New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here


by: medegennaro4 Notetaker


medegennaro4 Notetaker
Penn State

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Class Slides and teacher commenting covering media planning, creativity
Intro To Advertising
Dr. Anghelcev
Study Guide
Communications, Advertising, final, Media, Planning, Creativity
50 ?




Popular in Intro To Advertising

Popular in Communication

This 10 page Study Guide was uploaded by medegennaro4 Notetaker on Sunday May 1, 2016. The Study Guide belongs to COMM 320 at Pennsylvania State University taught by Dr. Anghelcev in Spring 2016. Since its upload, it has received 17 views. For similar materials see Intro To Advertising in Communication at Pennsylvania State University.

Similar to COMM 320 at Penn State

Popular in Communication


Reviews for COMM 320 FINAL


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 05/01/16
Exam 4 5/1/16 11:59 AM Session 30- Monday Apr 10 Media Planning • Text books not up to date • Advertising used to be a simple process • What is the traditional flow in an ad campaign o An advertiser goes to an agency and they research then have a creative idea and then find a medium to advertise. End with implementation o Kyle 20 years ago- what media landscape looked like o Kyle now –media landscape is large and diverse § Hard for agency to figure out where to place things § "Creatia”- media contact comes first now • Today there is a myriad of ways to reach consumers • The shift has created a fragmentation challenge o Out-shipped human capabilities § Media planners cant keep track not possible • Media Planning today looks automated BIG change More and more media planning decisions today are done by algorithms • The focus has shifted from people to software • This is programmatic advertising o Programmed= automated algorithm based advertising § Strategic use of software to make media planning decisions • Computers- eliminate a lot of waste and increases ROI Session 31- Wednesday Apr 13 Media • How ad spends money • 2007 everything dipped bc of recession • growth not as big as worldwide • projections optimistic • Where does money go o Tv and print mostly o 30% newspapers and declining § decline in personnel- good predictor of industry § money from ads alltime losw • Remembder advantages and disadvantages • Adv of newspaper o Timeliness o Coupons o Geographic selectivity o Info o Valuable target o Large audience • Disadvantages in ad o Lower quality copy o Short life o Creative constraints o Cluttered o Declining circulation o Lack of audience selectivity o Low readership in youth • Type of news ads o Display o Inserts o Classifieds Magazines • General interest and specialized – most specialized • Adv o Psychographic selectivity o National coverage o Creative o Long life o Readership(times read) higher than circulation(# of mags printed) o Access to light tv users o High roi o Better for risky ads • Disadv o Limited reach o Clutter § Long lead times o Cost • General considerations o 85% of adults read mags buying an average of 11 titles o around 20% of ad doll hairs spent on magazines o general interest and specialized interest mags Session 32- Friday Apr 15 • Clicker: o Advantage of mags over newspaper Ads have higher audience interest in adse o Disadvantage of a magazine than a newspaper? Clutter o Which of the following can best facilitate targeting based on psychographic segmentation? Specialized mags Television • Most influential type of advertising (but self-reported) TV Basics • Almost all househoulds (hh) have 1 tv set, 82% own 2+ sets • Average of 130 channels per HH • Americans #1 in world watching 5.2 average a day • Over $79 billion spent on tv last year Network TV • Abc, fox, cbs, the CW, nbc • Historically have the higest audiences • Called network stations bc they have a network of stations throughout the country (affiliates) ie. Wwhj in state college- affiliate of ABC o As long as they stay an affiliate they get most of their programming from abc – they don’t produce much of their own shows o Affiliate agrees to broadcast all the advertising in between those shows with a few breaks for local ads • Off network syndication- shows used to be on a network got old but you can buy them now Session 33- Monday April 18 Programmatic Direct: ads on web are paid in advance • Decreases waste • Uses data fusion • Increases ROI • Process takes half the time of a human Real Time Bidding RTB Programmatic • One form of programmatic • Company tries to profile- BUT if that doesn’t happen the publisher of website requests bids from ssp – supply side platform o “ok someone accessed websitie with these characteristics- is there anyone on the internet who would like this person to see your campaign” o online auction instantaneously – ad exchange o info from a lot of third parties – dsps- offers of campaigns pour in – heres how much im willing to pay and heres my ad I want to display o once winning bid accepted info sent to an ad server that belongs to the publisher • whole process less than 200 milliseconds • Definition: one form of programmatic in which ads are displayed after a live auction takes place Us Display Ad Graph • 2011 RTB programmatic was 11% • were at about 50% today • algorithms have taken over Programmatic buying is platform agnostic. WHERE the consumer sees the ad matters less than who seed the ad in this process Fewer and fewer decisions are based on considering what shows a particular audience is watching, what blogs or magazines they’re reading, etc Ads follow the people wherever they go online • They see continuations of ads • Story steps served in order This is a cross platform campaign Clicker: The Main difference between programmatic and non programmatic strategies for displaying ads is that • A. with programmatic where the ads are placed accounts for less than who sees the ad, but is not the case with non programmatic • C. With programmatic, the decision of where to display the ads is determined by algorithms, but this is not true in the case of non- programmatic • Answer: A and C Clicker: With RTB programmatic where the ads are placed matters less than who sees the ad, but this is not the case with non RTB The CMO at kraft with programmatic got a 200 % increase ROI • Kellogg was 600% Change #2: Growth of mobile • Turning point 2012 o The number of mobile subscriptions exceeded the number of people in the united states § A lot of people have two cell phones § Not everyone accounted for § Virtually everyone has a phone • Advertising can be held accountable for its impact on behavior o Influencing offline purchases o Coupon redemption Monday Recap: • 2 Major Types- Programmatic direct and RTB o difference- programmatic direct- before start of campaign you contact the publisher and sign an agreement and say I want 10 million of my ads for this type of person or screening out ppl of only interest o RTB – finding a deal § Data management platform Wednesday session 34 April 20 • Types of tv • Radio o In morning 6- 10 am or as they get to work after 9 o Listen in evening 5 pm o 1/3 is commuting to work § wont switch stations to often/ people held captive ú repeated disclosure • increase frequency of exposure and can make them seriously consider prod o buying in radio § different from TV § non affiliate sometimes preferred § sign contracts market by market o Disadvantages § Passive listening § Hard to build reach § Overload of local commercials ú Make you want to tune out • Have to run ad more often but adding to clutter – they listen and tune out o Advantages § Mobile, more intimate § Frequency medium § Messages easy to change on short notice § Jingles and tunes facilitate recall § Low production costs § High segmentation potential ú Narrower targeting ú By region/station, by format ú Ethnic group ú Mens warehouse on radio bc its local and in a certain area Media Planning Basic Concepts • Media Mix chart: what types of media you can combine in your campaign o Can differ by brand or by industry o Describes how advertising budget is split acorss type of media o (Brand medium expenditure / brand total expenditure) x 100 = media mix • REACH o The percent of target consumers exposed to the campaign at least once over a specific period of time (typically per month) o Total number of ppl exposed once/ number of ppl in target segment x 100 • When calculating reach each person is counted once and ONLY once even if they were exposed to the campaign multiple times Frequency • Frequency designates the average number of times a target consumer is exposed to the campaign over a certain period of time • Avg number some ppl are exposed more times and some are exposed fewer times than frequency • Frequency and reach balance- balance budget and make right amount of money- do you increase the reach or frequency of a campaign • The first step needed to calculate the reach of a media campaign is figuring out the audiences of each media vehicle carrying the odds o Reach of media campaign – need to know how big target is o For radio and tv companies give you that number Friday Rating – media is having reach, frequency and rating • The rating is a number used to estimate the percent of target consumers who were exposed to the ads placed in a particular program • # of people exposed to ads / total number of people in target segment x 100 • Rating of modern family if 3/10 watched 30% o Vamp diaries 20% o Shark tank 30% o Total campaign : 80% • Different levels of reach in a campaign due to duplication Duplication • Audiences have seen something more than once • Smaller reach when more duplication • Two types o Between vehicle duplication – you run ads in two different places and some individuals see both ads o Within vehicle duplication- you run an ad twice in one outlet and the individual saw both Duplication or audience overlap • Duplication is overlap • Various degrees of duplication Media planners use specialized computer programs which help calculate the reach of a tentative campaign by estimating the level of duplication which may occur among the media chosen for campaign Monday April 24, 2016 session 36 Review of Friday session 35 • Media class vs vehicle o Media class or type is the platform you are using o Vehicles are specific magazines o Clicker: a media class is a particular option within a media vehicle FALSE • Frequency v reach o Reach is always between 0 – 100 bc it’s a percent o Frequency the avg number of time a target is exposed to an ad over a period of time § Much lower number than reach • Clicker: the scale- balance out money between reach and frequency (option c) • Frequency of an ad is an AVERAGE Creativity Matters • Break through clutter • Enhance memory • Raises prestige of agency – awards • Invigorate boring brands • Position new brands Creative team • Copy • Art director Use Reason Method: Comparative advertising • Limited benefits • Focus on coverage – phone ad • Straightforward and clear Friday April 28, 2016 (lost wed notes) Recap Endorsers celeb- attractiveness expert- credibility average user- identification/ group-bias advantages – easy to process ads and few counter arguments Cons? why brands dont want to use endorsements • Lazy • They are people and people screw up • Nike – just do it – tiger woods, guys who kill gfs o Lost international business • Youtuber large following these days Humorous Ads • Remember joke but not the brand • Feel good ads • Popular in spite of no evidence that they work better Does Sex Sell? • Kim k commercial • Attention grabing but you need to do more • Shown systematically to interfere with memory Self-protective and safety behaviors: Fear Appeals • Create a threat for the consumer o Smoking and cancer ads • If fear is so high they look at it it makes them uncomfortable and they look away • Operate at a MEDIUM level of threat o Test ads before they go on the market o You want to provide a solution, your product should be a solution • May backfire if situation is not credible, not likely, or too scary Anxiety Ads • Triggers escape/avoidance behaviors • Anxiety ads MUST offer a way out – resolution • Common technique in health, hygiene, beauty prods – P&G method • Ex: germs on moms hand


Buy Material

Are you sure you want to buy this material for

50 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Allison Fischer University of Alabama

"I signed up to be an Elite Notetaker with 2 of my sorority sisters this semester. We just posted our notes weekly and were each making over $600 per month. I LOVE StudySoup!"

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.