Presentation is loading. Please wait.

Presentation is loading. Please wait.

Electronic Media: Television and Radio Chapter 12 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Similar presentations


Presentation on theme: "Electronic Media: Television and Radio Chapter 12 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved."— Presentation transcript:

1 Electronic Media: Television and Radio Chapter 12 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

2 Learning Objectives LO1: Describe the advantages & disadvantages of broadcast television as an advertising medium. LO2: Discuss the various options for advertising on television. LO3: Explain how to measure television audiences & select the best programs to buy. 12-2

3 Learning Objectives LO4: Describe the advantages & disadvantages of radio as an advertising medium. LO5: Explain the options for advertising on radio & how radio audiences are measured. 12-3

4 The Medium of Television Broadcast TV – can be independent or affiliated with a network Cable – 91% of households had cable in 2010 TV Audience Trends – Most people believe TV to be the most authoritative advertising source. – Nearly every home in the US has a TV. 12-4

5 Pros and Cons of Broadcast TV Advertising Pros – Mass Coverage – Low cost per exposure – Some Selectivity – Creativity & Impact – Prestige – Social Dominance Cons – High Production Cost – High Airtime Cost – Limited Selectivity – Brevity – Clutter – Zipping & Zapping 12-5

6 The Medium of Television Types of TV advertising – Spot Announcements – Program-Length ads (PLAs, Infomercials) – Product Placements 12-6

7 TV Audience Measurement Rating Services – Companies samples of TV & radio audiences – cable services sometimes provide their own ratings services Defining Television Markets – Nielsons Designated Market Areas (DMAs) 12-7

8 TV Audience Measurement Dayparts – Segmenting the broadcast day (eastern/pacific) 6:00am early morning 9:00am daytime 4:30pm early fringe 7:30pm prime access 8:00pm prime time 11:00pm late news 11:30pm late night 12-8

9 TV Audience Measurement TV Audience Measurements – TV Households – Households Using TV – Program Rating – Audience share – Total audience – Audience composition 12-9

10 TV Audience Measurement Gross Rating Points total rating points by a media schedule over a period Audience Measurements TV Households Households Using TV Program Rating Audience share Total audience Audience composition 12-10

11 The Medium of Radio Who uses radio – Percent of US who listen in an average week, 93% in an average day, 71% – imagery transfer happens when audio from TV spots are converted to radio spots 12-11

12 The Medium of Radio Radio Programming & Audiences Radio stations usually have a specific programming format – FM radio: better sound, more program variety & fewer commercials. – AM radio: more news/talk programs. – Satellite Radio: extensive program choices 12-12

13 Buying Radio Time Radio Dayparts 6am Morning Drive 10am Daytime 3pm Afternoon/Evening Drive 7pm Nighttime Midnight All Night – can purchase by daypart or run-of-station 12-13

14 Pros and Cons of Radio Advertising Pros – Reach & Frequency – Selectivity – Cost Efficient – Timely – Immediate – Locally Relevant – Creatively Flexible Cons – Heard, but not seen – Segmented Audiences – Short-Lived – Half-Heard – Cluttered 12-14

15 Buying Radio Time Radio Terminology – Average Quarter-Hour Audience (AQH Persons) – Gross Impressions – Gross Rating Points – Cume Persons – Cume Rating 12-15


Download ppt "Electronic Media: Television and Radio Chapter 12 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved."

Similar presentations


Ads by Google