Kayla_Chp10

Buying Power Index

I was somewhat confused by the idea of buying power index, so I decided to look up an article to explain it in a different way. I was also interested in what parts of the country have the highest buying power, so I found an article that has both.

Dallas, Texas is the highest at 1.919 and Honolulu Hawaii is the lowest at 0.571.

Kansas City, MO ranks at 1.169 and St. Louis is at 1.126.

http://www.nalp.org/buying_power_index_class_of_2011

Here's an image from another website that puts it into perspective visually:

https://taxfoundation.org/real-value-100-each-state-2016/

Christine_Ch. 10

Mood

Mood affects the way people buy or look at a brand or product. My example is a commercial for looking at the way you live your life.

https://www.youtube.com/watch?v=cZGghmwUcbQ

Maeghan_E. Ch.10

https://www.smashingmagazine.com/2011/07/the-medium-is-the-message/

McLuhan’s Theory

"McLuhan had no opportunity to experience the Web the way we know it today, but that didn’t stop him from exerting a huge influence on it. It was McLuhan who first spoke about technology and communication having the ability to create a “global village.” Most notably, McLuhan’s expression “The medium is the message” has had a resounding impact not just on Web design but on mass media in general."

In this article, it takes us through the different parts of the theory. It is easy to get the get the general point but not many go deeper for the "deeper truth". It starts with what is on the surface to the takeaway of the theory.

“The medium is the message” as a phrase sums up a much deeper communication theory, which is that the medium through which we choose to communicate holds as much, if not more, value than the message itself."

Sydney W_Chap 10

https://www.forbes.com/sites/steveolenski/2017/03/07/why-c-levels-need-to-think-differently-about-social-media-strategy/#35ff598e5da3

Article about having a media plan is essential to running a successful business in today's world.

Cinthya_Ch10

Bad Media Planning

 In chapter 10 it discusses techniques and ways to create effective advertisement planning. I decided to do bad advertisement timing. Problems include difficulty in establishing plan, insufficient information, inconsistent terminology, and time pressures.



http://damiencummings.blogspot.com/2010/10/bad-time-or-bad-media-planning-10.html

Molly_Chp10

One of the main ideas expressed in chapter 10 is personal selling. Personal selling has its advantages and disadvantages. Some of the  advantages that personal selling has are attention of buyer and immediate feedback. The disadvantages are that personal selling is expensive and has a low reach.
The article I have chosen goes into more depth of these disadvantages and advantages of personal selling.http://www.ehow.com/info_8419230_advantages-disadvantages-personal-selling.html

Katelyn_Ch10

Effective Reach

5 Game Changers in Advertising Effectiveness

"Effective reach represents the percentage of a vehicle's audience reached at each effective frequency increment." Translation: It is percentage of target audience that is exposed to a particular ad and receives given message to affect sales. The article shows five ways that advertisers can change the way their ads are perceived by their audience. 

"Attentiveness and context are not new concepts. But measurement of them is, and advertisers are increasingly taking advantage of this knowledge."

Alexa_Ch10

This article is about 17 ways to get your content the most coverage in he most efficient way. I chose to post about media coverage because of the section in chapter 10 about media characteristics and which outlets receive the most attention.

https://blog.bufferapp.com/content-distribution-tools

Elissa_Chp10

This article is about the importance of planning promos carefully. It provides step-by-step instructions on carefully executing a successful promo. I will add that it is vital to track the success of a promo as it happens for future reference, so as to not repeat past mistakes or to repeat successful campaigns.https://www.thebalance.com/steps-successful-promotion-campaign-2295836

Zannyell_Chap10

Mood

Many advertisements try to focus on the emotions or mood that their customers will be in so that it draws them to their brand. McDonald's is a really good example of this especially with their happy meal ads.

stephanie_ch.10d

Program Rating:

One way to measure potential reach is through this system. this way, advertisers have a better idea about how many people actually watch tv. Another way to measure how well your advertisement is doing, is to see if it is duplicated, which is the total target market reached during its broadcast through two different shows. This is good to keep in mind since it is very expensive to have an ad on television.

this link shows the trends of last year and what didn't do so well. TV ratings have seemed to be affected from internet streaming, but certain networks, such as political news networks are surviving because of current environments.

http://variety.com/2016/tv/news/the-walking-dead-this-is-us-2016-tv-ratings-winners-losers-1201947156/

Brynn_Chp10

Effective Target Rating Points

In order for a new business to be successful, they must be recognized and people must realize that their brand is out there. TRP is a way many businesses do that. Depending on what company/ business goals are they are going to need different amounts of TRP. This may determine when are where they advertise. Such as if they need more advertisement they might go to television since is easier to generate a higher TRP which lower frequency. On the other hand, something like radio may need a higher frequency to reach the same amount of TRP as television. With that being said, there are some basic guidelines for new businesses and companies when it comes to TPR and awareness. When introducing something new they should run an aggressive or heavy TRP to their target audience.  Aggressive TRP is considered 300-600 TPR per week to make a large impact. Once awareness is generated a business can now lower their TRP to a "maintenance level" around 150-250 per week. If a businesses TRP level drops below 150 it is usually considered ineffective. 

TRP

Megan_Ch10

Flexibility

http://www.socialmediatoday.com/content/your-marketing-strategy-flexible

In the book it shows the importance of how an effective marketing strategy needs to be flexible. It says that flexibility needs to address the following: Marketing opportunities, market threats, availability of media, and changes in media or media vehicles.

This article says that the strategy needs to be secondary. The goal should always be your priority. So if the goal is not being reached then you may need to change the strategy. It says the goals to maintain are customer satisfaction, business growth, conversions, and online health of website. The strategies to flex when needed are ad campaigns, marketing tactics, SEO methods, and mobile marketing.

Madison_CH10

What's the Mood of Your Target Audience

Know Your Audiences Mood To Make Your Advertising More Effective

This article discusses the correct way to use your audience's mood to pitch your product or service to them and how to find the right mood for your ad.

Michelle_Ch10

Mediums

A medium is the "general category of available delivery systems." So this could be broadcasts, magazines, newspapers, direct marketing, or another type. Choosing the right medium has a lot to do with who you are trying to communicate your message with. If you are trying to connect with a younger crowd, the radio might not be the best place for your message. 

https://www.forbes.com/sites/johnhall/2014/04/20/how-to-choose-the-right-medium-for-your-message/#722e7f1d2932

The article I found talks about how to choose the right medium for your message. They discuss the importance of a medium and how it can effect the entirety of the message. There are three things to consider when choosing a medium: audience, budget, and message. Each of these aspects are important to think about and play a major role in deciding where you are going to advertise. If your budget is small then a 5 minute commercial obviously isn't realistic for you.

Mackenzie_Chp. 10

Budget Considerations 

In chapter 10 the book talked about how one of the most important decisions in the development of media strategy is cost estimating. The value of any strategy can be determined by how well it delievers the message to the audience with the lowest cost and the least waste. We have already explored a number of factors, such as reach, frequency, and availabilty that affect this decision. The marketer tries to arrive at the optimal delivery by balancing cost with each of these. Advertising and promotional costs can be categorized in two ways. The absolute cost of the medium or vehicle is the actual total cost required to place the message. Relative cost refers to the relationship between the price paid for advertising time or space and the size of the audience delievered.

https://www.thebalance.com/low-cost-marketing-ideas-2948325

Allex_Chp10

Chapter 10 discusses the importance of geography when promoting a product. Companies often find that sales are stronger in one area os the country or the world than another and can play a part in advertising expenditures according to the market potential of an area. A question asked is where will the ad dollars be more wisely spent? The best answer is perhaps that companies should spend advertising and promotion dollars where they will be most effective.

http://www.directionsmag.com/entry/why-geography-matters-in-marketing-strategy-the-spatial-dimension-to-custom/123907

Rachel_Chp10

Promotional Scheduling

http://www.yourarticlelibrary.com/advertising/media-scheduling-types-strategies-and-factors/48667/

Promotional scheduling is when you try to time your promotional efforts so they will coincide with the highest potential buying times. This is so they are getting the most from their advertising budget.

Kendra_Ch10

Waste Coverage

Waste Coverage is when the media coverage exceeds the targeted audience. If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted. In the link provided below it goes into more detail about waste coverage and how some business-to-business advertisers like copy machine companies advertise on NFL Sundays and Monday night football slots. This type of ad coverage reaches people who are not potential buyers or users for these products.

http://kiannahedjazi.blogspot.com/2014/02/0-0-1-357-2038-chatham-16-4-2391-14.html

Kaitlyn_Chp10

Creative Aspects and Mood

It's hard to tell how an ad may be perceived. It can be viewed differently depending on the mood of the viewer at the time. TV makes it easier to invoke a certain mood because it used both sight and sound while a magazine ad relies only on sight. This doesn't make magazine ads worthless, however. It just makes the creator take this into account when creating a static ad.

When it comes to magazines, the already create a certain mood for a viewer. A skiing magazine makes you want to go skiing, a beauty magazine makes you want to look beautiful, and so on. You wouldn't expect to see a ski boots ad in a women's beauty magazine, nor would you expect an eyeliner ad in a skiing magazine. The magazine has already created a mood, making it easier for companies that sell related products to get noticed by viewers. It would be pointless and a waste of money to put a nonrelevant ad in a magazine where it would get no attention.

Here are some instances of ad placement gone wrong, not just in TV and magazines. Sometimes these are unavoidable, others really should have been caught during editing.
https://www.buzzfeed.com/jessicamisener/totally-unfortunate-ad-placements?utm_term=.vujPaDKaa#.mmrgdvRdd

Monica_Ch10

Media Characteristics

Each medium of media has its own characteristics that make it better or worse for attaining specific objectives. The different medias include television, radio, magazines, newspapers, outdoor, direct mail, and digital/interactive. There are advantages and disadvantages to each type of media. It is important to match the media to the correct market.

I found a slideshare that goes into great depth on each type of media, and what works best for each. The book explains media characteristics, but this slideshare has a lot more information.

https://www.slideshare.net/marketeach/media-characteristics-presentation

Jilda_Ch10

Media Plan

Media planning generally entails sourcing and selecting the best media platforms for client's brand or product to use. It determines the best combination of media to communicate the message and achieve the marketing objectives. However, there are factors that complicate the process in media planning like insufficient information, inconsistent terminology, time pressures and the difficulty of measuring effectiveness.

http://www.adweek.com/brand-marketing/5-secrets-making-winning-media-plan-172261/

This article talks about five characteristics that are in any great media plan:

• Reach
• Differentiation
• Connected system
• Engagement
• Execution