Posted in Uncategorized | 2 Comments

Final Portfolio and LinkedIn Profile

Hi Everyone,

Here is the Sample Presentation to use as your template for your Final Portfolio.


ALSO, you should have already created your LinkedIn page by now, so please submit a hard copy of it when you hand in the final — your linkedin page should not be part of the Final Portfolio, but instead a separate document.

This will be due via a hard copy. It can be in black & white. It can be one-sided or double-sided. BUT it must be neat and legible, and in all other regards ‘professional’. You have the choice of handing it in on Wed 12/13 in our classroom between 7-7:30PM, or Wed 12/13 between 5:30PM and 6:30PM in Library Room 0014 (where I am teaching another class) that same day. PLEASE keep a copy for yourself as I will not return the presentation to you. There will be no official class on 12/13 — BUT I will be in the classroom from 7-7:30PM to accept portfolios.

If you have any questions, please email me at my gmail address.



Posted in Final Portfolio | 7 Comments

Final Quiz 12/6

Please know all that is in red in the two blog posts below.  The one for Advertising and the one for OTT Advertising.

Posted in Uncategorized | Leave a comment

Protected: Social Media Plan

This content is password protected. To view it please enter your password below:

Posted in Uncategorized

Know for Final: Advertising Terms

Know for Final 12/6.  Know what’s in red.

Impression: a single exposure of an audience member to an advertising unit AKA a set of eyeballs

Flight – period of time during which advertising runs.
Example:  If you are running an online campaign for six weeks, then you are running a six-week online flight

Two ways to buy advertising for digital and display:
1) CPC or PPC: Cost Per Click or Pay Per Click. When you purchase an ad on a CPC or PPC basis, you do not pay for the ad to be shown (aka ‘served), you only pay if someone clicks on the ad.
2) CPM: Cost Per Thousand Impressions (do not forget about the word ‘impressions’ when asked what a CPM is). When you purchase an ad on a CPM basis, you pay for every 1,000 impressions (set of eyeballs) that your ad garners. A CPM is the cost to generate one thousand target impressions. Why is it used — it is used to evaluate the relative efficiency of various media. (see below for peanut butter analogy).

CPM formula:
CPM = Total Cost / Total Impressions divided by a thousand

Example: ad gets 12,800,000 impressions a month and costs $75,000 (you must know how to do this calculation):
Step 1: you divide the number of impressions (in this case 12,800,000) by 1,000 (i.e your answer here is 12,800)
Step 2: then divide that number into the cost of the ad (in this case $75,000) — which gives you the CPM or ‘cost per thousand impressions’ (in this case, the CPM is $5.85, that means that for every 1,000 eyeballs, you pay $5.85)

CPMs are used as ‘benchmarks’ to compare costs of various media when building your advertising/marketing plans. In other words, CPMs ‘level the playing field’ when comparing different advertising vehicles (i.e. different publications, tv programs, websites).

Peanut Butter Analogy:
• Think about CPMs the same way you would if you were at the grocery store comparing products before purchases.
• For example – Which is the be]er bargain: the 15 ounce jar of Skippy peanut bu]er at $4.50 or the 24 ounce family size jar of Jiffy peanut bu]er at $6.80?
• You can compare adver&sing vehicles the same way, for instance, which is the be]er adver&sing bargain: the full page ad in Publica&on “A” at $60,000 and 1 million impressions or Publica&on “B” at $100,000 and 2 million impressions? The calcula&on is the same as the peanut bu]er scenario, except your unit of measure will be CPMs (cost-per-thousand- impressions) instead of ounces.
• Of course, if you don’t like Jiffy peanut bu]er, it’s not really the be]er bargain is it? So remember to also seriously consider relevance when choosing your adver&sing (i.e. ensure that the publica&on/channel/website is the right vehicle to reach your target audience).

Another important ‘media math’ term to know is CTR (click-through rate).
CTR: measures the number of clicks advertisers receive on their ads per number of impressions. The higher the CTR, the better your ad performed (in other words, the higher your CTR, the more people clicked on your ad).

CTR formula (you need to know the formula but you will not have to do the calculation):
clicks ÷ impressions = CTR
For example, if you had 5 clicks and 1000 impressions, then your CTR would be 0.5%.

Other misc terms:
ROI: Return on Investment
IO: Insertion Order (the contract that commits you to buying the ad placement)


You do not need to know this for the Final:
When buying advertising — you need to:
1) Create the Ad
2) Place the Ad (buy the ‘real estate’ where the ad will appear)
And you will be dealing with two Closing Dates:
1) Space Closing (you sign an IO which commits to pay for the ad placement)
2) Materials Closing (when you have to submit the actual commercial to the place where you bought the media)

Posted in Uncategorized | Leave a comment

Know for Final: Advertising terms related to OTT

Know for Final 12/6. Know what’s in red.

And a few more advertising terms, specifically related to OTT…

OTT = over the top = content that is delivered over the internet, not through cable or satellite. OTT can be live streaming or VOD…

VOD = video on demand (not live TV). This can be accessible as OTT (internet with no cable/satellite subscription) or with a cable/satellite subscription (i.e. with a log in code from a cable provider)

To sum up: OTT is delivered via the internet only; VOD can be delivered via internet or via cable/satellite

If you are watching VOD on your computer via Spectrum or Dish (aka a cable company or satellite company), although they would like you to believe that it’s OTT, it is not — because you need to log into your satellite or cable subscription in order to view the content on demand.

TVE = TV Everywhere = what the cable and satellite companies call their VOD services

You can watch OTT on your computer, phone, smart tv or by using a streaming device such as a Roku, amazon FireStick, google Chromecast, Apple TV…

Some OTT platforms (companies that offer content over the top) are advertising supported (just like ‘regular tv’) like Sling TV (owned by Dish), Pluto TV, Tubi TV, Xumo. Some OTT services do not sell advertising, and are instead subscription based such as Netflix and amazon prime. Some OTT services are hybrids, such as Hulu which offers two subscriptions, the cheaper one is advertising supported, the more expensive option has less ads (sometimes none). There are also transactional OTT services, for example if you need to purchase streaming ala cart on ‘regular’amazon (rather than subscribe to amazon Prime for ‘included’ OTT content).

There is long-form OTT (movies and tv episodes) as well as short-form OTT (10 mins or less, many times user generated content (UGC). YouTube is an OTT service, much of which delivers short-form content. Short-form content is not considered premium content, while movies and tv shows are considered premium content.

Addressable: this means that viewers can be served different ads while watching the same tv show — the ads are served to them based on household demographic/behavioral/psychographic targeting parameters. So if you’re watching a tv show on your computer at the same time that your neighbor is watching the same tv show — they might see a different ad, based on their targeting profile.

Here is a more official definition of addressable TV:
Addressable TV advertising is the ability to show different ads to different households while they are watching the same program. With the help of addressable advertising, advertisers can move beyond large-scale traditional TV ad buys, to focus on relevance and impact.


Posted in Uncategorized | Leave a comment

Image Size Chart for Social

Image Size for Social

Posted in Uncategorized | Leave a comment