3 E Brian Rock
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The document discusses principles for effective media planning and metrics for measuring advertising success. It recommends employing a multi-media approach and continuity over bursts to maximize reach. During economic downturns, it suggests continuing advertising while negotiating for flexibility, value-adds and a focus on consumers. New metrics like neuroscience and actuarial analyses can provide granular insights but traditional metrics still apply, like measuring awareness and branding. The key is finding the right balance of metrics and principles to optimize advertising performance.
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Why did you choose this group of people to focus on?
What would you ask them about?
List at least three specific questions you would ask.
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2.
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4.
5.
What type of survey would you use? (phone, email, etc.) Why would you choose that type?
What is the population for your survey?
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Explain how the term random in relation to your survey.
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Is there a confidence level associated with your sample?
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RESEARCH DESIGN REPORT
State Your Research Statement
What is the purpose of your survey?
To find out . . .
Whom would you survey to find first-hand information concerning your research statement?
Why did you choose this group of people to focus on?
What would you ask them about?
List at least three specific questions you would ask.
1.
2.
3.
4.
5.
What type of survey would you use? (phone, email, etc.) Why would you choose that type?
What is the population for your survey?
Why did you choose this population?
What is your sample size?
Explain how your sample will be chosen.
Explain how the term random in relation to your survey.
Will you need a mathematical formula to choose your sample? Why or why not?
Is there a confidence level associated with your sample?
How will your data be collected? Provide all necessary details.
How will your data be analyzed? Why did you choose that format for analysis?
How will your data be interpreted? Will distribution and frequency tables and/or Chi Square play a role in your analysis?
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1) Advertising accounts for about 2.5% of US GDP and influences how consumers spend $9 trillion annually. It supports over 21 million jobs, or 15.2% of the US workforce.
2) It provides consumers with information on products, prices, and availability, which encourages competition and helps keep prices low. This benefits consumers.
3) The revenues from advertising support media industries like newspapers, TV, radio and websites, making their content cheaper or free to consumers. Many forms of media would not exist without advertising.
4) By stimulating demand
Advertising
This document outlines the aims and objectives of a chapter on advertising. It aims to provide an understanding of key concepts related to advertising including the description and definition of advertising, social benefits and costs, the relationship between advertising and quality, market structure, oligopoly behavior, barriers to entry, and strategic advantages of heavily advertised brands. It includes definitions and discussions of these topics with examples to illustrate key points.
Millward-Brown Media Multiplier
This document discusses strategies for effective multimedia advertising campaigns. It notes that with increased media fragmentation, using multiple channels is necessary to reach all parts of a target audience. There are benefits to multimedia campaigns, such as extending reach, creating synergistic media multiplier effects, communicating richer messages, and sustaining campaign impact over time. The document provides examples and analysis demonstrating how TV combined with print, online, radio, or outdoor advertising can significantly increase awareness, consideration, and purchase intent among consumers compared to single channel campaigns. It distinguishes between two forms of multimedia effects: "magnify," using multiple channels simultaneously to surround consumers with integrated messaging, and "resonate," using cheaper media to prolong the impact of more expensive initial advertising.
Mediaplanning& buying
Media planning involves determining how to use time and space to meet advertising objectives. Media buying is the process of identifying specific media outlets, negotiating costs, and handling payments. The central role of media research is to provide information on marketing, distribution, sales, competitors, media popularity and costs to inform media planning and buying. The goal of media planning is to expose the target audience to advertising messages at critical points using the optimal media mix, scheduling, and budget. Audience measurement tools like reach, frequency, gross impressions, and ratings are used to evaluate media selection and efficiency.
Comms Planning Stats.pdf
1) Research shows that consistent branding and messaging across multiple channels like TV, print, online and social media improves brand recognition, recall, attitude and purchase intent.
2) Using different media to deliver the same message builds a broader memory network and increases the likelihood consumers will process the information.
3) Customizing messages to each specific channel can reduce intrusiveness while maintaining a unified message, leading to more positive attitudes.
Advertising pr lecture_notes_com130
The document discusses several challenges facing the online advertising industry, including rapid growth of digital platforms, increased use of ad blockers, reduced exposure on social media due to audience behavior changes, rising costs, and the difficulty of reaching target audiences as Google and Facebook dominate. It also covers topics like the history and types of advertising agencies, how advertising has evolved over time, and key concepts in the industry like reach, frequency, selectivity and efficiency.
How Does Non-Paid Media Impact the Effectiveness of Paid Ads?
This study examines how non-paid (earned) media coverage impacts the effectiveness of paid advertising for AT&T and Hotels.com over a 9-month period. PR data including media clips analyzed for favorability and impressions were collected for each company. Advertising creative effectiveness scores from the Advertising Benchmark Index were also collected every 2 weeks for ads from each company. The goal is to see if major positive or negative events in earned media coverage correlate with changes in advertising creative scores, with the long term aim of developing a predictive model. Methodology details the PR and advertising data collection processes.
Millward Brown POV_planningbynumbers
1) While TV still dominates advertising due to its wide reach, multiple media used together are generally more effective than a single medium alone.
2) The optimal media plan will feature TV as the lead medium supported by other media, though the role of each medium depends on factors like the advertising objective, category, target audience, and competitive environment.
3) Managing diminishing returns is key - TV is used initially for broad reach but other media are added before returns diminish to extend reach and frequency in a more cost-effective way.
Chapter17In This Chapter, We Will Address the Fo.docx
Ch
ap
ter
17
In This Chapter, We Will Address
the Following Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective communications?
4. What is the communications mix, and how should it be set?
5. What is an integrated marketing communications program?
Ocean Spray has revitalized its brand
through extensive new product develop-
ment and a thoroughly integrated modern
marketing communications program.
PART 7 Communicating Value
Chapter 17 | Designing and Managing Integrated Marketing Communications
Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with their present and
potential stakeholders and the general public. For most marketers, therefore, the question is not
whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and
newspapers, and millions of Internet pages. They are taking a more active role in deciding what
communications they want to receive as well as how they want to communicate to others about
the products and services they use. To effectively reach and influence target markets, holistic
marketers are creatively employing multiple forms of communications. Ocean Spray—an agricultural
cooperative of cranberry growers—has used a variety of communication vehicles to turn its sales
fortunes around.
Facing stiff competition, a number of adverse consumer trends, and nearly a decade of
declining sales, Ocean Spray COO Ken Romanzi and Arnold Worldwide decided to
“reintroduce the cranberry to America” as the “surprisingly versatile little fruit that
supplies modern-day benefits,” through a true 360-degree campaign that used all
facets of marketing communications to reach consumers in a variety of settings. The
intent was to support the full range of products—cranberry sauce, fruit juices, and dried cranberries
in different forms—and leverage the fact that the brand was born in the cranberry bogs and
remained there still. The agency decided to tell an authentic, honest, and perhaps surprising story
dubbed “Straight from the Bog.” The campaign was designed to also reinforce two key brand bene-
fits—that Ocean Spray products tasted good and were good for you. PR played a crucial role.
Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment.
A “Bogs across America Tour” brought the experience to Los Angeles,
Chicago, and even London. Television and print advertising featured
two growers (depicted by actors) standing waist-deep in a bog and
talking ...
Select three advertisements from three different countries using tra.docx
Select three advertisements from three different countries using traditional advertising venues and Internet advertising venues. Assess how culture and ethics influence understanding the ad from each country.Incorporate concepts and examples from this week’s lecture in your post.
Week Three Lecture
Advertising Message
Welcome to the world of advertising! How many of you think advertisers unfairly influence us and “make” us buy items we do not need, cannot afford, and will not use? If you raised your hand or silently said “I do,” then you are among a majority of people who think advertisers will lie to encourage sales and believe consumers are helpless pawns in the corporate game of profitability.
Nothing could be further from the truth! Advertisers design catchy slogans, phrases, and songs to help us remember the points about a particular item the organization thinks will appeal to us. Did advertisers create the need? No! Did advertisers determine whether or not we wanted an item? Again, no! Although the psychology behind buyer motivation is the focus for another course, advertisers only use what is known to appeal to a specific group of buyers in hopes of affecting sales.
We are entering a world of bright lights, vivid colors, and every sensory perception will become aware when a commercial is on that appeals to something we have decided we need. Why do we want a Mercedes? Good quality? No, superior quality! But does it really cost $30,000 more to manufacturer a Mercedes than, say, a Ford? Most likely not. Then why do we have a mental image of a Mercedes as a premium product? Why, advertisers, of course! Keep in mind as we move throughout our course . . . advertisers work very hard to write messages and music that will appeal to us and motivate us into action.
The objective of advertising is to “inform, persuade, and reminder consumers about business and organizational products and other offerings” (Ogden & Ogden, 2014, section 4.1). There are three message executional frameworks: cognitive; affective; and conative, and how marketers determine which strategy has the highest probability of producing the desired effect on consumer behavior (Clow & Baack, 2012). Parker (2013) stated national universities tend to use more emotional, ego-based ads whereas regional universities tend to use more informational and rational ads. National universities use the affective message strategy, whereas regional universities use the cognitive message strategy. The key is to determine what type of message has the greatest chance of impacting consumer behavior.
Writing an advertising plan requires tedious and detailed concentration on many items. Figure 4.1 (Ogden & Ogden, 2014) in our text lists the ten steps in writing an advertising plan. As you can see from the figure, there is a tremendous amount of work involved in the planning. Today’s marketing managers are being held responsible for ROI within their allocated budget, so time must be taken to get th.
Research at KFC Literature on advertisement
The document discusses research objectives to examine the impact of different media advertisements (internet, commercials, print) on customers of a KFC store in Halifax, Canada. It aims to determine which advertising media customers are most aware of and likely to respond to, and whether factors like age and gender influence responses. The background provides details on advertising objectives and the advantages and disadvantages of different advertising media like newspapers, radio, television, and the internet. It also discusses how fast food companies utilize various media to advertise and attract customers.
Making slogans and unique selling propositions (usp) beneficial to advertiser...
This document discusses how advertisers can make slogans and unique selling propositions (USPs) beneficial for both advertisers and consumers. It argues that slogans should be concise to be memorable, while USPs should clearly differentiate a brand from competitors. The document also suggests that advertisers should ensure their products are truly unique by identifying an unmet consumer need. When slogans and USPs are crafted effectively in this way, they can satisfy both advertisers by increasing sales and consumers by providing value, creating mutual benefit.
Making slogans and unique selling propositions (usp) beneficial to advertiser...
The International Institute for Science, Technology and Education (IISTE) Journals Call for paper http://www.iiste.org/Journals
MEDIA MANAGEMENT IN NIGERIA
Media management involves functions like media buying, negotiation, planning, and research. It aims to find the best media platforms to achieve marketing objectives. Factors considered include reach, frequency, cost per point or thousand, impact, and selectivity. Nigeria has over 140 TV stations, 150 radio stations, 87 newspapers, and 70 magazines. Advertising spend in Nigeria grew from 32 billion naira in 2006 to over 102 billion in 2011, with telecom companies MTN and Globacom the top spenders.
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RESEARCH DESIGN REPORTState Your Research StatementWhat is t.docx
RESEARCH DESIGN REPORTState Your Research StatementWhat is t.docx
A Critical Analysis Of Advertising Bombardment In Today S World
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Chapter17In This Chapter, We Will Address the Fo.docx
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みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
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3 E Brian Rock
- 19. The long media tail Sue Elms Executive Vice President, Global Media Practice, Millward Brown UK
- 20. This is not “new” news.
- 27. Then I got bored.
- 43. Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Roberts/Mosely 1999
- 55. 69.7% cume reach
- 57. 71.5% cume reach
- 59. 77.1% cume reach
- 61. 79.0% cume reach
- 67. Source: Nielsen Adex Jan 08- July 09
- 69. Source: Nielsen Adex Jan 08- July 09
- 73. Source: Nielsen Media Research Panorama Jun 08 – May 09
- 82. Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Roberts/Mosely 1999
- 88. Project Apollo and ad impact Improving returns from media expenditures Bart Flaherty CEO, GroupM Business Science N.A.
- 94. We do indeed observe that a brand’s share-of-voice does have a positive correlation with ad recall and brand impact. However, this correlation is small and less important than many other principles such as creative quality, reach, recency, airing one spot at a time, and excessive creative wear-out . That is, share-of-voice is helpful, but it is not so important that advertisers should plan to achieve high share-of-voice to the detriment of other more important contributors to advertising efficacy. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.
- 113. Not just TV: all media = more flexible/innovative.
- 139. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.
- 140. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.
- 145. So...
- 149. Thank you.