAC

6. State Farm

7. Amazon.com

8. Weight Watchers

9. UTI

10. Netflix

1. AARP (22.5 m)                                 6. Good Housekeeping (4.3 m)

2. AARP Bulletin (22.2 m)                         7. National Geographic (4.2 m)

3. Game Informer (8.1 m)                           8. Family Circle (4.1 m)

4. Better Homes & Gardens (7.6 m)           9. People (3.5 m)

5. Reader’s Digest (5.5 m)                        10. Woman’s Day (3.4 m)

total group of persons in a specific geographic area that share a common characteristic (people who have a TV in their house)

the potential audience that might receive the message through a specific medium (people who watched TV tonight)

when a person “consumes” an ad (ad runs in program you’re watching and you saw it)

the cost of reaching one thousand people in the desired target audience

the portion of a universe that is exposed to a specific

media vehicle expressed as a percentage of that universe

HUT (Households Using TV) or PUT (People Using TV)

total number of persons using TV during a particular time period expressed as a % of universe

portion of a particular audience that is consuming a

particular medium

combines the program rating and the

average number of times the home is reached during a specific period

number of people in a primary target audience that the media buy will reach – and the number of times (no waste coverage)

- Continuous pattern of media buys (every

day/week/month – same time, etc.)

• Good for consistent branding and long-term coverage (full

purchase cycle)

• Good for negotiating efficient rates and premium

positioning.

-intermittent periods of advertising/nonadvertising.

• Good for seasonal or short-term advertising periods (heavy

purchase cycle)

• Grab heavy market share in short period of time, limit

waste

-Combination of continuity and flighting buys

• Good for advertisers that want an annual presence, but still

focus on specific time periods