Carey Goin - Media Consultant

Carey Goin

Media Consultant, Network TV Producer & Director

Student Stuff

Student Stuff Below
Carey Goin on Hoover Dam. One foot in Arizona and One in Nevada.
Taken after speaking at the NAB Convention in Las Vegas.

The question I get asked the most is how do I get a job.
Read the article on me in Kaleidoscope on Press link.
Here are a few links to look.

ADVERTISING CHEAT SHEET

Advertising is a paid, mass-mediated attempt to persuade by an identified sponsor.

PSA Public Service Announcement (Not paid)

Political Advertisements are the only unregulated form of advertising. They enjoy complete First Amendment protection as "political speech."

A brand is a name, term, sign, symbol or any other feature that identifies one sellers good or service as distinct from those other sellers.

Integrated brand promotion (IBP) is the use of various promotional tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity and preference.

Coca-Cola is the worlds most valuable brand.

Target Audience is a particular group of consumers singled out for an advertisement or advertising campaign.

2 Types of Audience Categories

1. Household Consumer

2. Business Organizations

CO-OP Advertising (cooperative advertising) is the sharing of advertising expenses between national and local merchants.

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

4 Ps of Marketing: Product, Place, Promotion, and Price.

Positioning is the process of designing a brand so that it can occupy a distinct and valued place in the target consumers mind relative to other brands and then communication this distinctiveness through advertising.

An advertising agency is an independent organization of professionals who provide creative a business services to clients in planning, preparing, and placing advertisements.

Logo the graphic mark that identifies a company and other visual representations that promotes an identity for a firm.

Traditional commission is 15% for all advertising billed out for an advertising agency.

An In-House agency is owned and operated by the advertiser.

5 Media Organizations available to advertisers

1. Broadcast

2. Interactive Media

3. Print

4. Media Conglomerates

5. Support Media

P.T. Barnum is considered the "Father of Advertising!"

80% of all newspaper revenues come from advertising.

Stereotyping is the process of categorizing individuals by predicating their behavior based on their membership in a particular class or group.

The Federal Trade Commission (FTC) is the main government agency that regulates advertising.

Copyright is the exclusive right to print or reproduce material during the life of the copyright owner and for 50 years after.

Why do people buy? Abraham Maslow Hierarchy of Needs

Physiological Needs Survival
Safety
Social
Esteem Status
Self- Actualization Full potential

Slander is oral defamation. Libel is print defamation.

A reference group is any configuration of other people that a particular individual uses as a point of reference in making his or her own consumption decisions.

Demographics Segmentation

Age

Gender

Race/Ethnicity

Household Type (Single, Married, Children);

Home Ownership

Education

Employment

Income

Occupation

Psychographics is a form of research that emphasizes the understanding of consumers activities, interests and opinions.

Slogans are linguistic devices that link a brand name to something memorable, due to the slogans simplicity, meter, rhyme, or some other factor.

Quantitative research is the NUMBER of people listening or reading a give advertisement. (Surveys)

Qualitative Research is the KIND of people listening or reading a given advertisement. Example: Focus Group

USP- Unique Selling Proposition

A.I.D.A. - formula for copy writing

ATTENTION

INTEREST

DESIRE

ACTION

The Headline in print copy is the dominant line or lines of copy that stand out in an ad.

KDKA was the first radio station founded in 1920.

Story board is a shot-by-shot sketch depicting in sequence the visual scenes and copy that will be used in a television advertisement.

3 production phases

1. Pre production - planning

2. Production - shoot

3. Post production editing

Prime time for radio is 6- 10 A.M. 3-7 P.M.

For Television 7 10 P.M.

HDTV High Definition Television

Typeface or Font is the basic design of type, whether the letters re elegant or casual, squares or rounded.

Mechanical is the final version of an ad.

The majority of the test will come from these pages but there will be other questions from the book, lecture and videos.

Ratings = Households tuned in divided by Total Households.

Share = Households tuned in divided by Households actually using media.

TV PRODUCTION I MC 373-3N / 3-4418

Tuesday 11:00 A.M. 1:30 P.M.

Professor Carey Goin (carey@uab.edu)

Text: Video Basics 4 by Zettl. Wadsworth

The objective of this course is to give a basic overview of television and how to operate equipment. Attendance is mandatory. Any student missing more than two classes will have final grade dropped by one letter grade.

Grading:

30% Mid-Term; 30% Newscast; 30% Projects; 10% Participation

January 6 Class Overview; Video Chapters 1 & 2; CD-ROM Process

January 13 Chapters 3 & 4; CD-Rom Cameras; Chapters 5 & 6; CD- Rom Lighting

January 20 Chapters 7 & 8; CD-ROM Audio; Chapters 9 & 10; CD-ROM Editing

January 27 Chapters 11 & 12

February 3 Chapters 13 & 14

February 10 Chapters 15: Mid-Term Review

February 17 MIDTERM

February 19-21 Samford Step Sing

February 24 Interview Program

March 2 Interview Program

March 9 Newscast

March 16 Newscast

March 23 April 20 -Projects

March 30 Spring Break

April 9 Communications Banquet

April 27 Final Presentations - WorkPlay

The instructor reserves the right to change above schedule or grading scale if deemed necessary.

Intro to Advertising MC 320 2D / 3-6928 / Tuesday 12:30 P.M 1:45 P.M...

Instructors: Dr. Jean Bodon (bodon@uab.edu); Carey Goin (carey@uab.edu)

This class will introduce students to the exciting world of advertising. Students will receive an overview of the advertising process, planning and will participate in creating advertising in group projects. Attendance is mandatory. Every two absents will result in one letter drop in their final grade.

Class schedule:

January 6 - Class Overview & Advertising Video

January 8 - Introduce Product or Service Ideas

January 13 The Advertising Process

January 15 - The Structure of Advertising Industry

January 20 - History of Advertising

January 22 - Ethics & Regulations

January 27 - Consumer Behavior, Maslow

January 29 - Segmentation & Proposition, Demographics, Psychographics

February 3 - Present Product Ideas and Develop Groups.

February 5 - Research, Advertising Plan, copy writing

February 10 - Production, Media Planning, Internet

February 13 - International Perspective, Creativity

February 17 - Print, Television, Radio Production Process

February 19 - MIDTERM

February 24 April 6 Group Time for Projects

April 8 - RADIO ADS DUE

April 15 TV ADS DUE

April 22 PRINT ADS DUE

April 29 - FINAL PRESENTATIONS

The instructors reserve the right to change this class schedule and grading structure as needed.

MC 320 May Mini Term

Presentation Assignment/Final

After much consideration media mogul Carey Goin has decided to invest his millions into the food service business. His intentions to open a local restaurant with local flair, and, if successful, expand into a nationwide franchise. Local research has shown that a theme restaurant would be the best within the area.

Mr. Goin is enthusiastic with this notion but is not initially from this area (he grew up in Birmingham) so he has little idea of what theme would work for the surrounding localities, what would bring in customers to the new establishment?

The job of your agency will be to develop a working theme for the restaurant that would be of interest to the general locality. Within this you will provide a name and slogan for the restaurant, determine the target audience and create a successful campaign that will help the restaurant flourish. In order to do this your agency will need to do the following:

1. Create an Advertising Plan

2. Develop a treatment for a TV commercial

3. Produce 1 :30 Radio Spot

4. Produce 1 Print Ad

While constructing this keep in mind that you are applying this the local environment only at this time but that thoughts for national plans need to be factored a bit into the equation.

Clint Black HD Special I technical directed.