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Broadcast Media

Broadcast Media

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Broadcast Media

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  1. Broadcast Media Part 3: Effective Advertising Media Chapter 9

  2. Chapter Outline • Chapter Key Points • Broadcast Media • Radio • Television • Film and Video • Product Placement • Using Broadcast Advertising Effectively

  3. Key Points • Describe the structure of radio, how it is organized, its use as an advertising medium, its audience, and its advantages and disadvantages • Explain the structure of television, how it is organized, its use as an advertising medium, the TV audience, and its advantages and disadvantages • Outline how advertisers use film and video • Identify advantages and disadvantages of using product placements

  4. Broadcast Media • Transmit sounds or images electronically • Include radio and television • Broadcast engages more senses than reading and adds audio as well as motion for television

  5. Structure of the Industry AM/FM Public radio Cable radio Satellite radio LPFM Web radio Radio Advertising Relies on the listener’s mind to fill in the visual element Delivers a high level of frequency Radio commercials led themselves to repetition Radio

  6. Network Spot Syndicated Group of local affiliates connected to one or more national networks Viable national medium for food and beverages, cars, and over-the-counter drugs Growth has contributed to increase in syndicated radio Revenue Categories

  7. Network Spot Syndicated When an advertiser places an ad with an individual station rather than a network Makes up nearly 80% of all radio advertising Messages can be tailored for particular audiences Revenue Categories

  8. Network Spot Syndicated Offers advertisers a variety of high-quality, specialized, and usually original programs Advertisers value syndicated programming because of the high level of audience loyalty Revenue Categories

  9. Station fans Largest segment of radio listeners A clear preference for one or two stations Radio fans May listen to four or five stations per week Show no preference for one particular station Music fans People who listen exclusively for the music being played News fans Choose stations based on a need for news and information Have one or two favorite stations The Radio Audience

  10. Measuring the Radio Audience • Dayparts • Typical radio programming day is divided into five segments called dayparts • Coverage • The number of homes in a geographic area that are able to pick up the station clearly • Ratings • The percentage of homes actually tuned in to a particular station

  11. Advantages Target audience Affordability Frequency Flexibility Mental imagery High level of acceptance Disadvantages Listener inattentiveness Lack of visuals Clutter Scheduling and buying difficulties Lack of control Radio

  12. Television • Television advertising is embedded in television programming • Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences

  13. Network television Cable and subscription Local television Public television When two or more stations are able to broadcast the same program that originates from a single source Networks originate programs and provide them to local affiliates Structure of the Television Industry

  14. Network television Cable and subscription Local television Public television Provide highly targeted special-interest programming options Cable is most familiar example of subscription television Structure of the Television Industry

  15. Network television Cable and subscription Local television Public television Affiliated with a network Carry network programming and their own programs Independent stations Most advertisers are local retailers Structure of the Television Industry

  16. Network television Cable and subscription Local television Public television Many consider public television to be commercial-free Stations can air program sponsorship ads Reaches the affluent Structure of the Television Industry

  17. Programming Options • Specialty television • Pay-per-view • Program syndication • Interactive television • High-definition TV • Digital Video Reorders

  18. Sponsorships Participations Spot announcements Advertiser assumes total financial responsibility for producing the program and providing the commercials Advertiser can control the content and quality of the program and the placement and length of commercials Television Advertising

  19. Sponsorships Participations Spot announcements Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program Provides more flexibility in market coverage, target audiences, scheduling, and budgeting Television Advertising

  20. Sponsorships Participations Spot announcements Commercials that appear in the breaks between programs Local affiliates sell these to advertisers who want to show their ads locally Television Advertising

  21. Rating points The percentage of all the households with television tuned into a particular program Share of audience The percentage of viewers based on the number of sets turned on Gross Rating Points The sum of the total exposure expressed as a percentage of the audience population People meters Record what television shows are being watched, the number of households watching, and which family members are viewing Measuring the Television Audience

  22. Advantages Pervasiveness Cost efficiency Impact Disadvantages Production costs Clutter Wasted reach Inflexibility Intrusiveness Television

  23. Trailers Videocassette and DVD distributors also placing ads before movies Promotional video networks in stores, offices, truck stops, etc. Advantages Play to a captive audience Attention level is higher than for almost any other form of commercials Disadvantages Captive audience resents intrusion of ads Film and Video

  24. When a company pays to have verbal or visual brand exposure in a movie or TV program Advantages Demonstrates product usage in a natural setting by celebrities Catches audience when resistance to ads is low Disadvantages May not be noticed Not a match between product/movie/audience Product Placement

  25. Use Radio If… Local business Highly targeted audience Small budget Timing consideration Align interests with program Personal message with human voice Works in musical form or strong in mental imagery Need reminder message Use Television If… Want wider mass audience Align interests with program Good budget Product needs both sight and sound Prove something to audience Halo effect Create or reinforce brand image and personality Using Broadcast Advertising

  26. Use Movie Ads If… National brand Have budget to do high-quality commercials Want to associate brand with movie stars Movie audience matches brand’s target audience Substantial visual impact and quality production Use Placement If… Want to associate brand with stars and story Viewing audience matches brand’s target audience Natural fit between product and storyline Opportunity for brand as star Appeals to stakeholders Supporting ad campaign Using Broadcast Advertising