Chapter 11 Evaluation of Broadcast Media. Movies as media m/AdFilms_Advertisi ng_Demo.htm m/AdFilms_Advertisi

Chapter 11

Evaluation of Broadcast Media

Movies as media http://www.adfilms.co

m/AdFilms_Advertising_Demo.htm

Selectivity and FlexibilitySelectivity and Flexibility

Captivity and AttentionCaptivity and Attention

Coverage and Cost EffectivenessCoverage and Cost Effectiveness

Creativity and ImpactCreativity and Impact

Captivity and AttentionCaptivity and Attention

Coverage and Cost EffectivenessCoverage and Cost Effectiveness

Creativity and ImpactCreativity and Impact

Television Advantages

TV Commercials on Programs Such As the Super Bowl Reach Large Audiences – Life minders

Year 2000: $2 million for a 30 second spot

LowSelectivity

LowSelectivity

FleetingMessageFleetingMessage CostCost

ClutterClutter

DistrustDistrustNegativeEvaluationNegative

EvaluationNegative

EvaluationNegative

Evaluation DistrustDistrust

LowSelectivity

LowSelectivity

ClutterClutter

CostCostFleetingMessageFleetingMessage

Television Disadvantages

LimitedAttentionLimited

Attention NegativeFactors

NegativeFactors

LimitedAttentionLimited

Attention

Why Clutter?

the increased use of 30 and 15-second commercials

split-30 second commercials by some advertisers

Inability to limit the amount of time available for commercials

Income for networks so…

Top 10 TV Advertisers, 2007

Rank Advertiser 2007

1 General Motors Corp Dlr Assn $443,135,000

2 Chrysler-Cerberus 391,390,600

3 Ford Motor Co Dlr Assn 363,957,400

4 AT&T Inc 348,802,200

5 Toyota Motor Corp Dlr Assn 310,829,500

6 Honda Motor Co Ltd 307,327,300

7 Nissan Motor Co Ltd 298,927,500

8 Verizon Communications Inc 235,125,600

9 Toyota Motor Corp 231,945,800

10 Ford Motor Co 224,253,500

http://www.tvb.org/rcentral/MediaTrendsTrack/tvbasics/32_Top_25_Spot_TV_Adv.asp

There’s a Genuine Need for a Medium With High Creative Potential to Exert a Strong Impact.

There’s a Genuine Need for a Medium With High Creative Potential to Exert a Strong Impact.

The Market Is Large Enough and Reachable Efficiently Through a Specific Network, Station, or Program.


The Media Budget Is Sufficient to Generate and Sustain the Number of Exposures Needed.


The Budget Is Large Enough to Produce High Quality Commercials.








TV Advertising Works Best When…

Clever TV Ads Can Entertain as Well as Inform

SponsorshipSponsorship

1. Advertiser assumes responsibility for the production and perhaps content

2. Sponsor has control and can capitalize on the prestige associated with a show

1. Advertiser assumes responsibility for the production and perhaps content

2. Sponsor has control and can capitalize on the prestige associated with a show

ParticipationsParticipations

1. Participating sponsors share the cost

2. May participate regularly or sporadically

3. Advertiser isn’t responsible for production

4. Participants lack control over content

1. Participating sponsors share the cost

2. May participate regularly or sporadically

3. Advertiser isn’t responsible for production

4. Participants lack control over content

Spot Announcements

Spot Announcements

1. May be purchased by daypart or adjacency

1. May be purchased by daypart or adjacency

ParticipationsParticipationsSponsorshipSponsorship

Methods of Buying Time

Common Television Dayparts

Prime Time Access

Late News

Morning

Early Fringe Late Fringe

Prime Time

Daytime

Late Night

PM

121

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56

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9

7

8

AM

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Digitally record TV shows and store them on hard drive giving viewer control

Digitally record TV shows and store them on hard drive giving viewer control

PVRsPVRs

Independent local stations that broadcast nationally via satellite through CATV


SuperstationsSuperstationsIndependent local stations that broadcast nationally via satellite through CATV


SuperstationsSuperstations

Delivers signals through fiber or coaxial wire rather than the airways Delivers signals through fiber or coaxial wire rather than the airways CableCable Delivers signals through fiber or coaxial wire rather than the airways Delivers signals through fiber or coaxial wire rather than the airways CableCable

Other TV Vehicles

AdvantagesAdvantages

1. Highly selective “narrowcasting.”

2. Reaches specialized markets.

3. Low cost and flexibility.

1. Highly selective “narrowcasting.”

2. Reaches specialized markets.

3. Low cost and flexibility.

CharacteristicsCharacteristics

1. National, regional, and local available.

2. Targets specific geographic areas.

1. National, regional, and local available.

2. Targets specific geographic areas.

LimitationsLimitations

1. Overshadowed by major networks.

2. Audience is fragmented.

3. Lacks penetration in major markets.

1. Overshadowed by major networks.

2. Audience is fragmented.

3. Lacks penetration in major markets.

CharacteristicsCharacteristics

Cable Television (CATV)

AdvantagesAdvantages

ESPN is One of the Most Popular Cable Networks

SportsCenter, which is a one-hour sports new show that is aired numerous times throughout the day, is emblematic of the entire network. In 1995 ESPN launched an advertising campaign called “Behind the Scenes” with a goal of creating a brand identity for SportsCenter

Television HouseholdsTelevision

Households

Program Rating

Program Rating

Share of AudienceShare of Audience

Audience MeasuresAudience Measures

Households Using TVHouseholds Using TV

Program RatingProgram Rating

Television HouseholdsTelevision Households

Audience MeasuresAudience Measures

Measuring TV Audiences

TV Audience Measures

HH tuned to show

U.S. HH using TVShare =

Share of Audience

HH tuned to show

Total U.S. HHRating =

Program Rating

HH tuned to show

Total U.S. HHRating =

Program Rating

Sweeps Periods Are Used To Measure TV Audiences

+

A collateral piece for KFMB TV, which is local CBS affiliate in San Diego, CA, promoting the station’s first place finish in the local ratings for weekend news broadcasts during the May 2002 Sweeps period.Sweeps are the time periods when Nielsen Media Research measures TV station audiences in 210 local markets

Are time oriented mediaAre time oriented media

Are sold in time segmentsAre sold in time segments

Have some network affiliatesHave some network affiliates

Have some independentsHave some independents

Use the public airwayUse the public airway

Are regulated by the F.C.C.Are regulated by the F.C.C.

Are externally paced mediaAre externally paced media

Are passive, low-involvementAre passive, low-involvement

Are externally paced mediaAre externally paced media

Are regulated by the F.C.C.Are regulated by the F.C.C.

Use the public airwayUse the public airway

Have some independentsHave some independents

Have some network affiliatesHave some network affiliates

Are sold in time segmentsAre sold in time segments

Are time oriented mediaAre time oriented media

Radio and TV Similarities

Both Media…

Both Media…

Motel 6’s First TV Ad Was Similar to a Radio Spot

Is More Limited Communication.Is More Limited Communication.

Costs Much Less to Produce.


Costs Much Less to Purchase.


Offers Only an Audio Message.Offers Only an

Audio Message.





Is More Limited Communication.Is More Limited Communication.

Offers Only an Audio Message.Offers Only an

Audio Message.

Radio Differs from TV

Has Less Status and Prestige.

Has Less Status and Prestige.

The RAB Promotes the Value of Radio

+

Radio Advertising Bureau’s Radio Marketing Guide and Fact Book for Advertisers promoting the value of advertising on radio

Over 4,600 radio stations are members of the RAB whose mission is to promote radio as an advertising medium

Audience FragmentationAudience Fragmentation

Limited Research DataLimited Research Data

Creative LimitationsCreative Limitations

Chaotic BuyingChaotic Buying

Limited Listener AttentionLimited Listener Attention

Cost and EfficiencyCost and Efficiency

SelectivitySelectivity

FlexibilityFlexibility

Mental ImageryMental Imagery

Integrated MarketingIntegrated Marketing

ClutterClutter

Limited Listener AttentionLimited Listener Attention

Limited Research DataLimited Research Data

Chaotic BuyingChaotic Buying

Audience FragmentationAudience Fragmentation

Creative LimitationsCreative Limitations

Integrated MarketingIntegrated Marketing

Mental ImageryMental Imagery



Cost and EfficiencyCost and Efficiency

Advantages and Limitations of Radio

AdvantagesAdvantages DisadvantagesDisadvantages

Radio Ads Can Enhance TV Campaigns

+

a page from the Radio Advertising Bureau’s Radio Marketing Guide and Fact Book for Advertisers that explains the concept of image transfer

The idea behind image transfer is that consumers will replay the visual image mentally when they hear the audio portion of a corresponding radio commercial

Dayparts for Radio

Nighttime

Afternoon/Evening Drive Time

Morning Drive Time

Daytime All Night

PM

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Chapter 12

Evaluation of Print Media

ByGeography

ByGeography

• Local

• Regional

• National

• Local

• Regional

• National

ByContent

ByContent

• Consumer Magazines

• Farm Magazines

• Business Magazines

• Consumer Magazines

• Farm Magazines

• Business Magazines

BySizeBy

Size

• Large

• Flat

• Standard

• Small or Pocket

• Large

• Flat

• Standard

• Small or Pocket

ByGeography

ByGeography

ByAudience

ByAudience

Classifications of Magazines

Consumer Magazines Target Specific Interests

+

Powder : a magazine that targets the serious skier – a specialty skier

An Example of a Farm Publication

+

Beef : a magazine read by many cattle ranchers – a farm publication

Magazines Targets Professions or Industries

+

Trade journals enable advertisers reach specific types of professionals with particular interests

http://www.insideselfstorage.com/ http://www.corporatelogo.com/ http://www.naturalproductsinsider.com/

Limited ReachLimited Reach

Long Lead TimeLong Lead Time

CostsCosts

Limited FrequencyLimited Frequency

ClutterClutter


Reproduction QualityReproduction Quality

Creative FlexibilityCreative Flexibility

PermanencePermanence

PrestigePrestige

Receptivity, InvolvementReceptivity, Involvement

ServicesServices

Long Lead TimeLong Lead Time

Limited FrequencyLimited Frequency

Limited ReachLimited Reach

CostsCosts

ServicesServices

Receptivity, InvolvementReceptivity, Involvement

PrestigePrestige

PermanencePermanence

Creative FlexibilityCreative Flexibility

Reproduction QualityReproduction Quality


Advantages and Disadvantages of Magazines


Media Kits Provide Information on Readers

+

Media kit for Snowboarding magazine that contains the demographic profile of the magazine’s readers

Newsweek Offers Various Geographic Editions

+purchasing ad space in specific geographic editions of national and regional magazines

Study of Media Involvement: Use of Various Media for Insight and Ideas

95% of US adults cite magazines as their premier source of insight and ideas

Consumers Rely on Magazines for Information

+

Pop-Ups Pop-Ups Pop-Ups Pop-Ups

Bleed PagesBleed Pages

Cover PositionsCover

Positions

InsertsInserts

Island Halveshalf page ads

surrounded on two sides or more by editorial matter

Island Halveshalf page ads

surrounded on two sides or more by editorial matter

Gate FoldsGate FoldsGate Folds

fold outs that give an extra large

spread

Gate Folds

fold outs that give an extra large

spreadCover

PositionsCover

Positions

InsertsInserts

Bleed Pages

ad extends to the edge of the paper, no margins or

white space

Bleed Pages

ad extends to the edge of the paper, no margins or

white space

Special Magazine Features

Pop-Ups Grab Attention

+

Magazine Space Combinations

Staircase units and doublespace units on a single page

Facing horizontalhalf-pages - dominates

Vertical halves across the gutter - dominates

Checkerboard facinga half-page ad

Staggered horizontalhalf-pages

Outside halves of a spread

Checkerboard (multiple small spaces on a single page)

Island spread

Quarter Page Ads Can Extend a Media Budget

+

WD-40, an all purpose lubrication product:The quarter-page ads were run on consecutive pages within the same magazines with each ad mentioning different uses of

the product

PrimaryCirculationPrimary

Circulation

Pass-AlongReadershipPass-AlongReadership

GuaranteedCirculation


CirculationVerificationCirculationVerification

TotalAudience

TotalAudience

ControlledCirculationControlledCirculationControlledCirculationControlledCirculation

Pass-AlongReadershipPass-AlongReadership

CirculationVerificationCirculationVerification



PrimaryCirculationPrimary

Circulation

Magazine Circulation Concepts

Database MarketingDatabase Marketing

Advances in TechnologyAdvances in Technology

Cross-Mag. & Media DealsCross-Mag. & Media Deals

Circulation ManagementCirculation Management

Stronger Editorial PlatformsStronger Editorial Platforms

Declining Ad RevenuesDeclining Ad Revenues

Electronic Delivery MethodsElectronic Delivery Methods

Database MarketingDatabase Marketing

Advances in TechnologyAdvances in Technology

Cross-Mag. & Media DealsCross-Mag. & Media Deals

Circulation ManagementCirculation Management

Stronger Editorial PlatformsStronger Editorial Platforms

Declining Ad RevenuesDeclining Ad Revenues

The Future of Magazines

Trends, Trends, Trends…

Magazines Go Online

+

Newspapers

Yay-Sat verilerine göre en çok satan gazete hangisi?

Ethnic, Religious, Etc.Ethnic, Religious, Etc.Ethnic, Religious, Etc.Ethnic, Religious, Etc.

DailyDaily

WeeklyWeekly

StandardStandard

TabloidTabloid

Business, Financial, Etc.Business, Financial, Etc.

Special-AudienceSpecial-Audience

NationalNational

SupplementsSupplements

DailyDaily

NationalNational

Special-AudienceSpecial-Audience

StandardStandard

Publication Frequency


TypeType

SizeSizeTabloidTabloid

SizeSize

SupplementsSupplements

TypeType

WeeklyWeekly



Newspaper Classifications

Audience TypeAudience Type

Mass audienceMass audience

Cross-section of populationCross-section of population

Wide range of content, subjectsWide range of content, subjects

Timely coverage, daily issuesTimely coverage, daily issues

Permanent, durable recordPermanent, durable record

Local geographic coverageLocal geographic coverage

Selective readership by areaSelective readership by area

Readership concentrated in timeReadership concentrated in timeReadership concentrated in timeReadership concentrated in time

Timely coverage, daily issuesTimely coverage, daily issues

Selective readership by areaSelective readership by area

Wide range of content, subjectsWide range of content, subjects

Local geographic coverageLocal geographic coverage

Cross-section of populationCross-section of population

Mass audienceMass audience

Unique Newspaper Features

College Newspapers Are an Effective Way to Reach Students

+

Rates Based on Size, DurationRates Based on Size, DurationRates Based on Size, DurationRates Based on Size, Duration

General (Often National)General (Often National)

Local (Mostly Retail)Local (Mostly Retail)

Paid Reading Notices (Editorial Look)Paid Reading Notices (Editorial Look)

Small Items Arranged by TopicSmall Items Arranged by Topic

Classified Display - CombinationClassified Display - Combination

Notices by People, OrganizationsNotices by People, Organizations

Legal Notices - Public ReportsLegal Notices - Public Reports

Financial ReportsFinancial Reports

Notices by People, OrganizationsNotices by People, Organizations

Legal Notices - Public ReportsLegal Notices - Public Reports

Small Items Arranged by TopicSmall Items Arranged by Topic

General (Often National)General (Often National)

Local (Mostly Retail)Local (Mostly Retail)

Newspaper Advertising

Prepared Separately by AdvertisersPrepared Separately by Advertisers

Display AdsDisplay Ads

Classified AdsClassified Ads

Public NoticesPublic Notices

Financial ReportsFinancial Reports

Public NoticesPublic Notices

Classified Display - CombinationClassified Display - Combination

Classified AdsClassified Ads

Paid Reading Notices (Editorial Look)Paid Reading Notices (Editorial Look)

Display AdsDisplay Ads

Printed InsertsPrinted Inserts

They Have a Short Life SpanThey Have a

Short Life Span

Production Quality May Be Low


They Have a Short Life SpanThey Have a

Short Life Span



Newspaper Advantages and Drawbacks

Not Psychographically Selective


Not Demographically Selective


There's Heavy Ad Competition


Extensive PenetrationExtensive Penetration


Geographic SelectivityGeographic Selectivity

Involvement, AcceptanceInvolvement, Acceptance

Services OfferedServices Offered

Potentially Poor PlacementPotentially Poor Placement


May Be Overlapping Circulation

May Be Overlapping Circulation







Extensive PenetrationExtensive Penetration


Geographic SelectivityGeographic Selectivity

Involvement, AcceptanceInvolvement, Acceptance

Services OfferedServices Offered

Potentially Poor PlacementPotentially Poor Placement

Readers Look at Over 3/4 of All Pages




Many Shapes, Sizes, Paper, & Printing

Many Shapes, Sizes, Paper, & Printing

Few Limitations on Ad SizeFew Limitations on Ad Size

Read by Almost All ConsumersRead by Almost All Consumers

Read Daily in an Ordered WayRead Daily in an Ordered Way

Spot and Full Color AvailableSpot and Full Color AvailableSpot and Full Color AvailableSpot and Full Color Available

Few Limitations on Ad SizeFew Limitations on Ad Size

Read Daily in an Ordered WayRead Daily in an Ordered Way

Read by Almost All ConsumersRead by Almost All Consumers

Newspaper Characteristics

Wide Audience

Wide Audience

OfferFlexibility

OfferFlexibility

Island Ads Break Through Clutter

+

Cathay Pacific Airways

Island ads are surrounded by editorial material and are often found in the middle of the stock market quotes on the financial pages of many newspapers

Target Market ?

Flat Rate vs Open rate

Threats to Print Media

Print media are the most threatened of major media by Internet magazines & newspapers

A wide range of consumers are comfortable using the Internet for reading books, magazines, and newspapers

Consumers with home Internet access are less likely to use print media as a primary information source when shopping for cars, financial services, travel, & fashion

Any Questions? Next Class? Ch. 13 and 16 and Ch. 19

Documents

Chapter 11 Evaluation of Broadcast Media. Movies as media m/AdFilms_Advertisi ng_Demo.htm m/AdFilms_Advertisi