1. Evaluation of Broadcast Media

2. Media Terminology
Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like.
Media Vehicle - The specific message carrier, such as the Washington Post or Tonight Show.
Coverage - The potential audience that might receive the message through the the vehicle.
Reach - The actual number of individual audience members reached at least once by the vehicle.
Frequency - The number of times the receiver is exposed to vehicle in a specific time period.

3. Television Characteristics
Advantages
Mass coverage
High reach
Impact of sight, sound, and motion
High prestige
Low cost per exposure
Attention getting
Favorable image
Disadvantages
Low selectivity
Short message life
High absolute cost
High production costs
Clutter

4. Television Advantages
Creativity and Impact
High Impact
Sight-Sound-Motion
Coverage and Cost Effectiveness
Mass Coverage
High Reach
Captivity and Attention
Attention Getting
Favorable Image
Selectivity and Flexibility
High Prestige
Low Exposure Cost

5. Television Disadvantages
Cost
Lack of Selectivity
Fleeting Message
Clutter
Limited Viewer Attention
Distrust and Negative Evaluation

6. TV Dayparts Morning 7:00 AM - 9:00 AM Mon. - Fri. Daytime
Early fringe
Prime-time access
Prime time
Prime time Sun.
Late news
Late fringe
7:00 AM - 9:00 AM Mon. - Fri.
9:00 AM - 4:30 PM Mon. - Fri.
4:30 PM - 7:30 PM Mon. - Fri.
7:30 PM - 8:00 PM Sun. - Sat.
8:00 PM - 11:00 PM Mon. - Sat.
7:00 PM - 11:00 PM Sun.
11:00 PM - 11:30 PM Mon. - Fri.
11:30 PM - 1:00 AM Mon. - Fri.

7. Measuring TV Audiences
Audience Measures
Measured by rating services
Size and composition indicated
Television Households
Number of HH that own a TV
Usually total HH in a market
Program Rating
Percentage of TV HH tuned to a show
“Rating point” = 1 percent of TV HH
Households Using TV (HUT)
Percentage of homes in an area watching TV at a given time
Share of Audience
Percentage of HUT tuned to a show

8. Use TV Only If . . .
The budget is large enough to produce high quality commercials.
The media budget is sufficient to generate and sustain the number of exposures needed.
The market is large enough and reachable efficiently through a specific network, station, or program.
There’s a genuine need for a medium with high creative potential to exert a strong impact.

9. Radio Differs from TV Radio Broadcasting . . .
Offers only an audio message.
Is more limited communication.
Costs much less to produce.
Costs much less to purchase.
Has less status and prestige.

10. Radio Characteristics
Advantages
Local coverage
Low cost
High frequency
Flexible
Low production costs
Well-segmented audiences
Disadvantages
Audio only
Clutter
Low attention getting
Fleeting message

11. Dayparts for Radio Morning Drive Time Daytime Aft./Eve. Drive Time
Nighttime
All Night
6:00 AM — 10:00 AM
10:00 AM — 3:00 PM
3:00 PM — 7:00 PM
7:00 PM — 12:00 AM
12:00 AM — 6:00 AM

12. Buying Radio Time Network Radio (National) Spot Radio Local Radio
Three national networks
Over 100 regional/area networks
A multitude of syndicated programs
(National) Spot Radio
About 20% of all spot announcements
Allows great flexibility and targeting
Purchase transaction can be difficult
Local Radio
Nearly 80% of advertisers are local
Local CATV is becoming competitive

13. Print Media

14. Magazines Characteristics
Advantages
Segmentation potential
Quality reproduction
High information content
Longevity
Multiple readers
Disadvantages
Long lead time for ad placement
Visual only
Lack of flexibility

15. Classifications of Magazines
By Content
Consumer Magazines
Farm Magazines
Business Magazines
Professional Group Magazines
Industrial Magazines
Trade Magazines
General Business Magazines
By Size
Large
Flat
Standard
Small or Pocket
By Geography
Local
Regional
National

16. Special Magazine Features
Bleed Pages
Cover Positions
Inserts
Gate Folds
Junior Pages
Island Halves

17. Magazine Circulation and Readership
Primary Circulation
Guaranteed Circulation
Circulation Verification
Readership and Total Audience
Audience Research

18. Newspapers Characteristics
Advantages
High coverage
Low cost
Short lead time for placing ads
Ads can placed in interest sections
Timely (current ads)
Reader controls exposure
Can be used for coupons
Disadvantages
Short life
Clutter
Low attention-getting capabilities
Poor reproduction quality
Selective reader exposure

19. Unique Newspaper Features
Mass audience
Cross-section of population
Local geographic coverage
Wide range of content, subjects
Selective readership by area
Timely coverage, daily issues
Readership concentrated in time
Permanent, durable record

20. Newspaper Advertising
Display Ads
Local (mostly retail)
General (often national)
Paid reading notices (editorial look)
Classified Ads
Small items arranged by topic
Rates based in size, duration
Classified display - combination
Public Notices
Legal notices - public reports
Notices by people, organizations
Financial reports
Printed Inserts
Prepared by separate advertisers

21. Rate Terminology National Rates Flat Rates Open Rates
Combination Rates
Color Rates
Preferred Position
Split Runs
Local Rates
Earned Rates
Short Rates
Run-of-Paper [ROP]
Insertion Rates
Differential Rates
Split Run Rates

22. Direct Mail Characteristics
Advantages
High selectivity
Reader controls exposure
High information content
Opportunities for repeat exposures
Disadvantages
High cost/contact
Poor image (junk mail)
Clutter

23. Support Media

24. Outdoor Characteristics
Advantages
Location specific
High resolution
Easily noticed
Disadvantages
Short exposure time requires short ad
Poor image
Local restrictions

25. Outdoor Advertising Reach Frequency Flexibility Cost Impact
Reaches young, affluent audiences very quickly
Frequency
Very high frequency of impressions, especially up-scale
Flexibility
Many positions available to reach specific groups
Cost
Lowest cost per exposure of any major ad medium
Impact
Size, shape, lighting, motion, and special impressions

26. Outdoor Advertising Advantages
Wide Local Coverage
Broad base of day and night local exposure
Frequency
High exposure for frequently purchased goods
Geographic Flexibility
Can be placed on highways, near stores, etc.
Creativity
Use of color, size, shape, and movement
Creation of awareness
Use of short, high-impact messages
Efficiency
CPM very competitive with other media
Effectiveness
Can often lead directly to sale of the goods
Production Capability
Technology has reduced production times

27. Other Out-of-Home Media
Aerial Advertising
Sky Banners
Sky Writing
Blimps
Mobile Billboards
Trucks
Vans
Trailers
In-Store Media
Signs
Video
Kiosks

28. Special Outdoor Media Parking meters ATM displays Trash cans
Ski lift poles
Car top signs
Sidewalk signs
Garden plantings
Wall drawings

29. Transit Advertising Advantages
Inside Cards
Placed above seats
In luggage areas
Outside Posters
On the sides, backs, roofs
On busses, taxis, trains, etc.
Station, Platform, Terminal Posters
Floor displays
Island showcases
Electric signs, etc.

30. Specialty Advertising
A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.
Unlike premiums, with which they are sometimes confused, these articles are always distributed free: Recipients don’t have to earn the specialty by making a purchase or contribution.

31. Yellow Page Advertising
Advantages
Wide Availability
Action Oriented
Low Cost
Frequency
Non-Intrusiveness
Disadvantages
Market Fragmentation
Timeliness
Lack of Creativity
Lead Times
Clutter

32. Movie, Videotape Ads Advantages Disadvantages High Exposure
Audience Mood
Cost (Maybe)
Good Recall
Lack of Clutter
Proximity
Disadvantages
Irritation
Cost (Maybe)

33. Placements Advantages Disadvantages High exposure High absolute cost
High frequency
Media support
Source association
Economy
High recall
Bypass regulations
Viewer acceptance
Disadvantages
High absolute cost
Time of exposure
Limited appeal
Lack of control
Public reactions
Competition
Negative placements

34. In-Flight TV Commercials
Advantages
A Desirable Audience
A Captured Audience
Low Relative Cost
Segmentation Possibilities
Disadvantages
High Potential for Irritation
Limited Availability of Medium
Lack of Audience Attention
Potential for Rapid Wearout

35. The Internet and Interactive Media

36. Internet / Interactive Media Characteristics
Advantages
User selects product information
User attention and involvement
Interactive relationship
Direct selling potential
Flexible message platform
Disadvantages
Limited creative capabilities
Web snarl (crowded access)
Technology limitations
Few valid measurement techniques
Limited reach

37. Internet Advertising Sponsorship Banner Ads Pop-Ups Interstitial
Ownership of an entire site or page
Banner Ads
A portion of another owner’s page
Pop-Ups
Small windows that appear automatically
Interstitial
Ads appearing while waiting for a page to load
Push Technologies or Webcasting
Automatic or unsolicited message delivery
Links
Hypertext links to other sites, pages or locations

38. Internet Direct Marketing
Direct Mail
Highly targeted
Relies on lists
Attempts to reach those with specific needs
Often used by catalogers
Marketing Databases on the Net
Companies build or acquire a database
The database is sold to subscribers
Delivery may be on- or off-line

39. Internet Direct Marketing
Infomercials
Program content similar to television, cable or satellite
Web provides for greater audience interaction
E-Commerce
Rapid growth rates likely to continue
CDs, books, travel are main categories
Clothing, cars, financial services are all gaining ground

40. Measures of Effectiveness
KEY TERMS
Hits
Number of requests for a site component
Viewers
Number of visits to a site
Unique visitors
Number of different visitors per period
Clicks (Click-throughs)
Number of visitors clicking on a banner ad
Click-through rate
Ratio of click-throughs from an ad to a page at the advertiser's website
Impressions per page views
Number of times viewers view a page

41. Sales Promotion

42. Sales Promotion An extra incentive to buy
“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”
An extra incentive to buy
An inducement to intermediaries
Targeted to different parties

43. Sales Promotion Vehicles
Consumer-Oriented
Trade-Oriented
Samples
Contests, dealer incentives
Coupons
Trade allowances
Premiums
Point-of-purchase displays
Contests/sweepstakes
Trading programs
Refunds/rebates
Trade shows
Bonus packs
Cooperative advertising
Price-offs
Event sponsorship

44. Sales Promotion Uses Introduce new products
Get existing customers to buy more
Attract new customers
Combat competition
Maintain sales in off season
Increase retail inventories
Tie in advertising and personal selling
Enhance personal selling efforts

45. Objectives of Consumer-Oriented Sales Promotion
To Obtain Trial and Purchase
To Increase Consumption of an Established Brand
To Defend (Maintain) Current Customers
To Target a Specific Segment

46. Trade-Oriented Sales Promo Objectives
Obtain Distribution of New Products
Maintain Trade Support for Existing Products
Encourage Retailers to Display Existing Brands
Build Retail Inventories

47. Types of Trade-Oriented Promotions
Contests and Incentives
Trade Allowances
Buying Allowances
Promotional Allowances
Slotting Allowances
Point-of-Purchase Displays
Sales Training Programs
Trade Shows
Cooperative Advertising

48. Public Relations, Publicity, and Corporate Advertising

49. The Role of Public Relations
To manage relationship with the public
General
Public
Employees
Customers
CLIENT
Suppliers
Stockholders

50. Four Classes of Marketing and Public Relations
Strong
Weak
Example:
Small social service agencies
Example:
Hospitals, colleges and universities
Example:
Small manufacturing companies
Example:
Large, Fortune five-hundred companies

51. Public Relations Tools
Press releases
Press conferences
Exclusives
Interviews
Community involvement
The internet

52. Promotional Publications
Inserts
Enclosures
Annual reports
Posters
Bulletin boards
Exhibits
Audiovisuals
Position papers
Speeches
News releases
Media kits
Booklets
Leaflets
Pamphlets
Brochures
Manuals
Books
Letters

53. Corporate Advertising
Types
Image advertising
Event sponsorship
Advocacy advertising
Cause-related advertising

54. Corporate Advertising
Objectives
Boost employee morale
Smooth labor relations
Help newly deregulated industries
Ease consumer uncertainty
Answer investor questions
Help diversified companies
Establish identity for parent
Decrease reliance solely on brand

55. Personal Selling

56. When the Sales Force is a Major Part of IMC
Product or Service
Complex goods or services
Major purchase decisions
Personal demonstration required
Price
Final price negotiable
Price provides adequate margin

57. When the Sales Force is a Major Part of IMC
Channels
Channel short and direct
Training needed by intermediaries
Selling needed to push product through
Intermediaries can provide personal selling
Advertising
Media do not provide an effective link
Information can not be provided by media
Sparse market make ads uneconomical

58. Personal Selling Pros & Cons
Disadvantages
Messages may be inconsistent
Possible management-sales force conflict
Cost is often extremely high
The reach may be very limited
Potential ethical problems
Advantages
Two-way interaction with prospect
Message can be tailored to recipient
Prospect isn't likely to be distracted
Seller involved in purchase decision
Source of research information

59. Measuring the Effectiveness of the Promotional Program

60. Measurement, Pro & Con Reasons Not to Measure Reasons to Measure
Cost of measurement
Problems with research
Disagreement about what to test
Creative objections
Reasons to Measure
Avoid costly mistakes
Evaluate strategies
Increase efficiency of advertising in general

61. Testing Factors What to test Where to test When to test How to test
Source factors
Message variables
Media strategies
Budget decisions
When to test
Pretesting
Posttesting
Where to test
Laboratory tests
Field tests
How to test
Testing guidelines
Appropriate tests

62. Testing Methods Pretesting Pretesting Posttests Laboratory Methods
Consumer juries
Portfolio tests
Psychological measures
Theater tests
Rough tests
Concept tests
Reliability tests
Comprehension tests
Reaction tests
Pretesting
Field Methods
Dummy ad vehicles
On-air tests
Posttests
Recall tests
Association measures
Single-source systems
Inquiry tests
Recognition tests
Tracking studies