Intro to Ad Final Study Guide

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  • Topic: Arbitron, Target market, Media market
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Final Study Guide
Intro to Advertising

Parts/Elements of Advertising:
1. Headline – the promise of the benefit
2. Subhead – (optional) spelling out the promise
3. Amplification – emphasizes the product/service
4. Proof of claim – something that validates the product/service 5. Action to take – incase it’s not obvious…

Media planner – reach the target market in the most cost effective way possible

Media buyer – negotiate a specific media placement, and monitoring

CPM – Cost per thousand (people) how many people per thousand view the ad, compare, how space is sold in newspapers/magazines. Cost to run the commercial divided by 1,000 people.

PRIZM – Potential Rating Index by Zip Market, divide the population into social groups by lifestyle

Pros/Cons of TV:
Pros:
* Reaches 98% all off US households,
* popular with segments that are primary target markets for advertisers, * has sound, color & motion = creative potential,
* efficient way to reach a large audience (low CPM with high visibility), * the move to digital = more possibilities for narrow targeting. Cons:
* A lot of clutter,
* high production in placement cost,
* people can skip through them DVR,
* short so it is easily forgotten

Pros/Cons of Magazines:
Pros:
* The #’s and range of specialized magazines gives the advertisers the opportunity to reach narrowly targeted audiences that are otherwise hard to reach * Regional editions provide even greater targeting

* portable,
* strong visuals enhancing brand awareness
Cons:
* most expensive media per prospect,
* some are 50% ad content
* harder to react to changing markets = lack of proximity of the message, * must increase magazine buys because single magazines rarely reach the majority of a market segment

Pros/Cons of Radio:
Pros:
* targets narrow audience segments
* can advertise close to point of sale
* Relatively low cost and quick
* Has a personal relationship with its audience
* Excellent option for increasing reach & frequency to your target markets Cons:
* Lacks the impact of other media
* People think its background noise
* Audiences small and require numerous buys to achieve acceptable reach and frequency

Pros/Cons of Newspapers:
Pros:
* appeals to upscale audience,
* flexible with color
* easy to measure response rates
* seen as highly credible which creates a positive environment for ads. Cons:
* 60% ads content
* Ads + reading time = a lot of ads that don’t get read * circulation is dropping with population growth
* ad costs risen over the years

Reach – Total # of people exposed to media, something used for print and magazines

Rating – Total # of households exposed to media, TV & radio

Frequency – # of times a message is delivered to audience.

GRP – (Gross Rating Points) G = R x F (Reach/Rating x Frequency)

Arbitron – Radio ratings.

Nielson – TV ratings.

PPM – TV, Portable People Meter, Nielsen figures out ratings, small device that people carry around to capture TV signals

Cume – Radio, # of people listening to a radio station over a day part.

AQH – Radio, Average Quarter Hour – how many people listening every 15 minutes.

Magazine/Newspaper sizes –
Magazine:
* Oversized
* Large
* Flat
* Standard
* Small or pocket
Newspaper: standard & tabloid

Readership – # of people who read a publication, including paid circulation and readership, general pass-a-long, Readership data is found MRI and SMRB.

Rate base – Magazine, buying audience based on rate, audience the magazine promises to deliver

Message Strategy – Creative - verbal, non-verbal, technical component (mandatories)

Mandatories – Creative, things that are required to be within the creative by the company ex: logos

Magazine dates –
1. Cover Date (date printed on the cover)
2....
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