Class Notes (1,100,000)
US (470,000)
UA (5,000)
JCM (40)
Lecture 5

JCM 356 Lecture 5: 9_11_2018 Lecture


Department
JCM
Course Code
JCM 356
Professor
Dr. Cantrell
Lecture
5

This preview shows half of the first page. to view the full 2 pages of the document.
9/11/2018 Lecture
Television Advertising
96% of US watches TV daily (2-4 hrs)
TV = most popular advertising for films
Tv delivers audio and video
Focus on target audiences
Fastest at reaching target audience
Radio
Less expensive than TV
Less targeted
Audio only - ad must be written specifically for radio
Works best as a reminder
Newspapers
69% read a newspaper once a month
For film, movie reviews are important
Show times are no longer useful in a newspaper
Movie ads only show up in newspapers in largest markets (NYC, LA, Chicago)
Magazines
Magazines are highly specialized
Ad rate is based on circulation
Readers are highly engaged
Long shelf life in home
Out-of-Home-Media
billboards/sheds/mass transit
Focus is in NYC and LA
Designed to generate “buzz
Expensive
Terms
Reach (or cume): percentage that see ad at least once
Each person is only counted once (unduplicated)
Frequency: number of times each person sees ad
Each person is counted multiple times
Implies a more focused target audience
CPM:
Cost per 1,000 views or impressions
Load:
Speed of delivering audiences
Attention Score:
Measures complete viewing of a TV ad
Media Buy
A “schedule” of ads in a given medium
TV/radio: spots, flight, or campaign
Print: insertions
out-of -home: showing
You're Reading a Preview

Unlock to view full version