Transcript Selecting Message Appeals and Picking Endorsers

1
Traditional
Advertising Media
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Chapter Objectives
After reading this chapter you should be able to:
1. Describe the four major traditional advertising media
(newspapers, magazines, radio, and television).
2. Discuss the strengths and weakness for each of the
following major traditional advertising media: newspapers,
magazines, radio, and television.
3. Describe how each of these traditional media choices has
changed with the appearance of new media options (e.g.,
social media, online advertising).
4. Appreciate the research methods that are used for each ad
medium to determine the size of the audience exposed to
advertising vehicles.
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2
Has TV Advertising Lost its Effectiveness?
Or, Has it Simply Changed its Look?
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3
Major Mass Advertising Media
• Spending on measured media advertising in the four
traditional media in the United States totaled
approximately $121 billion, and $300 billion for all
media – measured and unmeasured – in 2012.
• Approximate spending percentages by major media
type:
Radio
19%
Television
51%
Newspapers
17%
Magazines
13%
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Which Advertising Medium Is “Best”?
Factors in the Choice
of Best Advertising
Media
Advertiser’s
Objectives
Creative
Needs
Competitive
Challenge
Available
Budget
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5
Newspapers
• Readership
• 48 million U.S. households during the week and nearly 49
million on Sundays.
• Historically, the leading medium, but in constant decline
• Buying Newspaper Space
• Standardized Advertising Unit (SAU) system
• 1 column:
21/16 inches
2 columns: 41/4 inches
• 3 columns:
67/16 inches
4 columns: 85/8 inches
• 5 columns:
1013/16 inches
6 columns: 13 inches
• Space depth: 1 inch to 21 inches
• Space rates apply to ROP (run of press)
• Premium rates for preferred space positioning
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
6
Newspaper Advertising’s Strengths and
Limitations
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7
Magazines
• Special Interest Magazines
• Consumer-oriented
• Business-oriented
• Standard Rate and Data Service (SRDS Media
Solutions)
• Tracks information on standardized ad rates,
contact information, reader profiles, and other
information, which facilitates media planning and
buying.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Magazines (cont’d)
• Buying Magazine Space
• Selecting magazines that reach the target market
• Sources for cost considerations
• Media Kits
– Demographic composition of magazine’s readership
– Rate cards
• CPM (Cost-per-thousand) Information
– Mediamark Research, Inc. (MRI)
– Simmons Market Research Bureau (SMRB)
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Figure 12.1: Golf Digest’s Demographic
Profile
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Figure 12.2: Partial Rate Card for Sports
Illustrated (Rate base = 3,150,000)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
11
Magazine Advertising’s Strengths and
Limitations
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Magazines (cont’d)
• Magazine Audience Measurement
• Magazine subscriptions and the number of people who read
a magazine are not equivalent:
• Variety of intermediaries collecting subscription makes it difficult to
obtain an accurate count of subscribers
• Single copy purchases and publicly-available copies thwart
identification of readers
• Subscribers who share magazines with others
• Simmons and MRI Reports
• Specialists in measuring magazine readership and determining
audience size.
• Each uses different research methods
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
13
Illustration of a MRI Report for Imported
Beer/Ale
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Magazines (cont’d)
• Considerations in selecting magazines:
• The size of the potential audience that a vehicle
might reach
• The attractiveness of its coverage as revealed by
the total product purchasers exposed to that vehicle
and compared with other media
• Its cost compared with other vehicles
• Its appropriateness for the advertised brand
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
15
Radio
• Market Coverage
• There are 14,503 commercial radio stations in the United
States
• Almost 100 percent of all homes have radios; most homes
have several
• Virtually all cars have a radio
• More than 50 million radios are purchased in the United
States each year
• Radio broadcasting in the United States reaches slightly
over 93 percent of all people age 12 or older.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Radio (cont’d)
• Factors in Buying Radio Time
• Matching station format with target market
• Choosing a station with geographic coverage in
areas of dominant influence (ADIs)
• Daypart choices:
•
•
•
•
•
Morning drive: 5 AM to 10 AM
Midday: 10 AM to 3 PM
Afternoon drive: 3 PM to 7 PM
Evening: 7 PM to Midnight
Late night: Midnight to 7 AM
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Radio Advertising’s Strengths and Limitations
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Radio (cont’d)
• Radio Audience Measurement Firms
• Arbitron
• Is the major company involved with measuring
listenership and audience demographics.
• Owns RADAR (Radio’s All Dimension Audience
Research)
• Uses a paper-based diary approach to measure listener
behavior and is introducing pager-like meters (Portable
People Meters) to its data collection process
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Television
• Television
• Over 98% of all households have televisions
• Is a uniquely personal and demonstrative medium
• Is expensive to produce and broadcast
• Television Programming Dayparts:
• Early morning: 5 AM to 9 AM
• Daytime: 9 AM to 4 PM
• Early fringe: 4 PM to 7 PM
• Prime access: 7 PM to 8 PM
• Prime time: 8 PM to 11 PM
• Late fringe: 11 PM to 2 AM
• Overnight: 2 AM to 5 AM
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Average Prime-Time Audience (in millions) for
Six Major Networks
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Types of Television Advertising
Network
Syndicated
Spot
Cable
Local
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Television Messages
Network
Advertising
Useful when selling a product nationally on major networks
Expensive, but is a cost-efficient means to reach mass audience
Spot
Advertising
Advertising is placed only in selected markets
Regional-oriented marketing and geodemographic segmentation
of consumer markets
Syndicated
Programming
Occurs when an independent company sells a show to as many
network-affiliated or cable TV stations as possible
Cable
Advertising
Uses narrowcasting to reach 85% of all households of
economically upscale and young subscribers
Local
Advertising
Local advertisers are turning to television as it is inexpensive
during the fringe time
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The 10 Highest-Priced TV Programs (Fall 2010)
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24
Television Advertising’s Strengths and
Limitations
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25
Top-10 Prime-Time Broadcast TV Programs
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Television Advertising (cont’d)
• Infomercials
• Were introduced in the early 1980s
• Are essentially a long commercial (28 to 30
minutes)
• Are expensive to produce
• Are an especially effective promotional tool for
moving merchandise
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27
Television Advertising (cont’d)
• Brand Placements in TV Programs
• Can be very effective provided brand is displayed in a
context that appropriately matches the brand’s image.
• Are the result of advertisers’ fear that TV advertising
is no longer as effective as it used to be
• Require that brand managers pay to get prominent
placement for their brands in popular programs
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Television Advertising (cont’d)
• Television Audience Measurement
• Higher rated programs command higher ad prices
• Ratings are difficult to come by accurately
• National (Network) Audience Measurement
• Nielsen’s People Meter Technology
• Local Audience Measurement
• Nielsen’s Diary Panels
• Nielsen’s Local People Meters
• Challenges
• Counting away-from-home viewers and listeners
• Audience undercounts
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Figure 12.3: Nielsen People Meter
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