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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. - PowerPoint PPT Presentation
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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