Notesale: Turn your study into money

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1
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a
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Radio​ ​-​ ​Cheap,​ ​geographic​ ​reach
c
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Understand​ ​how​ ​brands​ ​become​ ​sponsored​ ​links​ ​in​ ​search​ ​results
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This​ ​is​ ​done​ ​through​ ​Adwords,​ ​a​ ​Google​ ​platform
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Understand​ ​how​ ​Media​ ​Planners​ ​work​ ​to​ ​optimize​ ​client's’​ ​advertising
objectives
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Media​ ​planning​ ​process
● Select​ ​targets
● Set​ ​media​ ​objectives
○ Reach​ ​-percent​ ​of​ ​target​ ​audience​ ​that​ ​sees​ ​ad​ ​just​ ​once​ ​in​ ​4​ ​weeks
○ Frequency​ ​-​ ​Average​ ​number​ ​of​ ​times​ ​people​ ​in​ ​target​ ​audience​ ​sees
message
○ Weight​ ​-​ ​Reach​ ​*​ ​Frequency
● Media​ ​Scheduling
○ Continuity​ ​ ​-​ ​constant​ ​weight
○ Pulsing​ ​-​ ​Always​ ​at​ ​the​ ​market,​ ​but​ ​different​ ​weights
○ Recency
● Select​ ​Media​ ​and​ ​Vehicle
○ Media​ ​:​ ​Radio,​ ​tv​ ​online
○ Vehicle:​ ​Seinfeld,​ ​cnn,​ ​etc

4
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​ ​Understand​ ​how​ ​they​ ​are​ ​used​ ​in​ ​constructing​ ​campaign​ ​goals
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b
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d
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Know​ ​the​ ​FIVE​ ​(5)​ ​ELEMENTS​ ​OF​ ​EFFECTIVE​ ​ADVERTISING​ ​(Chapter​ ​10)
a
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creative​ ​with​ ​a​ ​purpose
c
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must​ ​break​ ​through​ ​clutter
e
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Know​ ​the​ ​FIVE​ ​(5)​ ​FUNCTIONS​ ​OF​ ​ADVERTISING​ ​and​ ​be​ ​able​ ​to​ ​describe
each
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inform
b
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Relevance
d
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Assist​ ​company​ ​growth
7
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generic,​ ​preemptive,​ ​unique​ ​selling​ ​proposition​ ​(we​ ​are​ ​the​ ​only​ ​ones​ ​who​ ​can​ ​do​ ​this),​ ​Brand
image,​ ​resonance,​ ​emotional

8
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​ ​The​ ​ ​guide​ ​that​ ​links​ ​the​ ​advertising​ ​strategy​ ​with​ ​the​ ​execution​ ​of​ ​the​ ​ad​ ​campaign
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9
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​ ​ ​(Chapter​ ​9)
a
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Consumer​ ​recommendations
ii
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Brand​ ​websites
iv
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Brand​ ​Sponsorships
vi
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Newspapers
viii
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Outdoor
x
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Know​ ​the​ ​EIGHT​ ​(8)​ ​elements​ ​of​ ​a​ ​strong​ ​social​ ​media​ ​campaign​ ​and​ ​be​ ​able
to​ ​discuss​ ​each
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Know​ ​the​ ​different​ ​models​ ​of​ ​agency​ ​compensation​ ​(Chapter​ ​9)
a
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Commission​ ​(predominantly​ ​on​ ​large​ ​media​ ​accounts)
c
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Outcome​ ​or​ ​performance-based​ ​compensation
ii
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Know​ ​the​ ​key​ ​benefits​ ​and​ ​downside​ ​of​ ​online​ ​advertising​ ​(Chapter​ ​13/14
Lecture)
a
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Know​ ​the​ ​different​ ​types​ ​of​ ​advertising​ ​scheduling​ ​(Chapter​ ​16/17​ ​Lecture)
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Frequency​ ​Value​ ​Planning

i
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THREE​ ​primary​ ​models:
i
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Recency​ ​Planning
iii
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​ ​Know​ ​the​ ​key​ ​attributes​ ​of​ ​Blogs​ ​and​ ​what​ ​differentiates​ ​them​ ​from​ ​other
brand​ ​websites
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​ ​Know​ ​how​ ​storyboards​ ​are​ ​used​ ​in​ ​creative​ ​development​ ​and​ ​client
presentations
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Know​ ​the​ ​difference​ ​between​ ​quantitative​ ​and​ ​qualitative​ ​research
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17
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a
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Know​ ​the​ ​things​ ​that​ ​influence​ ​the​ ​best​ ​medium​ ​for​ ​advertising
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Know​ ​the​ ​different​ ​rating/measurement​ ​companies​ ​that​ ​provide​ ​rankings​ ​for
various​ ​media​ ​–​ ​TV,​ ​Radio,​ ​Magazine
TV
National
Nielson​ ​People​ ​Meter​ ​Technology​-​ ​box​ ​is​ ​connected​ ​to​ ​family​ ​TV
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Know​ ​what​ ​influences​ ​the​ ​PRICE/COST​ ​of​ ​TV​ ​and​ ​radio​ ​placement
Time
Daytime-​ ​early​ ​morning​ ​news​ ​until​ ​4pm
Fringe-​ ​early​ ​afternoon​ ​after​ ​local​ ​news
Prime-​ ​8-11pm​ ​most​ ​expensive
Late​ ​night-​ ​after​ ​11pm
Drive​ ​time​ ​–​ ​way​ ​to​ ​work​ ​and​ ​coming​ ​home
TV​ ​ADS​ ​Can​ ​be​ ​done​ ​through​ ​spot​ ​advertising​ ​(geographic)​ ​or​ ​syndicated​ ​(on​ ​a
particular​ ​show​ ​or​ ​game​ ​nationally)



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