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Comm 320 Advertising Week 15

by: medegennaro4 Notetaker

Comm 320 Advertising Week 15 COMM 320

Marketplace > Pennsylvania State University > Communication > COMM 320 > Comm 320 Advertising Week 15
medegennaro4 Notetaker
Penn State

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About this Document

media planning, programmatic, RTB, reach , frequency, rating
Intro To Advertising
Dr. Anghelcev
Class Notes
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This 6 page Class Notes was uploaded by medegennaro4 Notetaker on Sunday April 24, 2016. The Class Notes belongs to COMM 320 at Pennsylvania State University taught by Dr. Anghelcev in Spring 2016. Since its upload, it has received 9 views. For similar materials see Intro To Advertising in Communication at Pennsylvania State University.

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Date Created: 04/24/16
§ 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


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