Wk 3

mloi01

clow_imc7_inptt_07.pptx

Home >Business & Finance homework help >Marketing homework help >Wk 3

Integrated Advertising, Promotion, and Marketing Communications

Seventh Edition

Chapter 7

Traditional Media Channels

If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed:

1) MathType Plugin

2) Math Player (free versions available)

3) NVDA Reader (free versions available)

Learning Objectives (1 of 2)

7.1 What is a media strategy?

7.2 What elements and individuals are involved in media planning?

7.3 How do the terms used to describe advertising help the marketing team design effective campaigns?

7.4 What are some of the primary advertising objectives?

7.5 What are the advantages and disadvantages associated with each of the traditional advertising media?

These are the objectives for Chapter 7.

Learning Objectives (2 of 2)

7.6 How can the marketing team use the media mix to increase advertising effectiveness?

7.7 What are the key issues associated with media selection for business-to-business markets?

7.8 What issues are associated with media selection in international markets?

These are the objectives for Chapter 7.

Wonderfilled Oreos

2013 – 100 years

“Celebrate the Kid Inside”

Integrated campaign

Television

Themed events

Social media

Wonderfilled Anthem – Chitty Bang

Making bad things good

To celebrate Oreo’s 100th birthday, the brand’s agency (The Martin Agency) developed a campaign entitled “Wonderfilled Oreos.” While television ads were the central component of the campaign, it also included print, themed events, and social media. The group Chitty Bang performed a special piece called “Wonderfilled Anthem.” The musical television campaign highlighted ads that centered on making bad things good.

Chapter Overview

Nature of media strategy

Media planning

Media buying

Media choices

B-to-B media selection

International media concerns

Chapter 7 presents information about the traditional media channels. The chapter begins with information about the nature of media strategy. Media planning, media buying, and media choices are then discussed. The chapter concludes with material about B-to-B media selection and international media concerns.

Media Strategy

Process of analyzing and choosing media for advertising and promotional campaigns

Media strategy involves analyzing and choosing media for an advertising and promotions campaign. Choosing the best media to speak to potential customers is a challenge. It involves matching a target audience to the media audience of specific programs.

Media Planning

Analysis of target market

Focus on consumer behavior

Understanding purchase process

Study media choices

Listening and viewing habit

Media planning begins with a careful analysis of the target market. It involves understanding the process consumers use in making purchases, the consumer behavior events that guide those choices. It involves studying the media choices the target market makes and understanding their listening and viewing habits. To match the media to the target market requires understanding the target market.

Figure 7.1 Examples of Times Individuals Are Exposed to Advertisements

A favorite wake-up radio station or one that is listened to during the commute to work

A favorite morning news show or newspaper

Trade or business journals that are examined while at work

A radio station that is played during office hours at work

Favorite computer sites that are accessed during work

Favorite magazines that are read during the evening hours

Favorite television shows that are watched during the evening hours

Internet sites that are accessed during leisurely hours

Shopping, dining, and entertainment venues that are frequented

This slide presents examples of when individuals are exposed to advertising. Throughout the entire day a typical consumer is exposed to various forms of advertising in various media.

Figure 7.2 Components of a Media Plan

Marketing analysis

Advertising analysis

Media strategy

Media schedule

Justification and summary

The marketing analysis provides a comprehensive review of the marketing program and where advertising fits into the plan. An advertising analysis states the primary advertising strategy and budget to be used, as well as the advertising objectives. The media strategy spells out the media to be used and the creative considerations. The media schedule notes when ads will appear in individual media vehicles. The media planning concludes with a justification and summary of the media plan.

People Involved in Media Selection

The media planner formulates the media program stating when and where ads will be placed. Media planners work closely with the creative staff, the account executive, account planners, and media buyers. The creative needs to know which media will be used and even the media vehicle as the ad is being prepared. The media buyer takes the media plan and purchases the actual space and time.

Media Planner (1 of 2)

The media planner needs to understand the characteristics of the target audience. Those characteristics then need to be matched with media audience characteristics. Ads are more likely to be noticed and have an effect if they are placed on media and on programs that are watched or viewed by the target audience. A target market that likes sports should be matched with programs about sports.

Media Planner (2 of 2)

An ad for JD Bank targeted to farmers and individuals with acreage who may need a tractor.

The media planner’s responsibility is to match the target market for this ad to print publications that have a similar target audience.

Media Buyers

Purchase space and negotiate rates

Placement important consideration

Little connection between agency size and price

Spot ad – one time placement

Effectiveness related to

Quality of media choices

Creativity

Financial stewardship

Agency’s culture and track record

Relationship with media reps

Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyer’s responsibility to ensure a good location for ads. Research has shown there is little connection between the size of the agency and the price negotiated. Being a large agency does not guarantee lower prices. A spot ad is a one-time placement of an advertisement. The rates are negotiated individually with television stations, so prices vary considerably. The effectiveness of media buyers is determined by the quality of the media choice, the creativity of the media buyer in negotiating and placing ads, financial stewardship of the buyer, the agency’s culture and track record in buying media, and in the relationships the media buyer develops with the media reps.

Advertising Terminology (1 of 3)

Reach

Number in target audience exposed

Typically 4-week period

Frequency

Average number of exposures

Opportunities to see (OTS)

Cumulative exposures

Placements x frequency

Gross rating points (GRPs)

Measures impact of intensity of media plan

Vehicle rating x OTS (number of insertions)

Reach represents the number of people, households, or businesses in a target audience that are exposed to a media vehicle or message schedule at least once during a specified time period, which is usually four weeks. Frequency is the average number of times an individual, household, or business is exposed to a particular advertisement within a specified time period, again usually within four weeks. Opportunities to see (OTS) refer to the cumulative exposures achieved in a given time period. A brand that places three ads on a television show that is televised weekly will produce 12 OTS (3 shows x 4 weeks). Gross rating points (GRPs) measure the impact or intensity of a media plan. Gross rating points are calculated by multiplying a vehicle’s rating by the OTS.

Advertising Terminology (2 of 3)

Costs

Cost per thousand (CPM)

CPM allows for cost comparisons

Ratings and Cost per Rating Point (CPRP)

Ratings measure percent of target market exposed by medium

CPRP allows for comparisons across media

Cost of media buy/vehicle’s rating

Weighted CPM

Cost for media is often per one thousand (CPM), which allows for easy comparisons across vehicles and even media. Ratings measure the percent of a target market that is exposed to a medium. Cost per rating point allows for comparisons across media. It is calculated by dividing the cost of the media buy by the vehicle’s rating. An alternative is to use the weighted (or demographic) CPM, which is calculated by multiplying the cost of the media buy by 1,000, then dividing by the actual audience reached. Continuity refers to the exposure pattern or schedule used in the campaign. A continuous campaign uses media in a steady stream throughout the entire campaign. Pulsating has expenditures throughout the entire campaign, but will also have bursts when extra spending occurs. Flighting (or discontinuous) spends money on media at different times during the campaign and none at other times. Gross impressions represent the total exposures of an audience to an advertisement. If an ad was shown four times on a television show with an audience of 2 million people, then the total gross impressions would be 8 million.

Advertising Terminology (3 of 3)

Continuity

Continuous campaign

Pulsating campaign

Flighting (or discontinuous) campaign

Impressions

Gross impressions – total audience exposed to ad

Figure 7.4 Hypothetical Media Information for Select Magazines

Publication	4C Base Rate	Total Paid and Verified Circulation	CPM	Target Market (20 million) Percent of Readers Fit Target Market	Target Market (20 million) Number of Readers Fit Target Market	Target Market (20 million) Rating (Reach)	Target Market (20 million) Cost per Rating Point (CPRP)
Better Homes and Gardens	$506,380	7,648,600	$66.21	13.51%	1,033,000	5.2	$98,041
Glamour	$219,190	2,320,325	$94.47	24.65%	572,000	2.9	$76,640
Good Housekeeping	$387,055	4,652,904	$83.19	10.81%	503,000	2.5	$153,899
National Geographic	$225,455	4,495,931	$50.15	26.96%	1,212,000	6.1	$37,204
Reader's Digest	$185,300	7,114,955	$26.04	18.62%	1,325,000	6.6	$27,970
Southern Living	$198,800	2,855,973	$69.61	10.57%	302,000	1.5	$131,656
Sports Illustrated	$392,800	3,201,524	$122.69	16.77%	537,000	2.7	$146,294
TIME	$320,100	3,376,226	$94.81	18.60%	628,000	3.1	$101,943

This table provides hypothetical media information for select magazines. The CPM is calculated by dividing the cost by the total readership then multiplying by 1,000. For this example, the target market consists of 20 million. The fifth column identifies the percent of the readership that fits the target market. For example, 13.51% of Glamour’s readership fits the target market of this product. The next column is the 13.51% times the total readership for Glamour, which means 2.48 million readers of Glamour fit the target audience for this product. The rating (reach) is the number of readers who fit the target market divided by the total market (20 million). For Glamour the 2.48 million was divided by 20 million yielding a reach of 12.4, or 12.4%. Thus, 12.4% of the target market reads Glamour. The cost per rating point is the cost of the ad divided by the rating. For Glamour, it is $842,658/12.4.

Figure 7.5 Calculating Weighted CPM

Publication	4C Base Rate	Total Paid and Verified Circulation	CPM	Target Market (20 million) Percent of Readers Fit Target Market	Target Market (20 million) Number of Readers Fit Target Market	Target Market (20 million) Weighted (Demographic) CPM
Better Homes and Gardens	$506,380	7,648,600	$66.21	13.51%	1,033,000	$490.20
Glamour	$219,190	2,320,325	$94.47	24.65%	572,000	$383.20
Good Housekeeping	$387,055	4,652,904	$83.19	10.81%	503,000	$769.49
National Geographic	$225,455	4,495,931	$50.15	26.96%	1,212,000	$186.02
Reader's Digest	$185,300	7,114,955	$26.04	18.62%	1,325,000	$139.85
Southern Living	$198,800	2,855,973	$69.61	10.57%	302,000	$658.28
Sports Illustrated	$392,800	3,201,524	$122.69	16.77%	537,000	$731.47

This table shows the weighted CPM, which is the advertising costs multiplied by 1,000 then divided by the actual audience reached. So for Better Homes & Gardens, it is ($506,380*1000) / 1,033,000.

Achieving Advertising Objectives (1 of 3)

Three-Exposure Hypothesis

Herbert Krugman

Minimum of 3 exposures to be effective

Intrusion value

Recency Theory

Clutter, 3 exposures not enough

Selective attention and focus

Pay attention only to certain ads

One ad exposure may be enough

Requires continuous advertising

Increase exposure through adding reach

The three-exposure hypothesis was introduced by Herbert Krugman. The hypothesis states that it takes at least three exposures to an ad for it to have an affect. It also is based on the idea that advertising has intrusion value, that is viewers will pay attention to an ad even if they don’t want to. Most advertisers feel three exposures are not enough and that advertising today does not always display intrusion value. Consumers have selective attention and focus. They pay attention to only certain ads. According to recency theory, one ad exposure may be enough if the person has an interest in that product or for some other reason pays attention to the ad. Recency theory suggests advertising needs to be continuous since most of the time ads are ignored. According to recency theory, increasing exposure through adding reach is more important than adding frequency.

Achieving Advertising Objectives (2 of 3)

Effective reach and frequency

What percent of audience must be exposed?

How many times must audience be exposed?

Too few ads – not effective

Too many ads – wasted resources

Size and placement of ads

Number and type of media

Computer models to optimize schedule

Effective reach is the percent of the audience that must be exposed to an advertisement to achieve a specific objective. Effective frequency is the number of times an audience must be exposed to an advertisement to achieve a specific objective. If there are too few ads or reach is too low, then the campaign is not effective. If the ads are seen too many times, then resources are being wasted. The size and placement of ads impact exposure and impact effective reach and effective frequency. The number and type of media also impact effectiveness. Advertisers today have computer models that will help them optimize media schedules.

Achieving Advertising Objectives (3 of 3)

Brand recognition

Emphasis on visual product presentation

Recognize brand

Brand recall

Frequency more important than reach

Repetition important

To achieve a high level of brand recognition, advertisers want to focus on visual presentation of the product. The goal is for viewers to recognize the ad, the product, and the brand when they are shown the ad. The brand name does not have to be recalled. If advertisers want to increase recall, then the brand does need to be part of the evoked set and in the person’s long-term memory. Frequency is more important than reach in enhancing recall. The more they hear the brand name, repetition, the more likely it will be remembered.

Figure 7.6 Brand Recognition Versus Brand Recall

Objective	Brand Recognition	Brand Recall
Goal	Create/strengthen mental linkages	Place brand in evoked set
Method	Increase reach	Increase frequency (repetitions)
Best media	Television	Television
Blank	Outdoor	Radio
Blank	Magazines	Newspapers
Blank	Internet	Internet
Blank	Direct mail	Blank

This table provides a summary of the differences between brand recognition and brand recall. For brand recognition, the goal is to create or strengthen mental linkages in the cognitive maps of individuals. Increasing reach works best. For brand recall, the goal is to make the brand part of the evoked set of consumers and that is best done through repetition, increasing frequency.

Figure 7.7 Television Advertising

Advantages	Disadvantages
High reach High frequency potential Low cost per contact High intrusion value Quality creative opportunities Segmentation through cable	High level of clutter Low recall due to clutter Channel surfing during ads DVRs skipping ads Short amount of copy High cost per ad

Television for many years had the reputation of being the glamour advertising medium. To some, TV still remains the best medium. But, its luster has faded for many products. A survey by Nielsen notes that the average consumer watches 31 hours of TV per week. This table summarizes the advantages and disadvantages of TV. It can reach a large audience at a relatively low cost per contact, but that overall cost is high for many brands. Clutter is the number one problem facing TV. Channel surfing and shifting to other media are also concerns.

Nielsen Ratings

In the United States, the total number of households with television sets is approximately 109.7 million. To calculate the rating of an TV episode, if the number of households tuned to the show was 17.8 million, then the rating would be:

Next, if the advertiser were interested in the percentage of households that actually were watching television at that hour, the program’s share could be calculated. If 71 million of the 109.7 million households had a television turned on during the hour in which the show aired, the share would be:

The cost of TV ads is still determined by Nielsen TV ratings. The ratings are calculated by dividing the number of households watching a program by the total number of households, which in the U.S. is now about 109.7 million. The share is the number of households watching the program divided by the number of households with the TV turned on.

C3 Ratings

Rating for actual commercial time slot

Rating plus viewing within 3 days

Now used for advertising rates

Calculated for all ads within a pod

Criticism – ads within pod not equal

First position – 28% higher awareness

On Demand C3

The commercial C3 rating is for actual commercial time plus any viewing within three days after the original ad runs. The C3 rating is now used to determine advertising rates. It is calculated by averaging the viewing of commercials within a pod. Critics assert that not all ads within a pod are viewed equally. For instance, the first slot has a 28% higher awareness level. Nielsen plans to extend C3 rating to “On Demand C3” which will produce a rating for each commercial.

Figure 7.8 Cost of 30-Second Ad Based on C-3 Ratings

American Idol	$467,617
Sunday Night Football	$415,000
Glee	$272,694
Family Guy	$259,289
The Simpsons	$253,170
House	$226,180
Grey’s Anatomy	$222,113
The Office	$213,617
Desperate Housewives	$210,064

Source: Adapted from Brian Steinberg, “Simon Who? Idol Spots Still Pricest in Prime Time,” Advertising Age, October 18, 2010, http://adage.com/pring/146495.

This table shows the costs of 30-second spots on various TV shows.

Ratings Provider

AC Nielsen

DMAs

Demographic information

Nielsen Media Research

Starch INRA

Mediamark Research

Burke Marketing Research

The primary provider of ratings is AC Nielsen. In addition to national ratings, Nielsen provides ratings for DMAs. Data is gathered through diaries, audience meters, and people meters. Demographic data can be obtained from agencies such as Nielsen Media Research, Starch INRA, Mediamark Research, and Burke Marketing Research.

Local and Regional Television Advertising

Excellent for local and regional companies

National brands – spot TV ads

75% national time sold during sweeps week

Can generate higher GRPs at lower costs

Local and regional television is excellent for local and regional companies. National brands can advertise on these stations by purchasing spot TV space. About 75% of national time slots are sold during sweeps week. By selecting local channels to supplement the national time, companies can generate higher GRPs at a lower cost.

Dynamic Advertising

TV networks, cable, satellite

Utilize subscriber information

Target ads to specific subscribers

Based on specific criteria

Based on location

Dynamic advertising allows a company, such as DirecTV or Comcast, to obtain subscriber information from marketing research firms and combine it with the company’s data to send targeted ads to subscribers that meet specific criteria and live in targeted areas.

Social Media and Television

Trends for consumers

Less time watching television

More time online

High social media users watch more TV

75% consumers multi-task watching TV

Bluefin Labs – online buzz and TV shows

Consumers are spending more time online and less time watching television. But for high social media users, the time spent watching TV is actually higher. Deloitte Research found that 75% of consumers multi-task while watching TV – 42% online, 29% talking on phones, and 26% sending text messages. Bluefin Labs found a connection between online buzz about brands and television shows being watched.

YouTube and Television

Television ads posted on YouTube

Simultaneous rollout (in-stream)

YouTube pre-rollout

Super Bowl – teaser ads

Result in higher recall

200% higher recall for both TV and YouTube

150% higher recall YouTube only

Many companies are now posting TV ads on YouTube. Some are posted simultaneously, others are pre-rolled on YouTube, especially during the Super Bowl. Research shows recall higher – 200% of viewing on both YouTube and TV and 150% higher for YouTube only. More than 3 billion consumers watch YouTube daily.

Super Bowl Advertising

Biggest advertising event of year

110 million plus viewers

Brand building opportunity

Many Super Bowl ads pre-roll in social media

Teaser ads

Extended ad with additional information

Immediate feedback

Monitor social buzz

The Super Bowl is the biggest advertising event of the year with many of the 110 million plus viewers watching the game to see the ads. In the past, ads were kept secret until the Super Bowl. Now, many ads are pre-rolled through social media, YouTube, and Facebook. Teaser ads are often used but sometimes extended ads with additional content and information are used. Social media allows for immediate feedback and monitoring of social buzz.

Figure 7.9 Radio Advertising

Advantages	Disadvantages
Recall promoted Narrower target markets Ad music can match audience High segmentation potential Flexibility in making ads Modify ad to local conditions Intimacy with DJs Mobile – listen anywhere Creative opportunities with sound and music	Short exposure time Low attention Difficult to reach national audiences Target duplication with several stations using the same format Information overload

Approximately 80% of Americans still listen to radio. Radio still reaches about 93% of Americans. Radio is especially important for smaller, local businesses. This table identifies the advantages and disadvantages of radio. Audiences can be segmented based on station format, and many listeners form an attachment to DJs. The major problem is short exposure and low attention. Radio is often used as background music.

Figure 7.10 Expenditures on Out-of-Home Advertising

Source: Adapted from “Outdoor Advertising Expenditures, 2009 January-June,” TNS Media Intelligence/CMR OAAA, September 2009.

Services and amusements are the big spenders on outdoor advertising. The next largest category is transportation, hotels, and resorts.

Figure 7.11 Out-of-home Advertising

Advantages	Disadvantages
Select key geographic areas Accessible for local ads Low cost per impression Broad reach High frequency on major commuter routes Large visuals possible Digital capabilities	Short exposure time Brief messages Little segmentation possible Clutter

Out-of-home media is more than just billboards. It includes signs on cabs, buses, park benches, fences of stadiums and arenas, and even a blimp flying over a major event. Advances in technology have dramatically changed out-of-home advertising. This table shows the advantages and disadvantages. Out-of-home has the advantage of geographic selectivity and is excellent for local ads, broad reach, and a low cost per impression. The problem is a very short exposure time, especially for highway billboards, so the message has to be extremely brief.

Out-of-Home Advertising (1 of 3)

First outdoor billboard for Unleashed Indoor Dog Parks

Pink Jacket Creative designed a unique series of billboards for a client, Unleashed Dog Parks. This was the first of the series and was up first. Individuals passing by in their cars would at first think the sign was not finished and that the company would finish it the next day. But, it stayed this way for some time.

Out-of-Home Advertising (2 of 3)

Second outdoor billboard for Unleashed Indoor Dog Parks

This was the second billboard in the series by Pink Jacket Creative for Unleashed Indoor Dog Parks. The dog has the leash coming off and has moved to the center of the billboard and part of the wording is on the sign. Again, this sign stayed up for a period of time. By this point, individuals are looking almost every day to see what will come next.

Out-of-Home Advertising (3 of 3)

Third outdoor billboard for Unleashed Indoor Dog Parks

This was the last outdoor sign in the campaign for Unleashed Indoor Dog Parks by Pink Jacket Creative. It shows the entire message. By doing it in three parts, the billboard was able to capture the attention of motorists as they drove by every day.

Figure 7.12 Magazine Advertising

Advantages	Disadvantages
High market segmentation Targeted audience by magazine Direct-response techniques High color quality Long life span Read during leisure Longer attention to ads Availability of special features	Declining readership Clutter Long lead time Little flexibility High cost

Magazines can still be the best choice for advertising. Research indicates magazines are a strong driver of purchase intentions and visits to websites. Magazines work especially well when blended with other media. Magazines offer high segmentation, high-quality color, and a long life span. Magazines often are kept for months and read and reread. Disadvantages are the high cost, the high level of clutter, and the very little flexibility in modifying ads.

Figure 7.13 Newspaper Advertising

Advantages	Disadvantages
Geographic selectivity High flexibility High credibility Strong audience interest Longer copy Cumulative volume discounts Coupon and special-response features	Poor buying procedures Short life span Clutter Poor quality reproduction Internet competition Aging readership

Newspapers are still important for local businesses and providing coupons to consumers. Newspapers have a high level of credibility and strong audience interest. They are especially effective for reaching older consumers. The problem with newspapers is that younger consumers do not read newspapers, instead they go online for news. There is major clutter and a very short life span. Newspapers are not kept and reread like magazines.

Media Mix

Select proper blend of media

Media planners and media buyers

Media multiplier effect

Consumer audience

Business-to-business audience

Selecting the proper blend of media outlets for advertisements is crucial. The work of media planners is especially important. It is their task to match target markets with media audiences, to know what media a specific target market uses. The media multiplier effect suggests that combining two or more media increases the impact of an advertising campaign more than any one medium by itself. This is true in both the consumer market and the B-to-B market.

Figure 7.14 U.S. Advertising Expenditures by Media for Coca-Cola

Source: Adapted from Marketer Trees 2009, adage.com, December 28, 2009.

This graph provides an illustration of the multiple media used by Coca-Cola. Television accounts for 63.4% of their media buys, the vast majority. But, Coca-Cola also spends on radio, outdoor, the Internet, magazines, and newspapers.

Figure 7.15 Developing Logical Combinations of Media

Developing logical combinations of media takes planning. It starts by deciding the scale of the media market – local, regional, national, or global. Next comes an understanding of the market characteristics – demographics, geographic location, psychographic profile, and media habits. From this information, decisions can be made about which media is the best – TV, radio, outdoor, newspaper, magazines, or direct mail. Last, comes the content.

Media Selection in B-to-B Markets

B-to-B ads looking more like consumer ads

Reasons for shift

Decision makers also consumers

Decision makers difficult to reach

Clutter in B-to-B traditional media

Increase in advertising through consumer media

Trade publications still important

Business magazines

Business-to-business ads are looking more and more like consumer ads. Sometimes it is impossible to tell if an advertisement is a B-to-B ad or a consumer ad. There are three major reasons for the shift. First, decision makers in businesses are also consumers. Second, decision makers in businesses are very difficult to reach. Third, the clutter in B-to-B media makes it hard to stand out. Not only has the appearance of B-to-B ads changed, but so has the media. Companies are using more consumer magazines, consumer TV shows, and consumer media. The idea is to reach business buyers outside of the work environment. However, trade publications and business magazines are still extremely important.

Figure 7.16 Business-to-Business Advertising Expenditures

Source: Based on Kate Maddox, “Top 100 B-to-B Advertisers Increased Spending 3% in ‘06,” B to B, Vol. 92, No. 11 (September 10, 2007), pp. 25-30.

Business publications account for 26% of B-to-B advertising expenditures. But, television is now very close, with 25.4%. Notice that consumer magazines account for 11.5%.

International Implications

Media importance varies.

Media viewing habits vary across countries.

Media buying is different.

Cultural mores vary.

The importance of different types of media varies widely throughout the world. Media habits of people in other countries are not the same as those in the United States. The media buying process is different. Culture is a major force in these differences.

Section Two Integrated Campaigns in Action

The Snoring Center

The Snoring Center is a medical facility that treats sleeping disorders. About 46% of adults snore, and 25% snore habitually. For some married couples, snoring is a major problem. The advertising agency Pink Jacket Creative was hired to develop an advertising campaign for The Snoring Center. The first task was to develop brand awareness. The media chosen was billboards. The agency created a unique billboard series that highlighted things that snoring kills. The campaign became so popular that people would call the agency if they were going to be out of town to see what would go up next on the billboard, because each week what snoring killed was changed. This campaign lasted for 26 weeks. The PowerPoint presentation has the entire campaign. There is also a video by Pink Jacket Creative owners, Bill Breedlove and Elena Baca.

Blog Exercises

Durcacell

Geico

Media

The blog exercises for Chapter 7 include Duracell batteries, Geico insurance, and videos examining traditional media.

Number of households tuned to a program

Rating

Total number of households in a market

17,800,000

Rating16.2

109,700,000

===

Number of households tuned to 17,800,000

Share25

Number of households with a television t

urned on71,000,000

American Idol