Broadcast Media Part 3: Effective Advertising Media Chapter 9

Broadcast Media Part 3: Effective Advertising Media Chapter 9

Chapter Outline I. II. III. IV. V. VI. VII. Chapter Key Points Broadcast Media Radio Television Film and Video Product Placement Using Broadcast Advertising Effectively 9-2

Key Points Describe the structure of radio, how it is organized, its use as an advertising medium, its audience, and its advantages and disadvantages Explain the structure of television, how it is organized, its use as an advertising medium, the TV audience, and its advantages and disadvantages Outline how advertisers use film and video Identify advantages and disadvantages of using product placements 9-3

Broadcast Media Transmit sounds or images electronically Include radio and television Broadcast engages more senses than reading and adds audio as well as motion for television 9-4

Radio Structure of the Industry Radio Advertising AM/FM Relies on the listener’s mind to fill in the visual Public radio element Cable radio Delivers a high level of Satellite radio frequency LPFM Radio commercials lend Web radio themselves to repetition 9-5

Revenue Categories Network Spot Syndicated Group of local affiliates connected to one or more national networks Viable national medium for food and beverages, cars, and over-thecounter drugs Growth has contributed to increase in syndicated radio 9-6

Revenue Categories Network Spot Syndicated When an advertiser places an ad with an individual station rather than a network Makes up nearly 80% of all radio advertising Messages can be tailored for particular audiences 9-7

Revenue Categories Network Spot Syndicated Offers advertisers a variety of high-quality, specialized, and usually original programs Advertisers value syndicated programming because of the high level of audience loyalty 9-8

The Radio Audience Station fans – Largest segment of radio listeners – A clear preference for one or two stations Radio fans – May listen to four or five stations per week – Show no preference for one particular station Music fans – People who listen exclusively for the music being played News fans – Choose stations based on a need for news and information – Have one or two favorite stations 9-9

Radio Advantages Target audience Affordability Frequency Flexibility Mental imagery High level of acceptance Disadvantages Listener inattentiveness Lack of visuals Clutter Scheduling and buying difficulties Lack of control 9 - 10

Television Television advertising is embedded in television programming Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences 9 - 11

Structure of the Television Industry Network television Cable and subscription Local television Public television When two or more stations are able to broadcast the same program that originates from a single source Networks originate programs and provide them to local affiliates 9 - 12

Structure of the Television Industry Network television Cable and subscription Local television Public television Provide highly targeted special-interest programming options Cable is most familiar example of subscription television 9 - 13

Structure of the Television Industry Network television Cable and subscription Local television Public television Affiliated with a network Carry network programming and their own programs Independent stations Most advertisers are local retailers 9 - 14

Structure of the Television Industry Network television Cable and subscription Local television Public television Many consider public television to be commercial-free Stations can air program sponsorship ads Reaches the affluent 9 - 15

Programming Options Specialty television Pay-per-view Program syndication Interactive television High-definition TV Digital Video Reorders 9 - 16

Television Advertising Sponsorships Participations Spot announcements Advertiser assumes total financial responsibility for producing the program and providing the commercials Advertiser can control the content and quality of the program and the placement and length of commercials 9 - 17

Television Advertising Sponsorships Participations Spot announcements Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program Provides more flexibility in market coverage, target audiences, scheduling, and budgeting 9 - 18

Television Advertising Sponsorships Participations Spot announcements Commercials that appear in the breaks between programs Local affiliates sell these to advertisers who want to show their ads locally 9 - 19

Television Advantages Pervasiveness Cost efficiency Impact Disadvantages Production costs Clutter Wasted reach Inflexibility Intrusiveness 9 - 20

Film and Video Trailers Videocassette and DVD distributors also placing ads before movies Promotional video networks in stores, offices, truck stops, etc. Advantages Play to a captive audience Attention level is higher than for almost any other form of commercials Disadvantages Captive audience resents intrusion of ads 9 - 21

Product Placement When a company pays to have verbal or visual brand exposure in a movie or TV program Advantages Demonstrates product usage in a natural setting by celebrities Catches audience when resistance to ads is low Disadvantages May not be noticed Not a match between product/movie/audience 9 - 22

Using Broadcast Advertising Use Radio If Local business Highly targeted audience Small budget Timing consideration Align interests with program Personal message with human voice Works in musical form or strong in mental imagery Need reminder message Use Television If Want wider mass audience Align interests with program Good budget Product needs both sight and sound Prove something to audience Halo effect Create or reinforce brand image and personality 9 - 23

Using Broadcast Advertising Use Movie Ads If National brand Have budget to do highquality commercials Want to associate brand with movie stars Movie audience matches brand’s target audience Substantial visual impact and quality production Use Placement If Want to associate brand with stars and story Viewing audience matches brand’s target audience Natural fit between product and storyline Opportunity for brand as star Appeals to stakeholders Supporting ad campaign 9 - 24