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Lecture 11, Sept. 12th

by: Meghan Shah

Lecture 11, Sept. 12th ADPR 3100-0

Meghan Shah
GPA 3.78

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Out-of-home/Outdoor Advertising
Principles of Advertising
Nathaniel J. Evans
Class Notes
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This 3 page Class Notes was uploaded by Meghan Shah on Tuesday October 4, 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 8 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.


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Date Created: 10/04/16
Out of Home Advertising Sept. 12th Where do we place the message? Earned media – social media and online conversations about a certain brand or thing  Out­of­House and Outdoor advertising mean the same thing now.  Profile ○ Reach ­ % of total audience exposed to an ad (or entire media schedule) in a  given time period ▪ Time period is super important ○ Frequency – number of times a individual person is exposed to and ad (or entire  media schedule) in a given time period ○ For outdoor advertising, reach is lower than average, because mostly the same  people are seeing the ads, but they are seeing it multiple times a day (high  frequency) ▪ Done on a small scale ▪ Local ▪ Mobile audiences  People usually have a limited time to see the ads, like when driving to  work. ○ Outdoor advertising is a supplemental medium ▪ Outdoor ads can help increase the strength of an existing campaign ▪ Rarely do you see outdoor advertising that doesn’t belong to a campaign   Outdoor advertising has strong visuals that a great for reinforcing TV  campaigns  It provides missing visuals for radio campaigns  They provide higher frequency for magazine campaigns  They have better graphics for newspaper campaigns  Strengths ○ Great for pioneering stage; can help build awareness and brand recognition ▪ doesn’t really work for competitive stage, because you need to convey much  more information ○ Used in the retentive stage as reminders ▪ Brands have to keep up awareness about themselves and their products.   Otherwise, everybody just forgets about them.  Drawbacks ○ Exposure is voluntary and brief ○ Viewers are often preoccupied ○ There are few premium sites (locations) ○ Much criticized as visual pollution  Out of Home Strengths ○ Low cost, high frequency needs ○ Local, mobile audience ○ Strong creative ○ Pioneering or retentive stages  ○ Supports other media  Buying OOH:  ○ GRP – “gross rating point” for Outdoors ▪ Percentage ▪ Adult population ▪ In single, local market ▪ Daily exposure ▪ Buying a % of the local adult population in this market ▪ # of GRPs = % of audience  100% everyone sees it  200% everyone sees it twice ▪ Calculating GRPs  # of GRPs = [(Total DEC for allotment) / (Total market pop)] * 100  GRPs are always expressed as a percentage ▪ Bought in allotments – the number of ads required to reach a desired GRP  Sets of 50 to 100 GRPs  Sometimes varies based on market size, like less for larger markets ○ DEC – Daily Effective Circulation – the # of people who have the opportunity to  see the ad in a day (driving, walking, etc.) ▪ Calculated for the area where the ad will be placed ▪ Add up DEC for all posters/ads in allotment (# of posters/ads used in an  individual buy) ▪ Example of calculating DEC  Market: Athens  Population: 120,000  Audience level purchased: 50 GRPs  Allotment: 10 display ads, $2,000 a piece  Each ad has its own DEC   Example:  50 GRPs – (DEC) / (120,000)  50 GRPs = 60,000 / 120,000 ­ 50% of 120,000 is 60,000 ○ GI – Gross Impressions – measures of total exposures (duplicated audience) ▪ GI = GRPs * DEC ▪ Usually done on a weekly or monthly basis ▪ Example:  Weekly: (50 * 60,000) * 7 = 21,000,000 GI per week  Monthly (50 * 60,000) * 30 = 90,000,000 GI per month ○ Cost­effectiveness ▪ $ per GRP = (Total cost of allotment) / (GRPs in allotment) ▪ Example:  $ per GRP = ($20,000) / (50) = $400 per a GRP  $20,000 because 10 ads in allotment at $2,000 each ▪ $ per 1,000 GI = (Total cost of allotment) / [(GIs in allotment) / (1,000)] ▪ Example:  $ per 1,000 GI = ($20,000) / [(21,000,000) / (1,000)] = $0.95 per 1,000 GI ○ Verification ▪ The Traffic Audit Bureau of Media Measurement (TAB)  Market­based traffic data  Checks sign visibility ▪ Perception Research Services (PRS)  Eye­tracking studies  3/4 notice and read copy  Larger = more noticed ▪ Simmons Market Research Bureau (SMRB)  Annual consumer study of 25,000 people  Media­usage habits; OOH recall ▪ Buyer’s Guide to Outdoor Advertising  Now owned by Domedia  Rate guides; cost; market populations


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