Please enable JavaScript.
Coggle requires JavaScript to display documents.
MET MG Advertising (exam II) (Ch. 15: The Internet - Digital and Social…
MET MG Advertising (exam II)
Ch. 11: Television & Radio
TV
PROS: creativity+impact, high coverage, high captivity/attn, selective+flexible
CONS: costs, lack of selectivity, fleeting msg, clutter, limited viewed attn, distrust+neg. eval
limited viewed attn:
zipping
- fast-fowarding thru commercials on previously recorded program
limited viewed attn:
zapping
- changing channels to avoid commercials
buying TV time
network advertising
- buying airtime from network (network supplies affiliates (allied local TV stations w programming/services)
pros: simplifies purchase process
cons: costs, time slot availabilities
up-front market
- buying period before TV season
scatter market
- buying period occurring throughout season
networks have affiliates across country for national coverage
selecting time periods/programs
costs depends on time of day+program
TV time periods divided into dayparts (costs depend on size and popularity)
cable TV
- cable networks+channels profit from subscribers and ads
superstations
- local stations that send signals nationally via satellite to cable operators, national advertising
national advertisers turning to spot advertising on local cable systems (reaches geographic markets more effectively)
PROS: selectivity, narrowcasting (reaching very specialized markets), low cost, flexibility
CONS: overshadowed by major networks, audience fragmentation, lacks penetration in major markets
measuring TV audience
TV household
- home w at least one operable TV/monitor w ability to deliver video
program rating
- % of TV households in area tuned to specific program in given time period
ratings point
- represents 1% of all TV households in area tuned to program
households using TV
(HUT) - % of homes in area where TV is being watched during given time period
total audience
- total # of homes viewing any 5 min of telecast
national audiences
Nielson TV index
- daily/weekly est of size+composition of national viewing audiences
people meter
- records what is being watched and by whom in 10k households
developments: commercial ratings (measures of avg viewership live+up to 3 days after ads are played back on DVR)
share of audience
- # of households using TV to watch specific program in specific time period
similarities between TV and radio
: time-oriented, sold in time segments, network affiliates, independents, public airway, regulated by FCC, externally paced, passive/low-involvement
Radio
PROS: cost+efficiency, receptivity, selectivity, flexibility, mental imagery (image transfer), integrated marketing opportunities
CONS: creative limitations, fragmentation, chaotic buying procedures, limited research data, limited listener attn, competition from digital media, clutter
Ch. 12: Magazines & Newspapers
Magazines
types of magazines
consumer
- bought by general public for info/entertainment
distribution: subscription, circulation, store distribution
frequency: weekly, biweekly, monthly
special-interest magazines
- help reach target audience w little waste coverage/circulation
farm
- range from general to specialized
business / health care publications
magazines for specific professional groups
industrial magazines for businesspeople in manufacturing and production industries
trade magazines for wholesalers, dealers, distributors, and retailers
general business magazines for all business execs
health care publications for various areas
PROS: selectivity, reproduction quality, creative flexibility, permanence, prestige, consumer receptivity and engagement, services
creativity: gatefolds (third pg ad that folds out) and bleed pgs (ad extends to pg edges)
consumer receptivity and engagement: greater in magazines
services: research studies conducted on consumers, split runs (two or more versions of ad printed in magazine as alt copies, helps determine which ad generates the most response), personalized msgs
CONS: cost, limited reach and frequency, long lead time, clutter and competition
purchasing magazine ad space
cost elements: circulation, ad size, position in publication, chosen editions, special mechanical/production requirements, number/frequency of insertions
positions available for ads: first cover (outside front of magazine), second cover (inside front of magazine), third cover (inside back of magazine), fourth cover (outside back of magazine
advertisers save $ thru volume discounts (based on total space purchased in contract yr) and magazine networks (offer advertisers opportunity to buy space in group of publications as package deal)
sold by full pg, half pg, and quarter pg
Newspapers
types
daily: cities/larger towns, detailed coverage of events, local issues, classifications (eg. Morning, Evening, Sunday publications)
weekly: small towns/suburbs, local events/news, local ads
national: national content/appeal, large advertisers, regional advertisers use geographic editions of publications
special-audience: specialized editorial content
supplements: included in Sunday editions
types of advertising
display: uses visual devices in addition to copy text
classified: ads arranged under subheads according to product/service/offering being advertised
special ads and inserts: gov't and financial reports, notices/public notices of changes in business/personal relationships, preprinted inserts (printed by advertiser and taken to newspaper to be printed)
PROS: market penetration, flexibility, geographic selectivity, reader involvement/acceptance, services offered
CONS: poor reproduction, short life span, lack of selectivity, clutter
future
challenges: competition from other media, circulation, attracting/retaining readers
increased use of online delivery and multiple platforms
Ch. 15: The Internet - Digital and Social Media
Growth of Internet
why: increased desire for info, speed/convenience, ability to control flow of info, e-commerce, targets customers effectively, increased accountability of business
objectives: create awareness, generate interest, disseminate info, create image, create strong brand, stimulate trial, create buzz, gain consideration
Internet + IMC
Advertising Web 1.0
banner ads: awareness/recognition, contests/sweepstakes, fulfill direct-marketing objectives
regular sponsorship
- company pays to sponsor section of site
content sponsorship
- sponsor pays for name association and helps provide content
pop-ups, pop-unders, interstitials (appear on screen while waiting for site's content to download)
paid searches: the higher site appears the more visitors
organic search results (appear due to relevance)
pay-per-click
- ads placed on web pgs showing search results
search engine optimization (SEO) - vol of traffic to site improved by search engine thru unpaid results
behavioral targeting
- based on tracking consumers' web surfing behaviors
retargeting
- ads follow consumer thru subsequent websites
contextual ads
- ads determined by web pg content
native advertising
Rich Media
- interactive digital media that exhibit dynamic motion
online commercials, pre-rolls (appear before content)
video on demand
webisodes - short featured films by advertiser
Advertising Web 2.0 (creation/exchange of user-generated content)
Social Media
uses: drive traffic to site, connect w consumers, brand exposure
Twitter (easy/cost-effective brand exposure): contact customers directly, drive traffic to site, monitor market
Instagram: visual content, most engaging
Snapchat, Pinterest, LinkedIn, YouTube, Periscope (live-streaming app, gives users 24 hrs to watch and "like")
FB: create/push content, manage rep
Other Media
podcasting
really simple syndication (RSS)
- specification that uses XML to organize/format web-based content in standard way
blog
virtual and augmented reality
QR Codes
Near Field Communication (NFC)
- delivers content thru embedded chip allowing wireless com just by touching material, less effort than QR codes
Mobile
CONS: creative challenges (small screens limiting), time (viewers on the move), sharing (99% don't share what they see), reach (demographics outside millennials hard to reach)
Internet Metrics
internet-specific measures: allows real-time tracking, audience measures specific to internet+interactive industry
traditional measures: recall and retention, surveys, sales, tracking, ROI
PROS: target marketing, msg tailoring, interactive, info access, sales potential, creative, exposure, speedy, complements IMC, Timeliness
CONS: measurement problems, clutter, potential for deception, lack of privacy, irritation