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Mcom 341 week 8 summary
 

Mcom 341 week 8 summary

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    Mcom 341 week 8 summary Mcom 341 week 8 summary Document Transcript

    • MCOM 341<br />Week 8 Summary<br />CLASS 1: TELEVISION & RADIO<br />Definitions:<br />broadcast TV  Television sent over airwaves as opposed to over cables.cable TV  Television signals carried to households by cable and paid by subscriptionsatellite TV  Television broadcast from geostationary satellites in space to satellite dishes on Earth.first-run syndication  Programs produced specifically for the syndication market, such as “Oprah” and “Entertainment Tonight.”off-network syndication  The availability of programs that originally appeared on networks to individual stations for rebroadcast, such as “Two and a Half Men” and “How I Met Your Mother.”TV households (TVHH)  Households with TV sets.gross rating points (GRPs)  The total audience delivery or weight of a specific media schedule. One rating point equals 1 percent of a particular market's population.rating  The percentage of homes or individuals exposed to an advertising mediumrating services  These services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners. Examples: Nielsen and Arbitron.sponsorship  The presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials.participation  Several advertisers share the sponsorship of a television program. A "participating" advertiser has no control of the program content. Partnership commitment is usually limited to a relatively short period.spot announcements  An individual commercial message run between programs but having no relationship to either. Spots may be sold nationally or locally. They must be purchased by contacting individual stations directly.infomercial  A long TV commercial that gives consumers detailed information about a product or service; also known as a program-length advertisement. product placement  Paying a fee to have a product prominently displayed in a movie or TV show.programming format  The genre of music or other programming style that characterizes and differentiates radio stations from each other (i.e., contemporary hit radio, country, rock, etc.).network radio  Provides national and regional advertisers with simple administration and low effective net cost per station.spot radio  National advertisers' purchase of airtime on individual stations. Buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy.local time  Radio spots purchased by a local advertiserrun of station (ROS)  Leaving placement of radio spots up to the station in order to achieve a lower ad rate.total audience plan (TAP)  A radio advertising package rate that guarantees a certain percentage of spots in the better dayparts.<br />Other Concepts:<br />Key TV statistics:<br />99% of U.S. households have at least 1 television<br />TV has been the top U.S. mass medium since 2004<br />Over 50% of all ad spending in the U.S. goes to television, approximately $70 billion<br />Broadcast TV ad revenues make up about 2/3 of total U.S. TV spending<br />Cable/satellite TV ad revenues make up about 1/3 of total U.S. TV spending<br />About 90% of American TV households (TVHH) pay for television, e.g. cable & satellite<br />Television DaypartsEarly Morning6 – 9 A.M.Daytime9 A.M. – 4:30 P.MEarly Fringe4:30 – 7:30 P.M.Prime Access7:30 – 8 P.M.Prime Time8 – 11 P.M.Late News11 – 11:30 P.M.Late Fringe11:30 – 2 A.M.<br />Calculating a TV show’s rating:<br />Total TVHH in areaTVHH tuned to program=Rating1,147,910 (CLT DMA)50,000=4.36<br />Calculating a TV show’s share:<br />HH with TV onTVHH tuned to program=Share537,955 (50% of TV’s in market)50,000=8.71<br />TV ad campaign metrics:<br />Cost per ThousandCost per PointGross Rating PointsReach (avg. rating) × Frequency=GRP=CPPRatingCostThousands of Viewers=CPMCost<br />Radio DaypartsMorning drive6 A.M. – 10 A.M. Daytime 10 A.M. – 3 P.M. Afternoon drive3 P.M. – 7 P.M. Nighttime7 P.M. – midnightAll nightMidnight – 6 A.M. <br />Radio metrics:<br />=Cume RatingPopulationReach Potential × 100Cume EstimatesGross Rating Points (GRP)Average Quarter-Hour (AQH)AQH RatingPopulationAQH Persons × 100=GRPAQH Rating × No. of Spots=<br />CLASS 2: DIGITAL INTERACTIVE ADVERTISING<br />Definitions:<br />Page views A measure of web traffic, the number of total pages downloaded by users of a web site in a given month.<br />Unique visitors A measure of web traffic, the number of individuals who visit a specific web site within a given month.<br />Impressions Each time an online ad serves to a web site page, it represents an ad impression. <br />Click-through When a user clicks on an online ad and is directed elsewhere, that is a click-through.<br />Click-through rate The percentage of click-throughs to impressions served for an online ad campaign. The U.S. national average is 0.10%<br />Search engines Web sites that are devoted to finding and retrieving requested information from the World Wide Web.<br />Keyword   A word (or phrase) that a user inputs into an internet search engine to request information similar in subject matter to that word. Advertisers may buy keywords from search engines so that their advertisements appear in premium positions on the page when a user inputs the purchased word.<br />Cost per click A type of advertising price structure where the advertiser pays based on the number of times a published ad is clicked on. Search engines often base search result rankings on the dollar amount paid for each click. The highest ranking goes to the highest bidder.<br />CPM impressionsMany digital display ads (banners) are purchased by a cost per thousand (CPM) impressions.<br />Search engineThe process of buying keywords through bidding to appear higher in search engine results.<br />marketing<br />Search engineThe process of maximizing web pages to achieve high rankings in search engine results.<br />optimization<br />Email advertising   A direct marketing tactic whereby an advertising message is delivered to recipients’ email addresses. Emails may be permission based or spam. <br />Banner ads Online display ads generally found along the top and right of a web site’s content pages. Banner ads come in standard sizes, measured in pixels, regulated by the Interactive Advertising Bureau (IAB). <br />Rich media ads Digital ads that use a full range of animation and sound and often involve user interaction.<br />Video ads Ads in video form. They can take place in the context of rich media. They may run with other video content or static content. <br />Other Concepts: <br />The Digital Advertising Landscape: Types of Interactive Ads<br />
      • CraigslistCars.comMonster.comTrulia.comEtc.FacebookTwitterYouTubeLinkedInEtc.Banner adsRich media adsVideo ads
      Projected Online Ad Spending<br />US Online Spending Relative to Other Media<br />Please note that online ad spending is 2nd only to television in total ad dollars spent in the U.S.<br />