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UGA - ADPR 3100 - Class Notes - Week 8

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UGA - ADPR 3100 - Class Notes - Week 8

School: University of Georgia
Department: Advertising
Course: Principles of Advertising
Professor: Nathaniel Evans
Term: Fall 2016
Tags:
Name: Advertising 3100 Lecture 9 Notes
Description: This is a copy of the Lecture 9 Notes which we started in class on 9-12 and finished today, 9-19.
Uploaded: 09/19/2016
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background image Advertising 3100 Lecture 9 Notes Outdoor vs. Out-of-Home (OOH) o Transit Shelters
o Bus Billboards and now bus wraps
o Building walls
o Digital outdoor
o Technology innovations, etc.
Profile: Local, mobile
Supplemental medium
Concept Explanation Reach % of target audience exposed to 
an ad (or entire media schedule) 
in a given time period
Frequency  Number of times an individual 
person is exposed to ad (or entire 
media schedule) in a given time 
period
CPM cost per thousand AD Cost x 1,000 / circulation  Supplemental: Strong visual reinforces TV campaigns
Provides missing visual for radio campaigns
Higher frequency for magazine campaigns
Better graphics for newspaper campaigns
Strengths:  o Pioneering stage: build awareness and brand recognition
o Retentive stage: reminders
Drawbacks: Exposure voluntary and brief
Viewers preoccupied 
Few premium sites
Much criticized as “visual pollution”
Out-of-Home Strengths: Low cost, high frequency
Local, mobile audience
Strong creative
Pioneering or retentive stage
background image Supporting other media Buying OOH: GRPs “Gross rating point” (for Outdoor) Percentage Adult population In single, local market Daily exposure Ex: 50 = GRPs = deliver 50% market/day
Allotments in sets of 50 or 100 GRPs
Sometimes less for larger markets Calculating GRP: Per allotment: the number of ads required to reach a  desired GRP Expressed as a percentage of the population, so you  multiply by 100 GRPs = (total DEC for allotment / total market population)  X 100 Buying OOH: Daily Effective Circulation (DEC): the average number  of persons, in cars or other vehicles, passing and 
potentially exposed to an ad display
This is calculated for the area/where the ad will be 
placed
o Add up DEC for all posters/ads in allotment  Number of posters used in an individual buy Calculating DEC: o Market: Athens
o Population: 120,000
o Audience Level Purchased: 50 GRPs
o Allotment: 10 display ads ($2,000 a piece)
These ads all have different and unique DECs) Gross Impressions: o Measure of total exposure (duplicated audience) GI = GRPs x DEC Usually done on a weekly or monthly basis Weekly ex: (50 x 60,000) x 7 = 21,000,000 GI Monthly ex: (50 x 60,000) x 30 = 90,000,000 GI Cost-effectiveness:

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School: University of Georgia
Department: Advertising
Course: Principles of Advertising
Professor: Nathaniel Evans
Term: Fall 2016
Tags:
Name: Advertising 3100 Lecture 9 Notes
Description: This is a copy of the Lecture 9 Notes which we started in class on 9-12 and finished today, 9-19.
Uploaded: 09/19/2016
3 Pages 9 Views 7 Unlocks
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