aperture in advertising · aperture in advertising j201: introduction to mass communication march...
TRANSCRIPT
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Aperture in advertisingJ201: Introduction to Mass Communication
March 15, 2017
Professor Chris [email protected] | @cfwells201.journalism.wisc.edu
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5-STEP STRATEGIC THINKING
Research the landscape—last week
Define goals—Monday, March 16
Develop strategies and tacticsExecute campaignEvaluate results
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What do you do with all those great insights about
your market and audience?
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STRATEGIC SUCCESS
Reaching the right target at the right time in the right place with the right message
By good research and clear goal-setting we have selected the “right target”
With great creative, we have the right message for that audience
Now it’s time for right time… right place… (Media strategy)
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RIGHT TIME AND RIGHT PLACE
Referred to as “aperture”
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Image: http://howtophotographyourlife.com/wp-content/uploads/2011/11/depth-of-field-monkeys-fstops.jpg
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“RIGHT TIME”
When are people going to be in the mood for your product?
Considerations
Time of day(Especially good for impulse purchases)
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TIME OF DAY
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“RIGHT TIME”
When are people going to be in the mood for your product?
Considerations
Time of day
(Especially good for impulse purchases)
Seasonal
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“RIGHT TIME”
When are people going to be in the mood for your product?
Considerations
Time of day
(Especially good for impulse purchases)
Seasonal
Special events
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“RIGHT TIME”
When are people going to be in the mood for your product?
Considerations
Time of day
(Especially good for impulse purchases)
Seasonal
Special events
Associated content
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CONTENT CONSIDERATIONS
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OTHER AD CONSIDERATIONS
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“RIGHT PLACE”
What is the right place for your message?
First of all, it has to hit your target
So knowing what your target watches is key
àJob of the “media buyer”
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CONSIDERATIONS IN MEDIA BUYING
What outlet best reaches your audience?
•Size of outlet’s audience•Size of your target within that audience
What medium best conveys the message?
•Characteristics of different media
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HOW TO MEASURE AUDIENCES
Nielsen ratings
Any Nielsen households?
Originally: “diary method”
•Television watchers kept a log
Set meters
•Automated logging system
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RATINGS AND SHARES
Rating
•Pct. of households with a TV tuned in to a particular program
One “ratings point” =
• 1% of all households with a TV• In 2013, 1.16 million = 1 ratings point
Share
•Pct. of households with TV on tuned in to a particular program
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NOTE!
Most media buyers would not use generic ratings/shares, but ratings/shares for a specific demographic
Often this is for a particular age group
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LATE NIGHT RATINGShttp://tvbythenumbers.zap2it.com/weekly-ratings/late-night-ratings-march-6-10-2017-late-late-show-rises/
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BUT RATINGS ARE A CRUDE MEASURE
Other considerations of media
Reach: how many (ratings and shares)
Frequency: how oftenPersistent or fleeting?
Informational/emotional advantages
Credibility
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MEDIA CHARACTERISTICS: PRINT
Newspaper: Visual, low-quality, persistent. High credibility. Good for informational appeals. Low-to-medium selectivity.
Magazine: Visual, glossy, persistent. Medium-to-high credibility. Good for informational and aesthetic appeals. Less so for emotional appeals. Medium selectivity potential.
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MEDIA CHARACTERISTICS: BROADCAST
TV: Visual, multi-sensory, fleeting. Good for emotional appeals, impulse purchases and reminder. Less good for informational appeals. Low-to-medium selectivity.
Radio: Auditory, fleeting. Somewhat good for informational appeals. Medium selectivity.
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MEDIA CHARACTERISTICS: OUTDOOR
Billboards: Visual, large, fleeting. Good for reminders, short messages, point-of-sale. Low selectivity