Intro to Ad Final Study Guide
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
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