Transcript Broadcast Media

Broadcast Media
Part 3: Effective Advertising Media
Chapter 9
Chapter Outline
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VII.
Chapter Key Points
Broadcast Media
Radio
Television
Film and Video
Product Placement
Using Broadcast Advertising Effectively
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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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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
Structure of the Industry
• AM/FM
• Public radio
• Cable radio
• Satellite radio
• LPFM
• Web radio
Radio Advertising
• Relies on the listener’s
mind to fill in the visual
element
• Delivers a high level of
frequency
• Radio commercials lend
themselves to repetition
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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
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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
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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
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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
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Radio
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Advantages
Target audience
Affordability
Frequency
Flexibility
Mental imagery
High level of
acceptance
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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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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
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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
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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
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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
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Programming Options
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Specialty television
Pay-per-view
Program syndication
Interactive television
High-definition TV
Digital Video Reorders
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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
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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
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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
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Television
Advantages
• Pervasiveness
• Cost efficiency
• Impact
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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.
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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Product Placement
• When a company pays
to have verbal or visual
brand exposure in a
movie or TV program
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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
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Using Broadcast Advertising
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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
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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
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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
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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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