ADPR 3100 Lecture Notes - Lecture 8: Visual Pollution

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3100
• Professor: Evans

Document Summary

Research about the brand and the market. Outdoor/ooh advertising strategy and buying: we calculate grps differently for ooh. Buying ooh: grps (cid:862)g(cid:396)oss (cid:396)ati(cid:374)g poi(cid:374)t(cid:863) (cid:894)fo(cid:396) outdoo(cid:396)(cid:895: percentage (expressed as a whole number, adult population, daily exposure. Example: 50 grps = reaching 50% of the market per day. In single, local market (e. g. athens or atlanta) We would by allotments in sets of 50 or 100 grps. (sometimes less for larger markets) Daily effective circulation (dec) : the average # of persons, in cars or other vehicles, passing and potentially exposed to an ad display. This is calculated for the area/where the ad will be placed. Add up dec for all posters/ads in allotment (# of posters used in an individual buy) Per allotment - the number of ads required to reach a desired grp. Expressed as a percentage of the population, so you multiply by 100. Total dec for allotment: grps = total market population x 100.