Week of 10/28

Advertising and Promotional (Media) Tactics

OVERVIEW:

•4 major sections: Print, Electronic, OOH, Promotional items•Advertising is more of public than personal media, but....•Most expensive of all categories of tactics

Week of 10/28

Advertising and Promotional (Media) TacticsPrint

•Includes: magazines, newspapers, directory•Magazine:

Key Terms:‣ROB- Run of book; ad placed anywhere in the publication, price is lower‣Color- can be 4 color or 2 color or B&W

-color can “bleed”‣Size- usually FP, 1/2p, 1/4p, 1/8p, 2pgSpread, spread

-Ex: “FP 4C no bleed, FOB”‣Ad Insert- coupons, postcards....inserts (premium costs)‣Advertorial- Special advertising section set up to look like part of the editorial content of the magazine

-must be marked: “advertorial” or “special advertising section” ‣Editorial Calendars- provide insight on the overall general direction of the editorial for each issue‣Closings Dates-

-Space- the last date to order space in the publication (order the size, color, etc.)-Materials- the last date to send creative to fill the space that was reserved (deliver what was ordered)

๏Can get extensions on these but you have to ask, don’t assume‣Remnants- left over space that is sometimes sold at discount rates to advertisers at the last minute.

Typically national publications but can be purchased on a regional level or other special audiences

‣MNISRDS.com- great resource for media information, including print rates

Week of 10/28

Advertising and Promotional (Media) Tactics

•Newspaper:•Display ads or classified ads

•inserts are separate and priced separatelyKey Terms:

‣ROP- Run of press/paper; ad placed anywhere in the publication, price is lower‣Color- can be 4 color, 2 color, B&W

-color can “bleed”‣Size- column inches (used to calculate prices)

-Ex: “2C x 15 FC Sports”‣Closings Dates-

-Space- the last date to order space in the publication (order the size, color, etc.)-Materials- the last date to send creative to fill the space that was reserved (deliver what was ordered)

๏Can get extensions on these but you have to ask, don’t assume‣Remnants- left over space that is sometimes sold at discount rates to advertisers at the last minute.

Week of 10/28

Advertising and Promotional (Media) TacticsElectronic Media(television, radio, digital)

•Television•Typically includes cable and networks•Can buy as network and local spot

•Network- national •Local spot- by markets/DMAs

•210 Total DMAs in the US (2013-2014 DMA Rankings)•Purchased by program via time (Th 8p-9p) on each network/station by demo

Key Info:‣Length- :60, :30, :15, :10, :05 (bbs)

‣Standard is :30‣Daypart- Time of day

-EM, D, EF, EN, A, P, LN, LF, OV-ROT- Rotator

‣Measurement- GRPs= Gross Ratings Points (aka TRPs), Reach and Frequency-Nielsen largest provider of ratings data

‣Deadlines--Space- can always order if there is inventory, rates adjust by demand on inventory-Traffic- the last date to send creative to fill the space that was reserved (deliver what was ordered)

๏Can get extensions on these but you have to ask, don’t assume๏Typically by noon the Thursday or Friday before the start of the campaign

‣Weeks start on a Monday. Broadcast calendar is different from the traditional calendar. Weeks complete the week doesn’t end at the end of a month if in the middle of the week.‣Cable systems are identified through numbers vs. call letters for stations; System or Syscode 1234/

‣Resource: http://www.thecab.tv/main/resources/netprofiles/index.shtml

Week of 10/28

Advertising and Promotional (Media) TacticsElectronic Media

(television, radio, digital)

•Television•Product placement and integration

Key Info:‣Product Placement-

‣paying to include a branded item in a scene in a program or show; more of a prop‣PQ Media is a measurement company that evaluates, tracks and estimates placements, most times when you see brands featured, the company has paid to make it so, thus eliminating competition

‣Product Integration--The brand pays to be woven within the context or story of a show, movie, video game, music videos, etc.; more of an inclusion into a character’s story line or activities; Think a brand being included in an Apprentice challenge on the show or

Week of 10/28

Advertising and Promotional (Media) TacticsElectronic Media(television, radio, digital)

•Radio•Typically only purchased as spot, there are national programs that can be purchased

•274 Total MSAs in the US (2013-2014 MSA Rankings)•A market/DMA can have several MSAs/radio markets within it

•Purchased by daypart on each network/station by demoKey Info:

‣Length- :60, :30, :15, :10, :05 (bbs)‣Standard is :60

‣Daypart- Time of day-AMD, MD, PMD, EV, WK-ROS- Rotator (Run of station)

‣Measurement- GRPs= Gross Ratings Points (aka TRPs), Reach and Frequency-Arbitron largest provider of ratings data

‣Deadlines--Space- can always order if there is inventory, rates adjust by demand on inventory-Traffic- the last date to send creative to fill the space that was reserved (deliver what was ordered)

๏Can get extensions on these but you have to ask, don’t assume๏Typically by noon the Thursday or Friday before the start of the campaign

‣Weeks start on a Monday. Broadcast calendar is different from the traditional calendar. Weeks complete the week doesn’t end at the end of a month if in the middle of the week.

Week of 10/28

Thought of the Day:

“One of the most important keys to success is having the discipline to do what you know you should do, even when you don’t feel like doing it.”

― Unknown