ADPR 3120 Final: ADPR 3120 Final notes

16 Pages
Unlock Document

University of Georgia
Advertising and Public Relations
ADPR 3120

ADPR 3120 Final notes Two components: 1. Survey the situation-gather relevant info 2. Make sense of info a. SWOT analysis b. Establish objectives Situation analyses are descriptive not prescriptive • Includes internal and external information What kind of info do we need? • Consumer info-behavior, profiles, current users? • Competitor information o Who are they? o What markets are they in?/what is their market share? o What do they do for advertising? ▪ Competitive expenditure analysis o Where do they stand in the market? o Category information • DMA’s, MDA’s, CDI, BDI-markets • Category share, market share • Sales, growth, anticipated trends-in both you and competitors • How you fit in the competitor set Information in the case study ELC Read case, see data, and then evaluate what you need to find online-Mintel, etc. • Go to company’s website • Social media • Also with the competitive set Trying to create a personality for it-what can we do different from competitors? We decide who the competition is Competitive expenditure chart • Not competing with parent companies • Competing with brands Campaign for bars • Hello brand Executive summary is one page SWOT is a number of pages Strategy: After objectives are set-multiple objectives are set Key decision areas: 1. Dividing the budget 2. Across media 3. Across markets 4. Over time Goals: 1. Meet our objectives 2. Competitive advantage a. What sets us apart? b. Activation ELEMENTS IN A FIXED BUDGET SCENARIO: • Reach • Freq • Continuity, scheduling • Number of markets • Impact-size of ad, effort, etc Balancing elements since you are unable to maximize all Strategic decision making areas: • Target market/audience • Geography o National or regional? • Scheduling • Media selection Sometimes multiple targets are established: • Primary/secondary • Purchasers vs decision makers • Planner needs to identify different audiences based on task Ethnic group decisions: • Differences in media usages in order to reach TM • Ethnic media should be reflective of the culture Should additional resources be funneled into ethnic media? Geography: • Matter of product distribution • Sales performance/potential • Target audience • Budget • Allocate part of the budget for national efforts and part of the budget to “opportunity markets” with a high CDI and lower BDI • Allocate budget regionally with the percentage allocated to each region dependent on the number of franchises Scheduling/continuity-consistency of media messages • Budget • Reach/freq objectives • Competitive ad patterns • Seasonality • Repurchase cycle • Creative execution Scheduling strategies: 1. Continuous-all year long, expensive, discounts with retailers 2. Continuous + heavy up-year long, but some big spurts of more advertising weight 3. Continuous + promotional heavy up-year long with promotion 4. Flighting-periods of advertising along with periods of non advertising-when you take a flight, you start and then land a. Frees up a lot of the budget 5. Pulsing- continuous low advertising with consistent spurts MEDIA SELECTION Advertising is one of the highest spending industry both nationally and internationally “contemporary chaos”- • Supply is constantly expanding • Nearly every platform has become digital • Changing at an ever-accelerating pace • Can target with pinpoint accuracy o Individualized • Platforms constantly changing • Media are no longer controlled distribution systems for marketing messages Media selection criteria: 1. Objectives 2. Audience a. Size b. Character c. Engagement 3. Cost a. Absolute cost b. Cost efficiency-cost relative to audience 4. Timing a. Need repetition b. Length of message c. Character of the message, medium d. Availability, frequency of issuance 5. Flexibility a. Creative constraints? b. Geographic c. Timing 6. Competition 7. Value added a. Promotional opportunities b. Available discounts 8. Qualitative value of the media a. Prestige b. Authority c. Trustworthiness d. Credibility 9. Editorial and advertising environment 10. Public attitudes/perceptions, client attitudes/perceptions 11. apertures Absolute cost-the price you pay for a particular ad • Expensive for full color print ads and 30 sec TV ads on high rating shoes • Vehicles with larger audiences will usually cost more than vehicles with smaller audiences • Cost of national 20 sec prime-time TV ad (7 rating)-105,000 • Cost of spot 30 sec prime-time ad (7 rating)-17,500 Cost efficiency-the price you’ll pay for a particular ad relative to the size of the audience you reach • It costs x amount for every 1000 copies of the media in which the ad appears • The least expensive ad is not necessarily the best option • Vehicle can be more efficient even though it is a higher cost than other vehicles • Cost relative to size of the audience cost of ad insertion x 1000 =$0.00 audience cost efficiency is NOT about cost or audience size alone-IT IS THE COST OF AN AD INSERTION RELATIVE TO THE SIZE OF THE AUDIENCE PAID MEDIA: TELEVISION: Stickiness-centralizing the audience’s presence in a particular location to generate advertising revenue or sales • Linear distribution of sales • Shown at one time and only that time • Trying to lock viewer in • How TV used to be when it was a distribution Spreadability-the potential-both technical and cultural-for audiences to share content for their own purposes, sometimes without the permission of rights holders How can we watch TV? • TV set • Computer • Video on demand • Subscription services • Cable • Direct satellite After the remote, the VCR was the first thing that gave people control over what they do. 3 networks (limited choices)  cable  satellite  VCR/DVR (lead to time shifting)  Netflix/VOD)  cord-cutting (people stopped using cable)  second-screen viewing (mobile)  Netflix as a content producer Types of television 1. Network a. DMA b. Affiliate stations-stations that the network pays the station to carry 12-14 hours of network programing. All DMA’s have network stations-how they pull together an a national audience i. Paid to open airways for network programming c. National advertisers-network sells about 90% of ads. The extra 10% is sold by the local stations i. Local stations create local programming when there is no network time ii. Local programming gets to sell 100% of ad 2. Syndication-the studio that owns the show sells the show to the network-program doesn’t profit until it sells to syndication-basically want to establish a national audience by selling the program to individual station in each of the DMA a. Trying to create a specific network for that show b. Station pays for the programming and pays partially for advertising-has more ad time and more time to sell i. Licensing fee-depends on episodes and programs c. Off-net d. First run e. What about ad?-ad-hoc network f. Used to fill up network time to sell advertising during this time. 3. Spot-different way about buying and selling TV time-reach a specific time of market with specific objectives. EX: reach 5 markets with these cafes in there a. just because they have a national rating doesn’t mean it’s the highest share in the particular market b. you buy directly from the local station. c. Buy ad based on how they fill up the extra space d. These are the ads that are available i. Want to heavy up in a particular market e. DMA f. avails 4. cable-channel sells program directly to cable system-networks bundled together a. distribution system varies from broadcast i. satellite to cable systems ii. number of networks varies by system b. subscribers pay a monthly subscription fee i. additional fee for pay cable-no ad ii. large percentage of income iii. cost of cable is increasing iv. people don’t want it to be bundled-pay for a lot of stations they don’t use c. character i. wide variety of programming ii. digital allows hundreds of diff channels d. national, local, interconnects e. able to target specific people i. targeting is smaller ii. cable ratings are low iii. not all TVH get cable iv. audience is small 5. satellite 6. VOD 7. How we buy TV: 1. Upfront-show new fall programming to get advertisers to commit upfront in advance to when the show will run. Good rates a. Network can sell up to 80% of its time depending on market-limited amount of TV time to sell b. mid May-July c. big advertisers get favorable rates d. cancellation options e. buying a “pilot” f. better mix of programming 2. scatter market-buy on quarterly basis. The “leftovers” from upfront a. 2-3 months in advance b. prices vary based on supply and demand i. 20% higher c. ratings may or may not be guaranteed 3. opportunistic-closer you get to the time, the price goes down because they want to sell the time a. depends on availability b. at last minute c. if you wait too long, someone else may get it day part-the day is divided into different time periods because the audience varies in size and character depending on time of day 1. early morning 2. daytime 3. noon 4. early fringe 5. prime time access 6. primetime 7. late fringe 8. late night after situation analysis- Chocolate-Advertising-Campaign.pdf 1. define target market a. target profile b. current users different than other chocolates 2. set objectives a. media and marketing objectives 3. scheduling and continuity 4. media plan key television audience concepts: • 118 million TVHUT in US • coverage-network, syndication, spot • penetration-cable, alternate delivery systems • HUT-households using television-maximum number of people that can be reached potentially-net potential audience measure o Not about particular audience per particular show, just number of TV’s viewing anything on TV/ number of households in TV market o # of people viewing x 100 # of people in market • Share- a “share” of the viewing audience-all the people that are viewing the program based off the people who have the TV on. o The “viewing” audience. o Of the total number of TV sets on, this many ppl are watching o #of people viewing program # people in US with TV sets on (HUT) • Rating-“currency” for buying TV- o Television ratings are dropping o Syndicated shows have larger audiences, therefore better rating o Measure of dispersion-how many people out of all the households that could be watching, how many are watching the average minute of your program/station o This percent of the market is watching the program right now o #of people viewing station x 100 total # of households in US share x HUT = rating share = rating HUT Ratings are controversial, accuracy is important • average audience, total audience • time shifting • program ratings: o live +3 = national o live +7 = local • C3 commercial ratings-rating of average commercial time-live and up to 3 days later o Moving towards the “currency” rather than program ratings. • Program ratings do not equal advertising ratings Cost efficiency measures-how much you get for your money-cost relative to audience you can reach • CPM-cost per thousand-cost of getting ad to 1,000 people • Advertisers buy based on ratings o CPP-cost/rating- cost per reaching 1 rating point o Another way to measure cost efficiency Total content-measure rating of total content viewing-through all platforms • Nielson supposed to release march 1 st PRINT MEDIA Circulation-number of copies of the publication that are actually distributed • Doesn’t tell us who is reading • Potential audience measure Coverage-number of copies distributed relative to number of households in that “market” • The number of copies circulated is equal to this percent of the market-LIKE GRP-the ability for them to be exposed to the circulation • Does NOT mean that this is the percentage of the market that receives the publication Circulation x 100 HH in market Readership studies-done to find out who is reading publication, etc. etc • Actual audiences • Total audience-the number of people, in aggregate, who will re
More Less

Related notes for ADPR 3120

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.