Advertising 2 Flashcards
What does a media planner do?
- Analyze market: geo, demo, psycho
2. Evaluate media “channels” (look for right channel to reach your market)
What’s the new definition of an ad?
Paid: buy an ad
Earned: publicity
Shared: Owning shared content, attention from people who aren’t directly related
Owned: Organic attention
SEO key terms
- CPC: Cost per click
- Clickthroughs: # of people who clicked on an ad
- Keywords: bidding on words or phrases in any language
- Reach: # of people who visit your website
- Conversions: sales from ad
What are 5 ways you can improve SEO for a client?
- keyword research: MOZ
- Analyze intent: what do people want when they search certain words?
- Look at what the competition writes about
- Know your audience
- Write about topics that are missing from the internet
Who is famous for their borrowed headline for a Rolls Royce?
David Ogilvy
Mad men & women key terms
- Pre-emption: taking a claim that’s true for all products and associating it with your brand
- Positioning: defining brands in the minds of the consumer
- USP: Unique selling proposition: “reason why” marketing
- CSR: Corporate social responsibility
- Demarketing: being honest about your product (effectively hijacking) for your customers’ benefit
ASC
Ad Standards Canada
• complain-driven
• WARNS advertisers if they’re false or misleading. Otherwise, they could be fined or jailed
- psychographics
* behaviour and interests
- one photo at a time with no other noise (especially with IG stories)
- can’t put in external links – a “walled garden”
- people stay in the app longer
- aligning yourself with another event
- the “ultimate second screen”
- no dumb algorithm (keeps posts in order)
- job experience: function, titles, experience, seniority
- education: degrees/diplomas, school
- company: other people who work, connections, people who follow a company, industry, size of company
- interest: groups they’re part of on LI
Frequency
The number of times you want a person to see your ad
Snapchat
- Geofilters get people to visit the place
- young demo
- has a “trashiness” quality when the post is suggestive
CPM
Cost per thousands
Adjacency
How close the ad you buy is to the show
Media planning process
- Clients
- Trends
- Software (specialized)
- Sales reps
- Media kits
- Media plan
- Allocate $$
- Deliver creative
- Summery/chart/affadavits (sworn statement saying they got the ad)
Types of frequency: Continuous
Set level of ads all year long
Types of frequency: Flighting
Periods of heavy ads followed by no ads
Types of frequency: Pulsing
Low levels of ads all the time, but pulses of heavier ads at peak periods
How does Nielsen measure ratings?
- surveys
- set-tops
- paper diaries
- guesswork
What does Nielsen measure for?
- Ratings: overnights/nationals
- Sweeps: paper diaries (locals)
- DVR, TiVo ratings
- C3 ads (if they’re watched live or PVR + 3 days)
- SM interactions during TV shows
- Netflix + Amazon Prime
- Total audience report
Problems with Numeris
- Viewership doesn’t equal likes
- Doesn’t measure large groups watching together
- Courtesy bias
- People get tired in morning/night and don’t bother recording
- Sample size unknown
- Only measures TV and a few other things
- Gaming the ratings: ad rates get leveraged throughout the rest of the year
- Other networks hate it
How Oprah got rich
Barter syndication.
- Off-network: sold reruns so local advertisers could afford it
- First-run: creating individual content and selling to other stations
- Barter: Selling the show station-to-station across the country (reduced prices)
Audience vs public
Audience: a passive viewer
Public: active viewer, change in knowledge awareness, attitude or behaviour
Market segmentation
Research firms who segment the market for you
How do you do market segmentation?
- Identify people with shared needs/characteristics (psychographics)
- Combing into segments/behaviouristic segmentation
- Cross-reference with geographics
Organic vs paid
Organic: how often people visit your website on their own, created success over time
Paid: paying Google to get on first page
• paying raises organic results
Product placement
Products that show up in content, effective if it works seamlessly
Simsub
Simultaneous substitution: If a Canadian network plays the same show at the same time, the station hs to flip the ads to CanCon (as per CRTC)
Celebrity DBI
Davie Brown Index: a measure of how effective a celebrity is for an ad
• measures by appeal, awareness, trendsetter, etc
Q Score
Rates celebrity effectiveness by recognizability, influence and likeability.
Lifestyle branding
A lifestyle encompassed in the image
Ogilvy’s travel ad rules
- Good
- Different
- Image
- Dreams to reality
- Demo
- Media
- History
- Relationship
- Cost
- Bandwagon
- Don’t confuse
- search
- triple-headline where people are already looking for something related
- have key words in your headline that people are already googling
How to promote your band when no one pays for music
- Product
- Sing about niche topics
- Price psychology
- Sponsorship
- PR
- “selling out”: synch deals
- DIY marketing, traditional marketing
- Sales promotions
What music can you use for your ads?
- Public domain
- Hire a composer
- License a song
- Music library
- Record a cover version
- Product placement in a song
Lifestyle marketing
“Selling out”: gets integrated into people’s lifestyles
Branded content marketing
About product
Unbranded content marketing
Not about product, might not even be mentioned
The Competition Act/Bureau
- the GOC’s laws on how you advertise
- addresses false, misleading and deceptive marketing
- all about “general impressions”
Office of the Privacy Commissioner of Canada
- Primary doc: PIPEDA: Personal info protection and electronic documents act
- provides advice/info about protecting your personal info
- enforces two privacy laws about how the fed gov’t handles personal info
ASC influencer marketing
- for now, just guidelines, not rules
* a warning for the future :0
In terms of legality, what should you avoid with advertising?
Being false or misleading
What’s the most valuable resource, one you can never get back?
Time
The 3 legged stool of getting a job
- Attendance
- Attitude
- Achievement
What is the employer looking for in a summer intern?
- Make money
2. Save time
“Growth portfolio”
Shows how far you’ve come
Demarketing
Actively discouraging buying your product (a hijack)
Parts of a Google Ads expanded template
- Triple headline: 30 characters each
- URL/two optional displayed path fields
- Two description fields: 90 characters each
- Call to action
- Structured snippets (other key aspects of your products/services)
Facebook ad template
- Account name – sponsored
- Text: 125 characters
- Single image: (1,080 x 1,080px)
- Website URL
- Headline: 25 characters
- News Feed Link description: 30 characters
- Call to action button
Rating
Percentage of households in an area tuned to a specific station
Share
The percentage of households with radios in use tuned to a specific station
Page rank
Your organic page ranking on Google
Paid search
An auction-based media channel that places ads at the top and bottom of the search engine’s page.
Search trend
change in search volume over a two-year period
Search Engine Optimization
Having a pulse on what products or info your customers are looking for and the format they want it in.
What’s the name of the “LinkedIn bible?”
The sophisticated marketer’s guide to LinkedIn
Who are the four key people of modern media and what book did they write?
- Marshall McLuhan: “The Medium is the Message”
- Noam Chomsky: “Manufacturing consent”
- Naomi Klein: “No Logo”
- Malcolm Gladwell: “The Tipping Point”
5 Content Marketing Key terms
- Branded Content: content promotes the brand’s values
- Native advertising: mimics the form and function of its environment
- Native content: journalism hosted entirely on a 3rd party platform (ex. Apple News)
- Branded J: Ad messages presented in article/newscast format
- Sponsored content: Like native ads, but it’s focused on informing people without persuading them
Advertising creative strategy template
- Introduction: product/description/benefits/competition
- Target audience
- Objective
- Tone
- Brand character
- Mandatories
- Overall strategy statement
An open call for creative
Crowdsourcing
What is a programmatic ad?
The automatic placement of digital ads
RTB
Real-time bidding
Roles for media buying
- Coordinator
- Analyst
- Specialist
- Manager
