ADV 3008 Lecture Notes - Lecture 14: Time Shifting, Inverse Relation
13 Nov 2018
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Contact between a human and a vehicle: gross impressions. Percent of a group exposed to a vehicle. Gross rating points: literally just add up the percentages/points. Cp3 or live plus 3: adds 3 days for time shifting, reach. Put the same ad multiple times on one network. E ective frequency: average frequency we need to be successful. Tuesday, october 23, 2018: new product: fairly high. For constant media dollars : what is the relationship of reach and frequency. Inverse relationship, maximizing one hurts the other. Assessing traditional media: newspapers, magazines, radio, and television. Ad spend by medium: tv was the leader, now going down, digital passed. Trust from readers in the medium: timeliness. Radio audience: morning drive (peak) 6am-10am, daytime (large) 10am-3pm, afternoon drive (peak) 3pm-7pm, nighttime (small) 7pm-12am, all night (tiny) 12am-6am. Two measures that advertisers care about in broadcast: hh watching/listening to show, hh using tv/radio, all hh tv/radio. How does everyone make money: traditionally:
