Aperture in advertising · Aperture in advertising J201: Introduction to Mass Communication March 15, 2017 Professor Chris Wells ... (Media strategy) ... One “ratings point” =

Aperture in advertisingJ201: Introduction to Mass Communication

March 15, 2017

Professor Chris Wellscfwells@wisc.edu | @cfwells201.journalism.wisc.edu

5-STEP STRATEGIC THINKING

Research the landscape—last week

Define goals—Monday, March 16

Develop strategies and tacticsExecute campaignEvaluate results

What do you do with all those great insights about

your market and audience?

STRATEGIC SUCCESS

Reaching the right target at the right time in the right place with the right message

By good research and clear goal-setting we have selected the “right target”

With great creative, we have the right message for that audience

Now it’s time for right time… right place… (Media strategy)

RIGHT TIME AND RIGHT PLACE

Referred to as “aperture”

Image: http://howtophotographyourlife.com/wp-content/uploads/2011/11/depth-of-field-monkeys-fstops.jpg

“RIGHT TIME”

When are people going to be in the mood for your product?

Considerations

Time of day(Especially good for impulse purchases)

TIME OF DAY

“RIGHT TIME”

When are people going to be in the mood for your product?

Considerations

Time of day

(Especially good for impulse purchases)

Seasonal

“RIGHT TIME”

When are people going to be in the mood for your product?

Considerations

Time of day

(Especially good for impulse purchases)

Seasonal

Special events

“RIGHT TIME”

When are people going to be in the mood for your product?

Considerations

Time of day

(Especially good for impulse purchases)

Seasonal

Special events

Associated content

CONTENT CONSIDERATIONS

OTHER AD CONSIDERATIONS

“RIGHT PLACE”

What is the right place for your message?

First of all, it has to hit your target

So knowing what your target watches is key

àJob of the “media buyer”

CONSIDERATIONS IN MEDIA BUYING

What outlet best reaches your audience?

•Size of outlet’s audience•Size of your target within that audience

What medium best conveys the message?

•Characteristics of different media

HOW TO MEASURE AUDIENCES

Nielsen ratings

Any Nielsen households?

Originally: “diary method”

•Television watchers kept a log

Set meters

•Automated logging system

RATINGS AND SHARES

Rating

•Pct. of households with a TV tuned in to a particular program

One “ratings point” =

• 1% of all households with a TV• In 2013, 1.16 million = 1 ratings point

Share

•Pct. of households with TV on tuned in to a particular program

NOTE!

Most media buyers would not use generic ratings/shares, but ratings/shares for a specific demographic

Often this is for a particular age group

LATE NIGHT RATINGShttp://tvbythenumbers.zap2it.com/weekly-ratings/late-night-ratings-march-6-10-2017-late-late-show-rises/

BUT RATINGS ARE A CRUDE MEASURE

Other considerations of media

Reach: how many (ratings and shares)

Frequency: how oftenPersistent or fleeting?

Informational/emotional advantages

Credibility

MEDIA CHARACTERISTICS: PRINT

Newspaper: Visual, low-quality, persistent. High credibility. Good for informational appeals. Low-to-medium selectivity.

Magazine: Visual, glossy, persistent. Medium-to-high credibility. Good for informational and aesthetic appeals. Less so for emotional appeals. Medium selectivity potential.

MEDIA CHARACTERISTICS: BROADCAST

TV: Visual, multi-sensory, fleeting. Good for emotional appeals, impulse purchases and reminder. Less good for informational appeals. Low-to-medium selectivity.

Radio: Auditory, fleeting. Somewhat good for informational appeals. Medium selectivity.

MEDIA CHARACTERISTICS: OUTDOOR

Billboards: Visual, large, fleeting. Good for reminders, short messages, point-of-sale. Low selectivity