advertising campaigns start to finish

Advertising Campaigns Start to Finish v 1.0 This is the book Advertising Campaigns: Start to Finish (v 1.0) This book is licensed under a Creative Commons by-nc-sa 3.0 (http://creativecommons.org/licenses/by-nc-sa/ 3.0/) license See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and make it available to everyone else under the same terms This book was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz (http://lardbucket.org) in an effort to preserve the availability of this book Normally, the author and publisher would be credited here However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed Additionally, per the publisher's request, their name has been removed in some passages More information is available on this project's attribution page (http://2012books.lardbucket.org/attribution.html?utm_source=header) For more information on the source of this book, or why it is available for free, please see the project's home page (http://2012books.lardbucket.org/) You can browse or download additional books there ii Table of Contents About the Authors Acknowledgments Preface Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client 10 Why Launch!? 11 Meet Our Agency Partner: SS+K 13 The Pitch: Win the Account 21 Let’s Meet the Potential Client 27 Exercises 30 Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials 34 Advertising Is Old—and Brand New 35 The Four Cornerstones of Marketing: The Four Ps 48 Advertising Industry Structure 56 Exercises 67 Chapter 3: Advertising and Society 72 Economic Effects of Advertising 74 The Good: Advertising Enhances Our World 79 The Bad: Ethical Hot Buttons 89 Advertising Regulation: Who Looks Out for Us? 100 Exercises 105 Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers 110 From Talking to Consumers to Talking with Consumers 111 Is the Medium the Message? Components of Communications 114 Diffusion of Innovations 121 Decision Making 126 Internal Influences on Consumers 131 External Influences on Consumers 146 Culture, Globalization, and Advertising 152 Exercises 159 iii Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out 163 Types of Data 165 Primary Data 168 Secondary Data 178 Physiological Data 182 Using Research to Guide a Successful Launch 187 Exercises 192 Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer 197 Segment Your Market: Who’s Out There? 201 Target Your Customer: Who’s Going to Want It? 219 Position Your Brand: Why Will They Want It? 225 Exercises 230 Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget 236 Budgeting Methods 237 Share of Voice (SOV) 245 Return on Investment (ROI) 250 Managing a Budget 260 Exercises 262 Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief 267 The Power of Branding 269 Describe Where You Are: A Strategic Framework 274 Define Where You Want to Go: Set Objectives 283 Decide How You’ll Get There: Create a Strategy 287 The Creative Brief 289 Exercises 297 Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics 301 Integrated Marketing Communications: United We Stand 304 Elements of the Promotional Mix: The Advertiser’s Trusty Tools 307 Create the Promotional Plan 324 Exercises 329 iv Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message 334 Traditional Advertising Media 336 New Media 349 Media Strategy 366 Exercises 376 Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive 381 Execute on Media Platforms 382 How Do We Know What Worked? Evaluating Ad Executions 402 Exercises 410 Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story 414 Keys to Superior Advertising 415 Types of Appeals: How Ads Generate Resonance 420 Executional Frameworks: How Ads Generate Relevance 429 The Creative Team 436 Exercises 440 Chapter 13: Launch! msnbc.com’s First-Ever Branding Campaign 444 msnbc.com: A Campaign Portfolio 445 Logo 446 Print 447 TV 449 Online Banners 451 Screensaver 454 NewsBreaker Game 455 NewsBreaker Live 457 E-mail Blast 459 Spectrum Home Page 460 Chapter 14: ROI: msnbc.com Decides if the Campaign Worked 461 ROI: Show Me the Money 462 ROI for Broadcast and Print Media 470 ROI for Alternative Media 482 Exercises 503 v About the Authors Michael R Solomon Michael R Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University Previously, he served as the Human Sciences Professor of Consumer Behavior at Auburn University and as Chairman of the Department of Marketing in the School of Business at Rutgers University He began his academic career in the Graduate School of Business Administration at New York University Dr Solomon is no stranger to writing top-selling books His textbook, Consumer Behavior: Buying, Having, and Being, published by Prentice Hall, is widely used in universities throughout North America, Europe, and Australasia and is now in its eighth edition His textbook, Marketing: Real People, Real Choices, also published by Prentice Hall, is one of the most widely adopted principles of marketing texts in the United States Soundview Executive Summaries named his trade book, Conquering Consumerspace: Marketing Strategies for a Branded World (AMACOM), one of the best business books of 2004 He is coeditor of The Service Encounter: Managing Employee/Customer Interaction in Services Businesses, published by Lexington Books Dr Solomon’s research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, services marketing, and the development of visually oriented online research methodologies He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures throughout the world He currently sits on the editorial boards of the Journal of Consumer Behavior, the Journal of Retailing, and The European Business Review, and he recently completed an elected six-year term on the Board of Governors of the Academy of Marketing Science Dr Solomon has been recognized as one of the fifteen most widely cited scholars in the academic behavioral sciences/fashion literature and as one of the ten most productive scholars in the field of advertising and marketing communications In addition to his academic activities, Dr Solomon is a frequent contributor to mass media, with feature articles appearing in such magazines as Psychology Today, About the Authors Gentleman’s Quarterly, and Savvy He has been quoted in numerous media, including Allure, Elle, Glamour, Mademoiselle, Mirabella, Newsweek, the New York Times, Self, USA Today, and the Wall Street Journal He frequently appears on television and radio to comment on consumer behavior issues, including The Today Show, Good Morning America, CNBC, Channel One, Inside Edition, Newsweek on the Air, the Wall Street Journal Radio Network, the Entrepreneur Sales and Marketing Show, the WOR Radio Network, and National Public Radio Dr Solomon has provided input as a marketing consultant to a variety of organizations, including Armstrong World Industries, Bayer Healthcare, Gap Inc., Hakuhodo Advertising (Tokyo), H&M, Johnson & Johnson, Levi Strauss, Living Tomorrow, Prudential Securities, State Farm, and United Airlines He is a Managing Director of Mind/Share Inc., a consulting firm specializing in consumer research and lifestyle marketing issues for such clients as DuPont, Black & Decker, eBay, PPG Industries, Visa, VF Corp., Timberland, and Calvin Klein Dr Solomon earned a Ph.D in Social Psychology at the University of North Carolina at Chapel Hill and was awarded the Fulbright/FLAD Chair in Market Globalization Lisa Duke Cornell Lisa Duke Cornell is an Associate Professor in the Department of Advertising at the University of Florida College of Journalism and Communications Dr Duke Cornell joined the advertising department after ten years as an award-winning copywriter and creative supervisor at Long Haymes Carr/Lintas, working on major accounts like Hanes, Planters/Lifesavers, Jefferson-Pilot Insurance, Rich Foods, Wachovia Bank, and Tyson/Holly Farms She has won numerous industry awards, including “Best of Show” Addys for print and television, as well as recognition by the New York Art Directors Club and the International Film and Television Festival Her creative work was also featured as one of Advertising Age’s best commercials of the year Dr Duke Cornell received her Ph.D from the University of Georgia, where she also earned her master’s degree The American Association of University Women named her an American Fellow for her research on the role of communications in the socialization and identity development of children and young women Dr Duke Cornell is also interested in the role of creativity in advertising and in helping facilitate creative solutions to marketing problems Her research has been About the Authors published in the Journalism and Mass Communication Quarterly, Journal of Advertising, Psychology and Marketing, Journal of Communication Inquiry, and The Annals of the American Academy of Political and Social Science In 2001, Dr Duke Cornell was recognized as the College of Journalism and Communications Teacher of the Year Amit Nizan Amit Nizan’s fascination with communication sprouted from the need to be heard as one of six children growing up in suburban Florida At the tender age of seven, she created her first ad: an interpretation of the “Get Met, It Pays” campaign for MetLife featuring Snoopy Ms Nizan always had a keen passion to understand marketing messages, how they broke through, and what psychological motivations kept brands top of mind Ms Nizan earned her B.S in Advertising from the University of Florida She then went on to work in account management at TBWA\Chiat\Day and SS+K, both in New York City Among her clients were local, international, and competitive brands such as A&E Television Networks, Boots Retail International, Nextel, NASCAR, BlueCross and BlueShield Association, The Massachusetts Teacher’s Association, and msnbc.com Ms Nizan led the msnbc.com account team, responsible for overseeing the “Fuller Spectrum of News” campaign that would receive a host of accolades including the 2008 Webby for Integrated Campaign and 2008 Effie Gold for Small Budgets In 2008, Ms Nizan joined the editorial team at Advertising Age where she curated the content of the leading industry publications’ events She organized experts from leading brands such as Nike, Verizon, Facebook, Unilever, and Procter & Gamble and agencies such as BBDO, Barbarian Group, and Martin Agency Ms Nizan now enjoys working in Business Development at Indaba Music, where she applies her marketing background to developing and growing business streams for the budding music collaboration site Acknowledgments The authors would like to thank the following colleagues who have reviewed the text and provided comprehensive feedback and suggestions for improving the material: Neil Alperstein Loyola College William Arden Augsburg College Dan Bagley University of South Florida Carl Bergemann Arapahoe Community College Samuel Bradley Texas Tech University Rusty Brooks Houston Baptist University Janice Bukovac-Phelps Michigan State University Yolanda Cal Florida International University–BBC campus Patrali Chatterjee Montclair State University Sudhir Chawla Angelo State University David Fleming University of South Florida Traci Freling University of Texas–Arlington S J Garner Eastern Kentucky University John Gaskins Longwood University Donna Gray Butler University Jacqueline Kacen University of Houston Dee Knight University of North Texas Barbara Lafferty University of South Florida Dana Lanham University of North Carolina at Charlotte Aron Levin Northern Kentucky University Michael McBride Texas State University–San Marcos Donn Miller-Kermani Brevard Community College Jay Mower University of Houston Darrel Muehling Washington State University Acknowledgments Tom Mueller University of Florida Alex Ortiz Texas Tech University Judy Oskam Texas State University Becky Parker McLennan Community College Nadia Pomirleanu University of Central Florida Don Purdy University at Albany Jodi Radosh Alvernia College Richard Reso Tulane University Kim Richmond Saint Joseph's University Sonny Smith College of DuPage Barry Solomon Florida State University Melissa St James California State University–Dominguez Hills Jorge Villegas University of Florida Rod Warnick University of Massachusetts–Amherst Irene Wheeler Central Virginia Community College Janice Williams University of Central Oklahoma Janice Xu Cabrini College Sukki Yoon Bryant University In addition, a select group of instructors assisted the development of this material by actually using it in their classrooms Their input, along with their students’ feedback, has provided us critical confirmation that the material is effective and impactful in the classroom: Audrey Ashton-Savage University of New Hampshire Carl Bergemann Arapahoe Community College Rusty Brooks Houston Baptist University Margaret Bruce Manchester Business School Yolanda Cal Florida International University–BBC campus Curtis Matthews Texas Tech University Wendy Maxian Texas Tech University Robert Meeds Texas Tech University Chapter 14 ROI: msnbc.com Decides if the Campaign Worked SS+K Spotlight Since its core product is delivered online, it was a no-brainer that msnbc.com’s new branding campaign would include an online element Figure 14.16 Summary of results from the msnbc.com online banner campaign including paid and in-kind media from NBC and MSN Figure 14.17 msnbc.com ran ten-second prerolls “Spectrum Rain” and “Spectrum Wall” and garnered the highest clickthrough rate of the campaign 14.3 ROI for Alternative Media 493 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked Figure 14.18 In order to optimize online dollars, it was important for msnbc.com, The Media Kitchen, and SS+K to pay attention to each site and each unit that was being utilized Buzz, PR, and WOM Public relations campaigns traditionally measure impact in terms of the extent to which the client obtains media coverage A basic metric is media impressions28; as you learned in earlier chapters, this is an estimate of the number of people who see the plug in a magazine or newspaper or on a talk show or who hear about it in a radio interview A PR firm typically delivers a comprehensive list of media citations to the client, and it may rank these in terms of the prestige or circulation of the outlet or how prominent the mention was in this outlet Again, this metric doesn’t really speak to any impact the citations have on actual purchases or attitude change.Deborah Holloway, “How to Select a Measurement System That’s Right for You,” Public Relations Quarterly (Fall 1992): 15–17 28 An estimate of the number of people who see an ad in a magazine, a newspaper, or on a talk show or who hear about it in a radio interview 14.3 ROI for Alternative Media As WOM (word-of-mouth) assumes a greater role in many advertisers’ strategies—especially online buzz—the pressure is on for agencies to demonstrate that this approach does more than just make people talk about a brand In fact, one prominent WOM agency called BzzAgent recently took a bold step to back up its claims that its buzz campaigns yield attractive ROI With its “WOM Impact Guarantee” program the agency invites any brand marketer and its agency partners to take part in a challenge in which BzzAgent and the agency partner will run competing campaigns If BzzAgent does not top the competing agency by 20 percent across four metrics—brand awareness, consumer opinion, purchase intent, and actual sales—the agency will refund the marketer the cost of its word-of-mouth campaign and measurement costs.Michael Bush, “Better ROI or Your Money Back, Says Buzz Agency,” Advertising Age, July 14, 2008, http://adage.com/ article?article_id=129593 (accessed July 16, 2008) That’s putting your money where your (word-of-) mouth is 494 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked The explosion of blogs, chat rooms, and Web sites that let consumers spread the word about products they love and hate opens an entire new realm of possibilities to develop metrics for WOM Contrary to the assumptions of many students who brazenly post embarrassing photos of themselves on Facebook, the Web is forever—most content that goes online can be traced and analyzed long after it’s been put there That photo of you from last weekend’s wild party might come back to haunt you someday! BuzzMetrics, a subsidiary of the Nielsen Company, offers marketers research services to help them understand how this consumer-generated content affects their brands BuzzMetrics’ search engines identify online word-of-mouth commentary and conversations to closely examine phrases, opinions, keywords, sentences, and images people use when they talk about a client’s products The company’s processing programs then analyze vocabulary, language patterns, and phrasing to determine whether the comments are positive or negative and whether the authors are men, women, young, or old to more accurately measure buzz BuzzMetrics’ BrandPulse and BrandPulse Insight reports can tell advertisers how many people are talking about their products online, the issues they’re discussing, and how people react to specific ads or other promotional activities.Keith Schneider, “Brands for the Chattering Masses,” New York Times Online, December 17, 2006, http://www.nytimes.com/2006/12/17/business/yourmoney/ 17buzz.html?scp=4&sq=buzzmetrics&st=nyt (accessed April 14 2008); Nielsen Buzzmetrics, http://www.nielsenbuzzmetrics.com/products (accessed April 14, 2008) 14.3 ROI for Alternative Media 495 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked SS+K Spotlight Figure 14.19 Total earned media impressions from the msnbc.com PR campaign In addition to measuring elements of the campaign, msnbc.com took some internal measurements Taking these additional steps allowed them to see how the messaging impressions were affecting the site traffic Using Omniture tracking, msnbc.com was able to analyze the action on their site while the campaign was in effect and to determine whether they met their goals Figure 14.20 14.3 ROI for Alternative Media 496 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked This chart follows the traffic numbers and time spent interacting with http://www.spectrum.msnbc.com, which was a landing destination for the campaign Having a unique URL or phone number is a common way for direct marketers and online advertisers to measure success Figure 14.21 This chart tracks overall visits to msnbc.com from January to July in 2006 and 2007 Notice the big gap in April, the month the campaign launched Analyzing this data helped msnbc.com to quantify the success of its goal of increasing overall traffic from the previous year Figure 14.22 One of the key measurements of success was to increase unique users, the number of different people who come to a site If the same person visits a site five times a day, she still counts as one unique user Figure 14.23 Another breakdown of the traffic shows the number of organic users29 This is a user who types in a given URL, or who has that URL bookmarked as her form of entry into a given site, rather than clicking through a link (from a search page or ad) 29 A user who types in a given URL, or who has that URL bookmarked as the form of entry into a given site, rather than clicking through a link (from a search page or ad) 14.3 ROI for Alternative Media 497 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked Figure 14.24 SS+K compared the rate of overall visits versus the rate of visits by organic users Figure 14.25 The bottom line: the first-ever branding campaign for msnbc.com was a huge success! The slide above captures the key statistics in the launch month of April 2007 14.3 ROI for Alternative Media 498 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked Figure 14.26 In addition to tracking traffic data, it was also important to consider awareness as a metric to determine the success of the campaign Prepost survey results included both qualitative and quantitative data A few months after the campaign wrapped, SS+K conducted a set of interviews with the same internal stakeholders they’d interviewed when they won the account One of the goals of the marketing campaign was to unite their multiple views of what the brand stood for It turned out that even before it launched, stakeholders felt the campaign was successful in that it gave msnbc.com a clear story It gave them a common lens they could use to evaluate new design concepts and editorial content, while it gave msnbc.com the cachet stakeholders felt was long overdue It successfully overcame the past ambiguity about whether the site was primarily an offshoot of NBC versus Microsoft and promised stakeholders a clearer future The head of msnbc.com ad sales noted: “Clients have called us asking, ‘How we something similar?’ It’s opened up doors.” Video Spotlight Catherine Captain (click to see video) Catherine Captain summarizes the campaign’s success from her point of view 14.3 ROI for Alternative Media 499 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked Table 14.1 Final Takeaway and Lessons from the msnbc.com Branding Campaign A BRAND IS BORN “This is a good thing, we now have an independent identity.” —msnbc.com key stakeholder INTERNAL RALLYING CRY “It’s now visually clear that we are different and we’ve arrived somewhere special and unique, and it works because we brought it out ourselves, it’s who we are.” —msnbc.com key stakeholder STARTING TO GET THE WORD OUT Paid media impressions: Over 730 million Earned media impressions: Over 175 million LOW CONSUMER AWARENESS Statistically insignificant changes in awareness and ad recall among News Explorers 14.3 ROI for Alternative Media 500 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked HIGH CONSUMER ENGAGEMENT Large amount of time spent playing online game High recall of game sponsor in-cinema CLARIFIED IDENTITY HELPS DEVELOP AS NEWS SOURCE, NOT JUST A NEWS SITE “The key is, we have to keep at it, this can’t be a one shot deal, we have to get it out there more.” —msnbc.com key stakeholder KEEP EVOLVING THE PRODUCT “We know that CNN.com beat us to a redesign, and we know that we are behind them, we are working on getting our flexible design out there.” —msnbc.com key stakeholder Since the campaign, msnbc.com has been decorated with more than a dozen honors and accolades, including these awards As you’ll note, these awards are in different categories from effectiveness to creativity Visit each of their Web sites to learn more about the prestige of each of these awards • Winner of the prestigious international Webby Award for best Integrated Campaign, honoring excellence on the Internet • Winner of a Gold EFFIE award (small budget campaign) for effective advertising, honoring the most significant achievement in the business of marketing communications: ideas that work 14.3 ROI for Alternative Media 501 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked • Winner of the Gold One Show Interactive award for brand gaming • Winner of the Gold One Show Interactive award for its integrated campaign (interactive and noninteractive) • Winner of a Bronze ANDY award from the Ad Club of New York for creativity in advertising KEY TAKEAWAY Advertisers continue to search for new platforms as they compete for the attention of media-saturated consumers Today virtually anything—from a cemetery to a rocket ship—can be used to get across a message But these emerging venues don’t necessarily have a tradition (yet) of measuring direct impact An exception is direct marketing; its lifeblood is about tying a message directly to a result Whether via mail catalogs or online ads, direct marketers carefully track the effectiveness of each and every message they send This sounds great, and it usually is—but remember, as we’ve already noted, short-term purchases may boost your bottom line this quarter but still come back to bite you in the long term if these messages don’t contribute to a more fundamental shaping of customers’ deep-seated feelings and beliefs about the product or service And so, the search for the Holy Grail continues EXERCISES a List and briefly characterize each of the alternative media forms listed b Identify and describe each of the Interactive Advertising Bureau’s (IAB) five basic metrics for advergaming c Describe how e-commerce marketers use the conversion rate metric to track customer activity 14.3 ROI for Alternative Media 502 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked 14.4 Exercises TIE IT ALL TOGETHER Now that you have read this chapter, you should be able to determine how to choose the right media for client messages: • You can identify and explain the term return on investment (ROI) • You can describe and illustrate the value of using metrics to gauge the direct impact of a marketing communication • You can explain brand equity and why it is an important brand concept • You can demonstrate how msnbc.com measured the ROI of the campaign using five parameters • You can define and discuss the usefulness of the metric CPM (cost per thousand) • You can characterize the usefulness of network TV metrics for providing evidence of message usefulness • You can recall the various radio day-parts • You can distinguish the three primary Starch scores • You can list and discuss the basic principles that increase a print ad’s likely impact on the reader • You can list and discuss ROI for alternative media • You can define and discuss media impressions 503 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked USE WHAT YOU’VE LEARNED The famous ad line “What’s in your wallet?” might just become “Who’s in your car?” Progressive Corp insurance now offers a device for its insured drivers that will assist in lowering the drivers’ insurance rates The device is about the size of a box of Tic-Tacs and monitors one’s driving time, number of miles driven, and acceleration and braking patterns The company then adjusts driver rates to reflect the presence or absence of risky driving habits The hope is that insured drivers will adjust their risky driving habits or at least be more aware of what they are doing that is unsafe The product and others like it are at least partially targeted toward teens and beginning drivers who are in the habit formation stage of driving Obviously, there are those who see this form of monitoring as excessive, an invasion of privacy, and biased against those who don’t match Progressive’s “ideal driver” profile As an advertising director, what metrics would you suggest that your client Progressive use to determine the effectiveness of its future ads featuring the device? You will need to consider a target market for Progressive’s ads Discuss your ideas in class For more information on Progressive and its policies go to http://www.progressive.com One of the central concepts associated with product placement in different media forms is the idea that the product appears in a natural setting and is perceived as being something other than an ad This rationale would then assume that the viewer, reader, or Web surfer receives a different type of message than one received in a traditional advertisement Additionally, since most product placements are not blocked by the consumer’s screening process, the advertiser has a higher chance of reaching the chosen market Do you use TiVo or some other product to block or zap ads in your favorite TV shows? Do you try to fast-forward past any ads that appear on your DVD disks? If so, you have just made the case for product placement within those shows or DVDs 14.4 Exercises 504 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked Your assignment is to watch several TV shows or DVDs over three to five days Keep a diary of product placements in those shows or DVDs Based on what you have recorded, comment on metrics that could be used to test the effectiveness of those placements Explain your comments and choices DIGITAL NATIVES The Point-of-Purchase Advertising Institute (POPAI) has a wealth of information about point-of-purchase (POP) advertising One does not usually associate POP with the “wired world.” POPAI hopes that its Web viewers will learn more about POP and how it can be used in advertising Who knows, in tomorrow’s world POP may appear in the e-commerce stores or in your personal Web spaces Sound too strange? Data indicate that many alternative media forms are being adapted by industry and consumers to the “wired world.” Since POP is highly effective in the retail environment, you might be able to consider how useful it might be to capture the attention of the digital consumer Go to the POPAI Web site at http://www.POPAI.org and read the summary of one of the books available for viewing You’ll find your book options at the bottom of the opening page of the organization’s Web site Summarize what you have learned from the chosen e-book Lastly, comment on what you perceive the future of POP to be 14.4 Exercises 505 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked AD-VICE Pick two magazine ads that demonstrate competitive products Design a list of at least four metrics that could demonstrate which of the two ads is more effective in reaching the target market Explain your reasons for your metric choices According to material presented in the chapter, traditional (broadcast) media struggle to demonstrate a direct impact on the bottom line Explain what is meant by this phrase Explain the relationship between cost per thousand (CPM) and return on investment (ROI) Go to Google or another search engine and find information that lists the top five television ads from last year’s Super Bowl based on either viewers or critics’ choices Next, find information on the advertising rates for that Super Bowl Evaluate whether the exposure justifies the cost Explain your evaluation procedure Go to the Out-of-Home Video Advertising Bureau (OVAB) Web site at http://www.ovab.org Once there, explore the Web site to determine the function and services of the organization Choose the Network Planning Guide option on the opening Web page and download the planning guide Comment on what you find and how useful it appears to be for the advertising planner What other information you think the advertising planner might need to make a wise buy in this media category? 14.4 Exercises 506 Chapter 14 ROI: msnbc.com Decides if the Campaign Worked ETHICAL DILEMMA Do you download software, movies, or songs without considering the legality of what you are doing? Even though this practice has consequences for some, many don’t see unauthorized downloading as necessarily bad or harmful to anyone Using Google or another search engine, research copyright, file sharing, and music downloads to learn more about the current state of the downloading practice and any penalties associated with it A good starting place would be the United States Copyright Office’s Web site at http://www.copyright.gov Visit RealNetworks at http://www.realnetworks.com RealNetworks has developed a software product (see the RealPlayer product category) that allows computers to rip information from a disk in just a few moments This information can later be transferred to other disks At present this process is legal Examine RealNetworks’ description of their products and services What future ethical dilemma you think such products as RealPlayer might cause? As a consumer, you think a positive or negative buzz should be started about such products? As an advertising executive, what would be your stance on accepting companies that made software of this nature as clients? Take a stance and discuss your position in class Discuss your position with peers or have a minidebate about the issues and positions 14.4 Exercises 507 ... people who have to it every day Sure, we agree that you need to understand about the nuts and bolts of advertising in order to build a strong ad campaign—and to know when it’s time to bring in the... going to help us learn how to advertising by actually doing advertising Follow along with us as we chronicle its efforts to win the important msnbc.com account and then deliver on its strategy to. .. becomes easily and inexpensively available to anyone with a desire to learn We think it’s a really cool new alternative to introductory texts that can cost into three figures and provide information