MKM803 Integrated Marketing Communications Week 8 Chapter 9 Broadcast Media

Marianne MarandoMKM803 - IMC 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

Marianne MarandoMKM803 - IMC Television Disadvantages Cost Lack of Selectivity Fleeting Message Clutter Limited Viewer Attention Distrust and Negative Evaluation

Marianne MarandoMKM803 - IMC Distrust and Negative evaluation

Marianne MarandoMKM803 - IMC Technology is changing the way that consumers watch television Personal Video Recorder (PVR) Video on Demand Interactive Television

Marianne MarandoMKM803 - IMC 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.

Marianne MarandoMKM803 - IMC Buying TV Time Network Versus Spot Networks Affiliated stations are linked Purchase transactions are simplified Spot and local Commercials shown on local stations May be local or “national spot” commercials Syndicated Programs Sold and distributed station by station Off-network syndication are “reruns” First-run syndications are also featured Advertiser-supported or bartered Programs sold to stations in return for air time

Marianne MarandoMKM803 - IMC Methods of Buying Time Sponsorship Advertiser assumes responsibility for the production and perhaps the content of the program Sponsor has control and can capitalize on the prestige associated with a show Participations Participating sponsors share the cost May participate regularly or sporadically Advertiser isn’t responsible for production Participants lack control over content

Marianne MarandoMKM803 - IMC

Marianne MarandoMKM803 - IMC TV Dayparts 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. Morning Daytime Early fringe Prime-time access Prime time Prime time Sun. Late news Late fringe

Marianne MarandoMKM803 - IMC 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

Marianne MarandoMKM803 - IMC TV Audience Measures HH tuned to show Canadian HH using TV Share = Share of Audience HH tuned to show Total Canadian HH (11,000,000) Rating = Program Rating

Marianne MarandoMKM803 - IMC Influences on Television Ad rates Supply and demand Nature of purchase Type of program Day part Commercial Length

Marianne MarandoMKM803 - IMC Discounts Offered by Television Frequency Volume Continuity Seasonal Package Plans ROS

Marianne MarandoMKM803 - IMC Designing a Television Commercial First the Creative Brief is completed so there is an agreed upon contract between the agency and the client of what needs to happen. The agency is particularly concerned with the following: WHO IS THE TARGET AUDIENCE? WHAT IS THE BENEFIT WE ARE TRYING TO COMMUNICATE? WHAT CAN WE OFFER AS SUPPORT FOR THIS? WHAT IS THE CONSUMER INSIGHT? WHAT IS THE BRAND’S TONE? WHAT IS THE CONSUMER SUPPOSED TO DO? WHAT IS THE NET TAKE-AWAY? WHAT’S REQUIRED / MANDATORIES/ EXECUTIONAL CONSIDERATIONS/BUDGET

Marianne MarandoMKM803 - IMC Designing a Television Commercial After the creative brief is completed and agreed upon the creative process begins. First the creative team develops a central concept or theme – or an “Advertising Idea”

Marianne MarandoMKM803 - IMC What service businesses often advertise over the radio? What points are important to consider when making a radio commercial?

Marianne MarandoMKM803 - IMC Both Media... Radio and TV Similarities Are time oriented media Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated. Are externally paced media Are passive, low-involvement

Marianne MarandoMKM803 - IMC Radio Differs from TV 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 Broadcasting...

Marianne MarandoMKM803 - IMC Advantages of Radio Cost and Efficiency Selectivity Flexibility Mental Imagery Integrated Marketing

Marianne MarandoMKM803 - IMC Limitations of Radio Creative Limitations Audience Fragmentation Limited Research Data Limited Listener Attention Clutter

Marianne MarandoMKM803 - IMC 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

Marianne MarandoMKM803 - IMC Dayparts for Radio 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 Morning Drive Time Daytime Aft./Eve. Drive Time Nighttime All Night

Marianne MarandoMKM803 - IMC Buying Radio Time Network Radio Relatively new option in Canada CHUM, The Team Sports Radio Spot Radio About 20% of all spot announcements Allows great flexibility and targeting Purchase transaction can be difficult

Marianne MarandoMKM803 - IMC Buying Radio Time Rotation Plans Vertical rotation Horizontal rotation Reach plan (Total Audience Plan)

Marianne MarandoMKM803 - IMC Technologies Affecting Radio  Digital Radio  Internet Radio