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97 Cards in this Set

  • Front
  • Back
Web 2.0
Social networking and entertainment sites build on interactive power of Internet
Interactive Media
- Web 2.0
- Blurring of media is challenging for media planners
- Big media companies are acquiring Internet businesses to extend their online offerings and allow cross-media promotions
Internet tools and formats
- Company website/ home page
- URLs
- Domain names
- Portals
- Search engines
- Chat rooms
- Video capabilities
Internet tools and formats:
Domain names
a global address that identifies a specific location in cyberspace on the Web where a document or Web site lives.
Internet tools and formats:
Portals
site that provides doors, or links, to other websites
Internet tools and formats: Search Engines
find information and access other sites by typing in a keyword, with which the search engine will seek out all the sties that provide info on that topic
Internet tools and formats: Video capabilities
vlogs, visual essays available online, netcasting
Internet Advertising
- Internet ad spending is growing in double-digit percentages, versus traditional media in the 2–5% range.
- Internet advertising in the U.S. was $25.1 billion dollars in 2010. Expect approximately 10% growth while the medium matures.
- DoubleClick, an Internet advertising service, places more than 60 billion online ads per month.
Purposes of Internet Advertising
- Brand reminder to people visiting a Web site.
- Like an ad in traditional media, delivering information or a persuasive message.
- Most critical: it provides a way to entice people to visit the advertiser’s site by clicking on a banner or button to the Website.
Internet Advertising Formats
- Banner ads
- skyscrapers
- pop ups and pop behinds
- minisites
- superstitials
- widgets
Internet Advertising Formats skycrapers
extra-long, skinny ads down the side of a Website, response rate can be 10 times traditional banner ads
Internet Advertising Formats pop-ups and pop-behinds
- Burst open on the PC screen either in front of or behind the opneing page of the site.
- Intrusive, annoying, less common
Internet Advertising Formats minisites
Give the person everything they need to know in a one (or a few) pages.
Internet Advertising Formats superstitials
Short video commercial that plays (20seconds) while the next site loads.
Internet Advertising Formats Widgets
- tiny computer programs allow people to create and insert professional looking content into their personal web sites. Mini applications tha tpull content form some other place on the web and add it to your site
- Brand-sponsored news notes,
- calculators, and other gadgets.
Email advertising
- There are a lot of resources available to you.
- If you do not have an existing list, you may consider working with a database marketing firm.
- If you have an existing list, you may consider filtering software/ design software so your ads have more impact.
- Permission marketing
- viral marketing
- spam
Email advertising permission marketing
- asking potential consumers permission to send email
- Opt-in and opt-out strategies make mass email more acceptable because customers give permission to marketers to contact them.
Email advertising viral marketing
uses email to circulate a message among family and friends. Advertisements get passed from friend to friend/family to family/etc. (ex. Diet Coke-mentos experiment)
Email advertising spam
blasting millions of unsolicited e-mail messages to e-mail boxes for everything form loans to computer cartridges to pornographic sites.
Internet advertising categorizations
- e-commerce
- information role
- entertainment role
- social media role
- dialogue role
Internet advertising categorizations: e-commerce
- refers to all the hardware, software, and computer know-how that provides a platform for businesses that use the Internet to sell products and manage their business operation, along with their advertising, customer service, personal sales, internal and external communication
- Businesses sell products, manage their businesses
- Drive traffic / open new markets (geographic mostly)
Internet advertising categorizations: information role
- traditional media having websites that adapt the information from their more mainline format, or zines
- Online encyclopedias
Internet advertising categorizations: entertainment role
- Main: Youtube.com
- Games, music, videos, SecondLife (avatars)
- Wang (2006) Video games and video game ads.
Internet advertising categorizations: social media role
Social networking allow users to express themselves, interact with friends, and publish their own content on the Internet.
Internet advertising categorizations: dialogue role, 3 goals:
- Create two-way communication with customers
- Create buzz or word of mouth between customers and potential customers
- Create/secure customers.
zines
magazines or newsletters that are only available over the internet
New Internet Advertising Practices
- Offline advertising for Web Sites
- Search Marketing
- Brand experience on the Internet
- Webisodes
- Global web of advertising, international barriers
New Internet Advertising Practices: Offline advertising for websites
- Driving traffic to Web sites using conventional media
- QR code
New Internet Advertising Practices: Search Marketing
Search Marketing
- Ads adjoining results from keyword searches
- Search optimization
Search Optimization
maximizing the link between topics and brand-related Web sites (recall discussion of StubHub)
New Internet Advertising Practices: Webisodes
Like TV with recurring episodes in a developing story
New Internet Advertising Practices: Global Web of advertising, international barriers
- Not everyone around the globe has the access or ability to use the Internet via computer, but number is growing exponentially
- Advertising and sales promotion laws differ from country to country
- Language
- Exchange rates
- Technological differences
Internet advertising Issues
- Measurement
- Internet Targeting and Privacy
- Strategic and creative experts aren’t able to consistently produce effective ads and to measure their effectiveness.
- Advertising clutter is likely worse than in other media
Internet advertising Issues: Internet Targeting and Privacy
- Cookies track your movements online and report back to site owners who store or sell your information.
- Companies that keep track of their customers’ online behavior are better able to personalize their advertising messages
- Privacy policies outline how/if data is(are) collected and used.
Internet advertising Issues: Measurement
- Feedback is rapid, but with no standards for measurement.
- Hits, viewers, unique viewers, and page views don’t offer insight about motivation or attention
- Consumer response is measured by click-throughs (number of people who click on a banner ad)
Hits
number of times a particular site is visited
Page views
the number of times viewers view a page
Unique viewers
number of different viewers during a particular time period
Viewers
number for viewers to a site
Internet Advertising Advantages
- Relatively inexpensive.
- Reaches people who aren’t watching TV or reading newspapers.
- Internet advertising is easy to track and effective at reaching highly targeted audiences.
- Advertisers can customize and personalize messages.
- For B2B, Internet advertising can provide sales leads or actual sales.
- Small companies can easily and economically “look big” and compete with larger companies.
Nontraditional Media Definitions
- New media
- Alternative media
- The media person’s search for new ways to deliver messages is just as creative as the creative person’s search for new advertising ideas.
- Because teens are often the first to use new media forms, finding new media is especially important for advertisers trying to reach the youth market.
Nontraditional Media Definitions New media
New electronic forms of media or alternative media
Nontraditional Media Definitions Alternative media
Nontraditional or unexpected communication tools and events (consider the unique street ads we looked at.)
Nontraditional Media: Guerilla Marketing
- Unconventional, low-budget brand experiences and encounters designed to grab attention
- Get people where they live and work and play, create a personal connection
- Intended to create buzz on a limited budget
- Usually has limited reach but potential high “targetability”
- 2007 Cartoon Network’s Aqua Teen Hunger Force promo created a bomb scare in Boston
Nontraditional Media: Advertainment/branded entertainment
- When companies integrate brands into the theme of TV shows
- FedEx in Castaway
- GEICO cavemen show
- Also called branded entertainment 4:13
- Situational or contextual ads
Nontraditional Media, Advertainment/branded entertainment: Situational or contextual ads
- Embedded in specific programs
- Harder for the viewer to dismiss as ads
- Product is a character in the program
Nontraditional Media: Video games
- A developing, major new medium for advertisers to target 12- to 34-year-old males (some girls).
- Opportunities to create online games as well as place products within video games.
- As video games develop as an advertising medium, planners and buyers are asking for standardized independent data that prove effectiveness.
Nontraditional Media: Wi-Fi and Mobile Marketing
- Wi-fi/mobile commmunication that links the common phone to a computer and or the Internet.
- Cell phones feature new products like graphic faceplates and specialty ring tones, and can play videos supported by advertising.
- Mobile marketing uses wireless media, primarily cellular phones and PDA’s, to deliver content and encourage direct response. 3:18 – 5:48
- Text messaging and instant messaging (easy networking).
- Hybrid technologies like podcasting. Audio shows from the web
Nontraditional Media: Non-electronic New Media
- Ads are appearing on backs of toilet stalls, eggs cartons, apples, subway turnstiles, pizza boxes, airline seatbacks, motion sickness bags, the bottoms of flip-flops, NASCAR race cars.
- NASA considering printing emblems and logos on space shuttle and space station.
Types of nontraditional media
- Guerilla Marketing
- Advertainment/branded entertainment
- Video games
- Wi-Fi and Mobile Marketing
- Non-electronic New Media
The Media Plan
.
- A document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages.
- Traditional media plan, shotgun approach
- Major emphasis: there has to be thought that goes into the plan
The goal: to deliver messages to a targeted audience efficiently and effectively
Shotgun approach,
putting ads on 15000 sites
Media Research: Client information
demographic/other information about current customers, previous promotion, and their performance, product sales, and distribution patterns, and the budget and how much can be spent on media
Media Research: Market research
organized by product category and cross tabulated by audience groups and their consumption patterns
Media Research: Competitive advertising
Amount of competitive traffic/share of voice. Media planners make scheduling decisions, trying to find media where the advertiser’s voice is not drowned out by competitors’ voices
Media Research: Media usage profiles (from media sources)
various media and their respective media vehicles provide information about the size and makeup of their audiences
Media Research: Media coverage area
Designated marketing area (DMA) the coverage area is referred to by the name of the largest city in the area, determined by which city provides the majority of the county households
Media Research: Consumer information
Who do we segment towards/ target?
Key Decisions
- Target audience
- Aperture Concept
- Measured media objectives (greatest impact?)
- Reach
- Frequency
Key Decisions: Aperture Concept
- Right place? Right time?
- for many products categories, prospective customers have one or more ideal times or places at which they are most receptive to receiving and paying attention to a brand message.
Key Decisions: Measured media objectives
- greatest impact?
- describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience. The media planner’s job form that point has been to come up with the best media mix maximizing reach an d frequency to generate the greatest impact for the money spent.
Key Decisions: Reach
Reach – how many may be exposed in a particular time frame.
Unduplicated audiences
Targeted reach
Reach: Targeted reach
how many from a specific group.
Reach: Unduplicated audiences
how many may be exposed at least once.
Key Decisions: Frequency
- Repetition of exposure
- Consider different metrics.
What is the mean, median, mode. Why might these be important?
- Frequency distribution model
- Effective frequency
- Media efficiency and waste
Frequency distribution model
shows the percentage of audience reached at each level of repetition.
Effective frequency
what is the “right” amount of exposure? You add frequency to reach until you get to the level where people respond.
Frequency: Media efficiency and waste
- Too much media overlap is inefficient… too much frequency is also inefficient… too many nonprospects seeing your advertising is inefficient, too
- 3x is about the good amount for people to know whats going on
Media Mix
The mix of media used to target current and future customers.
Reasons for Media Mix
- To reach people not reach by the first /most important medium
- Adding exposure in less expensive media
- Using a medium that has some attractive characteristics that enhance the creative mesage
Cross-media integration
media choices are sometimes based on using one medium to deliver an audience to another medium or marketing communication tool, how can media be used together to get the most (perhaps a synergistic) effect?
Different ways people assess media vehicle:
- Gross Rating Points GRP
- Targeted Rating Points TRP
Gross Rating Points GRP
- indicate the weight, or efficiency, of a media plan.
- Media vehicle rating x ads in that media
Targeted Rating Points TRP
- adjusts the calculation so it more accurately reflects the percentage of the target audience watching the program (waste coverage eliminated)
- Takes GRP and accounts for the people you specifically want to see the ad.
Rating point
- one percent of a defined media universe (country, region, DMA, other target audience description) of households unless otherwise specified
Media Strategy
- The way media planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectives.
- Heavy up schedule
- Category development index
- brand development index
- weighting
Media strategy Heavy-up schedule
EXTRA attention for certain geographic areas.
Media Strategy: Category development index.
- how is the jeans market in Detroit?
- determines which geographical areas have the highest (/lowest) rate of consumption of a particular product category.
Media Strategy: Weighting
– decision criterion to help them decide how much to budget in each DMA or region and for each target audience when there is more than one (how much do we allocate to Miami? Detroit?)
- What time of the year is it? Who is there?
- Consider the winter in Florida. Will your advertising change?
- Pull and push strategy
Media Strategy Brand development index.
- how is Levi’s in Detroit?
- Estimates the strength of the brand in the various geographical areas
Scheduling strategies
- Timing strategies
- duration
- Continuity
Scheduling strategies Timing strategies
– timing decisions relate to factors such as seasonality, holidays, days of the week, and time of the day.
- Lead time
Scheduling strategies duration
- for how many weeks/monts fo the year should the advertising run?
- Do you “heavy up” during certain times?
Scheduling strategies Continuity
- How often?
- refers to the way the advertsiing is spread over the length of a campaign
- Continuous strategy
- Flighting strategy
- Pulsing strategy
Timing strategies: Lead time
the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying
Continuity Continuous strategy
spreads the advertising evenly over the campaign period
Continuity Flighting strategy
most severe type of continuity adjustment it is characterized by alternating periods of intense advertising activity and periods of no advertising (hiatus)
Continuity Pulsing strategy
combination of continuous and flighting. Used to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture reopens. (peaks and valleys called bursts)
Cost per Thousand (CPM), magazines
- The cost to expose 1000 audience members to an ad message
- Targeted cost per thousands (TCPM)
Cost per Point (CPP), tv
- By rating points
- Cost of running one commercial/Rating of the program = $…
- TCPP - cost of running one commercial/ target rating = $…
CPM
- The cost expose to 1000 audience members to an ad message
- Best used when comparing within the same medium
- (Cost of ad x 1000)/readership + $…
- Pass-along readership
CPM Pass-along readership -
- multiple readers for one magazine
TCPM
- (cost of ad x 1000)/readers in target audience= $…
- Often higher number since target audience is smaller than readership.
Fundamentals to the Media Plan
- Objectives
- Strategic plan development: consumer insights
- Key media strategies
Media buying
- Media buyers put the objectives and strategies (previously discussed) into action.
- Buy advertising space on behalf of clients
- Provide information about current market
- Select media vehicles, select best media vehicles that fit the target audiences’ aperture
- Negotiate, for best prices
(Preferred positions)
- Extra support offers, value-added media services - additional promotional support.
- Billing and payment, agency is contractually obligated to pay the invoice on behalf of the client
- Monitoring the media buy, tracking the performance of the media plan as it is implemented and afterwards as part of the campaign evaluation
- Deal with missed closings (such as in print)/ technical problems
Program preemptions
- Post campaign evaluation (assisting media planner)
Media buying: Preferred positions
media buyers must bargain for preferred positions, the locations in magazines and other print media that offer readership advantages.
Media plan trends
- Unbundled Media Services
Buying in groups, distributing amongst customers.
- Consolidated Services
Coupling the different media strategy/buying function and bringing them together.
Special planning teams for other related areas (events, product placement, Internet and guerilla marketing programs)