Advertising Final Flashcards
11) Cume estimates
Cume persons (Reach): total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or daypart
Cume rating: estimated number of cume persons expressed as a percentage of the total market population
Cume rating = Reach*100/total market population
11) Buying radio time
Factors affecting rate negotiation:
Based on the daypart chosen
Run-of-station (ROS): leaving placement of spots up to the station to achieve a lower ad rate
Total audience plan (TAP): package rate that guarantees a certain percentage of spots in the better dayparts
11) Radio dayparts
Radio day is divided into five dayparts:
Morning drive: 6 a.m. to 10 a.m.
Daytime: 10 a.m. to 3 p.m.
Afternoon (or evening) drive: 3 p.m. to 7 p.m.
Nighttime: 7 p.m. to midnight
All night: Midnight to 6 a.m.
When do people listen to the radio most?
Heaviest radio use occurs during drive times: morning and afternoon hours when the number of listeners is the highest, coinciding with rush hour.
11) Types of radio advertising
Network radio: provides advertisers with simple administration and low effective net cost per station; carries messages nationwide; can target geographic markets
Spot radio: purchase of airtime on individual stations to gain flexibility in the choice of markets, stations, airtime, and copy
Your spot can go on the air in as little as 20 min
Local time: spots purchased by local advertisers or agencies
11) Digital audio formats
Satellite radio (Sirius XM): proprietary, subscription-based method of broadcasting digital audio programs via satellite
Large number of program choices
Exclusive programming (Oprah Winfrey, Pro sports)
Podcasts
Contribute to the decline of the radio
Podcast ads (pre-roll-15sec, mid-roll- 1min), costs in CPM (cost per thousand) $18-25CPM
Digital formats
Pandora, Spotify and Apple Music
11) Radio programming and audiences
FM stations have better sound, more program variety, and fewer commercials.
AM stations have more news, talk, or sports programs (no need for sound quality).
Advertisers buy station’s programming formats
appeal to specific demographics through the genre of music or programming style
11) Explain why radio is an important part of the media mix
- One-to-one, mobile, and adaptable to moods
- Actively involves people (call in, contest, use of ears and imagination)
- Is an important part of the media mix
(reach, attention)
Enables imagery transfer: -75% of consumers replay visual elements of a TV commercial while listening to the same radio spot
13) Understand the components of direct mail
- All forms of advertising sent directly to prospective customers without using one of the commercial media forms
- Used by for-profit businesses, charities, and political campaigns
- Targets advertiser’s best prospects based on geography, demographics, purchasing behavior, or expressed interest
- Consumers can opt out:
Direct Marketing Association’s Mail Preference Service
13) Types of promotional products
E-coupons, convenience cards
Refunds and Rebates
Contests and games
Sampling
Product packaging
13) Types of outdoor advertising
- Bulletin structures
- Spectaculars
- Posters
13) Buying outdoor advertising
Gross Ratings Points (GRP), or 100 showing
A score between 1 and 100.
50 means that your billboard will be seen by at least 50% of the population in the area at least once a day
Price depends on:
Traffic, visibility, location, size, etc
Location is key for effective outdoor advertising.
Billboards still offer the lowest cost per thousand impressions.
A standard billboard costs between $500 and $1,500 per month.
13) Regulation of outdoor advertising
- Highway Beautification Act of 1965: controls outdoor advertising on U.S. interstate highways and other federally subsidized highways
- 1991- the ban on the construction of new billboards on all scenic interstate highways
- Each state regulates, administers, and enforces outdoor advertising permit programs through the department of transportation.
- Maine, Vermont, Hawaii, and Alaska prohibit outdoor advertising altogether.
- But use OOH in other states to promote tourism
13) Ethical concerns
- Racial and ethnic communities have been disproportionately exposed to this type of advertising for alcohol and tobacco products
- 1998- LA prohibited alcoholic beverage and cigarettes advertising on all publicly visible sites
- Proximity to schools affects children (line of sight restrictions from public health experts)
- Spillover effect – can’t switch off the out-of-home advertising, especially for mobile billboards in taxis
10) Selecting media - Circulation, Reach and Frequency
Reach: number of different people exposed, at least once, to a medium during a given period of time
Frequency: average number of times those people are exposed to that medium during that period of time
Circulation:
10) Special possibilities with magazines (types of ads)
Bleed: color, type, or visuals that run all the way to the edge of a printed page
Cover position: advertising space on the front inside, back inside, or back cover pages of a publication, usually sold at a premium price
Junior unit: large magazine ad placed
in the middle of a page and
surrounded by editorial matter
Island halves: half-page of magazine space that is surrounded on two or more sides by editorial matter and sold at a premium price
Insert: ad or brochure printed by the advertiser and shipped to the publisher for insertion into a magazine or newspaper
Gatefold: magazine cover or page extended and folded over to fit into the magazine, sold at a premium price
