ADV 355

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Author:
Anonymous
ID:
133966
Filename:
ADV 355
Updated:
2012-02-09 02:55:21
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advertising
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adv 355
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  1. Commercial Audience Research
    • Records exposure
    • Program Choice
  2. Early Economic Models
    Auidence=Active Consumers
  3. Subsequent Model
    2nd and 3rd choices if your show is not on
  4. Selective Exposure
    • -moods
    • -watch contenct related to your beliefs
  5. Uses & Gratifications
    • Needs create expectations of media
    • active selection process
  6. Audience Factors
    • Geographic: Designated Market Area
    • Audience availability( Practical Limits)
    • Classic individual factor: preferences, moods, awareness of options
    • New Trend: out of home consumption, audience mobility, multitasking
  7. Media Factors
    • Coverage- subscriptions
    • Carriage/clearances
    • Number of options
    • Scheduling
    • New Trends: technologies, repertories, 24/7 coverage, tivo, youtube , google
  8. Types of audience research
    • Applied: copy testing, auditorium testing, ratings research (action)
    • Methodologial: help develop better toolds
    • Academic: develop & test general theories to understand, explain and predict audience behavior
  9. Academic Research Ethics:
    • Beneficial & no harm
    • Integrity: accurate, honest, truthful , no deception
    • Justice: publish your finding
    • Respect: voluntary, anonymity, confidentiality
  10. Commercial Research Ethics- Business
    • Based on contracts
    • Professionalism=reputation
    • No misleading results
    • Disclose possible distortion in the research
    • Maintain confidentiality of the client
  11. Research Ethics
    • No harm or seriosluy misleading respondents
    • Maintain confidentiality
    • Report the sponsor, sampling methods
    • Observe the privacy laws
    • Online Research
  12. Time of Day Television
    • -Primetime 8-11 pm Mon-Sat Sun
    • Daytime 7:30 am- 4:30 pm MOn-Fri
  13. Upfront Market in May
    • Media provide "avails"
    • advertisers buy audience through "best programs"
    • uncertainties & risks
  14. Scatter Markets by Quaters
    • Seasonal products, promotions, unexpected
    • higher prices
    • less risky
  15. Syndication
    production compaines offer/sell their shows to stations through a broadcast network
  16. Barter
    supply programs to stations for free & profit from sellign ad spots
  17. Cash Plus barter
    local stations pay some and keep some ad avails
  18. First Run Syndication (FRS)
    broadcast for the first time as a syndicated show
  19. Off-network syndication
    Rerunning a program after its original run on a network televison through first run syndication
  20. NATPE- National Association of Televison Programmin Executive
    syndications sell their media content to ad spots
  21. Designate Market Areas (DMA)
    • 210 TV
    • 302 Radio Markets
  22. Multiple System Operator (MSO)
    • "Ultra loca" cable systems
    • hard to measure audience size
  23. Banner Ads
    • Leaderboards
    • Skyscrapers
  24. Rich Media Advertising
    • Interactive-roadblocking
    • full page skin
    • roadblock + page skin
  25. Server-centric
    • no need to sample users
    • hits, visitors, IP address, cookies, web bugs
    • accuracy, limitied information
  26. User-centric measurement
    impression, click-through, view through, cost per click (CPC), pay per click (PPC), Return on Investment (ROI)
  27. Market Research Functions
    • Descriptive- trends, product perceptions
    • Diagnostic: marketing impact and product changes
    • Predictive: what will happen, new product development, proactive management
  28. Avoid Marketing Research
    • -lack of resources
    • -results are not useful
    • -too late
    • -support your decision
    • -objective is incertain
    • -cost outweighs benefits
    • -market is too small
  29. Content Testing- Copy Testing
    • Advertising Stimullus Measurement & Assessment Research (ASMAR)
    • -ad effectiveness
    • Cognitive- recall key elements
    • Affective- brand attitudes, liking
    • Conative- pruchase intentions
  30. Entertainment Testing- Content Testing
    • -Concept Tests
    • Storyboards
    • Talent Tests
    • Movie Trailers
    • Music Playlist
    • Pilot Tests
  31. Content Testing- Program Analyzer
    • Continuous ratings of content
    • -physilogical measurement
    • -user evaluations
    • Theater tests
  32. Content Testing- User Centered Design
    • Improve usefulness, easue of use, learnability, likability
    • -Participatory design
    • -Focus Group
    • -Walk-throughs
    • -Expert evaluation
    • -Usability audit
    • -usability testing
  33. AQH- Average Quater Hours
    that one listens to the radio
  34. Cume:
    Average listening per week
  35. Diary vs PPM (Portable Ppl Meter)
    • 12 week surveys, new ppl each week
    • Time Lag
    • Memory Issue
    • Deliberate misrepresentation
    • Literacy requirement
    • Error in complete media environment.
  36. Portable Ppl Meter
    • Multiple media signals
    • Fast turn around
    • No literacy/effort
    • Out of home media use
    • Continous Measurement
  37. Differential Survey Treatments
    • -hard to reach segments of the population
    • -higher cash incentives
    • -enhanced packaging
    • -additional follow-up phone call
  38. AQH Rating
    AQH Persons/Population *100
  39. Cume Persons
    The total number of different persons who tune to a radio station during a certain period of time for at least five minutes
  40. Ratings and Value
    • Ratings dont equal value to stations
    • -advertisers dont value the mediums
    • -ads sell out
    • -sales persons arent effective
    • -Collusion exist among stations
    • -illegal restraint of trade

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