Transcript ch09
Broadcast Media
Part 3: Effective Advertising
Media
Chapter 9
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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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
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ADVERTISING Principles and Effective IMC Practice
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Objective
To study characteristic, adv & disadv
points of all media types in order to make
good choices for ad campaign
Outline
- Nature of Broadcast
- Types of Audience
- Measurement of audience
- Summary of when broadcast advertising
should be used
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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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
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Radio
Radio Advertising
Relies on the listener’s
mind to fill in the visual
element
“ Theatre of Mind”
Delivers a high level of
frequency
Radio commercials led
themselves to
repetition
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ADVERTISING Principles and Effective IMC Practice
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Spot Radio
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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
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The Radio Audience
Music fans
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
Wells, Moriarty, Burnett & Lwin - Xth Edition
People who listen
exclusively for the music
being played
News fans
Choose stations based
on a need for news and
information e.g. Jor Sor
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Have one or two favorite
stations
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Measuring the Radio Audience
Dayparts
Typical radio programming day is divided into five
segments called dayparts
6-10 a.m.: Morning drive time (most listeners)
10 a.m-3 p.m.
3.00 – 7.00 p.m.
7.00 p.m.-midnight
Midnight-6 a.m.
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ADVERTISING Principles and Effective IMC Practice
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Measuring the Radio Audience
Coverage
The number of homes in a geographic area
that are able to pick up the station clearly
Ratings
The percentage of homes actually tuned in to
a particular station
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-9
Radio
Advantages
Target audience
Affordability
Frequency
Flexibility
Mental imagery
High level of
acceptance
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
Listener
inattentiveness
Lack of visuals
Clutter
Scheduling and
buying difficulties
Lack of control
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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
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ADVERTISING Principles and Effective IMC Practice
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Television Advertising
Sponsorships
Wells, Moriarty, Burnett & Lwin - Xth Edition
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
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Product Placement
When a company
Advantages
pays to have verbal or Demonstrates product
usage in a natural setting
visual brand exposure
by celebrities
in a movie or TV
Catches audience when
program
resistance to ads is low
Disadvantages
May not be noticed
Not a match between
product/movie/audience
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ADVERTISING Principles and Effective IMC Practice
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Television Advertising
Participations
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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
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Measuring the Television Audience
Rating points
The percentage of all
the households with
television tuned into a
particular program
Share of audience
The percentage of
viewers based on the
number of sets turned
on
Wells, Moriarty, Burnett & Lwin - Xth Edition
Gross Rating Points
The sum of the total
exposure expressed as a
percentage of the audience
population
People meters
Record what television
shows are being watched,
the number of households
watching, and which family
members are viewing
(not only what is being watched but
who is watching)
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Examples
Rating Points
- A TV show has a rating of 20.0 that means 20 percent(%) =
1/5 of all households tuned in to that program.
Share of Audience (share figure>rating)
- A Super Bowl might get a rating of 40 but its share might
be 70 (70 percent of all televisions turned on were turned to
the Super Bowl)
Gross Rating Points
- For TV ads.
= 100,000 viewers (impression)* 4times airing of 1 program
(no. of message exposure)__________________ * 100
500,000 possible viewers (population who has TV)
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& Lwin - Xth Edition
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= 80%
Television
Advantages
Pervasiveness
Cost efficiency
Impact
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
Production costs
Clutter
Wasted reach
Inflexibility
Intrusiveness
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Film and Video
Trailers
Videocassette and
DVD distributors also
placing ads before
movies
Promotional video
networks in stores,
offices, truck stops,
etc.
Wells, Moriarty, Burnett & Lwin - Xth Edition
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
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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
Wells, Moriarty, Burnett & Lwin - Xth Edition
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
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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
Wells, Moriarty, Burnett & Lwin - Xth Edition
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
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Exercise
Choose the media vehicle to advertise
these products
Identify the advertising format
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End of the Lesson
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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