1. Evaluation of Broadcast media
CHAPTER - 11
Evaluation of Broadcast media

2. ADVANTAGES OF TELEVISION
Creativity and Impact
A medium that -
Offers tremendous creative flexibility and makes possible dramatic, lifelike representations
Can be used to convey a mood/image for a brand
Can be used to develop emotional or entertaining appeals that help make a dull product appear interesting
Helps to demonstrate a product/service

3. Coverage and Effectiveness
It is possible to reach large audiences (very cost efficiently) regardless of age, income/ educational level.
Popular medium among companies selling mass-consumption products.

4. Captivity and Attention
TV commercials impose themselves on viewers as they watch their favorite programs.
The viewers are likely to devote some attention to many advertising messages through heavy repetition and exposures to catchy slogans and jingles.
Selectivity and Flexibility
Selectivity is possible due to variations in the composition of audiences as a result of program content and broadcast time.

5. LIMITATIONS OF TELEVISION
High cost
The high cost of TV stems from -
The expense of buying airtime
The cost of producing a quality commercial
Lack of selectivity
Advertisers who are seeking a very specific, small target audience find the coverage of TV extends beyond their market, reducing its cost effectiveness.

6. Fleeting message
TV commercials usually last only 30 seconds or less and leave nothing tangible for the viewer to examine or consider.
Clutter
The advertiser’s message is only one of many spots and other nonprogramming materials seen during a commercial break.
The viewer comes away confused or even annoyed and unable to remember or properly identify the product/ service advertised.

7. During commercials - Limited viewer attention
People leave the room
People are distracted in some other way
Zipping
Zapping
Distrust and negative evaluation
Viewers dislike TV advertising when they believe it is offensive, uninformative, or shown too frequently or when they do not like its contents.

8. METHODS OF BUYING TIME
Sponsorship
An advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears within it.
Reasons for choosing sponsorship –
To capitalize on the prestige of high-quality programs, enhancing the image of the company or its product
To gain more control over the number, placement and content of its commercials
To introduce and explain a new product

9. Participations Advantages: Disadvantages:
Several advertisers buy commercial time or spots on a particular program and can participate in that program once or several times on a regular or irregular basis.
Advantages:
No financial responsibility for production of the program
No long term commitment to a program
Adjustment of expenditures to buy participation spots according to the budget
Spreading the TV budget over a number of programs
Helpful for small advertisers with a limited budget
Disadvantages:
Little control over the placement of ads
Problems with time availability
Preference is given to advertisers buying numerous spots

10. Spot advertising
Spot advertising refers to commercials shown on TV, with time negotiated.
Helpful for the advertisers with uneven distribution or limited advertising budget.
Helpful for test marketing or introducing a product in limited market areas.

11. DETERMINING RELATIVE COSTS (Cost Per Rating Point - CPRP)
Program rating:
The percentage of TV households in an area that are tuned to a specific program during a specific time period.
Rating = (HH tuned to a specific show / Total HH) X 100
CPRP = Cost of commercial time / Program rating

12. Show – 1 Show- 2
Cost per ad TK. 3,500 TK. 4,000
Rating
Calculation TK. 3,500 / 11 TK. 4,000 / 15
CPRP TK TK

13. RADIO Advantages Limitations Cost and efficiency Selectivity
Flexibility
Mental imagery
Creative limitations
Fragmentation
Chaotic buying procedures
Limited research data
Limited listener attention
Clutter