Television Advantages

Television AdvantagesTelevision AdvantagesCreativity and Impact: Creativity and Impact: IKEA adIKEA ad High ImpactHigh Impact Sight-Sound-Motion Sight-Sound-Motion Budweiser adBudweiser ad

Coverage and Cost EffectivenessCoverage and Cost Effectiveness Mass CoverageMass Coverage High ReachHigh Reach

Captivity and AttentionCaptivity and Attention Attention GettingAttention Getting Favorable ImageFavorable Image

Selectivity and FlexibilitySelectivity and Flexibility High PrestigeHigh Prestige Low Exposure CostLow Exposure Cost

Television DisadvantagesTelevision Disadvantages

CostCost

Lack of SelectivityLack of Selectivity

Fleeting MessageFleeting Message

ClutterClutter

Limited Viewer AttentionLimited Viewer Attention

Distrust and Negative EvaluationDistrust and Negative Evaluation

Three TV Buying DecisionsThree TV Buying DecisionsNetwork Versus SpotNetwork Versus Spot Reach is the primary consideration but ease of Reach is the primary consideration but ease of

purchase is important.purchase is important.

Sponsor, Participate, or SpotSponsor, Participate, or Spot Method of buying affects cost, commitment, and Method of buying affects cost, commitment, and

identification.identification.

Specific Daypart and WeeksSpecific Daypart and Weeks Scheduling depends on reach and frequency Scheduling depends on reach and frequency

requirements.requirements.

Buying TV TimeBuying TV Time

Network Versus SpotNetwork Versus Spot NetworksNetworks

Affiliated stations are linkedAffiliated stations are linkedPurchase transactions are simplifiedPurchase transactions are simplified

Spot and localSpot and local

Buying Television TimeBuying Television Time

Spot: Spot: mostly confined to station breaks between programsmostly confined to station breaks between programs Two TypesTwo Types

National Spot-non-network/national advertiserNational Spot-non-network/national advertiserLocal- non-network/local advertiserLocal- non-network/local advertiser

Advantages: flexibility, costAdvantages: flexibility, cost Limitations: more clutter; more difficultLimitations: more clutter; more difficult

Many stations involvedMany stations involvedVariations in pricingVariations in pricingVariations in discount structureVariations in discount structure

SyndicationSyndicationSyndication - Syndication - shows sold on a shows sold on a station-by-station basisstation-by-station basis

Two Types Two Types Off-network - reruns: Seinfeld, Off-network - reruns: Seinfeld, Roseanne, SimpsonsRoseanne, SimpsonsFirst-run - Jerry Springer, Rosie, Star First-run - Jerry Springer, Rosie, Star Trek Voyager, HighlanderTrek Voyager, Highlander

Barter syndication-selling shows to Barter syndication-selling shows to stations in return for commercial timestations in return for commercial time

Syndication buying is complexSyndication buying is complexLess info from syndicatorsLess info from syndicatorsDifferent audience (older, more rural)Different audience (older, more rural)May not be seen in all marketsMay not be seen in all marketsMay run in different time slotsMay run in different time slots

Methods of Buying TimeMethods of Buying Time

SponsorshipSponsorship Advertiser assumes responsibility for the production Advertiser assumes responsibility for the production

and perhaps the content of the programand perhaps the content of the program Sponsor has control and can capitalize on the Sponsor has control and can capitalize on the

prestige associated with a showprestige associated with a show

ParticipationsParticipations Participating sponsors share the costParticipating sponsors share the cost May participate regularly or sporadicallyMay participate regularly or sporadically Advertiser isn’t responsible for productionAdvertiser isn’t responsible for production Participants lack control over contentParticipants lack control over content

Superbowl Participation

Superbowl Halftime Show Sponsorship

TV DaypartsTV Dayparts

7:00 AM - 9:00 AM Mon. - Fri.7:00 AM - 9:00 AM Mon. - Fri.

9:00 AM - 4:30 PM Mon. - Fri.9:00 AM - 4:30 PM Mon. - Fri.

4:30 PM - 7:30 PM Mon. - Fri.4:30 PM - 7:30 PM Mon. - Fri.

7:30 PM - 8:00 PM Sun. - Sat.7:30 PM - 8:00 PM Sun. - Sat.

8:00 PM - 11:00 PM Mon. - Sat.8:00 PM - 11:00 PM Mon. - Sat.

7:00 PM - 11:00 PM Sun.7:00 PM - 11:00 PM Sun.

11:00 PM - 11:30 PM Mon. - Fri.11:00 PM - 11:30 PM Mon. - Fri.

11:30 PM - 1:00 AM Mon. - Fri.11:30 PM - 1:00 AM Mon. - Fri.

MorningMorning

DaytimeDaytime

Early fringeEarly fringe

Prime-time accessPrime-time access

Prime timePrime time

Prime time Sun.Prime time Sun.

Late newsLate news

Late fringeLate fringe

CableCable

Can be national, regional or spotCan be national, regional or spotAdvantagesAdvantages

Selectivity-narrowcasting (TRP vs GRP)Selectivity-narrowcasting (TRP vs GRP) Much lower costMuch lower cost

CPMCPMcablecable = 2 or 3 times CPM = 2 or 3 times CPMnetworknetwork

LimitationsLimitations Comparably low ratingsComparably low ratings Even MTV, ESPN and CNN have prime time ratings of only 1 to 2Even MTV, ESPN and CNN have prime time ratings of only 1 to 2 Lower penetration: 68% of households–1/3 unreachableLower penetration: 68% of households–1/3 unreachable

Both Media . . .Radio and TV SimilaritiesRadio and TV Similarities

Are time oriented mediaAre time oriented mediaAre sold in time segmentsAre sold in time segmentsHave some network affiliatesHave some network affiliatesHave some independentsHave some independentsUse the public airwayUse the public airwayAre regulated by the F.C.C.Are regulated by the F.C.C.Are externally paced mediaAre externally paced mediaAre passive, low-involvementAre passive, low-involvement

Radio Differs from TVRadio Differs from TV

Offers only an audio message.Offers only an audio message.

Is more limited communication.Is more limited communication.

Costs much less to produce.Costs much less to produce.

Costs much less to purchase.Costs much less to purchase.

Has less status and prestige.Has less status and prestige.

Radio Broadcasting . . .

MagazinesMagazines

Three Categories (SRDS)Three Categories (SRDS) ConsumerConsumer BusinessBusiness FarmFarm

MagazinesMagazines

AdvantagesAdvantages SelectivitySelectivity Reproduction QualityReproduction Quality Creative FlexibilityCreative Flexibility PermanencePermanence PrestigePrestige Consumer ReceptivityConsumer Receptivity Consumer InvolvementConsumer Involvement

Due to and correlated with selectivityDue to and correlated with selectivitySome are purchased as much for ads as for content:Some are purchased as much for ads as for content:

BridalBridal FashionFashion ComputerComputer

MagazinesMagazines

DisadvantagesDisadvantages CostsCosts Limited Reach and FrequencyLimited Reach and Frequency Long Lead TimeLong Lead Time Clutter!Clutter!

CirculationCirculation

Primary: subscriptions Primary: subscriptions Circulation VerificationCirculation Verification

Audit Bureau of Circulations (ABC) - 70% paid requirementAudit Bureau of Circulations (ABC) - 70% paid requirement

CirculationCirculation

Primary: subscriptions Primary: subscriptions Circulation VerificationCirculation VerificationReadershipReadership

Based on pass-along readershipBased on pass-along readership Readership = readers per copy X circulationReadership = readers per copy X circulation

Purchasing SpacePurchasing SpaceUsually space unitsUsually space units

Full, half, quarter pageFull, half, quarter page Plus:Plus:

ColorColorBleedBleedInsertInsertLocationLocationEtc.Etc.

Minus:Minus:VolumeVolume

NewspapersNewspapers

Five CategoriesFive Categories DailyDaily WeeklyWeekly National (USA Today, Christian Science Monitor, WSJ)National (USA Today, Christian Science Monitor, WSJ) Special Audience (Advertising Age)Special Audience (Advertising Age) Supplements (Parade, USA Weekend)Supplements (Parade, USA Weekend)

Three typesThree types DisplayDisplay ClassifiedClassified InsertsInserts

NewspapersNewspapers

AdvantagesAdvantages Extensive PenetrationExtensive Penetration FlexibilityFlexibility Geographic SelectivityGeographic Selectivity

City by cityCity by cityOften very narrow insert zonesOften very narrow insert zones

Chicago Tribune has 95 zonesChicago Tribune has 95 zones

NewspapersNewspapers

DisadvantagesDisadvantages Poor ReproductionPoor Reproduction Short Life SpanShort Life Span Lack of SelectivityLack of Selectivity Clutter!Clutter!

Purchasing SpacePurchasing Space

RatesRates Columns vary (6-9 / page)Columns vary (6-9 / page) Standard advertising units (SAU) Standard advertising units (SAU)

Adopted in 1984Adopted in 1984Used by 90% of newspapersUsed by 90% of newspapersSome do not use the 6th columnSome do not use the 6th columnLocals still use column inchLocals still use column inch

1” x 1 column1” x 1 column

Purchasing SpacePurchasing Space

RatesRates Columns vary (6-9 / page)Columns vary (6-9 / page) Standard advertising units (SAU) Standard advertising units (SAU) Rate StructureRate Structure

Flat Rate: no quantity, repeat discountsFlat Rate: no quantity, repeat discountsOpen Rate: discounts availableOpen Rate: discounts availableRun of Paper (ROP): newspaper places ad; standardRun of Paper (ROP): newspaper places ad; standardPreferred position: advertiser chooses location; costs extraPreferred position: advertiser chooses location; costs extraCombination rate: multi paper rateCombination rate: multi paper rate

Morning/eveningMorning/evening Several papers owned by one publisherSeveral papers owned by one publisher Several papers in a syndicateSeveral papers in a syndicate

Outdoor AdvertisingOutdoor AdvertisingReachReach

Reaches young, affluent Reaches young, affluent audiences very quicklyaudiences very quickly

Frequency Frequency Very high frequency of Very high frequency of

impressions, especially up-scaleimpressions, especially up-scaleFlexibility Flexibility

Many positions available to reach Many positions available to reach specific groupsspecific groups

Cost Cost Lowest cost per exposure of any Lowest cost per exposure of any

major ad mediummajor ad mediumImpact Impact

Size, shape, lighting, motion, and Size, shape, lighting, motion, and special impressionsspecial impressions

Other Out-of-Home MediaOther Out-of-Home MediaAerial AdvertisingAerial Advertising Sky BannersSky Banners Sky WritingSky Writing BlimpsBlimps

Mobile BillboardsMobile Billboards TrucksTrucks VansVans TrailersTrailers

In-Store MediaIn-Store Media SignsSigns VideoVideo KiosksKiosks

Special Outdoor MediaSpecial Outdoor MediaParking metersParking meters

ATM displaysATM displays

Trash cansTrash cans

Ski lift polesSki lift poles

Car top signsCar top signs

Sidewalk signsSidewalk signs

Garden plantingsGarden plantings

Wall drawingsWall drawings

Transit AdvertisingTransit AdvertisingInside CardsInside Cards Placed above seatsPlaced above seats In luggage areasIn luggage areas

Outside PostersOutside Posters On the sides, backs, roofsOn the sides, backs, roofs On busses, taxis, trains, etc.On busses, taxis, trains, etc.

Station, Platform, Terminal PostersStation, Platform, Terminal Posters Floor displaysFloor displays Island showcasesIsland showcases Electric signs, etc.Electric signs, etc.

Specialty Advertising DefinedSpecialty Advertising DefinedA medium of advertising, sales promotion, A medium of advertising, sales promotion, and motivational communications employing and motivational communications employing imprinted, useful, or decorative products imprinted, useful, or decorative products called advertising specialties, a subset of called advertising specialties, a subset of promotional products.promotional products.

Unlike premiums, with which they are Unlike premiums, with which they are sometimes confused, these articles are sometimes confused, these articles are always distributed free: Recipients don’t always distributed free: Recipients don’t have to earn the specialty by making a have to earn the specialty by making a purchase or contribution.purchase or contribution.

Forms of Yellow PagesForms of Yellow PagesSpecialized DirectoriesSpecialized Directories Targeted to special audiencesTargeted to special audiences

(e.g., Hispanics, Women, Blacks, Christians, etc.)(e.g., Hispanics, Women, Blacks, Christians, etc.)

AudiotexAudiotex ““Talking” Yellow PagesTalking” Yellow Pages

InteractiveInteractive Consumer search data basesConsumer search data bases

Internet DirectoriesInternet Directories National, regional and local listingsNational, regional and local listings

Other ServicesOther Services Coupons, inserts, samples, etc.Coupons, inserts, samples, etc.

Movie, Videotape AdsMovie, Videotape AdsAdvantagesAdvantages High ExposureHigh Exposure Audience MoodAudience Mood Cost (Maybe)Cost (Maybe) Good RecallGood Recall Lack of ClutterLack of Clutter ProximityProximity

DisadvantagesDisadvantagesIrritationIrritationCost (Maybe)Cost (Maybe)

PlacementsPlacementsAdvantagesAdvantagesHigh exposureHigh exposureHigh frequencyHigh frequencyMedia supportMedia supportSource associationSource associationEconomyEconomyHigh recallHigh recallBypass regulationsBypass regulationsViewer acceptanceViewer acceptance

DisadvantagesDisadvantagesHigh absolute costHigh absolute costTime of exposureTime of exposureLimited appealLimited appealLack of controlLack of controlPublic reactionsPublic reactionsCompetitionCompetitionNegative placementsNegative placements