ADV 375 Midterm Flashcards
Wanamaker’s Quote
“Half of all my advertising is wasted, I just don’t know which half”
Importance: By studying media, we can eliminate waste
Role of Media in Business
A way to transfer information about goods and services from a producer to a consumer
What kind of media is paid social media
Paid media
Advertising Definition
Payed, placed, and purposeful media with the intent of persuasion
4 Roles/Tasks in media
Research/Analyzing
Planning
Buying
Selling
4 P’s of the Marketing Mix
Product
Price
Promotion
Placement; where you can buy it or where it is distributed
Short Customer Journey
Think/Feel/Do
Long Customer Journey
Need, Awareness, Preference, Search, Selection, Purchase, Use, Satisfaction
R-S-T
Research, Strategy, Tactics
3 Elements of Media Objectives
Defining Target Audience
Communication Objectives
Campaign Timing
Two pieces of info about customers
How customers view and use media and products
PEST
Political, Economic, Sociocultural, Technological; What factors we should look at when thinking about ads or media buys
Media Plan trail
Vision/Mission, Biz Plan, Marketing Plan, Advertising Plan, Media Plan
Why target an audience?
Effectiveness and Efficiency
5 Things Advertising Media Needs to Know about Customers
Why customers buy
How customers buy
Where customers buy
When customers buy
How much do customers buy
AAM
Alliance for Audited Media; Company that audits magazine/newspaper circulation
HHI
Household Income
OTT
Over the Top = internet based streaming television services
OTS
Opportunity to see
Magazines Vertical
specialized magazines
Magazines Horizontal
wide appeal from all groups
Cume
cumulative audience
RPC
Readers per Copy
DEC
Daily Effective Circulation
DMA
designated marketing area, comes from the overlap in radio signals
MSA
metropolitan statistical area; 50,000 people or more
NLP
Natural language program; used with AI, capability to use common language in programing
ML
Machine Learning
Product Categories
Product category would be “bottled water” for the product of “Smartwater”
AA
Average Audience - Radio
AQH
Average Quarter Hour - Radio
Business of Media
Audience Delivery
Duplicated Audience
When the same person sees the media through different mediums
