CHAPTER 11 Evaluation of Broadcast media TELEVISION ADVANTAGES

CHAPTER - 11 Evaluation of Broadcast media

TELEVISION ADVANTAGES OF TELEVISION 1. Creativity and Impact A medium that o Offers tremendous creative flexibility and makes possible dramatic, lifelike representations o Can be used to convey a mood/image for a brand o Can be used to develop emotional or entertaining appeals that help make a dull product appear interesting o Helps to demonstrate a product/service

2. Coverage and Effectiveness o It is possible to reach large audiences (very cost efficiently) regardless of age, income/ educational level. o Popular medium among companies selling massconsumption products.

3. 4. Captivity and Attention o TV commercials impose themselves on viewers as they watch their favorite programs. o The viewers are likely to devote some attention to many advertising messages through heavy repetition and exposures to catchy slogans and jingles. Selectivity and Flexibility Selectivity is possible due to variations in the composition of audiences as a result of program content and broadcast time.

LIMITATIONS OF TELEVISION 1. High cost The high cost of TV stems from ¨ ¨ 2. The expense of buying airtime The cost of producing a quality commercial Lack of selectivity Advertisers who are seeking a very specific, small target audience find the coverage of TV extends beyond their market, reducing its cost effectiveness.

3. Fleeting message TV commercials usually last only 30 seconds or less and leave nothing tangible for the viewer to examine or consider. 4. Clutter n The advertiser’s message is only one of many spots and other nonprogramming materials seen during a commercial break. n The viewer comes away confused or even annoyed and unable to remember or properly identify the product/ service advertised.

5. Limited viewer attention During commercials n n 5. People leave the room People are distracted in some other way Zipping Zapping Distrust and negative evaluation Viewers dislike TV advertising when they believe it is offensive, uninformative, or shown too frequently or when they do not like its contents.

METHODS OF BUYING TIME 1. Sponsorship An advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears within it. Reasons for choosing sponsorship – n n n To capitalize on the prestige of high-quality programs, enhancing the image of the company or its product To gain more control over the number, placement and content of its commercials To introduce and explain a new product

2. Participations Several advertisers buy commercial time or spots on a particular program and can participate in that program once or several times on a regular or irregular basis. Advantages: n n n No financial responsibility for production of the program No long term commitment to a program Adjustment of expenditures to buy participation spots according to the budget Spreading the TV budget over a number of programs Helpful for small advertisers with a limited budget Disadvantages: n n n Little control over the placement of ads Problems with time availability Preference is given to advertisers buying numerous spots

3. Spot advertising refers to commercials shown on TV, with time negotiated. n Helpful for the advertisers with uneven distribution or limited advertising budget. n Helpful for test marketing or introducing a product in limited market areas.

DETERMINING RELATIVE COSTS (Cost Per Rating Point - CPRP) n Program rating: The percentage of TV households in an area that are tuned to a specific program during a specific time period. n Rating = (HH tuned to a specific show / Total HH) X 100 CPRP Cost of commercial time / Program rating =

Show – 1 Show- 2 Cost per ad TK. 3, 500 TK. 4, 000 Rating 11 15 Calculation TK. 3, 500 / 11 TK. 4, 000 / 15 CPRP TK. 318. 18 TK. 266. 67

RADIO Advantages Limitations • Cost and efficiency • Creative limitations • Selectivity • Fragmentation • Flexibility • Chaotic buying procedures • Mental imagery • Limited research data • Limited listener attention • Clutter