Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Advertising to children wikipedia , lookup
Social media marketing wikipedia , lookup
Online advertising wikipedia , lookup
Advertising management wikipedia , lookup
False advertising wikipedia , lookup
Targeted advertising wikipedia , lookup
Radio advertisement wikipedia , lookup
SEM1 3.08 A - Promotion • PE - Manage media planning and placement to enhance return on marketing investment • PI - Determine advertising reach of sport/event media • PI – Calculate media costs Advertising Reach & Frequency • Reach and frequency are both quantitative measures of advertising – often used to determine costs of media – Frequency is the # of times you wish to expose a targeted audience to your advertisements – Reach is the # of people in a targeted audience exposed to an ad or campaign at least one time during a designated time period – Reach Calculation % is found by dividing the target audience exposed to the ad by the total target audience – Reach % = TA ÷ TTA • Example: The total target audience for the Carolina Tar Heels Football team is 1,500,000 and those exposed during an ad campaign is 375,000 • 375,000 ÷ 1,500,000 = 25% • So 25% of the total target audience saw the ad at least one time Advertising Reach & Frequency • Circulation numbers, subscriptions or rating points are best used to determine & calculate reach data • Broad reach – is effective for consumer convenience goods like toothpaste (simple features) • Effective reach - # or % of consumers in a targeted audience exposed to an ad a specific minimum # of times (more appropriate for targeted SEM consumers) WHY? Media costs – how to determine? • Circulation (size of the audience) – Is the most significant factor affecting media costs – In most cases, the larger the media vehicle’s audience, the higher the cost of advertising space or time will be. • RATE CARDS: Price lists showing rates for space or time • Production costs vary a lot across different media – High-quality TV and Magazine ads cost a great deal to produce – While local radio and newspaper ads are relatively inexpensive to produce • Preferred location of ad – time of ad, (day, night, drive time) – position of ads in print and broadcast media – what shows • Available discounts – size of ad – frequency of purchase - dollar volume • Demographic makeup – narrowly defined audiences demand higher rates • Editorial climate – credibility & prestige may influence consumers reaction to an ad • Reproduction quality – high quality = higher costs Media costs types – Absolute & Relative • Absolute cost – What is the total expenditure for an ad • Cost of production • Cost for time and space purchased – Check rate cards found in Standard Rate & Data Service (SRDS) directories for time & space costs • Relative cost – To determine if one media type is more efficient or cost effective over another – Use (CPM) - based on cost per thousand • Often used in print media and internet – Use (CPRP) - based on cost per rating point • Often used in broadcast media and outdoor – Use (GRP) – based on gross rating points across a media platform Media costs – how to calculate? • Cost per thousand (CPM) – Multiply cost of the ad by 1000 then divide by the number of people receiving the message (reach) – CPM = (Cost of ad x 1000 ÷ by # of target audience) • Example: – Cost of ad is $50,000 – Total audience is 2,000,000 • ($50,000 x 1000) = $50,000,000 • ($50,000,000 ÷ 2,000,000) = $25.00 Media costs – how to calculate? • Cost per rating point (CPRP) – Calculated to determine 1% of audience • Cost per gross rating points (GRP) – (GRP) = (Reach (x) frequency) - to determine GRP and 240 GRP’s used as a standard of measurement – The cost per GRP is determined by dividing the total advertising expense by the # of gross rating points – (GRP) cost = (Expenses ÷ GRP) • Example: – Total advertising expense is $20,000 – The gross rating points for the show is 210 • $20,000 ÷ 210 = $95.24 Media costs for different mediums • Newspapers – Rates – how determined • circulation and target market are primary factors – great for locals • less for local ads vs. national advertisers • information given through use of rate cards – Types of rates • • • • • Run of page – wherever newspaper places the ad Flat rates – used for one time placement Sliding scale rates – more ads will cost less per ad Combination rates – ads and (FSI) will lower rate Volume and consistency rates/discounts – Costs • Tend to be lower than other print media • Position preferences – Example: SEM advertiser wants ad placement in sports section instead of food or employment opportunity section • Color requirements or including (FSI) free standing inserts • Split-runs - 2 different ads produced at same time Media costs for different mediums • Magazines • Rates – how determined – Circulation and target market are primary factors for rates that reach specific readers for advertisers • Types of rates – Size and frequency rates – Volume and consistency rates/discounts – Combination rates • Costs – – – – – – Tend to be higher than other print media Position preferences – front and back cover, inside front Color requirements Full bleed pages Gatefolds Spreads Media costs for different mediums • Television – Most effective way to promote a local event to the public – Very long production lead time • Rates – how determined – Larger/higher audience rating & time are the major factors, (Nielsen ratings) are GRP for television – advertisers will ask for this data – SQAD (cost-per-point) x Nielsen ratings determine TV ad costs – Rates and schedules change based on local factors • Types of rates – Run of schedule – prime time vs. other – National network, cable or local network • Costs – – – – Are higher than any medium Time availability - morning, afternoon, prime time, late night Demand for time – peak winter season Length of ad impact ad & production costs Media costs for different mediums • Radio – Effective for local & regional markets – use local personalities – Relatively short production lead time – quick turn around – Very good to hit your demographic target market • Rates, how determined – Audience size & composition are the major factors – Less than TV but can still be expensive • Type of rates – – – – Offer the largest discounts of any medium Run of schedule – (all 3 types lower costs) Weekly package (TAPs) total audience plans Volume and consistency rates/discounts • Costs – Are lower than TV media – Time availability – morning/evening drive – Production costs & ad – http://www.bestradiocommercials.com/?gclid=CN64k8z73bICFQsFnQodMH8AtA Media costs for different mediums • Internet – Very popular 3rd to television and newspaper • Rates – how determined – Web-site popularity - browser • Types of rates – CPM – cost per 1000 impressions – CPC – cost per click • Cost – – – – – E-mail ads may be very cost effective Creative type – text, image, multimedia Size – banner, pop-up etc. Placement in browsers Delivery type Media costs for different mediums • Out-of-home (outdoor and transit) • Rates – how determined – Audience size based on ad’s visibility, its location and population in area • Types of rates • http://clearchanneloutdoor.com/rates/ • Costs – Size of space – Length of time – Illumination/movement/3D • Production costs - varies • Types of out-of-home – Painted bulletins – Spectaculars (as seen here) - Transit advertisements like subway, cabs, hot air balloons or busses – Moveable billboards – very good at promoting an event throughout a metropolitan area – draws a lot of attention and is seen by a lot of consumers Media costs for different mediums • Direct Mail • Rates – how determined – Vary based on what you wish to accomplish • Types of rates – Allows advertisers to target a specific market with the most cost effective manner but preparation time is longer than radio and newspaper ads • Costs – – – – – Postage and delivery rates Production costs Mailing list costs Labor costs Total costs can vary and at time be very expensive SEM1 3.08 A - Promotion • PE - Manage media planning and placement to enhance return on marketing investment • PI – Select advertising media • PI – Buy ad space/time Selecting advertising media - why • Selection of media is important because it is the largest expenditure of an ad budget • Choosing the most cost effective is essential to provide the most effective ad campaign • Must select the medium(s) that reaches the target market Factors impacting your media selection • Objectives – Your overall goal of advertising • Target audience – Identify their media-usage habits – You limit waste circulation • Competition – Most will use the same media so look for alternatives • Budget – Most companies will have constraints that impact your selection- you can’t do everything you want Factors impacting your media selection • Product – Nature of product • Colorful or luxurious may need demonstrating resulting in media selection – TV or magazines • Other products need different requirements • Provide examples for each media type • Distribution – Location, place or geography – Coverage should be same as product availability • Lead time – Television and magazines require the longest – Daily newspapers and radio require the least time Factors impacting your media selection • Quantitative media factors – Measured numerically • Different methods and types and believed the most important factor – Measure cost efficiency • Total cost (varies by medium) • Cost per person (reaching potential prospects) • Advertisers use CPM, CPRP and GRP • Qualitative media factors – Not as easy to measure as quantitative – Credibility • Medium’s believability to consumers – take seriously – Editorial environment • • • • Each type appeals to a specific group of consumers The climate or mood of the media vehicle should compliment product Level of clutter can impact your ad – less is more The impact – impression an ad will make on the target market consumer Factors impacting your media selection • Media coverage • Extensive coverage – Reaching a large audience and exposing them at least once to your advertisement (reach) • Example: Advertising during The Super Bowl • Intensive coverage – Reaching a smaller audience more often to drive home the message (frequency) • Example: Multiple Renaissance Festival advertisements in newspaper, radio and TV in the Charlotte market Buy advertising space/time • Research • Negotiating – Choose a medium/media type to reach your goals – Contact advertising manager – – – – • Request information – Rate cards – Circulation and/or rating numbers • Scheduling – Time of day - placement – Geographic location – Reach & frequency • Analysis & strategies – Determine all costs for your promotional strategy – Make sure you can reach your target market • Planning – Advertising message – Pre-production process Go for the numbers (CPM) Adequate reach & frequency Review rating services Negotiate the best price • • • • Placement of ads Confirmation of ad run Payment Evaluation – Review for effectiveness – Propose additional strategies 3.08 – Sample Test Questions 1. One reason it is important for professional sport/event organizations to develop advance ticket sales plans is because the generated revenue helps organizations to A. increase general admission ticket sales. B. decrease operational costs. C. cover pre-event expenses. D. reduce the risk of ticket scalping activities. The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a television ad to promote lower membership fees for a limited time. If the target audience is 939,000 16- to 36-yearold females, and 313,000 of the target audience is exposed to the message, what is the percentage of reach for a local cable-television advertisement? A. 36 B. 33 C. 39 D. 30 Which of the following types of media should an event planner use to promote an upcoming local charity event to the general public: A. Direct mail B. C. D. Local television National newspaper Consumer magazine Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area: A. Internet advertising B. Airplane banners C. Movable billboard D. Stadium posters What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18-30-year-old males and 393,750 of the target audience is exposed to the message? A. 45 B. 40 C. 35 D. 30 A sport/event organization can determine advertising reach of a magazine by analyzing the publication's A. billing cycle. B. circulation. C. finances. D. response mode. Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate. A. preferred-position B. run-of-page C. contract D. frequency When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication's A. motivation B. reputation C. circulation D. participation A business owner who wants to obtain a reduced rate for a series of local radio commercials might contract for what type of promotion? A. Package B. Display C. Transit D. Contingent Businesses that buy broadcast advertising time often ask for information about the _______ before purchasing the time. A. qualifications of management B. ownership of the stations C. popularity of newscasters D. ratings for certain shows A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a A. flat rate. B. volume discount. C. free insert. D. preferred position. What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items? A. Continuous B. Flighting C. Pulsing D. Intermittent Which of the following is the most appropriate promotional medium for a local hardware store: A. Local newspaper B. Network television C. Local rock station D. National news magazine Which of the following is a qualitative media factor used in the selection of promotional media: A. Reach B. Frequency C. Impact D. Cost per thousand Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible advertising cost. Which of the following promotional media would be best: A. An ad in next Sunday's paper B. A direct mail campaign C. Point-of-purchase displays D. Radio spot commercials When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective? A. Newspapers B. Billboards C. Direct mail D. Yellow pages An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP? A. 975.5 B. 585.5 C. 712.5 D. 487.5 A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, calculate the cost per thousand (CPM). A. 50 B. 5 C. 25 D. 2.5 An important factor in determining rates for outdoor advertising is its A. short life. B. ease of replacement. C. visibility. D. artistic appeal The cost to a business of radio spots will vary with the A. basic production costs B. size of the business. C. number of listeners being reached. D. type of information being aired. Which of the following decreases the costs to a business of using newspaper advertising: A. Color requirements B. Sliding-scale rates C. Preferred position D. Split-runs SEM1 3.08 A - Promotion • PE - Manage media planning and placement to enhance return on marketing investment • PI – Choose appropriate media vehicles for sport/events Choosing media vehicles 1. Determine the problem – Advertising goals – Primary target audience – Competition 2. Consider potential media options & total costs – List all media and analyze effectiveness and costs 3. Select the appropriate media and vehicles – Review quantitative and qualitative factors – Select one that has right time, place & audience Choosing media schedule strategies 4. Determine the timing and schedule strategies – Select degree of continuity desired – Should be chosen based on advertiser’s needs and type of product – Continuous strategy – ads on a regular basis • Good for everyday products like groceries – Flighting strategy – intermittent scheduling • Great for seasonal promotions like events • Great for introducing new products or events – Pulsing strategy – combination, low then high • Good for reminding consumers about your product • Coca Cola uses this strategy Advertising Media Choices and Marketing Strategy 3.06 – 3.07 Sample Test Questions A business that asks customers to forward an e-mail to their friends or associates is engaged in A. suggestion selling. B. direct advertising. C. image building. D. viral marketing. The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter," is an example of a/an ______ message. A. understandable B. compelling C. focused D. personalized Which of the following is the most common use of opt-in e-mail marketing: A. Subscriptions. B. Announcements C. Attachements D. Confirmations One of advantage of using e-mail marketing is that it is A. anonymous. B. profit oriented. C. cost effective. D. impersonal. Which of the following is an example of a business's using e-mail in a timely manner: A. Describing features of expensive products B. Addressing messages to individual customers C. Sending customers a notice of tomorrow's sale D. Targeting groups that subscribe to newsletters One of the disadvantages to marketers using streaming video email is that it requires the recipient to have a(n) A. complicated operating system. B. sophisticated computer keyboard. C. high-speed internet connection. D. cloud computing. Which of the following is an example of an email attachment? A. nike.com B. resume.doc C. [email protected] D. http://www.org Which of the following is an advantage to a business of using an in-house system to send bulk emailings: A. B. Costs are tied to volume. Last-minute changes are possible. C. Control of delivery is limited. D. Up-front costs are low. What is a guideline for businesses to follow when creating mailing lists? A. Obtain names from local competitors B. Identify all people in a certain area C. Choose individuals who want the e-mail D. Ask employees for names of relatives What mailing technique do businesses often use if they do not have mailing-list software? A. Autoresponder B. Internet Service Provider C. Bookmark feature D. Blind Carbon Copy What should businesses do to detect any problems before sending an e-mail to everyone on their list? A. Finalize a signature B. Format the message C. Prepare a response D. Conduct a test run For higher response rates, businesses should develop marketing e-mail messages that are A. short, simple, and understandable. B. relevant, short, and complex. C. interesting, unique, and lengthy. D. appealing, complex, and relevant Which one of the following computer programs prevents email messages containing the word "free" in the subject header from entering an inbox: A. Queues B. Gophers C. Filters D. Servers “You Do”: PROJECT 1. 2. Each group will be assigned one of the following: Radio, Direct Marketing, Outdoor, Newspaper or Magazine Advertising. You will need to research and identify the following information: – – – 3. 4. Pros of using your media for advertising Cons of using your media for advertising Types of Costs using your media advertising Organize information above in a POWERPOINT Presentation to be presented to the class. INVENT/MAKE-UP a product and CREATE an advertisement for your media – – – – – Radio- Needs to be a SCRIPT read to the class Identify which station it will be on and what time of day it will be played. WHY? (Hint- needs to reach your target audience) Magazine- Needs to be a full-page ad. Identify which magazine it will be in and what day/month subscription. WHY? (Hint- needs to reach your target audience) Direct Marketing- Who is on your mailing list and when will you be mailing it out? (Define the target market) (Hint- needs to reach your target audience) Outdoor- Which road/physical location will it be located and for how long and what time of year? (Hint- needs to reach your target audience) Newspaper- Needs to be a full-page ad. (You chose if it is color or not) Which newspaper will it be in and on what day? (Hint- needs to reach your target audience)