COMM 138 Final

getting and keeping clients: the pitch

-Can I make a pitch to you? Which business is "in play" and which ones are the ones to go after when pitching, Pitches can cost half a million dollars per pitch, land a new client by pitching to them, gets a person from each departments in the advertising agency in order to make the best pitch/campaign for that particular client that you want to win over their business, the research, insights, ect all plays a role in a pitch which takes a lot of time and energy, along with the creative side by showing them a great ad that you can show them for their product/company, if you don't win that client over you are out of all that invested money on that particular pitch which means its high risk,

positions and duties: creative studies

-Creative director is the head of this department, under the creative director there are print people (good writers, use words on screen or paper) -Copy Chief is the head of the print. as well as people who do the images for the ads (how to hold people's attention during ads how to trigger the right reaction, serve the clients needs artistically) where the Art Director is the head of the image people. -Under the Cope Chief we have the copy writers (write the ads not scripts but the actual wording of the ads). -Under the Art Director we have the producer, videographer, jingle writer, all the arts and crafts that appear in tv and radio ads (also write the scripts, hire the actors, ect) -Producers make 55k (maybe even 40k like the graphic designers), Copywriters make 60k, Copy Chief makes 70k, Art Director makes 90k, Creative Director makes 105k,

recommendations

-One marketing recommendations is sales, provide a strong foundation to make recommendations, Ex/I'm going to increase your sales by 5%, you need information in order to make a recommendation for a company -Market Share, they want to increase sales but also do better than their competitors and increase their market share

making recommendations:marketing goals

-Present as sales or market share, if it's sales you present a dollar figure and market share is a percentage -The once you have it then you have to project into the future, what you promise to do for your client in the future -Must have quantitative goals, clear time frame,realistic, and optimistic -Quantitative goals in order to measure your success ex/increase sales by 10% -Clear time frame in order to see if it was successful by a certain time or not -They must be realistic, how do you know if it's realistic? Do your research. -Must be optimistic, don't underpromise as you want to excite the client ex/someone that had one percent growth last year promise 2% growth as that's realistic but better than what they did last year, your recommendation for growth is based on research but at the end of the day its your number you come up with

types of data services: primary vs secondary

-Primary research is when you go directly to the source and collect the information from the source, consumer behavior, you watch people shop and see their behavior so there's nothing between you and the consumers, ask questions, while -Secondary is when someone else collects it all and puts it on a screen or a book and then you read/access that therefore you didn't have direct contact with the source but have a compilation of information, advantage of secondary is access to a whole lot of stuff that you couldn't just gather alone

Syndicated Data

-Reading Product Usage Data Sheets -Profiling Users

types of data services: syndicated vs customized

-Syndicated means that the large research firm has collected data and published the books but its of secondary research but the books themselves are syndicated meaning you had to buy that subscription/won't have access without paying for it, when you subscribe to syndated data you get a lot of access to data and not share that raw information with anyone else/don't give others access to, citing figures is ok though, -Customized research is when you have a particular targeted question that you want to have answered and you don't have therefore you ask for generated data about that question therefore primary research typically is done to accomplish this, they give you a report that only provides data and info about the question you asked, much more narrow and focused, this also costs a lot of money as you own that data that you paid to be done specifically, other people can't use that data in any syndicated data (customized is similar to primary and syndicated is similar to secondary)

actively observe: your own attitudes and behaviors

-To what audience do you belong? What products do you buy -What are your needs? Not including obvious needs like food but more so like psychological needs like how do you define yourself and what i want to be and what really makes me happy, ect. Image advertising here has a lot of power because they can tell you how you should be, how you should look, things that should make you happy, ect. As if they can convince of those things then you will go buy those products -What are your purchasing decisions? High versus low involvement and logic and emotion when deciding the buy something and the range of those ex/you can have high involvement and high emotions or low involvement and high logic, many possible combinations, ect. -How much exposure and to what? -What are effects on me-both immediate and long term? Haven't really discussed this in class

About Advertising Influence

-Understand how advertising has changed society and institutions -Understand how advertising exerts its influence on you- advertisers have reshaped our standards and expectations on things like what it means to be successful, what is a good romantic relationship, ect. When exposed to so many advertisements it has a profound effect on your beliefs and how you should live your life, with that influence they want to shape what you want to do and reinforce their products

About the Advertising Industry

-Understand the economic basis of advertising -Understand the structure and procedures of advertising segments -Understand what ad agencies do -Understand the services of the marketing research industry

positions and services: account management services

-have account executives (typically 3 people) typically have assistant, the person in charge is the management supervisor of the account executives (who hires them, sets up bonus packages, who gets what account, who gets an assistant, ect) very good at client relations and managing people (referring to supervisors as well as the one who makes the most money ex/150,000 salary ballpark for midsize market not necessarily as big as LA or NY) midsize brings in 10-20 million a year from their agency. -Account executives would make around 90k a year (a lot of this is bonus not just base salary) therefore you have to be motivated as an account executive as you can make more money with the bonuses. The assistant make around high 40k a year (entry level position).

Structure of the Traditional Advertising Agency: account management services

-people who bring in the business, pitch clients and then sign them up -once a company has a client at the agency they have to take them step by step through the agency, people orientated, read and sell people on the ideas

structure of the traditional advertising agency: research services

-the better information you have and ability to interpret the information the better you'll be, research information at libraries, internet, always gathering information

Rating Services: source of information and opportunity to influence

-want to gain feedback from consumers, many companies have their own rating systems, when marketing a lot of products like Amazon does you want to know what products/retailers/vendors are the good ones/bad ones and then weed out the bad vendors and reinforce the good ones on the site, independent sites like yelp, trip advisor, that are supposedly more objective and you can post comments on everything -people like these sites cause they aren't being controlled by anything and have no reason to not tell you the truth as the whole site's premise is to tell you ratings and people's opinions, however companies may hire people/robots to put favorable reviews on yelp for their business therefore how do you know if someones else review is real or not? All these tools are helpful for advertisers and consumers if used honestly

Ad Design Decisions: Type of story

1st one is spokesperson/talking head presents the information, got the right spokesperson using product or just talking to the camera, 2nd is the problem/solution plot, ex showing someone struggling but is helped/solved with the use of your product, 3rd is montage which is a mosaic of images, a shot after another shot, ect, all the little pieces of those images are telling a story, lots of motion within the ad, can use voiceover for this but the montage itself is just lots of little pieces being assembled together without you actually using words

ad design decisions: setting and tone

1st tone more emotional or more rational, emotion you have to decide what kind of emotion, is it one sided or two sided; it depends on what you know about your audience, one sided doesn't mention competitor and two sided makes you think more and provides other competitors, novel or familiar, familiar enough people can recognize and not fill them in and if you're too novel people will get confused, not just about being super creative, enough novel so they don't get bored after 2 seconds, serious to humor continuum, need to find a balance as you need info but also make them laugh, hard sell or soft sell, hard sell is someone just shouting like car dealerships that say things like "buy this by midnight and ill cut the price, ill do anything to get your business, aggressive" but the more laidback you are the more freedom you give the consumer, they uidence to buy their product is in the background as you don't want the consumer to feel manipulated and that they made that decision on their own

digital tools for identifying targets: audience involvement measures

1st, completion rates, if you have your own website this data is automatically recorded and if not you have to buy analytics, you want to find out how many people who will click on a particular thing complete it? Especially important with videos. ex/ 15 video on website, see how many people watch the whole 15 seconds, more about the experience and not just being exposed to an website, deeper information so you can understand the experience they had and how long they spent on the website, 2nd, the number of downloads from something on your website, this shows more commitment to your product/website, indicator of more involvement. 3rd, the number of times users share information with their friends, typically you want get the metrics on this on your website but instead you find out who these people are and look through social media sites, download info on people's emails to find out what they are sharing with others, 4th, number of recommendations in social, word of mouth communication, this is where influencers come in, influencers are paid by advertisers, 5th is number of referrals, advertisers want to know how you found out about/how you heard about their product/company,

digital tools for identifying targets: attitudes measures

4 attitude metrics that are important. 1st one is number of likes, rate of products, companies want feedback. 2nd is the comments that people post, a more qualitative measure, people express what they like or don't like about the product, better feedback then thumbs up/thumbs down, a lot more information, however it is not quantitative therefore it is harder to analyze the data, advertisers want to know what people think of their products and what they think of their competitors products/ 3rd one is brand perception, branding all through advertising is very important, make sure people think your brand is a good one and if not you have to control that narrative before the brand name is tarnished, make sure your brand isn't outdated. 4 is the ratings of products, this overlaps with comments, advertisers will go to yelp and retailers like amazon and send people messages asking consumers to rate something

digital tools for persuading targets: concerns

A. misleading-native advertising is misleading as they do not want you to think of it as an ad (even though they are forced to disclose it is an ad)-same goes for political ads you have to say if it was paid by someone, B. Manipulation which is the downside of recommender system by narrowing your choices it takes certain products off the table as they know you won't look through everything online/take the time to do so, C. Increases Fragmentation: overtime as they collect data on your product purchasing and over and over again creates a lot of differences and fragmentation and creates an echo chamber which causes online systems that involve politics and various things online personalize info to you which causes people to live in an echo chamber as our spectrum of our searches are so narrowed therefore we all get different search pops up (we do not get conflicting info to our own beliefs, see other opinions, ect) people have different echo chambers which causes more conflict, D. Influence without Awareness: wrapped perspective on the world because of the echo chamber, can't avoid fragmentation but you can think about what is going on that i'm not aware of?-this can be a difficult thing to address but a start is talking to those who are different from you

consumer analysis

Big question here is who is my consumer? Who is using or buying my product? Using and buying are different things, sometimes people will buy something and their kids, ect. Will be the ones using it, do you advertise to the people who are buying the product? In that case you then advertise as to why they should buy it for the people who they are buying it for, it's a different target sometimes on who buys and who uses the product, the other side is who is not using or buying my product? You are going to see that as an opportunity, is there a group out there that is being overlooked? What is the barrier and how can we fix that barrier, timing is important, some products are seasonal like heavy jackets, there are also regional differences ex/people in SB aren't using as heavy of jackets compared to those in Ohio, 80% of the products are bought by 20% of the market (ex/beer is mostly bought by young males in the U.S.)

competitive analysis

Big question is who are my competitors? Don't look at a product in isolation, every product has lots of competitors, always threats from competitors, figure out what competitors are doing? Look for your direct competitor whos doing around the same amount of sales that you are doing as looking at companies who are really big or really small compared to you are less relevant as you should go for the direct competitor as that's more worth your time/should be most concerned with, figure out how much they are spending on ads, what's their target market, learn everything about your direct competitor in order to try and win their audience, know more about them then they know about you

purpose of the Ad Messages in the Campaign Strategy: Who is the primary target?

Campaign Strategy Who is the primary target?-who's going to be exposed to my ad? Therefore you need to make specific decisions based on who is your audience/design the ad for your primary target, figure out the demographics of your primary target ex/gender, social class, socioeconomic class, age, ect. think of psychographics as well, the more vivid you make that the better the ad will be designed for that particular person/primary target

getting and keeping clients: maintaining clients

Contracts with clients are typically one year but they can renew and most companies stay with ad agencies for about 8 to 10 years

Making Decisions about Quality

Effectiveness- reach, frequency, effected frequency, and effected reach: what's the minimum amount of reach do I need to have and what frequency do I need for it in order for my ad to work Efficiency-more related to cpm and cprp, maximizing the value of the media buyer, drive your unit costs for as low as you can possibly get (which is all relative depending on what media you are buying, costs change frequently)

Criteria of Quality for Media Buying

Effectiveness-did you buy enough of what you really needed?, as a media buyer you are buying exposures for your target audience, ex/knowledge based plan to provide 80% awareness on target audience then what you're doing it taking money and translating it to exposures in order to achieve your goals (advertising or marketing objective) there it's a chain of thinking, this requires experience as a media buyer Efficiency- did you get the most value unit by unit of the money that you spent

Gamification

Existing Games: In game advertising- the use of games for advertising, various games online, IGA (in game advertising) allows you to use existing games and placing your ads in those games, games is a broad term as it can refer to social networking sites, ex/ nike promoted their shoes in the game second life and therefore people are buying virtual shoes for their character on a game. Advergames: The alternative to that is ad for games which is where people create a special game that will just be for those with a particular interest and creating something from scratch and therefore have control over how sticky the game is,ect, as you can buy ads in games you create not just existing games ex/facebook had a game called farmville to try to attract more visitors to facebook and make a game that gives out rewards like real coupons, ect. And can get people committed to the game and create stickiness to the site

problems: for consumers

False ratings-consumers trust false reviews (puffery) Invasion of privacy-recording you while you use your device Limiting choice- the more choices, the more overwhelmed people get. Recommender system- algorithm that limits your choices that are made for you

types of advertising objectives

For Primary Target-set of people who are already buying the product, loyal customers ex/informational campaign to let them know you're having a sale next month For Secondary Target-these are opportunities, groups of people that are not using your product or underusing product,here's a secondary target that you're overlooking, have an attitude campaign so that they can realize that you can fill a need/want they have that you can fulfill ex/aim for 50% of the secondary target to feeling bland about your product to liking/using my product more, change attitudes

Audience Segmentation

Geographic Segmentation- goes back before the industrial revolution, how close were the stores to tour factories? Location was very important back then as there were geographically limitations, certain products are just not useful in certain parts of the country while some are very useful, ex/surfboards ads in santa barbara is great but not in ohio, there are also differences in consumption patterns based on different areas in the country Demographic Segmentation- characteristics of people, gender, back in the day gender roles were very strong therefore that was a key demographic, overtime gender roles now are less prevelant, traditional families are not as common as there are single parents, gay families, ect. However it is still an important demographic just less important, race was a big demographic but less important now, regionalism is another one (different areas within the country) however now with mass communication that has really broken down regionalism and many people move across country nowadays, income is another demographic as you can figure out what is the limit that people can spend in particular households however with credit cards disrupts that as people spend more than what they can afford as many people have debt (still useful but less now), education is another demographic as back in the day it was rare to be college graduate as it use to be 5% but now its about 40% therefore level of education now is higher and less of a indicator as it was Social Class Segmentation- while household income is a part of this but it's shifting away from simple demographics and shifting into the psychological of the social class. Social class as a psychological construct. There's upper, middle, lower class. Middle and lower class is 80-90% of the population in the U.S. the middle class have the belief that the world is ordered and logical and they can pay attention on whats going on right now and make decisions today that there expectations will follow through to the future ex/make sacrifices now and invest in the future that that will pay off in much bigger returns. While the working class (lower class) believe random and unexpected things happen outside of their control, luck plays a bigger role in why people are where they are in life, and that life is unfair,the focus for lower class is the present time, therefore if they have extra resources right now they'll spend right now because they can trust the right now they don't know what they're future will hold and wouldn't risk saving for the future, Psychographic Segmentation- use all the demographics out there, and all the things they can think about, traits, beliefs, values, psychological things about people, how they spend their time and their money, do a variety of surveys of lots of peoples and determine where there are different patterns and therefor identify where different niches are. 12 American Lifestyles (illustrates 12 different people and they're unique lifestyles, characteristics, show who these people are and what makes them who they are ect. And how this effects and varies what people buy and consume, this was conducted by an ad agency) VALS also did this with 9 categories, he claimed that all people in the U.S. can be categorized in one of the nine categories, capturing every possible market niche by doing this and came up with a rational behind it, he said there are 3 things motivated by: ideals (highly religious highly patriotic, ect) achievement (most prestigious job, want better everything, always wanting promotions, ect.) and the third is self-expression Ideals: (you have the thinkers and the believers, the believers are people who accept certain principles and don't question it and thinkers are people who are challenge it all the time and what are the boundaries and ideas would drive these people) there different ways to appeal to people (sometimes people can be using the different products for different reasons) Achievement: (achievers who actually push forward and strivers who are always trying for more) Self expression: (makers are really into arts and crafts and important they express themselves through that while the experimentals are interactions through other people like trips and experiences and create their life through the networks they've created) Another category is survivors (people who are just trying to make ends meet, just trying to get enough resources to live) then there are the innovators (these are people who are interested in ideals, have achieved a lot, and have high self-expression, these are the people that are self-actualized people, on the top of the pyramid) Geodemographic Segmentation- many techniques, the idea here is that neighborhoods matter, there are certain kind of demographics that cluster together and aren;t found in different/other neighborhoods, this can be seen throughout the country, different zip code have different personalities, different lifestyles, there are 60 different kinds of neighborhoods across the U.S. in a way we can segment them to the market (ex/kids and coldasacs this would be a zip code/area where it attracts families and another name would be shotguns and trucks which describes a very different zip code/type of demographic) this is all to say humans are tribal therefore we like living close to other people who are similar to you and that they are territorial as people have different expectations and rules for their community Benefit Segmentation- stats with the product, analyze the product and ask how many different needs can our product satisfy? How many benefits can we promote for our product (ex/ buying a car for it being low priced, good gas mileage, trust that it won't break down while others want a car that is showy and for status and then others buy a car for safety) therefore car companies have to figure out different messages to different people and how to advertise correctly for different people's wants.

Assessing Value of Advertising Expenditures

How do we know why ads work or not? Advertisers aren't always sure why something works or not, why some ads work better than others they don't know

media analysis

How much money is your company spending on the media? What do those ads look like? What have they've tried to do with ads in the past? Trying to inform people, generate behavior changes, entertain people, ect? What are they trying to do in their ads, who are they aiming in those ads, who is the target market? How well are the ads doing what you expect them to do? Then compare how much sales with how much was spent on media, then decide if it matches up to what you wanted/your goal

Advertising Literacy Perspective

Increase your knowledge base About the Phenomenon of Advertising: Understand how advertising has developed over time Understand the value of social criticism

Personalized Interactions

Influencers- celebrities or normal people with a huge following, attract a large following then advertisers will find you, common budget is $1000-$10,000/year, tiered to follower account Electronic Word of Mouth (eWOM) Opinion leaders talking about your product, normal people, friends

Organization of Digital Advertising Agencies

Management Team- CEO, HR department, lawyers, accounts, team who coordinates things, bookkeepers, ect. Account Planning Team- less structure and more about working together as a team, does business pitch . Account Services Team- similar to account executives, the ones who make sure the client is happy, keep them up to date Creative Team- how do we design these messages, what emails should we send out, what should our website look like, should we put out videos, ect. Media Team- what media should we use, what other media do we have to support our ad, how much should we put on facebook, instagram, ect. Production Department

target audiences: what is my market?

Mass Market Niche Market- small group of people, defined by certain variables and certain characteristics, who are those people in the niches, how to advertise to them specifically

Digital Tools for Identifying Targets: metrics

Metrics- quantitative counts that are kept by anyone that has electronics, all the records of using credit cards, anytime you buy something, if you use cash that's not tracked much unless you use a store card (like a Ralphs card), use a check, they can tap into the database they have on you, digital advertisers really focus on this data

Contrasting Traditional and Digital Advertising-3 ways people draw a distinction between traditional and digital

Overall strategy for advertising campaigns- in house you have all these experts and then the creative people develop the ad themselves and then the media people have to get the ad out and seen(from traditional point of view all done in advertising agency) How campaigns are planned (written above), implemented-produce the scripts, place their orders for the avails, only implement once you have your actual plan together,run the ads and evaluate, with traditional there are 3 discrete steps which are planning, implementation, and evaluation. Evaluation is when they hire a research firm and collect all the information you need to have in order to decide if what they did worked or not. Doing the planning, implementation, and evaluation in each cycle to better determine what works best, what to take out and what to ad on, ect. Have to have experts inside your agency you trust that they know what they're doing. Outbound vs. Outbound Push vs. Pull

how do advertising agencies charge for services: commissions from media

Palmer established the commission to the media which is 15%, if you are buying 1 million of ad space the ad agency should give you 80,000, this was the standard for a well over a century, a lot of media companies then started to think 15% was too much of a cut therefore for the past 40 years they shifted the fees

structure of the traditional advertising agency: administrative services

People who run the entire agency, along with secretaries, human resource department, bookkeepers, accountants, entrepreneurs, ect. a variety of jobs/ talents/types of people, 165,000 people employed by advertising companies in the U.S. today!

contrasting traditional versus digital advertising: push vs. pull

Perspective on Interaction with consumers Traditonal advertising have a push orientation because they are pushing their vision/whole plan onto the consumer. IF there ad campaign is about information they then empahsize that this information is important and therefore push that onto you that this is important. While digital advertising use a pull orientation as they monitor whats going on out there and they wait for people to express their needs and reactions to products and then they pull information out of those people, instead of imposing their vision onto other people (push) they pull information and better information and interactions with your staff so that consumers are willing to visit your website and buying funnel (interact and engage potential consumers on your website to lure them to end up buying things through the "buying funnel" slowly getting them to buy something) and then you support their needs by pulling consumers along, making theme feel like it was their decision all along.

purpose of ad messages in campaign strategy: What is the key benefit you want to sell?

Physical Features- the product itself ex/toothpaste buy our toothpaste it contains fluoride a.k.a a physical ingredient Functional Features- how it's used ex/buy our toothpaste it comes in a pump dispensary Characterization Features- psychological consequences of the consumption, image oriented, what are the good feelings you can have for using toothpaste ex/get rid of your bad breath and build your confidence today with our toothpaste

Making Targeting Decisions

Primary Market- identify the people who are using my product and using it the most, Pareto Principle says that 20% of the population is responsible for 80% of sales, your consumer base is consuming 80% of your product, find out who your heavy consumers are in order to get the most bang for your buck, you want to save your money to advertise to the heavy users and not as much to the light users as you'll get the most sales from them Secondary Market- people who are light users to your product, still users but not as much, figure out how to market to them in way that makes them to want to use your product more.however protect your main body of sales

media buy terms: targeting

Primary Target-buying exposures for primary target which are your heaviest users, first task is always protect your base, keep putting money into advertising in front of them every week in order to protect your base or primary target, must know who are your users and who use your product the most, brand loyal people Secondary Target- not using your product as much, light or medium users of your product, still important enough audience and see opportunity there to grow this area, reasonable potential audience to increase in sales,

Search engine to attract visitors to website

SEO: search engine optimization- organic search results SEM: search engine marketing- taking SEO a step further Ad placement- google will let you buy you way up the hierarchy -> auction Bidding against your competitors for placement of Google Keyword popularity Auction bid Searchers clicking on the ad (these words apply to google algorithm)

research strategy: SWOT

Strength, Weakness, Opportunity, Threats -What is the strength of that product? Do they have a long history or things about the product itself that's a strength? What are the weaknesses and how can we turn those weaknesses into an opportunity? Threats refer to what is happening outside the company that might impact the health of this company? What might happen in the future? Ex/ Find out your product has a huge distribution system which is a strength, -therefore you recommend developing a new product as you already have a big distribution system and can distribute more products, brand names that have been around forever like Coca Cola is a strength, Weaknesses could be characteristics that could be harmful, is it at the end of a product life cycle? How are we going to turn that around? -Ex/people associating a product like the car Cadillac with older people which makes less people wanting to buy their car; this is a weakness therefore they came out with the Escalade to appeal to younger people, -Opportunities what forces are in play that your company isn't using or maximizing right now, Ex/ the birth rates go up therefore the companies like Pampers will do better with the more demand and while this isn't planned this is an opportunity to take advantage of to compete ahead of time with your competitors, -Threats include external things Ex/there were States that mandating that sugary sodas couldn't be sold in public schools but then Coke and Pepsi was losing that market/sales

how do advertising agencies charge for services: fees

The account executive says lets go down the list of the things that we have to do for you and then we will negotiate the price dependent on that, all the things they need done will have their own individual fee

recommender systems: types

The other type of recommender system is item to item, ex/you put the pair of hiking boots in your cart and then you see suggested products at the bottom of your page saying "people who also bought these hiking boots also bought these items..." therefore recommending you other items that "go with" the boots.

marketing analysis

The primary question is what are the needs in the market? The market is the set of all the people out there that could potentially buy your product, who has the right kinds of needs? What's the realistic market? Are there unmet needs in the market and people not being served by your product? What's the level of consumer resources? What's the trend is the economy growing or shrinking in general and how does that affect my product?

product analysis

The question here is what is your product really? Think about the actual product itself, think about the branding and packaging and the halo surrounding it, all the details on the box are conscious decisions made by the marketers, with some products it's about the halo effect of the product but sometimes its about the actual product, figure out what people/customers think about the product and is it accurate? If the product isn't being perceived correctly how can I change this? If at the end of a product life cycle how can I reposition the product and meet a new consumer need?

contrasting traditional versus digital advertising: outbound vs. inbound

Traditional-very oriented to expertes putting it together first and then you put it out to the public (therefore outbound) in contract digital advertising is inbound which means the experts/professionals are not the most important experts instead the real experts are the consumers as they are the ones that really use the product and know if your product is better than the competitors (therefore called inbound) so your staff is going out there to talk to people, observe people, what people are saying on social media and then bring it in to the professionals to then discuss what the add should be liked based off their findings on the consumers, digital reacts faster and can edit ad content faster because of how interactive the internet is Perspective on expertise and direction of information flow

The Language and Conventions of Scripting

Video composition- what is on the screen, the visuals, and what are the sounds, LS stands for longshot, MS is medium shot,close up would be one part of a person's body, XCU is extreme closeup like the top half of someone's face ex/eyes, establish the setting therefore start with longshot, then medium shot, closeup, then extreme closeup, 2-shot is with 2 people, 3-shot is 3 people, and a group is group shot, OTS stands for over the shoulder shot (brings audience into the action), Pan left or pan right-camera moves but the tripod does not move, tilt up or tilt down camera moves but tripod does not, zoom in or zoom out, zoom in is done with the lenses not moving the camera or tripod, narrowing perception of that one thing, dolly in or dolly out the tripod itself moves in towards/away the person or the action, the dolly is the tripod, TRUCK left or FRUCK right where the camera/dolly moves from the right or the left direction (these last two makes the viewer feel like they're moving through the action) Emotions, Transitions- moving the camera to get emotion, video movement, get the actors moving, third way to achieve emotion is to change shot, don't have the same shot for the whole 15 seconds, all video scripts start black therefore you fade up and then the first image comes up, at the end you say fade to black, to say your going one shot to another shot is saying cut but you don't even need to right it down cause it's so common, there's also a dissolve which is where an image goes down in intensity and then another image intensifies (ex/flashback, something that changes the tone or a leap in time) Special effects- SUPPER means superimposition, suppering one image over another, ex/call this number right away and number comes up at the bottom of the screen and this happens by suppering on the image of the number, we are adding something new to the existing image of the ad, another example is adding an image over a newscasters shoulder, given words over the original image

Advertising Objectives, how to achieve your marketing goals

What do you want the advertising to achieve? Am i doing an informational campaign? (ex/80% of my target audience will recall the main selling points in my ads) do people remember the main idea i try to get across in my ad?, attitude campaign (harder to change attitude then a information campaign therefore numbers will be smaller) and if its a behavior campaign (then its an even smaller number because its hard to accomplish)

Actively Observe: ads

What is the intended effect? Is this ad trying to give me information, trying to change my attitude, change my behavior, reinforce behavior? And what are they doing to trying to achieve that goal What is really being sold? Physical feature, functional feature, characterization feature. What is the message strategy- is it generic, preemptive, ect. What other decisions were made in the creation of the ad?- emotional appeal, fear appeal, different designs within the ad

structure of the traditional advertising agency: media buying services

Who decide how can we get the clients ads outs to the right people, what media do we use (newspaper, radio, tv?), how effective will our campaign be, how do we find the target audience for this ad, use advertising budget as efficiently as possible, are you getting the most for your money?

structure of the traditional advertising agency: creative services

Who design the ads and produce the ads, what kind of ad should it be a visual or an audio ad? Hire the actors, directors, ect for the ad, make up 25% of jobs in advertising agencies, most visible department to the public

problems: for advertisers

Zombie Clicking: search engines charge per ad click (not illegal) Pricing based on performance Automated clicking that's untrustworthy Flaming: extreme form of negative feedback, sometimes illegal depending on language used

Recommender Systems: Purpose

algorithms that are created mainly by retailers that have lots of products and are doing it to give consumers a more efficient experience in making their buys ex/going on amazon and search hiking boots and so there may be 500 hiking boots that you could buy through amazon but amazon won't show you all of them on the first screen so amazon will put the top ten on the screen and what comes up on the first page is influenced by a lot of things, things that go through the recommended system is mainly information about you as amazon (depending on how often you use amazon) has lots of info on your past purchases, what retailers that you like to use, also info on people that are similar to you (age, gender, ect), ect which is called a person to person recommender system to the curate your top results for hiking boots, recommender systems narrow our choices and help us make a decision

recommender systems: stickiness

all web designers are trying to increase their stickiness, how much time do people spend on the site and how often do they come back to the site? What can we do to make our site more sticky ex/highly sticky sites include instagram, ect.

digital tools for identifying targets: emerging needs measures

always thinking about the future, position ourselves to be ready to satisfy the needs that will be big in a year from now, find those products and position them today much more prominently because we know there is an emerging need/help consumers realize they have this new need, find out what people are talking about and keeping track of what products they are using, what's disappointing them, what need could be satisfied next, ect. Have to be ahead of the game when figuring out people's future needs

measure of quality: frequency

among all the people we reached what is the number of times they were exposed to our ads? GRP=RxF (gross rating points equals reach times frequency) GRP=500 500=50x10 this means this campaign was able to reach 50% of our audience ten times (ten times referring to frequency) can only increase these numbers by buying more gross rating points

methods: rating services

clear quantitative data, ex/look on yelp and see how many stars a product has and then look at comments and see what people like or don't like about it. Yelp is used by 45%, trip advisor is used by 25%, the biggest one however is still google (that advertisers use to monitor consumers) -posting reactions to products, run by manufacturer, run by retailers, google, yelf, ect are general sites most dominant

organization of digital advertising agencies: production department

compromise between a department within a traditional advertising agency, but could be an agency that wants to just focus on the digital side of things Digital marketing managers/directors- people who really know strategic planning and execution and financial forecast because what they are doing is looking at the big picture of the campaigns they want to put forward, campaigns are flexible and change overtime but you have to have a vision to begin with, forecast the future on where you want to go and where your clients want to go to get everyone started/start planning Content managers and strategists- people are interested in thinking about how should we word our messages, when we interact with people we need some interview protocol to obtain the same time of information in order to know how to email people and how to present the product and have the elements that are on our clients website, give guidelines on what should be emphasized SEO/SEM specialists- Search Engine Optimization and Search Engine Marketing. Both deal with search engines because one way to find out whos really interested in your product is those who are searching information about your product or your competitors product or a particular need they can't satisfy therefore you need people to identify those types of people. Figure out what keywords people are using, specialists who know a lot about searches, how they are conducted, value of keywords, how websites work/hot buttons on websites and can identify people who are potential users of your products. SEO is organic results and SEM is sponsored posts/ads that come up when you search something. Marketing is more general, think of search engine marketing as looking at organic searches but also think of ways to get people to your website, trying different strategies to nudge them, while search engine optimization is just observing searches and not trying to nudge them a certain way. Email marketing specialists- these are people who are good writers and design the websites, also they design protocols for follow ups, sending out a message to thousands of people that doesn't sound like spam and grasp people's attention, decides what an email should entail/sound like, write response emails to consumers responding to your emails on your product/business Virtual reality developers and editors- a high tech job, very new, cutting edge, usually people who get these positions are graphic artists who concentrate on screen graphics and people in computer science, want to give people a unique experience that people haven't had before UX designers- User experience- UX or user experience, think of them mainly who are architects who design your product's website, not just one screen, what should go on the home page?How many hot buttons are there? Do we have too much information or not enough on our website? The overall experience with the website, knowledge on how people use websites/why people visit websites, recognizes what is needed most on the website, how to navigate a website/most efficient way to do so Analysts and AI specialists- AI stands for artificial intelligence and can mean a lot of things to people, using different technologies for different experiences, AI is to give people the experience as if they are talking to a real human, how do we give the consumer an experience that is artificial but make them think is real?

exposure: share

computed with not total households on the bottom of fraction but the HUT levels at the bottom of the fraction,a share is taking a slice of the viewing audience at that particular time, how well a particular show can attract an audience, always bigger than the ratings cause the ratings always have a larger denominator, want to have a share that is large as possible (show your ad to a tv audience who most resembles your target audience in order to maximize benefits of that ad being shown/get your money's worth) find a high share of your audience

purpose of ad messages in campaign strategy: do you use a product spokesperson?

credible, trustworthy, and attractive. Credible-do they know what they are talking about, trustworthiness-are they telling me the truth? Attractiveness could be physical attractiveness but could also be broader like personality, humor, ect. Draws the attention to this person=attractiveness

Actively Observe: changes in the economy

different industries, the economies of different industries, might be really good in one area but bad in another.

how do advertising agencies charge for services: performance contracts

ex/ its going to cost 5 million for all these things they want with the ad and a fee for each of them, lets say they also want to increase sales by 10% they will pay the 5 million however if they surpass that margin by increasing the sales by 15% then the advertising agency will want a bonus cut of that higher percentage, therefore advertising agencies want to exceed expectations and increase sales by more than aimed for, so there's bonus clauses but also penalty clauses which means only making client pay 4.5 (less) then the full 5 million wanted if they do not meet expectations/increase sales which will only motivate the ad agency more to do well

digital tools for identifying targets:exposure measures

exposures to your clients website, ex/at your ad agency your client has a website and you collect the analytics of their website in order to know what's the reach, how many have visited the website in a given amount of time? How diverse/different are the people who visit the website? How many pages of the website do they look like? What do they use on the website? Do you have a website that people visit everyday? Thats a good sign if yes. Average visit length? The longer the better (depending on the product usually longer the better), what are the click through rates? Which is clicking through different pages and not just stay on the home page. No click through is typically not good. The click through thats most important is if they go to the buying page and add something to their cart and then checkout and actually buy the product, does your website result in sales? Figure out consumers buying process on your website (the steps they go through to purchase your product)

digital tools for identifying targets: buying product measures

focusing on actual purchases, search engines charging companies for helping them in a purchase because the consumer uses the search engine to get to a particular website that lead them to a purchase, the pricing structure is based on how valuable the search engine is when consumes click through a website and purchases

measure of quality: gross rating points GRP

gross in the term means duplicated as they could of seen your 1st ad in a show and then also watched the other ad you had in another/different show therefore it can vary how much times someone has viewed/been exposed to your ad, the more exposure of your ad the better!

purpose of ad messages in campaign strategy:What is your message strategy?,

how can I boil down all the reasons someone should buy my product into one idea?(that should be the hook for your campaign) Generic- most basic, simplest, generic strategy would be like "buy our burger it costs 99 cents" simply giving them one fact about the product and believe that one fact is a reason someone would want to buy it Preemptive- start with a generic claim but you say "buy our burger it's the least expensive or buy our burger it's the cheapest on the market" you are comparing to your competitors Unique Selling Position- (USP)- what is different about your product from your competitors? What do you have that your competitors don't have? And pointing that out in your ad ex/we have a sesame seed bun or secret sauce, implying a comparison to the competitors, and that we are unique from others Brand Image- using the power of the brand, if there are people in your target audience that are loyal you market to them buy using your name to sell, and that you are trustworthy Positioning- where do i want the consumer to place my product? (psychologically speaking), want to make sure they remember your product in the right neighborhood of products ex/we have burgers like mcdonalds but we taste better, the emphasis here is to think about our burger like mcdonalds but ours is above mcdonalds in some features, where do i want the consumer to remember my product? As we connect things that are similar to each other Affective- means emotions, what emotion do i want to stimulate in my audience? Is it humor? If so add jokes in your ad. Strong emotions like love and fear you can't build those in a 15 sec commercial and typically you don't want strong emotions in an ad as that can upset people, therefore focus on laughter, joy, relief, ect. Resonance- like affective but refers to the one experience of nostalgia, you want to make people remember a happy time and your product is a part of that happy time, resonates with experiences that they've already had, tap into those happy memories, this works when your product has been around for a long time

The big question

how can I use advertising to my best advantage?

exposure: avail

how many pieces of time are available to my media buyers to buy those pieces of time, buying the right to have your ad shown at a particular time, when shows sold advertising time they ask "how many avails am I going to put in there?" a.k.a how many ads will i show, the programmers they decide how many avails are they going to have and then turn it over to the sales staff, makes a difference where you put the different avails, ratings for the ads are assumed to be exactly the same as the ratings for the show, standard time of an avail is 15 seconds

measure of quality: CPRP

how much value are you getting for your money, stands for: cost per rating point, what am I paying for every one of these rating points? You may determine you need to get more for the amount of money you're spending or vice versa, the lower your unit cost the more value you're getting, negotiating prices is important for media buyers

How do companies determine their advertising budgets? : percent of sales

in every industry there's a norm that companies use to create their ad budget, they figure out their sales and take a specific percent of sales and that's what you then use to for advertising, so if you're sales go down the more your advertising budget goes down and vise versa ex/soap and detergent do a 30% of sales money spent on advertising and grocery stores spend 1% on ads

Example Handout: Bottled Water and Seltzer research

index is the first colum to observe as it identifies your audience/where the high numbers are of who's buying your product, across colum refers to that amount of people in the U.S. that fits that demographic, down refers to the percentage of people that buys your product within that particular demographic

measure of quality: effective frequency

is a psychological concept, the magic number for the floor of this range is 3, if during a campaign period has only been exposed once they won't remember the ad and same could be said for the second time, however if someone has seen an ad 3 times they will better remember the ad and have that affect their behavior, therefore you want the campaign to be exposed to everyone at least 3 times and if not your frequency is below the threshold of effectiveness, however if shown too many times people will get annoyed with your ad and piss off your audience therefore do not go above 10 as it can cause a negative response from audience

research strategy

learning everything you can about the product and the company

message analysis

look at the ads that you're company has been using and critique them,provide evidence that an ad is working well or not working well with the consumer, what are you trying to get across in your ads, what does your audience like more/likes less, here are the ads that seem to work and here's why these ones didn't work as well,ect. There are also information campaigns (show how a product works), attitude campaigns (change their attitude towards a product) or a behavior campaign (how do you want the consumer to feel about the product/change their behavior, you tell the story that you're company and your competitors have used, what are the strengths and weaknesses and what are the opportunities within that

positions and duties: media services

main position here is media buyer which are the people who have the office job at a cubicle, on the phone constantly, a lot on market segmentation, negotiating, dealing with lots of numbers, head of this department is Media Director who fires and hires these people and they don't work on commission and they decide who works on which account and most likely has been a media buyer in the past and need management skills, Media Buyers make 60k and Media Directors are 80k

methods: monitoring social network sites

monitor all social media, 80-90% of advertised brands are on social media as social media provides a lot of information on consumers, 75% of advertised brands are on blogs, social networking sites are also helpful when monitoring information on what consumers want

How do companies determine their advertising budgets?: experimental research

most expensive and most sophisticated, formulate many different versions of your ads and test them throughout the country.different parts of the country and test them and see what ads work the best/most successful, make sure they are all comparable ads, experimental, pilot testing ads, figuring out what ad is best

purpose of ad messages in campaign strategy: what is your key idea?

not very complicated, get whole idea of what you're selling down to a short phrase, a few words to get your idea across, in 1950s', the tagline "blondes have more fun" was a tagline that was came up with by a hair dye company as at the time many men preferred blondes but at the time dying your hair was considered taboo, another tagline that helped even more was "does she or doesn't she?" that claireal came up with as it insinuated that people can't tell if she really dyes her hair or not which people like the subtleness of that as it was more taboo at the time, the "big idea" is what copywriters want as people can come up with a very popular tagline that sticks with over the years, other example is nike with just do it

Digital tools for persuading targets: buying funnel

process of persuasion Traditional (pyramid) consists of reinforcement, behavior, attitude, and knowledge Digital (funnel) consists of people who express interest, personal interaction, buying, post buying interaction, reassure- get people to talk about your product on their own (advertising for you!)

positions and duties: research services

research director who studies stats and social sciences, research about people, have to buy syndicated data, need to know which syndicated data is the best one to buy as there are many options, research director makes 100,000 and if it is a big firm they most likely have a PhD. Entry level position in this area is really rare in a midsize agency

situational analysis

showing that you know the company and the environment in that industry, you don't just report the facts you analyze it, have the ability to figure out what of your research is valuable, the present a fresh perspective that will result in an analysis that is of worth/insightful to the company, a persuasive document, the decisions I made, the best research and best stuff possible, showing strength, weakness, and opportunities and what I think you should do next

measure of quality: CPM

stands for cost per thousand, measures of impressions, you want to get those lower because they are unit priced, the less they are per unit the more bang for your buck you'll get and therefore buy more gross impressions

exposure: HUT/PUT

stands for households using television and PUT is people using television, its easier to base ads on households cause there's always someone in the household using a particular product, however sometimes PUT makes more sense therefore it varies what advertisers use

Native Advertising

the ad looks like the content in the environment in which the ad appears, it does not identify itself as something different from the content, is that part of a tv show or is it really an ad? Chances are its an ad and is considered a Native Ad, newspapers have advertorials which is when ads are slipped in with the other news stories written instead of being displayed as an ad on the side of the newspaper, any paid message that you put into an existing flow of content in such a way that people will not easily identify it as an ad so their defenses are not up, doesn't look or sound like an ad therefore slipped under the radar, ex/product placement in movies,ect.

methods: monitoring searches

the dominant web search engine is google, 70-90% of all web searches worldwide are done on google, the 2nd biggest is 6-10% of searches for microsoft's bing search engine (clearly there's a huge gap here), monitoring web searches starts by going on google, get website analytics through google

measure of quality: gross impressions GI

these are the actual number of people who saw your ad, the bigger the rating the more gross impressions you have, still considered "gross" cause there can be duplicates as the same person can view/be exposed to your ad more than once

How do companies determine their advertising budgets? :Affordability Method

this is the most unsophisticated and widely used one, businesses that are smaller and not used by a conglomerate, they have to do their own ads/promotions themselves therefore they aren't the best, do affordable pricing for ads These ones for situational analysis:

How do companies determine their advertising budgets?: mathematical modeling

very expensive, very sophisticated, hire a big research firm, they have a pripirooty algorithm, they let the computer run a formal and figure out your ad budget for you

Actively observe: changes in society

what are your standards and your beliefs about things and what are those of society? Can we attribute those beliefs to ads and how things are portrayed through ads?

purpose of ad messages in campaign strategy: how do these people make the purchasing decision?

what does my primary target think about when making a decision to buy my product? Are they using thinking/logic/want reasons and information or are they using feelings? Then think about their involvement, is it high or low? How involved are they in making this decision, high involvement is for expensive products like a car, house, furniture,ect.. and low involvement things are more impulse buys you don't put much thought into like food, household products. While feeling with high involvement are buys are more like jewelry, high end fashion, while feeling with low involvement is purchases like candy and alcohol, *design an ad depending on how your primary target thinks/feels and their high or low involvement in your product

measure of quality: effective reach

what percent of my audience experienced my ad at the best frequency/reach- Exposure: 0,1,2,3,4,5,ect. Reach: 40% saw it 0, 8% saw it 1 time,6% saw it 3 times, ect. -exposure is the amount of times someone saw your ad and the reach refers to what percentage of your target audience saw the ad how many times and then you add up everyone in those percentages to determine the effective reach

measure of quality: reach

what percent of our target audience was exposed to at least one ad? An objective could be "we want to reach at least 50%",

exposure: rating

when collecting ratings: ex/how many households last night watched my show in comparison to how many households are there in the U.S.? 5 million watched (on top of fraction)/20 million people in the U.S. (bottom of fraction)= 5% rating, as an advertiser you are more interested in ratings than shares as you want to know how many people in our target audience who watched this show that had our ad in it

ad design decisions: casting

who you want to be in your ad, sometimes you just hire a voice for a voiceover (in ad design exercise you don't need to be super specific on who you are using in your ad

How do companies determine their advertising budgets?: competitive spending

you found out what your competitor is spending especially closest competitor ex/you emulate your competitor's ad budget as you want to match/go over them in sales therefore you may increase your ad budget

How do companies determine their advertising budgets?: objective and task

you have your marketing and ad objectives and then list all the things you have to do to meet those, how many ads, production costs, media costs, ect. In order to meet your objectives and total the costs that youll need to spend