Benefits Of Social Media Advertising Over Traditional Advertising
Chapter Twelve Traditional Advertising Media. Chapter Twelve Objectives Describe the five major...
-
Upload
francine-poole -
Category
Documents
-
view
219 -
download
1
Transcript of Chapter Twelve Traditional Advertising Media. Chapter Twelve Objectives Describe the five major...
Chapter Twelve ObjectivesChapter Twelve Objectives
• Describe the five major traditional advertising media
• Discuss out-of-home advertising and its strengths and limitations
• Discuss newspaper advertising and its strengths and limitations
Chapter Twelve ObjectivesChapter Twelve Objectives
• Discuss magazine advertising and its strengths and limitations
• Discuss radio advertising and its strengths and limitations
• Discuss television advertising and its strengths and limitations
Media Vs. VehiclesMedia Vs. Vehicles
Media
The general
communication
methods that carry
advertising messages
e.g., television, magazines,
newspapers, etc
Vehicles
Specific broadcast
programs or print
choices in which
advertisements are
placed
e.g., Friends, NBC Evening News, Time,
Cosmopolitan
Advertisers attempts to select the media and vehicles whose characteristics are
most compatible with the advertised brand in reaching its target audience and
conveying its intended message
Traditional Major Advertising MediaTraditional Major Advertising Media
Out-of-home advertising
Magazines Radio
Newspaper
Television
Which Media Do It Best?Which Media Do It Best?
Media
Comparison
Consider:
•Advertiser’s objectives•Creative needs•Competitive challenge•Budget availability
Out-of-Home (Outdoor) AdvertisingOut-of-Home (Outdoor) Advertising
• $5 Billion in 2000• Regarded as supplementary• e.g., billboard(major), bus shelters,
giant inflatables, shopping-mall displays, etc
Out-of-Home (Outdoor) AdvertisingOut-of-Home (Outdoor) Advertising
400,000 billboards in the US
Designed with name recognition as the primary objective
Two major forms:
(1) Poster Panels and
(2) Painted Bulletins
Billboard AdvertisingBillboard Advertising
• Alongside highway and heavily traveled locale
• Silk-screened or lithographed
• Sold on a monthly basis
Poster Panels Painted Bulletins
• Hand painted directly on the billboard
• Purchased for 1-3 year period
• To achieve a consistent and relatively permanent presence
Buying Outdoor AdvertisingBuying Outdoor Advertising
• Purchased through companies that own billboards, called plants
• Plants sell space in terms of showings» Showings are percent exposed » #25: 25% of population exposed
• Recently, GRPs (gross rating points) are used
Outdoor Advertising’s Outdoor Advertising’s
• Board reach and high frequency
• Geographic flexibility• Low cost per
thousand• Prominent brand
identification• Opportune purchase
reminder
• Nonselectivity• Short exposure
time• Difficult to
measure audience size
• Environmental problem
NewspapersNewspapers
• 60 million households during week and nearly 62 million on Sundays
• Historically leading advertising medium but declining in recent years
Buying Newspaper AdvertisingBuying Newspaper Advertising
Standard Advertising Units
(SAU)
Six column widths
1 column=2 1/16 inches
Depth from 1” to 21
Premium charges
for
preferred space
Space rates
apply to ROP
(Run of Press)
NewspaperNewspaper
• Audience in right mental frame
• Mass audience coverage
• Flexibility• Ability to use
detailed copy • Timeliness
• Clutter• Not highly selective• Higher rates for
occasional advertisers• Mediocre reproduction
quality• National Buying
complicated• Changing composition
of readers
Buying Magazine SpaceBuying Magazine Space
• Selecting magazines that reach the target market
• Cost considerations» Media Kits» CPM (Cost-per-thousand)» Mediamark Research, Inc. (MRI)» Simmons Market Research Bureau
(SMRB)
Magazine Magazine
• Can reach large audiences• Selectivity• Long life• High reproduction quality• Detailed information
possible• Convey information with
authority• High involvement potential
• Not intrusive• Long lead times• Clutter• Limited geographic
options• Circulation patterns
vary by market
Simmons Market Research Simmons Market Research Bureau and MediamarkBureau and Mediamark
• Audience size and composition Audience size and composition for 100 publicationsfor 100 publications
• Broadcast exposure and usage Broadcast exposure and usage of over 800 consumer products of over 800 consumer products and servicesand services
• Lifestyle informationLifestyle information
• Media usageMedia usage
Simmons Market Research Simmons Market Research BureauBureau
• Number of adults Number of adults • Number of usersNumber of users• Percent of users in categories (i.e. Percent of users in categories (i.e.
female)female)• Percent of category using product (i.e. Percent of category using product (i.e.
% of all females using)% of all females using)• Index numberIndex number• All by heavy, medium, and light userAll by heavy, medium, and light user
Index Numbers -Index Numbers -Using SMRB and/or MediamarkUsing SMRB and/or Mediamark
% of users in segment
Index =------------------------------------
% of population in segment
Potential Errors with IndexesPotential Errors with Indexes
18-24 15.1 18.0 119
25-34 25.1 25.0 100
35-44 20.6 21.0 102
45+ 39.3 36.0 91
Agesegment
% ofpopulation
% ofusers
Index
23122312
78647864
81258125
54445444
37153715
29562956
75787578
1963219632
1895418954
1322013220
1066910669
1642116421
Magazine Audience Measurement -Magazine Audience Measurement -MRI (Pretzel Purchasers)MRI (Pretzel Purchasers)
Base: Female
Homemakers
Total
U.S. ‘000
A
‘000B%
Down
C%
Across
D
Index
All Female
Homemakers 86474 30416 100.0 35.2 100
7.67.6
25.925.9
26.726.7
17.917.9
12.212.2
9.79.7
30.530.5
40.140.1
42.942.9
41.241.2
34.834.8
18.018.0
8787
114114
122122
117117
9999
5151
18-2418-24
25-3425-34
35-4435-44
45-5445-54
55-6455-64
65 or older65 or older
Total U.S. female
homemaker
population.
Number of female
homemakers who
purchased in
last six months.
Number of female
homemakers 18-24
in the population.
Number of female
homemakers 18-24
who purchased in
the last six months.
% of total purchasers
who are 18-24.
( 2312 / 30416)
% who purchased
in last six months.
( 30416 / 86474 )
% of 18-24 YOs who
have purchased
in the last six months.
( 2312 / 7578 )
18-24 YOs who purchased
compared to total
population who purchased.
( 30.5 / 35.2 )
Buying Radio AdvertisingBuying Radio Advertising
• Matching station format with target market
• Geographic coverage using ADIs
• Day part choice
RadioRadio
• Can reach segmented audiences
• Intimacy• Economy• Short lead times• Transfer of imagery
from TV• Use of local
personalities
• Clutter• No visuals• Audience
fractionalization• Buying difficulties
Television AdvertisingTelevision Advertising
• Nearly 98% of all households have televisions
• Uniquely personal and demonstrative yet expensive
Television Programming SegmentsTelevision Programming Segments
8p.m.-11p.m. (7p.m.-10p.m.)
Prime Time
Early morning news - 4:30p.m.
Daytime
Preceding and following prime time
Fringe Time
TelevisionTelevision
• Market product nationally
• Major networks (ABC, CBS, Fox, NBC)
• Expensive but can be a cost efficient means to reach mass audience
Syndicated
Network
Spot
Cable
Local
TelevisionTelevision
• Advertising is placed only in selected markets
• Regional-oriented marketing and geodemographic segmentation of consumer markets
Syndicated
Network
Spot
Cable
Local
TelevisionTelevision
Syndicated programming
occurs when an
independent company
markets a TV show to as
many network-affiliated
or cable TV stations as
possible
Syndicated
Network
Spot
Cable
Local
TelevisionTelevision
• 80% of households with television sets
• narrow areas of viewing interest
• Cable subscribers are more economically upscale and younger
Syndicated
Network
Spot
Cable
Local
TelevisionTelevision
• Local advertisers are turning to television
• inexpensive during the fringe time
Syndicated
Network
Spot
Cable
Local
TelevisionTelevision
• Demonstration ability• Intrusion value• Ability to generate
excitement• One-on-one reach• Ability to use humor • Effective with sales
force and trade• Ability to achieve
impact
• Escalating costs• Erosion of audience• Audience
fractionalization• Zipping and zapping • Clutter
InformercialsInformercials
• Introduced in the early 1980s
• Long commercial (28 to 30 minutes)
• The production cost is expensive
• Especially effective promotional tool for moving merchandise
Brand Placements in TV ProgramsBrand Placements in TV Programs
Reason: fear that TV advertising is no longer as effective as it used to be
Brand managers pay to get prominent placement for their brands
“Survivor” program is the poster child for this trend
Advertisers who purchased commercial time in “Survivor” got prime brand placement in the program
Television Audience MeasurementTelevision Audience Measurement
Higher rated programs command higher prices
Ratings are difficult to come by accurately
One primary rating service—Nielsen’s People Meter and one under development—SRI’s SMART System
Television Audience MeasurementTelevision Audience Measurement
Handheld device slightly larger than a TV remote—has 8 buttons for family members and two additional buttons for guests
Records what programs are watched, how many households are watching, and which family members are in attendance
Nielsen’s People Meter Technology
Television Audience MeasurementTelevision Audience Measurement
Viewing information is combined with each household’s pertinent demographic profile
Old system consisted of diary panels, but with the implementation of the People Meter the ratings dropped causing a controversy—Networks claimed faults in the People Meter resulted in erroneous ratings data
Nielsen’s People Meter Technology
Television Audience MeasurementTelevision Audience Measurement
Statistical Research Inc. (SRI) develops SMART—Systems for Measuring And Reporting Television
Meters are attached to TV sets
Sensors on the meters enable signals to be picked up from the air
Viewers log in and out before and after watching TV using a control
SRI’s SMART System