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by: Bridget Runolfsdottir IV


Marketplace > University of Texas at Austin > Advertising > ADV 305 > FUNDAMENTALS OF ADVERTISING
Bridget Runolfsdottir IV
GPA 3.97

Vincent Cicchirillo

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About this Document

Vincent Cicchirillo
Class Notes
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This 20 page Class Notes was uploaded by Bridget Runolfsdottir IV on Sunday September 6, 2015. The Class Notes belongs to ADV 305 at University of Texas at Austin taught by Vincent Cicchirillo in Fall. Since its upload, it has received 148 views. For similar materials see /class/181551/adv-305-university-of-texas-at-austin in Advertising at University of Texas at Austin.




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Date Created: 09/06/15
Media Planning Cicchiri oADVSDSSp ring2012 Media Planning To conceive analyze and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time 0 Examples Dove s Campaign for Real Beauty ESPN multiple venues online tv radio magazine podcast CicchirilloADV3DSSpring2012 Dove campaign for Real Beauty Youtube videos Evolution of Beauty dove campaign for real beauty Dove True colors Cicchirii oADVSDSSp ring2012 Media Options 0 Increasing media options bring us more fragmented audiences Cable TV Spot TV Spot Radio Cicchirii oADVSDSSp ring2012 Other Challenges 0 Increasing costs Increasing complexity 0 Increasing Competition CicchirilloADVSDSSpring2012 Defining Media Objectives 0 Audience objectives Define the type of person the advetiser wants to reach 0 Media vehicles Different individuals use varying amounts of different kinds of media Cicchirii oADVSDSSp ring2012 Distribution Objectives Define where when and how often advertising should appear Message Weight RatingsShare RatingsPercentage of homes or individuals exposed to an advertising medium SharePercentage of homes or individuals exposed to an advertising medium divided by the actual number of people watching television in the DMA Gross Impressions of potential exposures CicchirilloADV3DSSpring2012 Rating RTG of people watching a specific show X 100 of people in the DMA Cicchiri oADVSDSSp ring2012 Share Share of people watching a specific show X 100 of people with TVsRadios on in the population CicchirilloADVSDSSpring2012 Gross Rating Points Gross Ratings Points GRP s Sum of all ratings delivered by a given vehicle or schedule GRPs enable the planner to use a single number to describe the quantity of message weight Gross Ratings Points Reach x Frequency Cicchirill0ADV3DSSprirg2012 Reach amp Frequency Reach refers to the total number of unique or different peoples or households exposed at least once to a medium during a given period of time Freguencv repeated exposures to the medium or the program Average number of times an individual or home is exposed to a medium CicchirilloADV3DSSpring2l312 Quantity amp Quality 0 Effective Reach Quality of exposure 0 Effective Frequency How many is optimal Cicchirii 0ADVSDSSp ring2012 Sales Potential 0 BDI brand development index Measures the number of cases units or dollars volume of a brand sold per market area CDI category development index Based on the of sales of a product category rather than brand in a given market CicchirilloADV3DSSpring2012 BDICDI Relationships High 3039 Low 3039 High CDI High share of market Low share of market Good Market potential Good market potential High share of market Low share of market Low CDI Monitor for sale decline Poor market potential 1 Ciccliii illoADV3DSSprirlg2012 Mechanics Message Size amp Length Better positioning larger fonts and longer schedules all cost more money Does message size matter Position Preferred positions cost more money Cicchirii oADVSDSSp ring2012 Exposure Attention amp Motivation 0 Exposure Attention 0 Motivation Cicchirii oADVSDSSp ring2012 Scheduling How often Con nuous Straight though advertising thh ng Heavy concentrations of advertising at certain times interspersed with no advertising for shorter lengths of time ih ng A mixture of continuity amp flighting Cicchirii oADVSDSSp ring2012 A Continuity Pattern Yearly Time period V A Flighting Pattern Yearly Time period V A Pulsing Pattern Yearly Time period V Examples A dairy company that advertises heavily during the summer months but also advertises in every month throughout the year 9pulsing 0 A software company that advertises once a month for an entire year 9 continuous 0 A candy company only advertises during Oct Dec Feb and April 9 flighting Cicchirii oADVSDSSp ring2012 Advertising Budgeting 0 Methods Percentage of sales Share of Market Strategic objectivetask method Empirical Research Cicchiri 0ADVSDSSp ring2012


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