--- GOOGLE ADVERTISING: General
Before you can begin to determine prices (CPC, CPV, etc) and parameters (geography, demographics, etc.) of any Google ads, you'll need to have a Google account. All Google accounts are linked, so if you already have a Gmail account, you don't need a new Google account. You'll also find that it helps to have a web site that you can use as a placeholder web site when you go through the steps of determining your Google ad campaigns. Ditto for a YouTube account/channel.
1. Get a Google account (like Gmail)
2. You'll need an AdWords account -- it's free
3. Have a web site that you can "play" with. I recommend using your portfolio site. If you don't have one yet, you should. Here are some tips.
4. Have a YouTube account/channel for video ads.
--- SEARCH ADS (Ads on SERPs and text ads within Google's network):
To determine the cost per click (CPC) of keywords in Google's AdSense program, follow the following steps here (you'll have to sign up for a free AdSense account).
Click the area that reads:
"Get search volume for a list of keywords or group them into ad groups"
Then, type in all of the keywords/keyphrases you're considering, separating them with commas.
You can search for the exact volume and cost for each of your three cities, but this is not actually required for your assignment.
Then click "Get search volume"
You'll see a chart that indicates both volume, and the estimated cost per click (CPC).
--- VIDEO ADS (YouTube-based and video ads within Google's network):
If you plan to advertise on YouTube, you should watch this video (also shown below), which walks you through the steps and the ad options.
At minimum for your assignment, you'll choose to run ads on a cost per view (CPV) basis, which is very similar to the CPC basis for search ads.
You should modify your "Search" spreadsheet to accommodate your video decisions.
Friday, January 31, 2014
Thursday, January 30, 2014
SOURCES FOR FINDING MEDIA VEHICLES
SRDS Circulation
This reference book is in Owens Library. It lists newspapers and magazines that are distributed in every city in the US, indicating the circulation for each publication for each specific city.
SRDS Consumer Magazine Sourcebook
This reference book is in Owens Library. It lists categories of all US consumer magazines, under which it provides rate and circulation data for each magazine.
SRDS Radio Advertising Sourcebook
This reference book is in Owens Library. It lists all radio station by city or by format. Each station listing reveals audience profile and format. Use this book also for radio rates in individual markets by using the SQAD Spot Radio Cost-Per-Points, which is located near the front of the book. Check the Contents for exact page.
SRDS TV & Cable Sourcebook
This reference book is in Owens Library. It lists TV networks by city -- which does not help you find TV vehicles ideas. However, you will find demographic profiles by city, which helps you understand who lives in the cities you target. This source also provides SQAD cost-per-point so that you can figure out the rate of local TV shows. It also provides the number of TV households by city, another number you need to determine rates. This source also provides a list of both national cable networks and syndicated TV shows, both of which will provide you ideas for specific TV vehicles to use for your target audience.
Arbitron Radio Market Report
These reference books are located in Owens Library. Each report covers a specific city, but the library does not have a book for every city in the country. Each report provides a list of all stations, with station formats, within the city. This source provides listener figures by daypart, which you will need to determine radio rates.
Yahoo's Media Links
This is a list of media vehicle web sites for radio, television, magazines and newspapers. Check links individually to search for media kit information. http://dir.yahoo.com/News_and_Media/ Also, each of the sources listed below will help you identify media vehicles.
This reference book is in Owens Library. It lists newspapers and magazines that are distributed in every city in the US, indicating the circulation for each publication for each specific city.
SRDS Consumer Magazine Sourcebook
This reference book is in Owens Library. It lists categories of all US consumer magazines, under which it provides rate and circulation data for each magazine.
SRDS Radio Advertising Sourcebook
This reference book is in Owens Library. It lists all radio station by city or by format. Each station listing reveals audience profile and format. Use this book also for radio rates in individual markets by using the SQAD Spot Radio Cost-Per-Points, which is located near the front of the book. Check the Contents for exact page.
SRDS TV & Cable Sourcebook
This reference book is in Owens Library. It lists TV networks by city -- which does not help you find TV vehicles ideas. However, you will find demographic profiles by city, which helps you understand who lives in the cities you target. This source also provides SQAD cost-per-point so that you can figure out the rate of local TV shows. It also provides the number of TV households by city, another number you need to determine rates. This source also provides a list of both national cable networks and syndicated TV shows, both of which will provide you ideas for specific TV vehicles to use for your target audience.
Arbitron Radio Market Report
These reference books are located in Owens Library. Each report covers a specific city, but the library does not have a book for every city in the country. Each report provides a list of all stations, with station formats, within the city. This source provides listener figures by daypart, which you will need to determine radio rates.
Yahoo's Media Links
This is a list of media vehicle web sites for radio, television, magazines and newspapers. Check links individually to search for media kit information. http://dir.yahoo.com/News_and_Media/ Also, each of the sources listed below will help you identify media vehicles.
Tuesday, January 28, 2014
Buying Facebook Ads
If you choose to purchase ads on Facebook, start with this page: Facebook.com/advertising
Read this section about how Facebook ads work. Then, in order to determine costs for your specific target (demographic, psychographic and geographic characteristics), you'll have to essentially build an ad that is supposedly for a page that you own. If you do not have administrative rights to a "page," you should work with a friend who does. You won't be actually buying ads, of course. You won't be spending any money. But this is the way to determine actual costs.
So, when you have access to a "page," you can then click "Create an Ad," which starts the process of determining how much Facebook ads might cost for your specific needs.
I recommend you start learning this tool with a "clicks to website" goal. You'll have to enter a URL to start the process. Once you get to the next screen, that's where you'll enter your target's interests. I also recommend that under "Bidding and Pricing" you click the "Manually set your maximum bid for clicks (CPC)" option, which will then trigger an indicator as to how many people you're likely to reach, along with a suggested bid. As with all of your media choices for the media plan, you are choosing how much money you want to spend. But the meter that indicates how many people you'll be reaching is necessary for you to calculate the CPM for your Facebook expenditure.
Read this section about how Facebook ads work. Then, in order to determine costs for your specific target (demographic, psychographic and geographic characteristics), you'll have to essentially build an ad that is supposedly for a page that you own. If you do not have administrative rights to a "page," you should work with a friend who does. You won't be actually buying ads, of course. You won't be spending any money. But this is the way to determine actual costs.
So, when you have access to a "page," you can then click "Create an Ad," which starts the process of determining how much Facebook ads might cost for your specific needs.
I recommend you start learning this tool with a "clicks to website" goal. You'll have to enter a URL to start the process. Once you get to the next screen, that's where you'll enter your target's interests. I also recommend that under "Bidding and Pricing" you click the "Manually set your maximum bid for clicks (CPC)" option, which will then trigger an indicator as to how many people you're likely to reach, along with a suggested bid. As with all of your media choices for the media plan, you are choosing how much money you want to spend. But the meter that indicates how many people you'll be reaching is necessary for you to calculate the CPM for your Facebook expenditure.
Sunday, October 13, 2013
Buying Twitter Ads
If you want to buy Twitter ads for your media plan, go to ads.twitter.com, sign into your personal account, then walk through the steps for targeting your audience. Ultimately, you'll be deciding on a "cost per engagement." This is what you'll put in your spreadsheet as the "cost per ad." Your CPM will be cost per engagement times 1,000.
Thursday, August 22, 2013
GEOGRAPHIC -- Choosing Cities
How to choose your "cities" is covered in class in great detail. This explanation does not replace what's explained in class, it only summarizes it, and provides you links, where available.
1) It's important for you to choose three distinctly different cities. You don't, for example, want to choose Overland Park, Kansas, and Kansas City, Missouri. Those two cities are essentially the same "market," at least in terms of how the advertising industry treats them.
You are really choosing markets, and more specifically, "Designated Market Areas" or DMAs. Since this term is harder to understand, in class, I just refer to your choices as cities. But you really want to convert "cities" to "DMAs" in your mind, as soon as you're ready.
To help you with this, use this DMA Profiles and Maps source from SRDS. If your city isn't listed here, then you might need to change your city choice. In most cases, if your city doesn't appear on this list, it's too small. It's possible, though, that it's part of a larger DMA, in which case, you want to choose the DMA group name as your "city" choice. For example, you don't want to choose Waterloo, Iowa, but you would choose Cedar Rapids-Waterloo-Iowa City & Dubuqe, IA. Yes, it's wordy, but that's how you would list your "city" choice in your paper.
2) If you follow No. 1 above, then this No. 2 will happen naturally. But, remember that you need each city to be "big enough" to target. I'm giving you a client that will automatically require at least medium-sized markets (cities). I do this for a reason: you can't buy ads if there are no ads available to buy.
For example, you can't buy a TV ad during American Idol that only appears on Maryville. That's basically because Maryville isn't a DMA. There's no cable company here who sells ads only to Maryville advertisers. The city is too small. But, you can buy a TV ad in the St. Joseph DMA. How do you know this? Check that SRDS link in No. 1. If you don't know which city to search for in that list, then start with Google Maps. Search for the city you are considering, then look around that city for bigger cities that might actually constitute a DMA. Check the bigger city name on the DMA Profiles page.
You can use the "map" link from the DMA Profiles source to see which cities are included in a DMA you're considering.
1) It's important for you to choose three distinctly different cities. You don't, for example, want to choose Overland Park, Kansas, and Kansas City, Missouri. Those two cities are essentially the same "market," at least in terms of how the advertising industry treats them.
You are really choosing markets, and more specifically, "Designated Market Areas" or DMAs. Since this term is harder to understand, in class, I just refer to your choices as cities. But you really want to convert "cities" to "DMAs" in your mind, as soon as you're ready.
To help you with this, use this DMA Profiles and Maps source from SRDS. If your city isn't listed here, then you might need to change your city choice. In most cases, if your city doesn't appear on this list, it's too small. It's possible, though, that it's part of a larger DMA, in which case, you want to choose the DMA group name as your "city" choice. For example, you don't want to choose Waterloo, Iowa, but you would choose Cedar Rapids-Waterloo-Iowa City & Dubuqe, IA. Yes, it's wordy, but that's how you would list your "city" choice in your paper.
2) If you follow No. 1 above, then this No. 2 will happen naturally. But, remember that you need each city to be "big enough" to target. I'm giving you a client that will automatically require at least medium-sized markets (cities). I do this for a reason: you can't buy ads if there are no ads available to buy.
For example, you can't buy a TV ad during American Idol that only appears on Maryville. That's basically because Maryville isn't a DMA. There's no cable company here who sells ads only to Maryville advertisers. The city is too small. But, you can buy a TV ad in the St. Joseph DMA. How do you know this? Check that SRDS link in No. 1. If you don't know which city to search for in that list, then start with Google Maps. Search for the city you are considering, then look around that city for bigger cities that might actually constitute a DMA. Check the bigger city name on the DMA Profiles page.
You can use the "map" link from the DMA Profiles source to see which cities are included in a DMA you're considering.
Tuesday, November 01, 2011
Tablet App Media Ops
SRDS has an online directory of advertising opportunities within tablet apps. Click here.
Monday, March 01, 2010
NEWSPAPER INFORMATION
Newspaper Sources:
NewspapersFirst.com
www.newspaperlinks.com/home.cfm
This site provides lists of publications by state. It is not as comprehensive or detailed as Bacon’s, but can be helpful if you are looking for pubs in surrounding cities other than the market you are currently advertising in.
www.aan.org
The Association of Alternative Newsweeklies represents publications like KC’s Pitch Weekly. This site lists all alternative NP’s in the U.S. as well as websites and information on advertising nationally or through classifieds.
NAVIGATE: Under “Directories” select “Newsweeklies” and then you can either browse the list or search by state, circulation, etc. Click on the individual listed pubs and pull up contact information and a brief description of the paper.
SRDS: Standard Rate and Data Service -- in Library Reserve Section
These are your best sources for media rate and audience information. These books will help you find and choose your magazines and newspapers. Owens Library Reference Section has the following SRDS books: Circulation, Consumer Magazine and Newspaper sourcebooks.
The Consumer Magazine book has an index in the front to help you find magazine titles by topic. The Newspapaer book has lists of newspapers by market (city), and it also lists national newspapers at the beginning of the book. The Circulation book provides you information about which magazines and newspapers are delivered to specific markets (cities); therefore, you can look up your target market and find newspapers that are distributed within that city.
Owens Library has the following source: Gale Directory of Publications and Broadcast Media in the Reference Collection. The call number is Ref 016.071 A97 2002.
Wednesday, February 15, 2006
DEMOGRAPHIC & PSYCOGRAPHIC SOURCES
You'll find these sources helpful when trying to identify age, HH income, race, gender and marital status.
Claritas free reports.
Claritas You Are Where You Live database.
USA Today interactive feature profiling segments of US using demographic and psychographic segementation.
Stat-USA
Geo-Lytics Census data
National Geographic's Map Machine
www.naco.org
The National Association of Counties website helps you find a listing of cities in each county and a listing of counties in each state.NAVIGATE: From the homepage, select “About Counties” and then “Data and Demographics.” You can then do a city search. From “About Counties” you can also “Find a County” and search for counties by state.
http://www.melissadata.com/LookUps/
If you know the Zip code for the city, this will give you all surrounding zip codes with a specified radius, up to 5 miles. It also has lookups for zip code maps, demographics by zip code, lists of zips per county, etc.
http://zip.langenberg.com/
This site will give you provide you with the distance between two zip codes (miles and estimated drive times), provide listing of all zip codes within a specified radius and provide you with the zip codes included in a certain city and vice versa.
www.census.gov
The Census Bureau. This is the best source to find demographic information, and everything else that you would ever want to learn about your area. There are hundreds of reports and maps that you can pull on this site. NAVIGATE: The easiest way to find information quickly is by selecting “American Fact Finder” on the left side of the homepage. You can then type in the city, county, ZIP code, market, etc that you are looking for. Once the page uploads, it gives an overview of the information compiled for the area. You can also click on “Show More” if you need further detailed information like the social or economic characteristics of the area. These reports can be exported to Excel or printed, or simply copied and pasted into a spreadsheet. A direct link to the Census Bureau's Fact Finder.
http://www.ersys.com/
This site compiles census and city information and puts it into maps and graphics which are easy to read and pull quick information from. Simply select the state and city you are researching and it will pull up dozens of search options.
www.chamberofcommerce.com
One great way to find out what’s going in a particular city is to look at the area’s local chamber of commerce. This site helps you search for a city’s local chamber, providing contact information and website links. Once on the local chamber’s website, look for community profiles, economic information, lists of major employers, etc. to find out how and where the city is growing.
Claritas free reports.
Claritas You Are Where You Live database.
USA Today interactive feature profiling segments of US using demographic and psychographic segementation.
Stat-USA
Geo-Lytics Census data
National Geographic's Map Machine
www.naco.org
The National Association of Counties website helps you find a listing of cities in each county and a listing of counties in each state.NAVIGATE: From the homepage, select “About Counties” and then “Data and Demographics.” You can then do a city search. From “About Counties” you can also “Find a County” and search for counties by state.
http://www.melissadata.com/LookUps/
If you know the Zip code for the city, this will give you all surrounding zip codes with a specified radius, up to 5 miles. It also has lookups for zip code maps, demographics by zip code, lists of zips per county, etc.
http://zip.langenberg.com/
This site will give you provide you with the distance between two zip codes (miles and estimated drive times), provide listing of all zip codes within a specified radius and provide you with the zip codes included in a certain city and vice versa.
www.census.gov
The Census Bureau. This is the best source to find demographic information, and everything else that you would ever want to learn about your area. There are hundreds of reports and maps that you can pull on this site. NAVIGATE: The easiest way to find information quickly is by selecting “American Fact Finder” on the left side of the homepage. You can then type in the city, county, ZIP code, market, etc that you are looking for. Once the page uploads, it gives an overview of the information compiled for the area. You can also click on “Show More” if you need further detailed information like the social or economic characteristics of the area. These reports can be exported to Excel or printed, or simply copied and pasted into a spreadsheet. A direct link to the Census Bureau's Fact Finder.
http://www.ersys.com/
This site compiles census and city information and puts it into maps and graphics which are easy to read and pull quick information from. Simply select the state and city you are researching and it will pull up dozens of search options.
www.chamberofcommerce.com
One great way to find out what’s going in a particular city is to look at the area’s local chamber of commerce. This site helps you search for a city’s local chamber, providing contact information and website links. Once on the local chamber’s website, look for community profiles, economic information, lists of major employers, etc. to find out how and where the city is growing.
Tuesday, January 31, 2006
PROMOTIONS AND MORE
Cutting through the clutter takes more than interesting advertisements. To help you brainstorm about different promotional ideas, use these sources:
* Promo Magazine
Apply for a free subscription, or visit PromoMagazine.com
* About.com's promotional advertising web page.
* PromoPeddler.com's daily new promotion ideas are located here.
* Promo Magazine
Apply for a free subscription, or visit PromoMagazine.com
* About.com's promotional advertising web page.
* PromoPeddler.com's daily new promotion ideas are located here.
Monday, January 30, 2006
RESEARCH RESOURCES
Miscellaneous business resources:
Advertising Research Foundation
Business Researcher's Interests
CNN Money
Guerilla Marketing Online
Hoover's Online
Research-It!
Stat-USA
World Asvertising Research Center
Population and demographic information:
Census Bureau
Stat-USA
www.naco.org
The National Association of Counties website helps you find a listing of cities in each county and a listing of counties in each state.
NAVIGATE: From the homepage, select “About Counties” and then “Data and Demographics.” You can then do a city search. From “About Counties” you can also “Find a County” and search for counties by state.
http://www.melissadata.com/LookUps/
If you know the Zip code for the city, this will give you all surrounding zip codes with a specified radius, up to 5 miles. It also has lookups for zip code maps, demographics by zip code, lists of zips per county, etc.
http://zip.langenberg.com/
This site will give you provide you with the distance between two zip codes (miles and estimated drive times), provide listing of all zip codes within a specified radius and provide you with the zip codes included in a certain city and vice versa.
www.census.gov
This is the best source to find demographic information, and everything else that you would ever want to learn about your area. There are HUNDREDS of reports (data and maps) that you can pull on this site, and if you would like to learn more feel free to schedule a time with me and I will be happy to go over it with you!
NAVIGATE: The easiest way to find information quickly is by selecting “American Fact Finder” on the left side of the homepage. You can then type in the city, county, zip code, market, etc that you are looking for. Once the page uploads, it gives an overview of the information compiled for the area. You can also click on “Show More” if you need further detailed information like the social or economic characteristics of the area. These reports can be exported to excel or printed, or simply copied and pasted into a spreadsheet.
http://www.ersys.com/
This site compiles census and city information and puts it into maps and graphics which are easy to read and pull quick information from. Simply select the state and city you are researching and it will pull up dozens of search options.
www.chamberofcommerce.com
One great way to find out what’s going in a particular city is to look at the area’s local chamber of commerce. This site helps you search for a city’s local chamber, providing contact information and website links. Once on the local chamber’s website, look for community profiles, economic information, lists of major employers, etc. to find out how and where the city is growing.
Magazines:
Advertising Age
Adweek
American Demographics
Business Week
Forbes
Fortune
Media Life
Advertising Research Foundation
Business Researcher's Interests
CNN Money
Guerilla Marketing Online
Hoover's Online
Research-It!
Stat-USA
World Asvertising Research Center
Population and demographic information:
Census Bureau
Stat-USA
www.naco.org
The National Association of Counties website helps you find a listing of cities in each county and a listing of counties in each state.
NAVIGATE: From the homepage, select “About Counties” and then “Data and Demographics.” You can then do a city search. From “About Counties” you can also “Find a County” and search for counties by state.
http://www.melissadata.com/LookUps/
If you know the Zip code for the city, this will give you all surrounding zip codes with a specified radius, up to 5 miles. It also has lookups for zip code maps, demographics by zip code, lists of zips per county, etc.
http://zip.langenberg.com/
This site will give you provide you with the distance between two zip codes (miles and estimated drive times), provide listing of all zip codes within a specified radius and provide you with the zip codes included in a certain city and vice versa.
www.census.gov
This is the best source to find demographic information, and everything else that you would ever want to learn about your area. There are HUNDREDS of reports (data and maps) that you can pull on this site, and if you would like to learn more feel free to schedule a time with me and I will be happy to go over it with you!
NAVIGATE: The easiest way to find information quickly is by selecting “American Fact Finder” on the left side of the homepage. You can then type in the city, county, zip code, market, etc that you are looking for. Once the page uploads, it gives an overview of the information compiled for the area. You can also click on “Show More” if you need further detailed information like the social or economic characteristics of the area. These reports can be exported to excel or printed, or simply copied and pasted into a spreadsheet.
http://www.ersys.com/
This site compiles census and city information and puts it into maps and graphics which are easy to read and pull quick information from. Simply select the state and city you are researching and it will pull up dozens of search options.
www.chamberofcommerce.com
One great way to find out what’s going in a particular city is to look at the area’s local chamber of commerce. This site helps you search for a city’s local chamber, providing contact information and website links. Once on the local chamber’s website, look for community profiles, economic information, lists of major employers, etc. to find out how and where the city is growing.
Magazines:
Advertising Age
Adweek
American Demographics
Business Week
Forbes
Fortune
Media Life
HOW SOCIAL CLASS WORKS
This is an interactive page that will help you "label" your target audience as "upper class," "middle class" and so on. Click here.
MEDIA NEWS
TV Barn -- a web site that compiles stories about what is happening in the television industry. This site will offer tips on which shows are doing well and which are not. This could be helpful for you when you are choosing your media vehicles. http://www.tvbarn.com/
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