ADV 3100 Test #2
Forms of use of consumer led:
5) Geo Social Media -Taking software and checking in with your location (maps location)
Rating (size)
"How many TV households tuned to a particular station?" -Rating(%)= (program's tv households/total tv house holds) X 100 Ex: "rating of 8"= 8% of TV household tuned to station
Share (popularity)
"Of households using TV, what proportion are tuned to a specific show?" -Share= (HUT watching a program/total HUT in market) X 100 EX: "share of 40" means 40% of households currently using TV are watching this show
Increasingly a niche medium
*1950s-1980s -3 national broadcasting networks (ABC, NBC, CBS) *1980s and beyond -cable -satellite networks -program recording -500+ channels;time shifting (niche medium)
Radio Drawbacks
*Audience: small -comparatively small per station (3-4% of US population) -distracted (doing other things while listening to the radio, can switch to a different station if they don't want to listen to a commercial) *Lack of precise market research- no subscriptions; only estimates *No visual; lacks impact
Audience Measurement
*Effectiveness: click through rate (tracking every time it gets clicked on) -CTR (click through rate)= click-throughs/total impressions *Monitoring & creative development (maybe lack of response means you need to change) -free ways -or expensive (Gatorade monitors 24/7/365) -->real-time news, social media --> report daily, weekly, monthly
Key Technologies
*Internet (made it all possible) -packet switching network and segmenting (handles more info) -Digital: keeps message quality *HTML (hyper text markup language): programming language. -Common way for web browsers -publish/transmit pages of information
Audience Measurement
*Standard audience measures: -rating points or impressions (very applicable in digital) -frequency -GRP, GI (still a part of digital) *Cost efficiency measures: -$ per GRP; $ per GI *Pricing (precisely metered) -tracks how many individuals see & click on an ad -"Cost-per-click": pay for however many people click on the ad
Over cost effectiveness: how cost effective is your mix of print placements?
- $ per GRP = total cost of print (rent) space/GRPs delivered by print
Energizing a pitch
-Unusual spokespeople, some sort of character to talk about product -similarly, an unusual point of view of the product -makes it more interesting & engaging
Digital: Motion tracking
-"Brute-Force Animation": make CGI image move realistically -Pioneered by advertisers
Cume Rating (size)
-"How large an audience does this station have generally?" Cume Rating= (Cume persons this station/Area population) X 100 Ex: "Cume rating of 3"= 3% of area market generally listens to this station
**AQH Rating (size)
-"How large is this station's audience at a specific point in time?" AQH Rating (%) = (AQH persons this station/area population) X 100 Ex: "AQH rating of 2.5"= 2.5% listening
Cost-effectiveness of all buys (TV)
-$ Per GRP= total cost of TV buys/GRPs delivered by TV buys -$ Per GI= total cost of TV buys/GIs delivered by TV buys
Print Media: Newspapers
-17th century newspaper without ads -Franklin -Newspapers: 1st medium conquered by advertisers -Reach: relative -Frequency: high -Cost: low per impression -Older profile but readers are wealthier, 1/5 adults nationally, upscale, older
Apple iBook campaign
-1999 national campaign -TV important part of media plan -What kind of market? As big as possible? Or a national, but niche genre? They didn't choose one genre or one kind of ratings and shares (I think the answer is as big as possible?)
High Use of TV
-8 Hrs/Day per household -In order of use: magazines, newspapers, radio, internet, Tv/cable
Evocative
-A concept has to land some emotional depth -has to relate to deep & important feelings, concepts have to do this ex: Mad men, Kodak Carousel scene. Home picture machine (projector)-> slide projector, family, love emotions (concept pitch)-> pictures Ex: concept for hair coloring product-> women want natural looking hair, don't want people to know it's fake->from "look natural" to "It lets me be me" ->pulled it off by changing the concept, connecting how someone sees themselves instead of their hair color.
Areas of Study
-A student of how people read & listen -Sociology: study of people in groups of society: life cycle stages -Psychology: VALS personality type, market targeting -Anthropology: study of meaning systems
Print: key points
-Advantages: trusted & influential (boosts effectiveness), segments->geographic and lifestyle -Disadvantages: comparatively high cost, clutter, national large markets UNREACHABLE
Verification
-Audit Bureau of Circulations (ABC)->verifies circulation -syndicated market research-> readership studies
Ratings: Audience units
-Average qtr-hour (AQH) persons: estimated number of people listening to a station for at least 5 mins of 15 min period -"Cume" persons: cum= cumulative, number of different people listening to a station for at least 5 mins over a longer period
How to create a plot with surprise
-Characters who do the opposite of what's expected (ex: John lewis ad->cute little kid on xmas, waiting for christmas only so he could give his present, not receive) -opposite resolution (ex: car commercial with grim reaper, efficient brakes, Mercedes' commercial) -typical characters placed in unusual situation (ex: LG-> world's slimmest TV" thief commercial) -unusual character placed in typical situation (EX: monster commercial, there's a job for everyone. EX: guide dog commercial) -characters in ever-more-extreme situation (ex: comcast commercial-rabbit panther->comcast's high speed internet)
"Cel" Animation
-Clear Celluloid: background scene -Second piece: characters -Lay second on top of first and photograph -Lay next piece on same background, etc -Pioneered by Disney studios -"Snow White": 750 artists, 1 hour movie: 86,400 cels, multi-plane camera
Drawbacks of TV
-Clutter (1/4 ads, many 15 secs)->how are you going to make your ad stand out? -Audience smaller, fragmented, lower income (recently) -Viewer avoidance (don't watch ads) -Cost (for ads and for ad time) -->ephemeral (short) messages require higher frequency (buying more time)
Relative Surprise
-Ex: Xbox "Gears of war"-> Current view: shooting practice, surprise: emotionally compelling, story, characters you care about -EX: Google-> Current view: find information, surprise: helps you live your life-"search on"
Animation
-Fabricate images -More control, greater fantasy
Digital
-Fabricate images & action -Change the content of filmed real action
Digital: Computer Generated Images (CGI)
-Fabricated images= greater fantasy -More labor efficient -Can be wholly CGI or combined with real footage
Methods & Sources
-Focus Groups: insight->men hate shopping for clothes-> HR makes it easy. Interpret what they are saying. Ex: Harry Rosen-Hip ad agency. -Existing ads & focus groups Ex: Got Milk? ->milk deprivation, focus group & ask them to do something-> no milk for a week-> milk is only important when it's gone -Ethnographic research: go to natural habitat. Ex: MTV visits typical consumer (teenagers)-> observe them, talk to them, understanding young people
Reach
-GRPs (gross rating points): percent of total target market -GRPs= Total circulation of all ads/total target market
Total for single radio buy
-GRPs: AQH rating X number of spots bought on a particular station -GI (gross impressions): AQH persons X number of spots bought on a particular station
Totals for single TV buy
-GRPs= RATING X # of spots bought on a particular show -GI (gross impressions)= PERSONS X # of spots bought on a particular show
Radio
-Harden: presidential results broadcast on radio -at first there were no commercials but couldn't keep up with profit so turned to advertising (advertisers started paying for & producing a whole show) -limited shows & way of entertainment -August 1922: first advertisement on radio (real estate ad, NYC)
Pitch ad
-Headline: primary benefit, "thesis" or intriguing comment or question -Sub headline (optional): specify benefit, or clarify comment or answer question -Body (middle): evidence, features of product or service -Close: restate thesis, especially for retail ads, a "call to action"->suggest what the viewer should do next (ex: "call today!") EX: San Fransisco as a vacation spot-> headline: "the world wasn't created for your amusement", subheadline: "just 46 miles of it", body: Chinatown, beach, museum, golden gate bridge, reasons its a great destination, close: "visit san francisco"
Strengths of TV
-High reach as a medium (not per show) *99% of all households* -Creative flexibility (color, sound, motion) -Delivers large, national markets (TV is the only way to do this) -Increasingly delivers national niche markets
Strengths of Newspapers
-High reach with older, upscale, opinion leaders -desirable target markets -credibility, immediately
Turn Back Toward Staging
-How to do something with no digital effects or animation -Much more expensive and difficult -Benefit is realism -Greater realism -"Gee whiz" value
Research in creative development
-Hunt for the "insights"-> most valuable thing for creative development, insight is tough because it is not generally recognized but central to the product & its use -EX: BBQ grill: "people want great tasting food", "the griller can't socialize->insight, don't think about it
Importance of digital
-Internet has become increasingly more important -TV 70% media dollars -Newspapers, radio, directories, magazine, outdoor= low -Digital= middle (increasing)-> by 2015 $44.5 billion
Static Media
-Key characteristics of static media: static= don't move -Key creative challenge: convey message instantly -Key creative techniques: visual metaphor, verbal-visual synergy, media concept synergy
Best Use of Radio
-Local, retail -Electronic use of a newspaper (newspaper and radio work well together) -Local: 79% -Spot: 18% -National: 4%
Radio
-Localized, segmented markets -cost efficient -supplemental medium- not primary (particularly effective with newspapers for local campaigns) -large, mass markets unreachable
Radio: Key points
-Localized, segmented markets -cost-efficient -supplemental medium (particularly effective with newspapers for local campaigns) -Large, mass markets UNREACHABLE
**AQH Share (popularity)
-Measure of which station is picked more often than another station ("how much of the current audience is listening to a particular station?") AQH Share (%)= (AQH persons this station/AQH persons all stations) X 100 Ex: "AQH share is 40"= 40% people listening to a station
Organizations: The pitch, the story
-Media categories for creative work -Key organizations: the pitch & the story -Key techniques: characters, plot
Film
-Mimetic: light etches actual image -Compelling -But also fantasy (images & sequences able to be manipulated) -Stop motion: stop the filming, change the scene, start filming again -Simulated sets: camera has no depth perception, backgrounds look realistic -Multiple exposure: shoot a scene, rewind the film, cover part of the camera lens with black cloth, shoot the second scene on the same film, both scene are combined on the same film
Digital Media Emergence
-More time spent on computer screens -Banner ads -Paying people to watch ad -Still trying to figure out how to best use it
Television: Beginnings (Video)
-Most advertising -Close to human response -1927 television was invented -Advertising supported TV from start
Digital: Time Slice
-Multiple camera shots of the same scene -Map shots onto digital 3D grid -P.O.V. manipulated through computer -subject in environment -Clock Tower Example
TV Key Points
-National, large audiences -Pricey -Increasingly a niche medium -Brand/positioning
Digital: Morphing
-Opposite of stop motion -Steadily turn one thing into another thing
Making fantasy more real
-Pioneered by monster movies -->Prosthetics -->stop action animation
Images in ads
-Typical pictures are realistic -But pictures in ads can be very unrealistic too: effectively convey the message, symbolically convey the message *Best are understood easily & instantly -Ex: wildlife picture (diet coke-> coffee sleeve on it (pic))
Video Production
-Process: storyboard, production -Medium of moving images: fantasy/reality, key techniques: editing, animation, digital
Motion as a visual perception
-Psychology of perception -Early demonstrations -->Zoetrope: your brain fills in the gap between one picture and the next one
TV: profile
-Reach is high (national) -Frequency very high -cost/impression is high ---99% of all households, PRIMARY medium (national)
Radio Profile
-Reach: small (per station) -High frequency -Cost/impression-> cost efficient -Narrow segments; mobile (in cars) -Supplemental medium
Digital Media Key points
-Relatively low cost (if viral media cost $0), engaging & timely -extremely precise targeting -producer-led uses: one way, deliver product messages -consumer-led: consumer co-production -integration into convergent campaigns
Early television advertising
-Rudimentary animation -Stop motion, sets, multiple exposures
Evaluating Campaign
-Second by Second reaction graph- sees the peaks & pits of an ad, what was effective & what was not. EX: VW commercial when the workers are getting wings & the graph of what the high & low points in the commercial were. EX: "Go daddy" ad-> spray tan: not well rated EX: Volkswagon ad-> over 100,000 miles guaranteed: liked ad
Strengths of Radio
-Segmenting markets (precise targets, geographic area=best) -Mobile market (proximity to purchase) -Flexible & immediate, easy to change (just announcement;song;story) -Personal relationship (they are talking to you, have favorite station)
Media categories for creative work
-Static Media: messages that don't move (print, outdoor, non-animated ad/web) -Dynamic Media: messages that move (video, audio (radio), animated web banners) -Immersive/Interactive Media: messages that immerse you into an environment and an experience (web, mobile, out-of-home installations)
Strategic Research
-Studies past & current actions & behaviors (no future) -how well does the brand currently fit target market?
Creative Research
-Study current and future effectiveness of advertising -not interested in buying behaviors of target market -what advertising will have maximum appeal to the target market (not about the brand) -gives creative teams what to say, not how to say it
Ratings: audience units
-TV household (don't count people)-> any residence with at least one TV in it -HUT: Household using TV -Extrapolated to infer actual audience size, if needed -Directly count households NOT PEOPLE
Visual Metaphor (unrealistic image??)
-Virgin mobile: metaphors for freedom & comfort -refinement domino effect -Halo reach, monument sculpture
The Pitch
-a case to make-> what a salesperson would say: denotative, "reason-why" -circular, expository organization: presents, expands on, concludes with key message
Drawbacks of newspapers
-a lot of clutter, a lot of ads -declining readership -impact-> increased cost of advertising -challenges from online news aggregators^^, creates challenges for newspaper industry
Market Research
-collect data quickly, automatically & inexpensively -IP address= unique ID for every user (kind of like your home address- enables tracking information
Cost efficiency
-compare media with different circulations and ad costs -CPM= cost per thousand readers -CPM= (cost of space X 1000)/circulation -weighted CPM= (cost of space X 1000)/target market circulation
Best Use
-complete information -supplemental medium-> older, targeted & more affluent segments -have creative flexibility
Story
-connotative, dramatize -stasis, stasis upset, stasis restored -compelling characters, surprising plot *most effective in dynamic media uses
Buying
-cost & number of readers aren't everything -effectiveness in reaching
Drawbacks of magazines
-cost: more expensive medium -clutter -long lead time (2-6 months): how long you need when you send advertisement & when it appears. Need ad published in advance. -Difficult to reach large audience segments
Synergy
-creative interaction -verbal-visual synergy: between headline & visuals -media-concept synergy: between choose medium and creative strategy
Pitch
-denotative, reason-why -headline, sub headline, body, close -unusual spokesperson
The Story
-emotive, connotative, dramatize -less logistics, suggests & implies what is good about a product, doesn't state but dramatized (acted out) structure -->beginning: "stasis"->all is well -->Middle: stasis upset, a problem introduced -->end: stasis is restored, problem is dealt with *key message is interwoven in structure
Radio
-kids were important to advertisers -wheaties= first jingle on radio (attracted kids) -advertisers main goal= connect with housewives (cleaners) -soap operas-> because of P&G selling soap for women
High Reach (as a category)
-listen to radio at least once a week = 100% -over 75% listen once a day
Best uses of newspapers
-local retail businesses, reaching the locals. --simple buying process --after buying, decision is made --where to buy? how much?
Magazines: Profile
-low reach, medium frequency, higher cost per impression -reaching adults, upscale, older -a supplemental medium
Media types, visual metaphor, synergy
-media categories for creative work -Key techniques: -->Visual Metaphor --> Verbal- visual synergy --> Media- concept synergy
Media- concept synergy
-medium use/choice expresses the concept --ties in media consuming context --ties in the characteristics of the medium itself ex: nokia-> turn into social
Creative flexibility
-more than a newspaper does -multiple layouts, so much fun, not restricted -paper, color, samples -scratch and sniff
Categories: Network
-new shows -national advertisers buy time from national network -network sends to all network affiliates to show
Categories: Spot
-new shows -national or local advertisers -buy from individual local stations; shown only on those stations
Verification (how do we know this many users saw the ad?)
-no single group or industry that collects the data- independently selling the media space -advertisers have to work closely with companies and take their word to verify their figures -rely on self-reporting (ex: put an ad on amazon, amazon is responsible for recording activity)
Solution -> enhanced tarketing
-non subscriber supplements -free issues delivered to non subscribers -sections and special inserts -zoned editions, based on zip codes
Effective Advertising
-requires clear insight into the target (or largest) market -very focused & accurate key message, the one thing you want people to understand after seeing your advertisement ^Both the start, middle= creative concept -Conclude with memorable, ethical executions, sticks in people's minds
Categories: Syndication
-reruns or non-network programming -national or local advertisers -buy from individual local stations
High credibility
-seen as most effective medium in providing knowledge and usable ideas -carries over into the way we see an ad -1/2 see ads as more credible than stories -2/3 bought products as advertised= effectiveness -higher credibility than Tv, Radio, etc
Strengths of magazines
-segmenting markets-> targeting lots of different interests (skiing, celebrities, krumping) -long life = boost reach and frequency per issue -strong visuals
Media categories for creative work
-static dynamic -immersive -key challenges for static media: convey messages instantly
Relative Surprise
-where the "insight" comes in -relevant (has to remind target market of what it already knows) -Surprising: has to say something that is NOT already known -^need both relevant & surprising for a good ad, if you only have one=bad ad -If only relevant: information, but not memorable ex: Palmers coco butter -If only surprising: catches attention but not memorable, ex: mountain dew -EX (good ex): trek racing bicycles-> current view: helps athletes ride harder & faster->surprise: train less (bike is so efficient, you can rest more)
Verbal-visual synergy
-women grow stronger through challenges as a marine -"you can go anywhere if you've got the right makeup" -creative interaction between headlines and visuals: combination achieves more than each separately -Synergy, not redundancy -what to wear when shopping for cigarettes -creative interaction: sound and images (ex apple commercial) or music and images or dialog and images (ex: starbucks- get together)
Cost-effectiveness of all buys
1) $ per GRP= (total cost of radio buys/GRPs delivered by radio buys) 2) $ per GI= (total cost of radio buys/GI delivered by Radio buys)
Campaign choices
1) Boost reach: National tv, prime time. November. 2) Boost frequency: Spread across days, networks, shows, times 3) Maximize cost-efficiency: deliver the key market segment
Buying Process for radio: Choose Platform
1) Choose Platform: AM or FM AM: -20% of audience -older demographic -news, talk, nostalgia -sound quality is okay -large signal area (signal bends & reflects)
Buying Process for radio: Choose Platform
1) Choose Platform: AM or FM FM: -80% of audience -younger demographic -music -superior sound -small signal area (signal line-of-sight)
Categories of newspapers:
1) Classified: most profitable 2) Display: primarily used by local businesses, can be supplemental for national campaign 3) Co-op: partnership between local retailer & national advertiser. Local merchants, lower costs. National companies, extend reach.
Stages in which to use creative research (used & engaged at all stages)
1) Development of creative strategy 2) Development of executions (approaches to ads) 3) Pretesting executions 4)Evaluating campaign (after release, to see effectiveness)
Forms of Use of producer- led (internet, html, etc): Email Marketing
1) Email marketing (SPAM, junk mail) -cheap -intrusive, disliked -78% of all email is SPAM -email would be so much more efficient if it weren't so much spam -google search is relevant & unobtrusive
Video Production: making video ads, ads & representation, & turn back toward creative staging
1) Making video ads: creatives (script/storyboard), outside production company: everything else 2) Ads & representation: represent fantasy as realistically as possible. -->Analog: film editing, prosthetics, animation -->Digital: CGI, morphing, time-slice, motion tracking 3) Turn back toward creative staging (EX: old spice commercial, no CGI involved)
Newest Departments:
1) Producer-led paradigm uses: -iAds: interactive pop up advertisements -QR (quick response) codes: a link to more content (watermelon->label->scan on phone) 2) Micro-Location: -Locals: smart phones, iBeacon, lead to specific sales in stores & coupons
Forms of use of consumer led:
1) Viral campaigns: -a way in which a campaign is distributed -spread via email, texting, word of mouth, FB -Media costs=$0, everyone is doing it for you -Greatest viral hit: BlendTec's "Will it blend?" (since 2006, 145 clips)
Buying Process for radio: Choose Format
2) Choose Format -Format= continuous show -Most popular radio formats: --> Country= 2,000 --> Adult contemporary= 1,500 --> Talk= 1,300
Forms of Use (internet, html, etc): Paid Search
2) Paid Search -google built this empire (ex: google with search term) -make money from search results -sells ability to associate on search engine terms -bid on search term like an auction -pay for only as many people that click on the link (google counts) -BP in 2010 oil spill spent $1 million on search terms-> 5 million impressions -ads at top of search page are relevant and unobtrusive, doesn't get in your way, you can ignore them but they also may help -Amazon spent a lot of money on this, owning the industry in that sense.
Forms of use of consumer led:
2) User advertising media: -a form of viral campaigns -Swedish Doctors of the World delivering messages through smartphones -Face recognition (Nike "Free Face" campaign, "free" shoes: ultra flexible & comfortable, webcam=bending & twisting a shoe with your face
Rate structure
3 factors: 1) how often 2) how much 3) how picky: where the ad appears
Forms of Use (internet, html, etc): Online display ads (& pop ups)
3) Online display ads & pop ups: -print or video -tailored to user via IP address --> get IP and get location-> get weather to show what jacket to wear for that weather
Forms of use of consumer led:
3) User commercials -Possible with video through YouTube -Contests (Doritos: "crash the super bowl")
Forms of Use (internet, html, etc): Augmented Reality (AR)
4) Augmented Reality (AR) -printed template ("smart grid in your hands"
Buying Process for radio: Ratings
4) Ratings: pick relevant population boundaries -Metro Survey Area (MSA): central city & immediately surrounding counties, highest concentration of listeners -Total Survey Area (TSA): MSA plus more distant surrounding counties
Forms of use of consumer led:
4) Social Media -FB, twitter; allow people to post & generate material & more -a user-created market -1st step of campaign-> create the market. For social media, the users are the ones that do it, not the advertisers. -Social fan bases-> starbucks, 12.7 million FB fans. Coke, 10.7 million FB fans. $0 media cost -->242,000 unique visits to website where you pay for all of it. You get so much more thru FB for free -Liking-> online shopping, product awareness -Twitter-> followers as a fan base. Paying one person to post on twitter & having people see it. (merge this with other forms of media, like out of home media (ex: OOH Canada)- interactive mural
Forms of Use (internet, html, etc): Webisodes
5) Series of Webisodes: (television shows on the web) -Inexpensive on internet (30 min show on broadcast ($$$), 30 min show on internet ($)) -$100,000 to $1 million -Ex: Ikea "easy to assemble"-> webisode series about trials working at IKEA, wraps brand messages within -EX: "In Gayle We Trust" by American Family Insurance -EX: "Buppies" by Proctor and Gamble -Delivering one way messages in a distinct way
Forms of Use (internet, html, etc): Digital Sculptural Media
6) Digital Sculptural Media -Live spectacular/performances
Prime-time shows
All shows were prime-time (M-F 8-11PM), genre and ratings weren't important
Moving images & advertising
Ads & representation -Advertising as a mix: info about real products and services, dreams about why they're desirable -Realism and fantasy
Television: beginnings
Advertising paid for TV in the beginning -Owned TV shows -Influenced-> fixed quiz shows -Quiz show how scandal affected advertising-> networks took over (1950s)
Evaluating digital: Limitations
Limitations: -Uncertainty since its still really new
Verification:
Arbitron, Inc.: gather data about radio -Listener diaries in 300 local markets (time started listening to time stopped) -portable people meter (PPM): mobile devices worn by listeners that detects what station they are listening to and for how long (detects frequency of radio station listening to) -RADAR: diaries/PPM for national ratings
Market Research (involuntary)
Cookies (involuntary*) -data placed on your computer by a website or web service, tracks your activity -identifies uniquely, like an IP address -tracks page views, visits, usage -*can delete or remove them
In the middle of effective advertising
Creative concept is what happens in the middle -a bridge, linking the strategy (insight & message) to the execution (ad) -a path, to get from one place to another -this is how concepts work -it is a creative way of saying what strategy is saying (the key message) --*HOW you say it matters --*Focused, evocative --* relevant surprise
Central Role
Creative research->advertising campaigns -Intuition & expertise recognized more than it used to be
Process
Creative team: brainstorm, find one idea, connecting with the boss. Present internally: to creative director, then present to client EX: "Got milk?"-> didn't take effort, very strong, success on first try. Every process is different EX: Harry Rosen- clothes shopping-> trash & revamp
Script vs. finished ad
Creative team: script and storyboard -dialog -major scenes -suggested camera shots and transitions, if crucial -music, if crucial
Market Research (involuntary)
Data collected from web activity of IP address (involuntary*) -page view (when requested, how long they were on a page, etc) -visit (string of requests, what site they came from, where they went) -geographical location can be obtained from the IP
Convergent Campaigns
Digital used in conjunction with other media (digital is most effective when twitter is combined with other media) -EX: Sony Ericsson (Winter 2012)- 4 day campaign in Sweden. Combined digital with OOH. Strategic Choices-> selling through benefit. -EX: Old Spice (Summer 2010)- how to capitalize-"Response Campaign": Solid 3 days in a hotel room, sent out twitter, youtube requests for questions for the old spice guy. Take in all the questions, pick some & respond to them in video. Day 1: 11 hrs, 87 short videos (1 every 7 mins), HUGE success. TV-spot views on web: 34.7 mil. 40 mil views after 1st day, 1.4 bill impressions after 3 days.
Evocative
Ex: Xbox "Halo Reach"-> video game scenario-> the planet reach invaded, huge losses. EX: MasterCard-> current brand image: generic card. Desired brand image: one I feel good using.->target marker: good revolvers, aspire to lead rich lives, key message: MC helps you buy things that are important to you. Concept: the best way to pay for everything that matters (says key message in a more sharp way)
Creative Research: High Stakes
High Stakes: -millions of revenues for client (client counting on YOU) -High cost of TV ads (to make commercials & buy space -EX: Reebok & Terry Tate (How did they come up with that?)
Nov-Dec campaign
Holiday shopping and cold weather; *period of highest viewership
Characters, plot
Key techniques for stories: -real, plausible character. don't have REAL people (a pickle, a car, a truck) they have to make sense in context of story (real & plausible) -plot with surprise at end *particularly effective with dynamic media (really surprise people at the end)
Buying for radio
Multi-step process: general choices, then specific choices 1) Choose Platform 2) Choose format 3) Choose daypart 4) Ratings
Best Uses of TV
National campaign addressing large markets -Brand message -Positioning-> side-by-side demos
Verification
Nielsen ratings -Collect information on TV -People meter attached to main TV Nielsen Station Index (locate TV ratings) -Local-television watching -Meters and user diaries
Script vs. finished ad
Outside production company: moving image professionals that collaborate with the creative team -Casting -Blocking: where actors and actresses move & where the camera is -Direction -Specific camera shots -Editing -Post production
Program Demographics
Primary demographics for all shows were female (adult)
Producer-led paradigm uses (Using it for effective advertising media)
Producer led use: one way message deliver. similar to other ads ( radio ads, magazine ads, etc)
Measure of reach for individual stations
Rating (size): -15 mins= AQH rating -Long period = Cume rating Share (popularity): -15 mins= AQH share -Long period= N/A
Scheduling & buying: Segment by daypart
Segment by Daypart -content sites (not email and research) -largest audience: daytime - (<18 years): most active online in the evening and weekend "homework" -largest at work: 10-noon on weekdays (lunch plans) -Segmenting during certain times of the day
Scheduling & buying: Segment by platform (medium)
Segment by Platform: -very few use tablet, desktop or mobile at 3AM -peak usage on desktop at 3PM (mostly used at workplaces) -peak usage on tablets at 9PM (personal consumer) -peak usage on mobile at 11PM
Evaluating digital: Strengths
Strengths: -Relatively low cost precise pricing (know exact # of people) -Engaging (when done well) -Timely-> adjust on instant notice-> code (easy to make changes) -Segmentation-> much further than tv & newspaper can
Categorizing Media
Typical categories: -magazines, newspapers, radio, tv, outdoor, internet, etc
Market Research (voluntary)
Voluntary -survey responses, user accounts, correlate my name and email address with all the data collected with my IP address, reveals myself even further. -Facebook*
Buying Process for radio: Choose Daypart (couple hours in a day)
When ads are heard: *Determines reach & segments -Morning drive time (7-10AM): talk/news -Midday (10AM-3PM): station format -Afternoon drive time (3-7PM): talk/news -Evenings (7PM-12AM): station format -Overnight (12-6AM): station format
Consumer-Led uses
Whole other side of communication 1) Web 2.0: web as a means of interaction, not just delivery. 1999, a switch in thinking- not screenfuls of text and graphics but means of transport, both ways. Enabling convergence of different media 2) GPS (global positioning system): Pins location, keeps precise measurement of time. 16 satellites, triangulate position between three satellites. Pair it with WIFI, so many kinds of mobile applications (mobile web) 3) Smart Phones: combines telephony, video/audio, computer, etc. Opens up two way communication
Creative value of writing->how to tell stories
Writing done well can: -make clear the relevant surprise -explain features/benefits -entertain, make memorable