Evaluation of Broadcast Media

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.

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

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

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

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.

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

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.

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.

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

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

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

Print Media

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

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

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

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

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

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

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

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

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

Support Media

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

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

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

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

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

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.

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.

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

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

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

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

The Internet and Interactive Media

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

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

Internet Direct Marketing Direct Mail Highly targeted Relies on e-mail 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

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

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

Sales Promotion

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

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

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

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

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

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

Public Relations, Publicity, and Corporate Advertising

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

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

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

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

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

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

Personal Selling

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

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

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

Measuring the Effectiveness of the Promotional Program

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

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

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