Broadcast Media Advertising Principles and Practices.
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Transcript of Broadcast Media Advertising Principles and Practices.
Broadcast Media
Advertising Principles and Practices
Holiday Inn Express Stays SmartHoliday Inn Express Stays Smart
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• Holiday Inn needed to establish a subbrand to compete with Marriott and Hampton Inn.
• Focusing on “road warriors,” they used TV spots on a few cable networks on selected days to build familiarity and momentum.
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Broadcast Media BasicsBroadcast Media Basics
• Media than transmits sounds or images electronically.– Radio, TV, video, movie, cell phones
• Bought in time (seconds, minutes).• Messages are fleeting.• Engage sight and sound; more entertaining.• Radio advertising engages the imagination
and television creates powerful brand imagery.
• Both radio and TV use emotion and repetition to intensify memory.
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Radio BasicsRadio Basics
• More than 10,000 commercial radio stations, mostly serving local markets.
• Radio industry growth is flattening, with only a 5% increase in national ad spending for 2007, and only a 1% decrease in local ad spending.
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Radio Industry StructureRadio Industry Structure
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The Radio AudienceThe Radio Audience
• Highly segmented by type of music, format
• Listeners divided into segments– Station fans– Radio fans– Music fans– News fans
• Audiences grouped by dayparts – Morning Drive: 6–10 a.m. – Mid-Day: 10 a.m.–3 p.m. – Evening Drive: 3–7 p.m. – Evening: 7 p.m.–midnight– Late Night: midnight–6 a.m.
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Radio Audience MeasurementRadio Audience Measurement
• Coverage (number of homes able to pick up station; tuned in or not)
• Ratings (percent of homes tuned to a station)
• Audience Rating Services– Arbitron Ratings Company:
estimates audiences for 250 markets in the United States.
– RADAR (Radio’s All-Dimension Audience Research): estimates audiences for both local and network radio.
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Radio AdvertisingRadio Advertising
• Delivers high frequency using jingles for repetition.
• Uses drama to engage the imagination as in public service announcements (PSAs), which are created free by agency personnel and run broadcast free by media.
Principle: Radio advertising has the power to engage the
imagination and communicate on a more personal level than other forms of media.
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Radio Revenue CategoriesRadio Revenue Categories
• Network Radio Advertising– Group of local affiliates connected to one or more national
networks (ABC, CBS, Westwood One, Unistar, Clear Channel)– National medium for food, beverages, cars, over-the-counter drugs– Growth has contributed to increase in syndicated radio
• Spot Radio Advertising– Advertiser places ads with an individual station, not a network– Makes up nearly 80% of all radio advertising due to flexibility.– Messages can be tailored for particular audiences– Flexibly in content, timing, and rates
• Syndicated Radio Advertising– Offers advertisers a variety of high-quality, specialized, and
usually original programs– Advertisers value syndicated programming because of the high
level of audience loyalty (the Paul Harvey show)
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Television BasicsTelevision Basics
• Television is pervasive– 98% of U.S. homes have at
least one television; 60% have three or more televisions.
• Parents and early childhood experts are concerned about children’s TV use– U.S. kids spend about 4
hours/day watching TV
Principle: Television advertising is tied to television programming and its effectiveness is determined by the popularity of
the television program.
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Television Industry StructureTelevision Industry Structure
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Television Industry StructureTelevision Industry Structure
• Network– 2+ stations broadcasting same
program from a single source; 15+ hours of prime-time per week, 8-11
• Cable and Subscription– Provides highly targeted, special
interest programs
• Local Television– Independent (non affiliate) stations
with ads by local retailers, financial institutions, auto dealers, restaurants
• Public Television– Reach well-educated, affluent
households with program sponsorships
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Distribution & ProgrammingDistribution & Programming• Low-power television (LPTV)
– 15-mile radius; used by hotels
• Pay-per-view – Via satellite, sports/music events
• Program Syndication– Independent TV and cable stations
purchase reruns – First-run syndication
• Interactive Television – TV set with computer capabilities
• High-Definition TV (HDTV)– High-resolution playback
• Digital Video Recorders (DVRs) – Record shows to watch whenever– Commercials can be skipped
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The Television AudienceThe Television Audience
• Many advertisers still consider TV their primary advertising medium.
• Challenges faced by advertisers include viewers switching, zipping through ads, or avoiding them entirely with TiVo.
• Advertisers must learn to address “clutter” by creating breakthrough messages.
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TV Audience MeasurementTV Audience Measurement
• Households Using Television (HUT) measures exposure based on houses with sets on.
• Impressions—the number of viewers watching a program—measured by:– Ratings– Share
• A.C. Nielsen measures national and local audiences using people meters and viewer diaries.
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Television AdvertisingTelevision Advertising
• Tells stories, engages emotions, creates fantasies, has great visual impact
• Demonstrates how things work
Principle: If you are going to use television, design a message that
takes advantage of its visual and emotional impact.
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Forms of TV AdvertisingForms of TV Advertising
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2006 $/:30 second
American Idol $600,000Desperate Housewives $394,00024 $364,000CSI $347,000Grey’s Anatomy $344,000Survivor $296,000
2004 $/:30
Friends $473,500Will & Grace $414,500
2001 $/:30
ER $425,400Friends $353,600
Table 9.2 Time Is Money: The Top Shows by Ad Rates
Sources: Claire Atkinson, “’Desperate Housewives’ Keeps Sunday Rates Competitive,” Advertising Age, September 21, 2006, http://www.adage.com; 2006–2007 Prime Time TV Season 30 Second Ad Rates, http://www.frankwbaker.com; Joe Mandese, “The Buying and Selling,” Advertising Age, Spring 1995, 20; “Top 10 Shows by Ad Rates,” Advertising Age, September 15, 1997, S2.
1988 $/:30
Seinfeld $575,000ER $560,000
1992 $/:30
Murphy Brown $310,000Roseanne $290,000
1987 $/:30
Cosby Show $369,500Cheers $307,000
1980 $/:30
M*A*S*H $150,000Dallas $145,000
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Other Broadcast FormsOther Broadcast Forms
• Film and Video– Movie theaters trailers
– Ads before DVDs/videos
– Videos in stores and offices
– Videos on MySpace, YouTube, video.google.com
• Product Placement– Company buys verbal or visual
brand exposure in movie or TV– Less intrusive; product
demonstrated in natural setting– Unexpected; occurs when viewer
resistance is down – Unnoticed; product may not match
movie or audience; movie may fail
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Radio Advertising
Advantages
Pervasiveness; in most every home and carReaches specialized target audiencesReaches them at critical apertures (morning and
evening drive time)AffordabilityOffers high frequency; music can be repeated
more easily than other forms of advertisingFlexible, easy to changeGood for local tie-ins and promosMental imagery can be highly engagingHigh level of acceptance; not considered irritatingAudience less likely to switch channels when ads
come on
Television Advertising
Advantages
Pervasiveness; in most every homeHigh level of viewingReaches a mass national audience although can
be targeted by programsHigh impact: has audio, video, motion, music,
color, high drama Cost efficient
Limitations
Listener inattentiveness; may just be on in the background
Lack of visualsClutterScheduling and buying difficulties in local buysLack of control: talk show content is
unpredictable and may be critical
Limitations
Clutter—with cable there are a large number of channels
High production costsWasted reachInflexibility; can’t easily make last-minute changesIntrusiveness—some audience resistance to advertising leads to zipping and zapping
Practical Tips Broadcast Media Advantages and Limitations
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Movie Advertising
Advantages
Captive audienceNo need for intrusiveness because audience can’t
do multi-tasking High impact
Product Placement
Advantages
Not as intrusiveIf product fits the story line, can be a naturalistic
demonstration or testimonyAssociation with celebritiesAssociation with glitzy movie, hopefully a well-liked film
Limitations
Audience resistance is high; hates being a captive audience
Expensive; needs high value production
Limitations
Can get lost in the storyPoor match between product and movie storylineMovie turns out to be a dud
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Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
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