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Television Advantages

Television Advantages. Creativity and Impact: IKEA ad High Impact Sight-Sound-Motion Budweiser ad Coverage and Cost Effectiveness Mass Coverage High Reach Captivity and Attention Attention Getting Favorable Image Selectivity and Flexibility High Prestige Low Exposure Cost.

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Television Advantages

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  1. Television Advantages • Creativity and Impact: IKEA ad • High Impact • Sight-Sound-Motion Budweiser ad • Coverage and Cost Effectiveness • Mass Coverage • High Reach • Captivity and Attention • Attention Getting • Favorable Image • Selectivity and Flexibility • High Prestige • Low Exposure Cost

  2. Television Disadvantages • Cost • Lack of Selectivity • Fleeting Message • Clutter • Limited Viewer Attention • Distrust and Negative Evaluation

  3. Three TV Buying Decisions • Network Versus Spot • Reach is the primary consideration but ease of purchase is important. • Sponsor, Participate, or Spot • Method of buying affects cost, commitment, and identification. • Specific Daypart and Weeks • Scheduling depends on reach and frequency requirements.

  4. Buying TV Time • Network Versus Spot • Networks • Affiliated stations are linked • Purchase transactions are simplified • Spot and local

  5. Buying Television Time • Spot: mostly confined to station breaks between programs • Two Types • National Spot-non-network/national advertiser • Local- non-network/local advertiser • Advantages: flexibility, cost • Limitations: more clutter; more difficult • Many stations involved • Variations in pricing • Variations in discount structure

  6. Syndication • Syndication - shows sold on a station-by-station basis • Two Types • Off-network - reruns: Seinfeld, Roseanne, Simpsons • First-run - Jerry Springer, Rosie, Star Trek Voyager, Highlander • Barter syndication-selling shows to stations in return for commercial time • Syndication buying is complex • Less info from syndicators • Different audience (older, more rural) • May not be seen in all markets • May run in different time slots

  7. Methods of Buying Time • Sponsorship • Advertiser assumes responsibility for the production and perhaps the content of the program • Sponsor has control and can capitalize on the prestige associated with a show • Participations • Participating sponsors share the cost • May participate regularly or sporadically • Advertiser isn’t responsible for production • Participants lack control over content Superbowl Halftime Show Sponsorship Superbowl Participation

  8. 7:00 AM - 9:00 AM Mon. - Fri. 9:00 AM - 4:30 PM Mon. - Fri. 4:30 PM - 7:30 PM Mon. - Fri. 7:30 PM - 8:00 PM Sun. - Sat. 8:00 PM - 11:00 PM Mon. - Sat. 7:00 PM - 11:00 PM Sun. 11:00 PM - 11:30 PM Mon. - Fri. 11:30 PM - 1:00 AM Mon. - Fri. Morning Daytime Early fringe Prime-time access Prime time Prime time Sun. Late news Late fringe TV Dayparts

  9. Cable • Can be national, regional or spot • Advantages • Selectivity-narrowcasting (TRP vs GRP) • Much lower cost • CPMcable = 2 or 3 times CPMnetwork • Limitations • Comparably low ratings • Even MTV, ESPN and CNN have prime time ratings of only 1 to 2 • Lower penetration: 68% of households–1/3 unreachable

  10. Radio and TV Similarities Both Media . . . • Are time oriented media • Are sold in time segments • Have some network affiliates • Have some independents • Use the public airway • Are regulated by the F.C.C. • Are externally paced media • Are passive, low-involvement

  11. Radio Differs from TV • Offers only an audio message. • Is more limited communication. • Costs much less to produce. • Costs much less to purchase. • Has less status and prestige. Radio Broadcasting . . .

  12. Magazines • Three Categories (SRDS) • Consumer • Business • Farm

  13. Magazines • Advantages • Selectivity • Reproduction Quality • Creative Flexibility • Permanence • Prestige • Consumer Receptivity • Consumer Involvement • Due to and correlated with selectivity • Some are purchased as much for ads as for content: • Bridal • Fashion • Computer

  14. Magazines • Disadvantages • Costs • Limited Reach and Frequency • Long Lead Time • Clutter!

  15. Circulation • Primary: subscriptions • Circulation Verification • Audit Bureau of Circulations (ABC) - 70% paid requirement

  16. Circulation • Primary: subscriptions • Circulation Verification • Readership • Based on pass-along readership • Readership = readers per copy X circulation

  17. Purchasing Space • Usually space units • Full, half, quarter page • Plus: • Color • Bleed • Insert • Location • Etc. • Minus: • Volume

  18. Newspapers • Five Categories • Daily • Weekly • National (USA Today, Christian Science Monitor, WSJ) • Special Audience (Advertising Age) • Supplements (Parade, USA Weekend) • Three types • Display • Classified • Inserts

  19. Newspapers • Advantages • Extensive Penetration • Flexibility • Geographic Selectivity • City by city • Often very narrow insert zones • Chicago Tribune has 95 zones

  20. Newspapers • Disadvantages • Poor Reproduction • Short Life Span • Lack of Selectivity • Clutter!

  21. Purchasing Space • Rates • Columns vary (6-9 / page) • Standard advertising units (SAU) • Adopted in 1984 • Used by 90% of newspapers • Some do not use the 6th column • Locals still use column inch • 1” x 1 column

  22. Purchasing Space • Rates • Columns vary (6-9 / page) • Standard advertising units (SAU) • Rate Structure • Flat Rate: no quantity, repeat discounts • Open Rate: discounts available • Run of Paper (ROP): newspaper places ad; standard • Preferred position: advertiser chooses location; costs extra • Combination rate: multi paper rate • Morning/evening • Several papers owned by one publisher • Several papers in a syndicate

  23. Outdoor Advertising • Reach • Reaches young, affluent audiences very quickly • Frequency • Very high frequency of impressions, especially up-scale • Flexibility • Many positions available to reach specific groups • Cost • Lowest cost per exposure of any major ad medium • Impact • Size, shape, lighting, motion, and special impressions

  24. Other Out-of-Home Media • Aerial Advertising • Sky Banners • Sky Writing • Blimps • Mobile Billboards • Trucks • Vans • Trailers • In-Store Media • Signs • Video • Kiosks

  25. Special Outdoor Media • Parking meters • ATM displays • Trash cans • Ski lift poles • Car top signs • Sidewalk signs • Garden plantings • Wall drawings

  26. Transit Advertising • Inside Cards • Placed above seats • In luggage areas • Outside Posters • On the sides, backs, roofs • On busses, taxis, trains, etc. • Station, Platform, Terminal Posters • Floor displays • Island showcases • Electric signs, etc.

  27. Specialty Advertising Defined A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. Unlike premiums, with which they are sometimes confused, these articles are always distributed free: Recipients don’t have to earn the specialty by making a purchase or contribution.

  28. Forms of Yellow Pages • Specialized Directories • Targeted to special audiences (e.g., Hispanics, Women, Blacks, Christians, etc.) • Audiotex • “Talking” Yellow Pages • Interactive • Consumer search data bases • Internet Directories • National, regional and local listings • Other Services • Coupons, inserts, samples, etc.

  29. Advantages High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity Disadvantages Irritation Cost (Maybe) Movie, Videotape Ads

  30. Advantages High exposure High frequency Media support Source association Economy High recall Bypass regulations Viewer acceptance Disadvantages High absolute cost Time of exposure Limited appeal Lack of control Public reactions Competition Negative placements Placements

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