Lecture 11, Sept. 12th
Lecture 11, Sept. 12th ADPR 3100-0
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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