Transcript AEM Lecture
Broadcast Media Lecture Outline I. II. III. IV. V. VI. Broadcast Media Radio Television Film and Video Product Placement Using Broadcast Advertising Effectively 9-2 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 9-3 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 led • Web radio themselves to repetition 9-4 Revenue Categories •Network • 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 9-5 Revenue Categories •Network •Spot • 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 9-6 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 9-7 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 9-8 Measuring the Radio Audience • Dayparts – Typical radio programming day is divided into five segments called dayparts • 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 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 • 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 • 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 • 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 • 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 • 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 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 • 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 9 - 20 Television Advantages • Pervasiveness • Cost efficiency • Impact • • • • • Disadvantages Production costs Clutter Wasted reach Inflexibility Intrusiveness 9 - 21 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 - 22 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 - 23 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 - 24 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 - 25 Bibliography Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin. Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall. Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International. Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall. The End “Be brave. Even if you are not, pretend to be. No one can tell the difference.”