Advertising 3100 Lecture 9 Notes
Advertising 3100 Lecture 9 Notes ADPR 3100-0
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This 3 page Class Notes was uploaded by Bridget Notetaker on Monday September 19, 2016. The Class Notes belongs to ADPR 3100-0 at University of Georgia taught by Nathaniel J. Evans in Fall 2016. Since its upload, it has received 25 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.
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Date Created: 09/19/16
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: o Local, mobile o 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: o Strong visual reinforces TV campaigns o Provides missing visual for radio campaigns o Higher frequency for magazine campaigns o Better graphics for newspaper campaigns Strengths: o Pioneering stage: build awareness and brand recognition o Retentive stage: reminders Drawbacks: o Exposure voluntary and brief o Viewers preoccupied o Few premium sites o Much criticized as “visual pollution” Out-of-Home Strengths: o Low cost, high frequency o Local, mobile audience o Strong creative o Pioneering or retentive stage o Supporting other media Buying OOH: GRPs o “Gross rating point” (for Outdoor) Percentage Adult population In single, local market Daily exposure o Ex: 50 = GRPs = deliver 50% market/day o Allotments in sets of 50 or 100 GRPs Sometimes less for larger markets Calculating GRP: o Per allotment: the number of ads required to reach a desired GRP o Expressed as a percentage of the population, so you multiply by 100 o GRPs = (total DEC for allotment / total market population) X 100 Buying OOH: o 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: o $ per GRP = (total cost of allotment / GRPs in allotment) Ex: ($20,000 / 50) = $400 per GRP o Ex: $ per 1,000 GI = total cost of allotment/(GIs in allotment/1,000) $ per 1,000 GI = $20,000/(21,000,000/1,000) = $.95 per 1,000 GI Calculation Sheet: ***MEMORIZE*** GRPs (Gross Rating (Total DEC for 60,000/120,000 = 50 Points) allotment/total market GRPs population) x 100 GI (Gross Impressions) GRPs x DEC (50 x 60,000) x 30 = (weekly/monthly/bi- 90,000,000 monthly) $ per GRP Total cost of 16,000/50 = 320 allotment/GRPs in that allotment $ per 1,000 GI Total cost of 16,000/3,000 = 5.33 allotment/(GIs in allotment/1,000) Verification: o Traffic Audit Bureau for Media Measurement (TAB) Market-based traffic data Checks sign visibility o Perception Research Services (PRS) Eye-tracking studies ¾ notice and read copy Larger, more noticed o Simmons Market Research Bureau (SMRB) Annual consumer study of 25,000 people Media-usage habits; OOH recall Buyer’s Guide to Outdoor Advertising Now owned by Domedia Rate guides; cost; market populations
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