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Unformatted text preview: Kalan Lecture 20 4-13-2011 Advertising: M ED IA SIDE Pretesting ads: Copy testing A. Test a. Concept test: Exposing the concept or basic idea of a piece of communication to see whether or not that concept or idea is understandable or relatable. To see whether or not that idea resonates with the audience. b. Test commercial Styles: Rough form commercials i. Animatic test: Similar to creating a cartoon ii. Pan and scan: You create a story board and the camera moves back and forth and creates the feeling of motion. iii. Finished Commercials: 1. you want to find out if these communicates well 2. Is it memorable? 3. How good is its communication value? B. Are consumers receiving, comprehending, and responding to the ad in the way you thought they would. C. Advertising Media(The where)- Where the big money gets spent in the big world of marketing. a. If you dont choose the best mediums, oyu will end up spending a lot of money. b. Media Planning: the process of developing media objectives, strategies, and tactics and then focusing on specific details to execute for the campaign. The key objective is to get the message to the target audience effectively and efficiently. effectively and efficiently....
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This note was uploaded on 09/16/2011 for the course MARKETING 301 taught by Professor Yeniyurt during the Spring '08 term at Rutgers.
- Spring '08