Chapter 11 Evaluation of Broadcast Media o Movies

Chapter 11 Evaluation of Broadcast Media

o Movies as media o http: //www. adfilms. co m/Ad. Films_Advertisi ng_Demo. htm

Television Advantages Creativity and Impact Coverage and Cost Effectiveness Captivity and Attention Selectivity and Flexibility

TV Commercials on Programs Such As the Super Bowl Reach Large Audiences – Life minders Year 2000: $2 million for a 30 second spot

Television Disadvantages Fleeting Message Limited Attention Cost Negative Factors Low Selectivity Clutter Negative Evaluation Distrust

Why Clutter? o the increased use of 30 and 15 -second commercials o split-30 second commercials by some advertisers o Inability to limit the amount of time available for commercials o Income for networks so…

Top 10 TV Advertisers, 2007 Rank Advertiser 1 General Motors Corp Dlr Assn 2 2007 $443, 135, 000 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/Media. Trends. Track/tvbasics/32_Top_25_Spot_TV_Adv. asp

TV Advertising Works Best When… The Budget Is Large Enough to Produce High Quality Commercials. The Media Budget Is Sufficient to Generate and Sustain the Number of Exposures Needed. The Market Is Large Enough and Reachable Efficiently Through a Specific Network, Station, or Program. There’s a Genuine Need for a Medium With High Creative Potential to Exert a Strong Impact.

Clever TV Ads Can Entertain as Well as Inform

Methods of Buying Time Sponsorship Participations 1. Advertiser assumes responsibility for the production and perhaps content 1. Participating sponsors share the cost 2. Sponsor has control and can capitalize on the prestige associated with a show 3. Advertiser isn’t responsible for production 2. May participate regularly or sporadically 4. Participants lack control over content Spot Announcements 1. May be purchased by daypart or adjacency

Common Television Dayparts 12 11 1 11 2 10 AM 9 3 8 4 7 6 5 12 1 2 10 PM 9 3 8 4 7 6 Morning Prime Time Daytime Late News Early Fringe Late Fringe Prime Time Access Late Night 5

Other TV Vehicles Cable Superstations PVRs Delivers signals through fiber or coaxial wire rather than the airways Independent local stations that broadcast nationally via satellite through CATV Digitally record TV shows and store them on hard drive giving viewer control

Cable Television (CATV) Characteristics Advantages Limitations 1. National, regional, and local available. 1. Highly selective “narrowcasting. ” 1. Overshadowed by major networks. 2. Targets specific geographic areas. 2. Reaches specialized markets. 3. Low cost and flexibility. 2. Audience is fragmented. 3. Lacks penetration in major markets.

ESPN is One of the Most Popular Cable Networks Sports. Center, 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 Sports. Center

Measuring TV Audiences Television Households Audience Measures Share of Audience Program Rating Households Using TV

TV Audience Measures Program Rating = HH tuned to show Total U. S. HH Share of Audience Share = HH tuned to show U. S. HH using TV

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

Radio and TV Similarities Are time oriented media Are sold in time segments Have some network affiliates Both Media… Have some independents Use the public airway Are regulated by the F. C. C. Are externally paced media Are passive, low-involvement

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

Radio Differs from TV Is More Limited Communication. Offers Only an Audio Message. Has Less Status and Prestige. Costs Much Less to Produce. Costs Much Less to Purchase.

The RAB Promotes the Value of 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 +

Advantages and Limitations of Radio Advantages Disadvantages Cost and Efficiency Creative Limitations Selectivity Audience Fragmentation Flexibility Chaotic Buying Mental Imagery Limited Research Data Integrated Marketing Limited Listener Attention Clutter

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 11 12 1 11 2 10 AM 9 6 2 PM 9 4 7 1 10 3 8 12 3 8 5 4 7 Morning Drive Time Nighttime Daytime All Night Afternoon/Evening Drive Time 6 5

Chapter 12 Evaluation of Print Media

Classifications of Magazines By Audience Content • Consumer Magazines • Farm Magazines • Business Magazines By Geography By Size • Local • Large • Regional • Flat • National • Standard • Small or Pocket

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/ +

Advantages and Disadvantages of Magazines Advantages Disadvantages Selectivity Costs Reproduction Quality Limited Reach Creative Flexibility Limited Frequency Permanence Long Lead Time Prestige Clutter Receptivity, Involvement Services

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 +

Special Magazine Features Bleed Pages Island Halves ad extends to the edge of the Bleed Pages paper, no margins or white space half page ads surrounded on two sides or more by editorial matter Inserts Gate Folds Gate fold outs that give an extra large spread Pop-Ups Cover Positions

Pop-Ups Grab Attention +

Magazine Space Combinations Facing horizontal half-pages - dominates Vertical halves across the gutter - dominates Checkerboard facing a half-page ad Staggered horizontal half-pages Outside halves of a spread Checkerboard (multiple small spaces on a single page) Staircase units and double space units 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 +

Magazine Circulation Concepts Primary Circulation Total Audience Guaranteed Circulation Controlled Circulation Pass-Along Readership Circulation Verification

The Future of Magazines Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Mag. & Media Deals Trends, Trends… Database Marketing Advances in Technology Electronic Delivery Methods

Magazines Go Online +

Newspapers

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Newspaper Classifications Publication Frequency Daily Weekly National Type Special-Audience Supplements Standard Size Tabloid Ethnic, Religious, Etc. Audience Type Business, Financial, Etc.

Unique Newspaper Features Mass audience Cross-section of population Local geographic coverage Wide range of content, subjects Selective readership by area Timely coverage, daily issues Readership concentrated in time Permanent, durable record

College Newspapers Are an Effective Way to Reach Students +

Newspaper Advertising Local (Mostly Retail) Display Ads General (Often National) Paid Reading Notices (Editorial Look) Small Items Arranged by Topic Classified Ads Rates Based on Size, Duration Classified Display - Combination Legal Notices - Public Reports Public Notices by People, Organizations Financial Reports Printed Inserts Prepared Separately by Advertisers

Newspaper Advantages and Drawbacks Advantages Disadvantages Extensive Penetration Production Quality May Be Low Flexibility They Have a Short Life Span Geographic Selectivity Not Demographically Selective Involvement, Acceptance Not Psychographically Selective Services Offered There's Heavy Ad Competition Potentially Poor Placement May Be Overlapping Circulation

Newspaper Characteristics Read by Almost All Consumers Wide Audience Read Daily in an Ordered Way Readers Look at Over 3/4 of All Pages Few Limitations on Ad Size Spot and Full Color Available Many Shapes, Sizes, Paper, & Printing Offer Flexibility

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 ? +

o Flat Rate vs Open rate

Threats to Print Media o Print media are the most threatened of major media by Internet magazines & newspapers o A wide range of consumers are comfortable using the Internet for reading books, magazines, and newspapers o 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

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