Chapter 11 Evaluation of Broadcast Media

 Movies as media  m/AdFilms_Advertisi ng_Demo.htm m/AdFilms_Advertisi ng_Demo.htm

Selectivity and Flexibility Captivity and Attention Coverage and Cost Effectiveness Creativity and Impact Captivity and Attention Coverage and Cost Effectiveness Creativity and Impact Television Advantages

TV Commercials on Programs Such As the Super Bowl Reach Large Audiences – Life minders Year 2000: $2 million for a 30 second spot

Low Selectivity Low Selectivity Fleeting Message Fleeting Message Cost Clutter Distrust Negative Evaluation Negative Evaluation Negative Evaluation Negative Evaluation Distrust Low Selectivity Low Selectivity Clutter Cost Fleeting Message Fleeting Message Television Disadvantages Limited Attention Limited Attention Negative Factors Negative Factors Limited Attention Limited Attention

Why Clutter?  the increased use of 30 and 15-second commercials  split-30 second commercials by some advertisers  Inability to limit the amount of time available for commercials  Income for networks so…

Top 10 TV Advertisers, 2007 RankAdvertiser2007 1General Motors Corp Dlr Assn$443,135,000 2Chrysler-Cerberus391,390,600 3Ford Motor Co Dlr Assn363,957,400 4AT&T Inc348,802,200 5Toyota Motor Corp Dlr Assn310,829,500 6Honda Motor Co Ltd307,327,300 7Nissan Motor Co Ltd298,927,500 8Verizon Communications Inc235,125,600 9Toyota Motor Corp231,945,800 10Ford Motor Co224,253,500

There’s a Genuine Need for a Medium With High Creative Potential to Exert a Strong Impact. The Market Is Large Enough and Reachable Efficiently Through a Specific Network, Station, or Program. The Media Budget Is Sufficient to Generate and Sustain the Number of Exposures Needed. The Budget Is Large Enough to Produce High Quality Commercials. The Market Is Large Enough and Reachable Efficiently Through a Specific Network, Station, or Program. The Media Budget Is Sufficient to Generate and Sustain the Number of Exposures Needed. The Budget Is Large Enough to Produce High Quality Commercials. TV Advertising Works Best When…

Clever TV Ads Can Entertain as Well as Inform

Purchase Transactions Are Simplified Affiliated Stations Are Linked Commercials Shown on Local Stations May Be Local or “National Spot” Commercials Commercials Shown on Local Stations Purchase Transactions Are Simplified Affiliated Stations Are Linked: National coverage through networks Network Versus Spot Network Spot & Local Spot & Local

First-run Syndications Are Also Featured Popular shows are Live with Regis & Kelly, Inside Edition, and The Jerry Springer Show. First-run Syndications Are Also Featured Popular shows are Live with Regis & Kelly, Inside Edition, and The Jerry Springer Show. Off-network Syndication Are “Reruns” Popular shows are Friends, Seinfeld, and X-Files Off-network Syndication Are “Reruns” Popular shows are Friends, Seinfeld, and X-Files Syndicated Programs Advertiser- supported or bartered Sold and Distributed Station by Station Programs Sold to Stations in Return for Air Time Wheel of Fortune, Jeopardy, and The Oprah Winfrey Show. Programs Sold to Stations in Return for Air Time Wheel of Fortune, Jeopardy, and The Oprah Winfrey Show.

Sponsorship 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on the prestige associated with a show 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on the prestige associated with a show Participations 1. Participating sponsors share the cost 2. May participate regularly or sporadically 3. Advertiser isn’t responsible for production 4. Participants lack control over content 1. Participating sponsors share the cost 2. May participate regularly or sporadically 3. Advertiser isn’t responsible for production 4. Participants lack control over content Spot Announcements 1. May be purchased by daypart or adjacency Participations Sponsorship Methods of Buying Time

Spots Purchased by National Advertisers Are Known As National Spot. National Versus Local Spot Spots Purchased by National Advertisers Are Known As National Spot. National Versus Local Spot Reach Is the Primary Consideration but Ease of Purchase Is Important. Network Versus Spot Method of Buying Affects Cost, Commitment, and Identification. Sponsor, Participate, or Spot Scheduling Depends on Reach and Frequency Requirements. Specific Daypart and Weeks Method of Buying Affects Cost, Commitment, and Identification. Sponsor, Participate, or Spot Reach Is the Primary Consideration but Ease of Purchase Is Important. Network Versus Spot Three TV Buying Decisions

Common Television Dayparts Prime Time Access Late News Morning Early Fringe Late Fringe Prime Time Daytime Late Night PM AM

Digitally record TV shows and store them on hard drive giving viewer control PVRs Independent local stations that broadcast nationally via satellite through CATV Superstations Independent local stations that broadcast nationally via satellite through CATV Superstations Delivers signals through fiber or coaxial wire rather than the airways Cable Delivers signals through fiber or coaxial wire rather than the airways Cable Other TV Vehicles

Advantages 1.Highly selective “narrowcasting.” 2.Reaches specialized markets. 3.Low cost and flexibility. 1.Highly selective “narrowcasting.” 2.Reaches specialized markets. 3.Low cost and flexibility. Characteristics 1.National, regional, and local available. 2.Targets specific geographic areas. 1.National, regional, and local available. 2.Targets specific geographic areas. Limitations 1.Overshadowed by major networks. 2.Audience is fragmented. 3.Lacks penetration in major markets. 1.Overshadowed by major networks. 2.Audience is fragmented. 3.Lacks penetration in major markets. Characteristics Cable Television (CATV) Advantages

ESPN is One of the Most Popular Cable Networks SportsCenter, which is a one-hour sports new show that is aired numerous times throughout the day, is emblematic of the entire network. In 1995 ESPN launched an advertising campaign called “Behind the Scenes” with a goal of creating a brand identity for SportsCenter

Television Households Program Rating Share of Audience Audience Measures Households Using TV Program Rating Television Households Audience Measures Measuring TV Audiences

TV Audience Measures HH tuned to show U.S. HH using TV Share = Share of Audience HH tuned to show Total U.S. HH Rating = Program Rating HH tuned to show Total U.S. HH Rating = Program Rating

Sweeps Periods Are Used To Measure TV Audiences + A collateral piece for KFMB TV, which is local CBS affiliate in San Diego, CA, promoting the station’s first place finish in the local ratings for weekend news broadcasts during the May 2002 Sweeps period. Sweeps are the time periods when Nielsen Media Research measures TV station audiences in 210 local markets

Are time oriented media Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media Are passive, low-involvement Are externally paced media Are regulated by the F.C.C. Use the public airway Have some independents Have some network affiliates Are sold in time segments Are time oriented media Radio and TV Similarities Both Media…

Motel 6’s First TV Ad Was Similar to a Radio Spot

Is More Limited Communication. Costs Much Less to Produce. Costs Much Less to Purchase. Offers Only an Audio Message. Costs Much Less to Purchase. Costs Much Less to Produce. Is More Limited Communication. Offers Only an Audio Message. Radio Differs from TV Has Less Status and Prestige.

Radio Formats by Age Group MOR/big band Remaining formats Classical Religious NAC/smooth jazz Urban AC Modern rock Classic rock Oldies Spanish Album rock Urban Country Top 40 News/talk Adult contemporary

The RAB Promotes the Value of Radio + Radio Advertising Bureau’s Radio Marketing Guide and Fact Book for Advertisers promoting the value of advertising on radio Over 4,600 radio stations are members of the RAB whose mission is to promote radio as an advertising medium

Audience Fragmentation Limited Research Data Creative Limitations Chaotic Buying Limited Listener Attention Cost and Efficiency Selectivity Flexibility Mental Imagery Integrated Marketing Clutter Limited Listener Attention Limited Research Data Chaotic Buying Audience Fragmentation Creative Limitations Integrated Marketing Mental Imagery Flexibility Selectivity Cost and Efficiency Advantages and Limitations of Radio AdvantagesDisadvantages

Radio Ads Can Enhance TV Campaigns + a page from the Radio Advertising Bureau’s Radio Marketing Guide and Fact Book for Advertisers that explains the concept of image transfer The idea behind image transfer is that consumers will replay the visual image mentally when they hear the audio portion of a corresponding radio commercial

Dayparts for Radio Nighttime Afternoon/Evening Drive Time Morning Drive Time Daytime All Night PM AM

Over 100 Regional/Area Networks Three National Networks A Multitude of Syndicated Programs About 20% of All Spots Allows Great Flexibility, Targeting Purchase Transaction Can Be Difficult Nearly 80% of Advertisers Are Local Local CATV Is Becoming Competitive Nearly 80% of Advertisers Are Local Purchase Transaction Can Be Difficult Allows Great Flexibility, Targeting About 20% of All Spots A Multitude of Syndicated Programs Three National Networks Buying Radio Time Network Radio National Spot Local Radio

Chapter 12 Evaluation of Print Media

By Geography By Geography Local Regional National Local Regional National By Content By Content Consumer Magazines Farm Magazines Business Magazines Consumer Magazines Farm Magazines Business Magazines By Size By Size Large Flat Standard Small or Pocket Large Flat Standard Small or Pocket By Geography By Geography By Audience By Audience Classifications of Magazines

Consumer Magazines Target Specific Interests + Powder : a magazine that targets the serious skier – a specialty skier

An Example of a Farm Publication + Beef : a magazine read by many cattle ranchers – a farm publication

Magazines Targets Professions or Industries + Trade journals enable advertisers reach specific types of professionals with particular interests com/

Top-Selling Magazines: Consumer magazines represent the major portion of the magazine industry accounting for nearly two-thirds of all advertising dollars spent in magazines -

Limited Reach Long Lead Time Costs Limited Frequency Clutter Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Involvement Services Long Lead Time Limited Frequency Limited Reach Costs Services Receptivity, Involvement Prestige Permanence Creative Flexibility Reproduction Quality Selectivity Advantages and Disadvantages of Magazines AdvantagesDisadvantages

Media Kits Provide Information on Readers + Media kit for Snowboarding magazine that contains the demographic profile of the magazine’s readers

City Magazines Provide Geographic Targeting +

Newsweek Offers Various Geographic Editions + purchasing ad space in specific geographic editions of national and regional magazines

Study of Media Involvement: Use of Various Media for Insight and Ideas 95% of US adults cite magazines as their premier source of insight and ideas

Consumers Rely on Magazines for Information +

Pop-Ups Bleed Pages Cover Positions Inserts Island Halves half page ads surrounded on two sides or more by editorial matter Island Halves half page ads surrounded on two sides or more by editorial matter Gate Folds fold outs that give an extra large spread Gate Folds fold outs that give an extra large spread Cover Positions Inserts Bleed Pages ad extends to the edge of the paper, no margins or white space Bleed Pages ad extends to the edge of the paper, no margins or white space Special Magazine Features

Pop-Ups Grab Attention +

Magazine Space Combinations Staircase units and double space units on a single page Facing horizontal half-pages - dominates Vertical halves across the gutter - dominates Checkerboard facing a half-page ad Staggered horizontal half-pages Outside halves of a spread Checkerboard (multiple small spaces on a single page) Island spread

Quarter Page Ads Can Extend a Media Budget + WD-40, an all purpose lubrication product: The quarter-page ads were run on consecutive pages within the same magazines with each ad mentioning different uses of the product

Primary Circulation Primary Circulation Pass-Along Readership Pass-Along Readership Guaranteed Circulation Guaranteed Circulation Verification Circulation Verification Total Audience Total Audience Controlled Circulation Controlled Circulation Controlled Circulation Controlled Circulation Pass-Along Readership Pass-Along Readership Circulation Verification Circulation Verification Guaranteed Circulation Guaranteed Circulation Primary Circulation Primary Circulation Magazine Circulation Concepts

Media Research Guides Advertisers + Standard Rate and Data Service leading provider of media rates and data for magazines, television, direct marketing and radio as well as alternative media such as online and out-of-home media

Media Kits Provide Advertisers With Information + Media kit of TransWorld’s STANCE magazine and describes various sections that will appear in each issue

Database Marketing Advances in Technology Cross-Mag. & Media Deals Circulation Management Stronger Editorial Platforms Declining Ad Revenues Electronic Delivery Methods Database Marketing Advances in Technology Cross-Mag. & Media Deals Circulation Management Stronger Editorial Platforms Declining Ad Revenues The Future of Magazines Trends, Trends, Trends…

A New Breed of Business Publication + Media kit for Fast Company magazine Fast Company is a new type of business magazine that has been successful by developing an editorial platform that provides readers with information and ideas for succeeding in the modern workplace

Magazines Go Online +

Newspapers

Yay-Sat verilerine göre en çok satan gazete hangisi?

Ethnic, Religious, Etc. Daily Weekly Standard Tabloid Business, Financial, Etc. Special-Audience National Supplements Daily National Special-Audience Standard Publication Frequency Type Size Tabloid Size Supplements Type Weekly Publication Frequency Newspaper Classifications Audience Type

Local Ads Provide Most of Revenue Main Community Medium Dailys Read by About 60% of adults Over 1,500 Daily Papers in Print Account for 22% of Ad Dollars The Dominant Advertising Vehicle Main Community Medium Dailys Read by About 60% of adults Over 1,500 Daily Papers in Print Account for 22% of Ad Dollars The Dominant Advertising Vehicle Characteristics of Newspapers

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

College Newspapers Are an Effective Way to Reach Students +

Rates Based on Size, Duration General (Often National) Local (Mostly Retail) Paid Reading Notices (Editorial Look) Small Items Arranged by Topic Classified Display - Combination Notices by People, Organizations Legal Notices - Public Reports Financial Reports Notices by People, Organizations Legal Notices - Public Reports Small Items Arranged by Topic General (Often National) Local (Mostly Retail) Newspaper Advertising Prepared Separately by Advertisers Display Ads Classified Ads Public Notices Financial Reports Public Notices Classified Display - Combination Classified Ads Paid Reading Notices (Editorial Look) Display Ads Printed Inserts

Inserts Help Marketers Reach Consumers + San Diego Union Tribune, promoting its special insert services to advertisers

They Have a Short Life Span Production Quality May Be Low They Have a Short Life Span Production Quality May Be Low Newspaper Advantages and Drawbacks Not Psychographically Selective Not Demographically Selective There's Heavy Ad Competition Extensive Penetration Flexibility Geographic Selectivity Involvement, Acceptance Services Offered Potentially Poor Placement AdvantagesDisadvantages May Be Overlapping Circulation Not Psychographically Selective Not Demographically Selective There's Heavy Ad Competition Extensive Penetration Flexibility Geographic Selectivity Involvement, Acceptance Services Offered Potentially Poor Placement

Circulation Zones for a Major Newspaper + circulation zones offered by the Chicago Tribune newspaper

A Newspaper Promotes Its Various Sections + the media kit of the San Diego Union-Tribune newspaper promoting the various sections of the paper Ads can be run in the various sections of the paper such as sports, business, and food to appeal to a particular customer group

Readers Look at Over 3/4 of All Pages Many Shapes, Sizes, Paper, & Printing Few Limitations on Ad Size Read by Almost All Consumers Read Daily in an Ordered Way Spot and Full Color Available Few Limitations on Ad Size Read Daily in an Ordered Way Read by Almost All Consumers Newspaper Characteristics Wide Audience Offer Flexibility Offer Flexibility

Island Ads Break Through Clutter + Cathay Pacific Airways Island ads are surrounded by editorial material and are often found in the middle of the stock market quotes on the financial pages of many newspapers Target Market ?

 Flat Rate vs Open rate

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

Some Newspapers Offer Combination Rates + ad promoting the three newspapers published by the Miami Herald in the south Florida market offering its advertisers a combination discount

Threats to Print Media  Print media are the most threatened of major media by Internet magazines & newspapers  A wide range of consumers are comfortable using the Internet for reading books, magazines, and newspapers  Consumers with home Internet access are less likely to use print media as a primary information source when shopping for cars, financial services, travel, & fashion

 Any Questions?  Next Class?  Ch. 13 and 16 and Ch. 19