Marketing Communications

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Marketing Communications

• Week 4
• Active Media TV, Radio, Cinema.

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TV Ownership Western Europe
Source Marketing Pocket Book, 2007
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Why advertise on TV?

• Realism
• Receptive Audiences
• Repetition
• Appeal to Retailers
• Zoning and Networking
• Links with other Media.

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Disadvantages of TV Advertising

• Lack of Selectivity
• Impermanent Medium
• Zapping and Zipping
• Clutter
• Audience fade-out

• Cost
• Long lead times (2 months?)
• Restrictions on content
• Erosion of Audiences.

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Off-the-screen Commercials

• Defined as Advertising with
• Product Description
• Call to Action (Buy Me!)
• Facility to complete transaction
• Cash Flow Advantages
• Response Measurement simplified.

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Terrestrial v. Satellite Cable

• Terrestrial Channels subject to Government
  control
• Many Channels some specialist some
  opportunities for cost reduction
• Audience measurement difficult
• Opportunities for interactive activity.

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Lots of Channels - Freeview
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Rules of TV Advertising

• Make it
• Clear
• Complete
• Important
• Personal
• Demanding.

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Stages in TV Advertising Production

• Scriptwriting
• Storyboard
• Client Presentation
• Audience Testing
• Pre-Production
• Pre-bid sessions
• Selection of Production Company
• Shooting.

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Buying Air Time

• Sold on a Bid Basis
• Limited time (6-10 minutes/hour in the UK)
• 33,600 for 30 seconds on Meridian
• 1,760 for 30 seconds on S4C
• Top-and-Tailing.

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Example Spot Costs
Television rating (TVR)A television rating (or
TVR for short) is the number of times an
advertising campaign has been seen expressed as a
percentage of the universe. The percentage can be
more than 100, because any person may see the
advert more than once and each time is counted
separately.
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TV Advertising Analysis
http//www.ofcom.org.uk/research/tv/reports/tvadvm
arket.pdf
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Radio Advertising - Advantages

• Radios are cheap and portable
• No need for literacy
• Live medium
• Does not require sole attention
• Hard to zap adverts
• Can be localized
• Can be targeted
• Cheap and flexible
• Intimacy of the medium.

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Disadvantages of Radio

• Audio medium only
• Relies on Imagination
• Transient medium
• Inattention of listeners
• Low number of listeners ()
• Difficult to measure

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Top Radio Advertisers
MAT Moving Annual Total
www.rab.co.uk 13feb09
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Radio Advertising more research
www.rab.co.uk
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Slogans that Work

• Rhythm Good Food costs less at Sainsburys
• Foregrounding Parallelling or Deviation
• Alliteration Coffee Corner, Steak n Shake,
  Sushi Station, Drink a pinta milk a day,
  Forgive and Forget
• Assonance Beanz meanz Heinz
• Rhyme Have a break For Mash get Smash
• Intonation The Man from Del Monte
• Puns Vorsprung Durch Technik (?).

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Regulation

• Products Tobacco, Pornography, Escorts
• Presenter Endorsements
• Taste and Decency Considerations
• Knocking Copy
• Distracting Sounds (emergency vehicles c)
• Misleading (ASA guidelines).

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Cinema

• Audiences 56 are 15-24 (but only 18 of
  population)
• ABC1 in socio-economic profile
• Attention Aspects
• Flexible and Cheap
• Sold as a Package.

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Cinema Advertising
Source Pearl Dean
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Cinema Advertising
Source Pearl Dean
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Cinema Advertising
Source Pearl Dean
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Cinema Audiences
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Seminar

• TV Advertising
• Reference Sources for Assignment
• http//www.ipaeffectivenessawards.co.uk/Home2 .