Advertising Email Supplements 2/29 & 2/25
Advertising Email Supplements 2/29 & 2/25 MKTG 4320
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This 0 page Class Notes was uploaded by Elizabeth Gill on Monday February 29, 2016. The Class Notes belongs to MKTG 4320 at Auburn University taught by Herbert J. Rotfeld in Fall 2015. Since its upload, it has received 25 views. For similar materials see Advertising in Business at Auburn University.
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Date Created: 02/29/16
Email supplements Feb 29 In the syllabus under topic 6 three very short textbook articles are noted that should be read before the textbook pages on media strategy then reread while studying assignments for topics 8 9 amp 10 Media Strategy Terms pg 316 Understanding Advertising Clutter pg 3178 Some Things to Keep in Mind About the Nature of Vehicle Options pg 319quot As explained in earlier classes the online discussion questions differ from those in your article packet because the online items were updated a few days before the start of semester based on comments to me from Fall semester students Of particular note like the back of your class contract they highlight terms you need to know For topic 6 it says Terms you must know and how they are calculated gross impressions reach unduplicated reach effective reach average frequency GRP TRP CPM TCPM clutter waste Frequency is always an average In a tale I often repeat in class some years ago an email came in from a student who graduated a year or two before Said she when enrolled in 4320 she didn39t care that much about CPM GRP and TRP Since she wasn39t focused on advertising for work after graduation she figured as she put it she quotnever needed to know that stuffquot But by a string of events she found herself working in time sales for MSNBC and CNBC When she sent the email she found herself repeatedly doing these calculations as part of presentations As a result she wished she had paid more attention in MKTG 4320 It wasn39t just the arithmetic She needed to understand the concepts behind the calculations This lecture supplement is to explain the basic media arithmetic of CPM which will also appear in topics 8 9 and 10 CPM tells the cost efficiency of actual time or space bought Regardless of what you compare cost efficiency is more important than the total costs The cautionary note of topic 6 is that stating what is the most economical buy is not synonymous with the most economical communications decision which will be explained in more detail in class Aside from the formula itself CPM also involves a question of just what is meant by quotaudiencequot when making comparisons since you want to be comparing the same type of audience between vehicles circulation or vehicle readership in print total audience vs target audience or vehicle viewers or readers reach versus advertising viewers or readers which is not the reach What you use as audience in calculations could alter what you find And circulation itself has varied definitions laid out by the audience audits andor vehicles that use the term HOWEVER NO ONE IN CLASS should be confused as to what goes in the numerator meaning on the top of the CPM equation given that it is Cost PER thousand impressions Some of you might use unit pricing information in stores but that is provided for you cost per ounce per cookie or per sheet In the past I39ve asked if anyone figures out their miles per gallon for their car39s fuel efficiency but in many new cars it is a final number that appears on the dash A student gave me this alternative equation below an example to help you understand the concept The purchase decision problem As he was buying his favorite beers to drink at home while watching football a new and unique offer was spotted a 5 liter minikeg they call it the quotDraught kegquot for 2099 At the same store there was an 18 pack of 12 oz bottles of the same brand for 2049 What is the most cost efficient gulp of beer CPM is cost per thousand impressions because that added multiplier makes the final number dollars and cents instead of the fractions of a penny you would have if it was cost per impression To make it a similar concept in this example to keep it as comparing dollars and cents we39ll say cost per 100 ounces a CPHo Conversions to total ounces purchased 18 pack of 12 oz cans 1202 X 18 cans 216 ouncesKeg is 5 liters amp a liter is roughly 338 oz 5 liters X 338 169 ouncesCost per hundred ounces CPHo analysis 18 pack of 12 ounce cans costs 2049100x2049216 949 CPHo5 liter keg is costs 2099 100x2099169 1242 CPHoThe decision The keg is a big bulky hunk of beer but it isn39t a less expensive way to get it You could decide to buy it if your intention is to impress your friends that you have this huge keg in your frig but that would be a decision unrelated to what is the most economical purchase for the liquid product to help the partygoers get leglessThe lesson The cost in the numerator if the thing is calculation is cost per something CPM is a tool of media tactics decisions and determines the most economical purchase Of course the basic problem of media strategy is to find the mix of media alternatives that would be the most economical communications a slightly different concern than CPM by itself one that is influenced by the message strategy Feb 25th The people in the business say that Creative Strategy is quotwhat to sayquot and the Creative Tactics are quothow to say itquot More important is the quote generally attributed to the late icon of the advertising business David Ogilvy that a good idea poorly presented is always preferable to a well presented bad idea This means that a good strategy with weak tactical execution is more desirable than a weak poor or absent strategy with a high quality set of tactics The Garfield reviews you read were both good and bad ideas well presented and messed up but always referencing a conceptual statement of some kind as to why a segment of people might engage in the desired behavior from that message strategy In his review of the advertising to discourage road rage Garfield explained why there might not be any target segment that could be persuaded by any message strategy no matter how well the message tactics were executed As explained in Topic 4 this fatal flaw of using advertising to combat road rage would be revealed by the process of setting communications goals a process that determines what communications can and can t do The types of productservice features selected to be the focus for message strategy should be based on benefits values or images that could play a role in the target audience39s purchase decision To follow Rosser Reeves it is what he called the Unique SELLING Proposition In the video of Jack Roberts and Reeboks shoes going by what the latter s creative director said to the CBS News reporter we must consider UBU a lavish execution of a weak or non existing strategy Jack Roberts had an onthecheap execution of a solid idea that he related to consumer motivations of where they will purchase their appHances At the start of the semester most of you were inclined to evaluate commercials or print advertising examples by saying whether you quotliked itquot if it might make you a customer or how much a detail of the tactical execution appealed to you Some of you still did that today despite my repeated admonitions that the message creator is rarely if ever a member of the target audience It would also be an error to phrase the evaluation of how potential segments would respond to a particular strategy in terms of a single someone you know To properly evaluate a commercial you have to step back and see it in the context of the probable strategy behind it or whether there is a strategy behind it No tactic has value on its own and must be assessed in terms of the strategy tactics must contribute to the strategy Contribution could be indirect but it is necessary Without it the creative team using the word in the business sense of a job title is serving a personal muse instead of client39s communications needs The strategy as presented in the copy platform needs to be based upon what is important to the target consumers in making decisions That is what you determined in setting communications goals which in turn are an assessment of what communications can do to contribute to the marketing goals To apply this thinking to some of oftenstated tropes and logical fallacies of persuasion A strategy that uses celebrities as presenters must use the celebrity s image to help communicate a sales generating message Humor must help convey the sales point and possibly help people remember it Sex is relevant only if a segment of consumers would buy the product or otherwise engage in the desired behavior of marketing goals for a sexrelated reason a reason that could be behind a purchase of breath mints toothpaste hair products or clothes The copywriter prepares specific recommendations of strategy often with sample tactic executions based on the information that indicates what communications can accomplish with a specific target audience When your job is copywriter you need to take the information and make the recommendations for action And in turn this influences and is influenced by media strategy decisions Which is the next topic
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