JOUR 202 Study Guide - Final Guide: Effective Potential, Media Planning, Baseball Digest
16 Jun 2016
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The usc ad team did a stellar job, with a flawless presentation. Measured v. unmeasured (above-the-line v. below the line) Measured is traditional media, like papers and such. Media class: broad category, like magazines or tv, etc. Media vehicle: the specific magazine or channel, etc. Media mix: combination of print, broadcast, vehicles, etc. Media strategy is key- simple awareness, counteract competitor"s claims, reposition brand, react to media coverage Single-source tracking services: the companies that do this. Geo-targeting: taking all info and targeting people in different areas. Reach/effective reach: how many people will be exposed to your campaign (more interest in effective; potential to reach everyone in room but effectively reaches only some) Frequency/effective frequency: repeat lecture 3x, reach gains by 3x. Between-vehicle-duplication: factor in that baseball digest and sports illustrated may be read by same people. Message weight: gross impressions (total mass of ad campaign), gross rating pts. or grp (reach x frequency)
