chapter 3 Flashcards
whats the percentage of increase in TV advertising in the past 20 years?
their has been a 250% increase
whats the significance of 1941?
the first ad??, which was an “America runs on Belove Time” ad
what type of ads became popular in the 1950s?
full show sponsor ads
which year did multiple advertisers come into play?
the 1960s
is advertising still relevant to this day?
yes
which type of ad is best when it comes to exposure and attention ?
TV ads, this is because of its extensive reach, superior ability to attract attention, and it’s long lasting impact on the consumer
which medium is the most trustworthy
TV ads
which ad grow the fastest and lasts the longest?
TV ads
are advertisements still evolving?
yes, everyday we need new ads that are relevant and timely, personalized, and are audience centric
are TV ads getting longer or shorter?
they are getting shorter. they went down from 26 seconds to 24.
what makes a ad Campaign effective?
as an advertiser, you need to cut through the noise and have your message stand out. It has to be relevant, different, and effective so that it can represent your brand well
what are the traits that makes a Campaign effective?
- they’re memorable
- share worthy
- communicate the brands values
- call to action
- use humour
- using animation
- using emotion
- being odd
whats a “vampire effect”?
when viewers remember the ad, but not what the ad was trying to sell or the company thats associated with it
Road Map:
Research Target
Land on Budget
Ideation
Land on Agency
Write Script
Call to Action
Hardwire Timing
Strategic Placement of Spot
Frequency of Spots
Execute
whats the difference between Reach and Frequency ?
Reach: the number of viewers within a set period of time that are potentially exposed to your marketing effort or ad campaign (does not guarantee that all the people that viewed the ad, were actively listening)
Frequency: the number of times an indiviual consumer is likely to be exposed to an ad during a marketing campaign
what happens if you increase frequency of exposure?
it increases both the likelihood that an individual has a high quality engagement with the ad and that they have multiple touchpoint (or interactions) with the brand
how and why do Reach and Frequency need to work together ?
when reach and frequency increase together, it’s an excellent way to secure new customers and drive more purchases
- expanding your reach reduces your spending capacity for recurring ads
- increasing frequency limits the money you can spend on reach
how do we measure Advertising Success?
- exposure : using Gross Rating Points (GRPS)
- cost/benfit: using Return on Investment (ROI)
how do we calculate GRPs?
% of target market reached x exposure frequency
how do we calculate ROI?
Gross Margin/Profit of the product or service / the ad cost
list some Pros to TV advertising
- the facts are compelling
- offers immediate trust
- TV household penetration is huge: a lot of households nowadays have more than just one TV
- represents a 3 dimensional solution: sight, sound, motion
- allows you to tap into a captured audience
- allows you to purchase both programming and demographics
- you get to create a personality that matches your brand message
list some Cons to TV advertising
- the most expensive form of advertising
- not very flexible when changes need to be made
- targeting your core audience can be a hit or miss
- repetition, repetition: showing your ad once can have barely any effect, you need to spend money for the amount of ads you want to put out
- you have once chance to get it right
- consumers can become numb to brand messaging
is their still a thing called “fake advertising” today?
yes
which principal is the most important in advertisements?
emotions
