Chapter 10
What are different ways that electronic media companies promote
How about feedback? What types of feedback do they get What is it good for
Promotion Is very important in electronic media▪ Occurs mostly when something new happens▪ New TV show▪ New Movie▪ Radio Contest▪ Video Game
Promotion today occurs year round▪ Due to year round release of media products
Promotion Promotional Spots (promos)
▪ One of the easiest methods of TV & Radio promotion
▪ Cross Promote▪ When companies with multiple media forms
Promos across the media they own What is a company that cross promotes, give example?
▪ Snipes▪ Pop-ups that appear along the bottom/corner during
program▪ Developed to counter ad/commercial skipping
Trailers At beginning of movies & DVD’s
▪ To promote other products by the same company
Media forms use each other for promotions▪ TV -> Radio▪ Movies -> Internet▪ Movies - > TV
▪ Other forms of media are also used for promotion
Billboards Busses Newspapers
Source Code Trailer
The best promotion is▪ Word of Mouth
Promotion is often combined with▪ Advertising ▪ Public relations▪ The building of good will
Station Tours, Answering e-mails, Public Service Activities
Publicity▪ Similar to promotion, except it’s free▪ Movie/Music review, news coverage
Forms of Audience Feedback There are numerous feedback methods
used▪ Fan Mail – Historical method of getting
feedback▪ Internet – Allows a lot of feedback▪ Comments, Chatrooms, ▪ To help with plots & storylines
▪ Unwitting feedback▪ Purchasing products▪ Albums sales, Internet downloads
Determine radio playlists
Audience Research CompaniesNielsen
▪ Started by doing market research for drugstores
▪ Launched National Radio Index in 1942▪ Reported how many people listened to various programs
▪ Began adding reports for TV audiences in 1950▪ VCR & DVR▪ Required adjustments to determine program viewing
DVR made tracking easier
Internet tracking▪ Nielsen bought “NetRatings” to track popular
sites
Audience Research Companies Arbitron▪ Formed in 1948▪ Initially measured local television & radio audiences▪ Dropped TV in 1994
Focus now on commercial radio
▪ Other companies▪ Have tried to compete with the top two▪ Cost & expense often results in failure
Media Ratings Council▪ Formed to approve new equipment & gathering
techniques
Sampling▪ Using a segment of the population to determine viewing
habits of the whole▪ Areas selected match the make-up of the U.S.
populations
Random Sampling▪ Where selected homes are picked through a
randomized process.▪ College students became a part of this sample in 2007
Sampling Sample sizes▪ Sample sizes have increased▪ As the number of households and TV options increased
Focused samples▪ Where only a specific audience is sampled▪ ie, Spanish speakers▪ What would be an example of another specific audience
Replacements▪ After data is collected▪ Households need to submit it
If they don’t alternate homes are used to replace them
Collecting Data▪ Most data collection requires the use of
equipment Peoplemeter▪ Device used to determine who is watching▪ & what they are watching
Local People Meter (LPM)▪ Smaller device that is worn▪ Monitors audio being played nearby
Collecting Data Diaries▪ Written survey that all members over 12 use to
record their daily viewing habits▪ Accuracy has been difficult to maintain▪ Has led to increased use of meters
Discrepancies▪ Changes in methodology▪ Person completing surveys▪ Consistency of people meter use
▪ All result in possible inaccuracy in data
Quantitative Data The two most common statistics reported▪ Ratings▪ The percentage of households watching a particular TV
program Or listening to a radio station
▪ Share▪ Also a percentage but based on the number of homes
With radio or TV turned on
▪ Hyping▪ Used to increase ratings during important survey
periods
Qualitative research▪ Research used to learn more about those being
reached
Psychographics▪ People’s lifestyles and characteristics▪ How these relate to media preferences & buying
habits
Engagement▪ How effective is the brand communication▪ Are the commercials being recalled
▪ This is valuable to advertising▪ Can determine ad rates
Pre-testing Music preference research▪ Used by stations to select songs to retain listeners▪ Conducted through
Phone calls and surveys Kiosks in malls
Minitheater/Focus group▪ Used for radio/TV/movies▪ Groups of people are invited to consume media▪ Complete questionnaires (minitheater)▪ Discuss songs (focus group)
Pre-testing Used to weed out▪ Weaker programs (reviewing pilots)▪ Unappealing commercials
Helps to identify fixable problems in ▪ Leads to additional editing▪ Then pretested again
Other Forms of Research▪ Q-scores▪ Results from surveys sent to random
people▪ Performers and shows/programs are rated
▪ Educational▪ Tests are conducted before & after ▪ To see if information shared is being
learned
▪ Pay Channels (HBO, etc)
▪ Test to see find ways to retain subscribers
▪ Websites▪ Tested for navigation and poor design
How audience measurement is used Selling Time
▪ Most important use of data is to determine ad rates The higher the rating the greater the cost
Industry Health▪ Helps to determine strength of networks and other
media formats
Comparison▪ Measurement helps media companies know how they
are comparing to their competitors
How audience measurement is used Program decisions▪ Helps executives decide which shows continue
and which shows are pulled▪ Weak shows are quickly removed from the air
Product Placement▪ Companies use research to determine where the
placement of their products will be most effective
Issues and the Future▪ Snipes are often considered annoying▪ Promotion & Sales departments often
clash▪ Both want primetime for their spots
▪ Accuracy of measurement services▪ Is often questioned
DVR’s, Time shifting, Error in data collecting
▪ Poor sample group▪ Media outlets and forms is increasing▪ Current sample size may not cover all types of
consumers
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