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Find a combination of media that most effectively communicates message to the largest number of members of the target audience at the lowest cost.
scheduling (cont., flighting, pulsing)
budget considerations (absolute/relative costs)
CPM equation (bring calculator and be able to compute)
Circulation
%age of population in the same segment
dayparts for TV (prime time/most watched)
syndication buying options
cable (definition & narrowcasting)
dayparts for radio (drive times)
Selectivity Reproduction Quality Permanence Creative Flexibility Prestige Consumer Receptivity/Engagement Services Disadvantages of Magazines Costs Limited Reach and Frequency Long Lead TIme Clutter and Competetion
x circulation of an average issue Readership/total audience creative options (bleed, gatefold, etc.)
magazine cost implications
-Primary- Number of individuals who get publication via subscription or a store purchase. -Guaranteed- Publications give advertisers a rebate if the number of delivered magazines falls below the guarantee. -Extensive penetration- 50% or more households read newspaper and 70% of them are high income/high education -Flexibility 24 hour preparation, timely -Most believable form of advertising found in papers -Geographically selective
Difference between National and Local Rates- Page 437 -General advertisers generally pay 75% more for ads Reasoning behind this according to newspaper publishers: -Costs more to handle general advertising -General advertising is less dependable than local -Demand for general advertising is ‘inelastic’ because it will not increase if rates are lowered or decrease if rates are raised. Outdoor (large % of ads spent) Page 448 -5.9% in billings... 5% of all adv. dollars -Various sizes, extensions, 3D etc. -Billboards, street furniture, Kiosks, etc. -Digital billboards/screens -Aerial airplane banners, blimps -Automobile wraps, small billboards on wheels -Inside cars, outside posters, platform or terminal posters -Advantages: Exposure, frequency -Disadvantages: Reach, mood of the audience. Promotional Products/“Specialty advertising” -$18.1 billion spent in U.S -Advantages: Selectivity, flexibility, frequency, cost, goodwill, high recall, supplementing other media -Disadvantages: Image, saturation, lead time. Can make it seem “cheap”. -Medium that uses promotional products, premiums, business gifts, awards, prizes Yellow pages ad advantages -80% who referenced yellow pages made a purchase or intended to -38% were new customers to the business they chose -Advantages: wide availability, action orientation, costs, frequency, non intrusiveness, trust -(Disadvantages: market fragmentation, timeliness, lack of creativity, lead times, clutter, size requirements) -Blends marketing and entertainment through TV, film, music talent, and technology. -Product Placement- Products are placed in or around actors, sets, TV judges, and are in the setting or are used. -Product Integration- The product is woven within the story or becomes the story itself. -Advertainment- The creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products. -Blu Dot “Real Good Chair” example -Videogame ads, parking lot ads, gas station pumps, place-based media, etc. -Anything with the element of surprise. System of marketing by which organizations communicate directly with target customers to generate a response or transaction. -Consumer credit cards -Changing structures of American society and the market -Technological advances -Misc.- Changing values, more sophisticated marketing techniques, industry’s improved image. -“Junk mail” -More money was spent in direct mail than any other medium. $44 billion in 2009. -Average home gets 25 pieces weekly. -Used by both large/small companies -Key to success=strong mailing list. -Catalogs have been increasing since the 80’s -“Long commercial” 30-60 minute spot -Ads disguised as programs -Demographics: married female, 45+, Caucasian, working full time, $55,000+ yearly -QVC/HSN offers 1,150 products/week broadcast 24hr/day and online -Demographics are moving upscale along with the products (Rachel Zoe, Kardashian’s) -“Sales by phone” -Sales decreasing, but still widely used Combining DM with other promotional mix elements -Advertising -PR -Personal Selling -Sales Promotion -Support Media What is an advertising schedule?An advertising schedule is an itemised list-like document, produced by a real estate agent after consultation with their vendor, which outlines all the marketing activities planned for the sale of a property, complete with a budget. It's the blueprint for a sale.
What is continuity scheduling?A continuous media schedule runs steadily with little variation. Advertising during this time can be heavy or light (maybe a commercial runs on TV once a week, or on the radio 3 times a day), but the point is that the schedule remains constant throughout the period of a campaign or all year long.
Which scheduling method ensures the development of a regular and continuous pattern without gaps or non advertising periods?The flighting method of scheduling ensures that a regular and continuous pattern is developed without gaps or nonadvertising periods. One of the advantages of the continuity method of schedule is low costs.
What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates?Continuous advertising runs ads steadily at a given level indefinitely. This schedule works well products and services that are consumed on a steady basis throughout the year, and the purpose of advertising is to nudge consumers, remind them and keep a brand or product top-of-mind.
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Is a scheduling method that employs a less regular schedule with intermittent periods of advertising and non advertising?
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