Chapter 13, Commenting on Olympus Media Plan.
I can’t imagine the cost of advertising at the largest events of the year. Although a camera has a broad appeal, there are features of the camera that do not apply to all people. I did not see any 1:1 segmenting or targeting for the message. I was all a shot gun approach. All things considered equal, if cost was not an issue and Olympus wanted to hit the public in all areas, they did it right. The right timeslots with the biggest events. It all gets back to budgets and expenditures at the launch.
Thursday, October 9, 2008
Chapter 13, Question 9
Chapter 13, Question 9
Describe the fundamental logic underlying the principle of recency. Is this model always the best model to apply in setting medial allocations over time?
At the highest level, the first impression is the most important, so targeting the audience at the right time with the right message is the best approach. Get the message in home when the customer is close to buying the product. Related to the first message being the strongest message.
Describe the fundamental logic underlying the principle of recency. Is this model always the best model to apply in setting medial allocations over time?
At the highest level, the first impression is the most important, so targeting the audience at the right time with the right message is the best approach. Get the message in home when the customer is close to buying the product. Related to the first message being the strongest message.
Chapter 13, Question 7
Chapter 13, Question 7
What is the difference between exposures to an advertising message verses an advertising vehicle. Message is the times that the audience sees the message or communication. The times they see the message is the message. The vehicle is the number of times they have an opportunity to see the message, however; they may not see the message.
What is the difference between exposures to an advertising message verses an advertising vehicle. Message is the times that the audience sees the message or communication. The times they see the message is the message. The vehicle is the number of times they have an opportunity to see the message, however; they may not see the message.
Chapter 13, Question 3
Chapter 13, Question 3
Why is reach also called net coverage or unduplicated audience? It is called net coverage or unduplicated audience because it is the number of people that are exposed to your message. Each point of contact is 1 impression.
Why is reach also called net coverage or unduplicated audience? It is called net coverage or unduplicated audience because it is the number of people that are exposed to your message. Each point of contact is 1 impression.
Chapter 13, Queston 1
Chapter 13, Question 1
Why is target audience selection the critical first step in formulating a media strategy? It is two fold. It wastes money on an audience that will most likely respond. In addition, it delutes the response, meaning that your responders are diluted by non responders, thus reducing volume per target and pushing out breakeven.
Why is target audience selection the critical first step in formulating a media strategy? It is two fold. It wastes money on an audience that will most likely respond. In addition, it delutes the response, meaning that your responders are diluted by non responders, thus reducing volume per target and pushing out breakeven.
Monday, September 29, 2008
Chapter 11, Question 4
Locate two examples that illustrate exemplar-based learning, and provide explanations as to how the chosen advertisements facilitate exemplar-based learning.
One ad that comes to mind is the Charmin ads with the kids. To me, this tells me that it is soft, like a babies skin and that it is delicate for kids, which is always good for parents.
The V8 commercials where the belt is around the bottle and cinches in the waste of the bottle. This is to show how V8 can help you lose weight, and give you a slimmer waste line. Actually, Special K does the same thing.
Chapter 11, Question 12
Consumers occasionally fun television commercials to be humorous and enjoyable. Some advertising pundits claim that such commercials may capture attention but are frequently ineffective in selling products. What is your viewpoint on this issue? Justify your position:
I definitely believe this to be true and the best example is the super bowl. Do people get together to watch the game or the commercials. From researching it is unknown, however; some predictions say that most people tuning into the big game are all for the commercials. Companies spend millions of dollars to build the brand and awareness during the big game. The biggest hits? Not the commercials showing the next big product. The funny commercials are what get people talking about the big game. Does a funny commercial effectively sell a product? I do not have data to back up my hypothesis, but I am guessing no. It may leave an impression, but the impression is probably the humor of the ad, and not the product. I do believe that it attracts attention and can help build a brand if specifically tied back to the product. I believe that the average funny ad can generate more laughs than sales.
I definitely believe this to be true and the best example is the super bowl. Do people get together to watch the game or the commercials. From researching it is unknown, however; some predictions say that most people tuning into the big game are all for the commercials. Companies spend millions of dollars to build the brand and awareness during the big game. The biggest hits? Not the commercials showing the next big product. The funny commercials are what get people talking about the big game. Does a funny commercial effectively sell a product? I do not have data to back up my hypothesis, but I am guessing no. It may leave an impression, but the impression is probably the humor of the ad, and not the product. I do believe that it attracts attention and can help build a brand if specifically tied back to the product. I believe that the average funny ad can generate more laughs than sales.
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