JUPAK MEMO
CSUF, Department of Communication
RE: ‘Pearls of Wisdom’ presentation
As your ‘peal of wisdom’, you need to 1) pick and present a topic from the text chapters
(OPTION I) OR 2) to observe and present an advertising campaign (in terms of their use of
media—OPTION II limited to 2 teams). You should start the process early enough to
digest/understand the material completely in order to explain it clearly to class. Also, if you
are unclear about the chapter pages designated, see me. See me also if you need help.
Note: You presentation should not last more than 10 or so minutes, except for consumer
media topics (15 minutes maximum). Only one (one- or two-person) team can sign for each
topic. First come, first serve. As soon as you have a two-person team, you will be eligible
to sign your name below the topic of your choice. A hard copy of the report as well as the
presentation & visual materials (as a Power-point or Word file with a proper title and label,
in an envelope) should be submitted on the due date.
POW TOPICS FROM TEXT (POW OPTION I)
Situation Analysis
POW #1
Chapter 6, Situation analysis (pp. 117-119)
Your Name:
Market and Consumer Analysis
POW #2
Chapter 7, Analysis of the Market--Where to Advertise (Sales Analysis/Geographic
Market Analysis) (PP. 172-182) – Focus more on ‘sales analysis’ and ‘heavy-user
data’ than ‘classification of geographic areas’
Your Name:
Competitive Analysis
POW #3
Chapter 6, Competitive Advertising and Media Analysis -- Competitive Media
Expenditure Analysis (pp.132-143) – Focus on CMR data
Your Name:
Media Objectives (Chapters, 5, 8 & 9)
Gross Rating Points and Gross Impressions
POW #5
Chapter 5, GRPs and Gis (pp. 87-92, show exhibits)
Your Name:
Reach and Frequency vs. Effective Reach and Frequency
POW #6
Chapter 5, Discuss Reach (only)-Why Audience is counted only once, Kinds of reach
(show/discuss Exhibits 5-3 and 5-4), & How reach builds over time (show/discuss
Exhibit 5-6) (pp. 92-98)
Your Name:
POW #7
Chapter 5, Frequency, Frequency Distribution & The Relationship of Reach to
Frequency (pp. 99-106, show/discuss Exhibits 5-8,9,10,11)
Your Name:
POW #8
Chapter 5, Effective Frequency & Brief History of Effective Frequency (pp. 106-116)
Your Name:
POW #9
Chapter 8, When to Emphasize Reach & When to Emphasize Frequency (pp. 206-212)
Your Name:
Scheduling Tactics
POW #10
Chapter 9, Scheduling (Continuity, Flighting, Pulsing)(pp. 218-222, show/discuss
Exhibits 8-8 & 8-9) & Chapter 5, When to Advertise (pp. 189-192)
Your Name:
Media Strategy (Chapter 9, 11)
Review of Consumer Media Classes
POW #11
Chapter 9, Pros & Cons for Newspapers, Magazines, & Newspaper Supplements (pp.
228-232)
Your Name:
POW #12
Chapter 9, Pros & Cons for TV & Cable TV, (pp. 232-236)
Your Name:
POW #13
Chapter 9, Pros & Cons for Radio (pp.237-239) & Internet (pp. 239-241),
Your Name:
POW #14
Chapter 9, Pros & Cons for & Direct Mail (pp. 241-244), Outdoor & Transit (pp. 245248)
Your Name:
POW #15 (UNAVAILABLE FOR THIS SEMESTER)
Chapter 11, Other Media Values (pp. 294-303)
Your Name: UNAVAILABLE
Advertising Media Campaigns (POW OPTION II)
POW #16
Group 1 (Brand Name:
Your Name:
POW #17
Group 2 (Brand Name:
Your Name: