Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
Read Most: The percentage of readers of the specific issue of the magazine who read 50 percent or more of the copy contained in the ad. This score shows how well the ad impacted the reader by engaging them with the copy. Another metric that can be useful is pass-along readership. A magazine that readers share with others most likely displays a higher level of engagement, so it’s probably a good environment in which to place a relevant message. Research shows that readers have positive feelings about pass-along copies. Those who receive a magazine from others exhibit the same levels of recall and brand association for the issue’s ads as those who initially received the copy (plus, they get a “freebie,” so perhaps that puts them in a good mood). [10] Figure 14.10 The Media Kitchen used this ratings system to measure placement levels for the print campaign. Saylor URL: http://www.saylor.org/books Saylor.org 419
Figure 14.11 This is a summary of the ratings and positioning. What makes a print ad effective? One recent study reported that we are far more likely to remember spectacular magazine ads, including multipage spreads, three-dimensional pop-ups, scented ads, and ads with audio components. For example, a Pepsi Jazz two-page spread with a three-dimensional pop-up of the opened bottle and a small audio chip that played jazz music from the bottle’s opening as well as a scratch-and-sniff tab that let readers smell its black cherry vanilla flavor scored an amazing 100 percent in reader recall. [11] Unfortunately, that kind of multimedia treatment is very expensive; not every ad can mimic a Broadway production! Still, there are basic principles that increase a print ad’s likely impact on the reader: One popular dimension is the ad’s position in the magazine or newspaper. The industry refers to the ideal placement with the acronymFHRHP: first half, right hand page. Ads that appear in key cover positions (inside front cover, inside back cover, outside back cover) on average receive a Starch Noted score that is more than 10 percent higher than those that appear inside the magazine. Saylor URL: http://www.saylor.org/books Saylor.org 420
- Page 370 and 371: It also helps when viewers don’t
- Page 372 and 373: The solution? Advertisers need to s
- Page 374 and 375: [2] David Carr and Tracie Rozhon,
- Page 376 and 377: providing our consumers with even m
- Page 378 and 379: Tupperware Chairman-CEO Rick Goings
- Page 380 and 381: KEY TAKEAWAY An executional framewo
- Page 382 and 383: 1. Characterize the members of an a
- Page 384 and 385: Art direction has grown in importan
- Page 386 and 387: You can explain why having an emoti
- Page 388 and 389: 3. Go to at least one favorite maga
- Page 390 and 391: accomplished this by designing mult
- Page 392 and 393: As you saw in the media plan we pre
- Page 394 and 395: 13.4 TV Another important element o
- Page 396 and 397: Figure 13.7 The banners titled “P
- Page 398 and 399: The “Keywords” banner ads were
- Page 400 and 401: 13.7 NewsBreaker Game Another insig
- Page 402 and 403: 13.8 NewsBreaker Live The final pus
- Page 404 and 405: 13.10 Spectrum Home Page Figure 13.
- Page 406 and 407: 14.1 ROI: Show Me the Money LEARNIN
- Page 408 and 409: Marketers echo this pessimism; many
- Page 410 and 411: The ROI for any campaign must relat
- Page 412 and 413: [1] Jeff Lowe, “The Marketing Das
- Page 414 and 415: While an advertiser in the 1960s co
- Page 416 and 417: National cable metrics from the msn
- Page 418 and 419: Figure 14.8 msnbc.com purchased a
- Page 422 and 423: Double-page spreads and bound multi
- Page 424 and 425: 14.3 ROI for Alternative Media LEAR
- Page 426 and 427: Outdoor advertising is quickly movi
- Page 428 and 429: procure products they needed to dre
- Page 430 and 431: Figure 14.15 Chart tracking number
- Page 432 and 433: Online advertising formats have his
- Page 434 and 435: Figure 14.18 In order to optimize o
- Page 436 and 437: In addition to measuring elements o
- Page 438 and 439: Figure 14.24 SS+K compared the rate
- Page 440 and 441: Table 14.1 Final Takeaway and Lesso
- Page 442 and 443: [2] “The Association of National
- Page 444 and 445: 14.4 Exercises TIE IT ALL TOGETHER
- Page 446 and 447: site. Summarize what you have learn
Read Most: The percentage of readers of the specific issue of the magaz<strong>in</strong>e who read 50 percent or<br />
more of the copy conta<strong>in</strong>ed <strong>in</strong> the ad. This score shows how well the ad impacted the reader by<br />
engag<strong>in</strong>g them with the copy.<br />
Another metric that can be useful is pass-along readership. A magaz<strong>in</strong>e that readers share with others<br />
most likely displays a higher level of engagement, so it’s probably a good environment <strong>in</strong> which to place a<br />
relevant message. Research shows that readers have positive feel<strong>in</strong>gs about pass-along copies. Those who<br />
receive a magaz<strong>in</strong>e from others exhibit the same levels of recall <strong>and</strong> br<strong>and</strong> association for the issue’s ads<br />
as those who <strong>in</strong>itially received the copy (plus, they get a “freebie,” so perhaps that puts them <strong>in</strong> a good<br />
mood). [10]<br />
Figure 14.10<br />
The Media Kitchen used this rat<strong>in</strong>gs system to measure placement levels for the pr<strong>in</strong>t campaign.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
419
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