Broadcast Media

1
Broadcast Media

• Part 3 Effective Advertising Media
• Chapter 9

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Chapter Outline

1. Chapter Key Points
2. Broadcast Media
3. Radio
4. Television
5. Film and Video
6. Product Placement
7. Using Broadcast Advertising Effectively

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Key Points

• Describe the structure of radio, how it is
  organized, its use as an advertising medium, its
  audience, and its advantages and disadvantages
• Explain the structure of television, how it is
  organized, its use as an advertising medium, the
  TV audience, and its advantages and disadvantages
• Outline how advertisers use film and video
• Identify advantages and disadvantages of using
  product placements

4
Broadcast Media

• Transmit sounds or images electronically
• Include radio and television
• Broadcast engages more senses than reading and
  adds audio as well as motion for television

5
Radio

• Structure of the Industry
• AM/FM
• Public radio
• Cable radio
• Satellite radio
• LPFM
• Web radio

• Radio Advertising
• Relies on the listeners mind to fill in the
  visual element
• Delivers a high level of frequency
• Radio commercials led themselves to repetition

6
Revenue Categories

• Network
• Spot
• Syndicated

• Group of local affiliates connected to one or
  more national networks
• Viable national medium for food and beverages,
  cars, and over-the-counter drugs
• Growth has contributed to increase in syndicated
  radio

7
Revenue Categories

• Network
• Spot
• Syndicated

• When an advertiser places an ad with an
  individual station rather than a network
• Makes up nearly 80 of all radio advertising
• Messages can be tailored for particular audiences

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Revenue Categories

• Network
• Spot
• Syndicated

• Offers advertisers a variety of high-quality,
  specialized, and usually original programs
• Advertisers value syndicated programming because
  of the high level of audience loyalty

9
The Radio Audience

• Station fans
• Largest segment of radio listeners
• A clear preference for one or two stations
• Radio fans
• May listen to four or five stations per week
• Show no preference for one particular station

• Music fans
• People who listen exclusively for the music being
  played
• News fans
• Choose stations based on a need for news and
  information
• Have one or two favorite stations

10
Measuring the Radio Audience

• Dayparts
• Typical radio programming day is divided into
  five segments called dayparts
• Coverage
• The number of homes in a geographic area that are
  able to pick up the station clearly
• Ratings
• The percentage of homes actually tuned in to a
  particular station

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Radio

• Advantages
• Target audience
• Affordability
• Frequency
• Flexibility
• Mental imagery
• High level of acceptance

• Disadvantages
• Listener inattentiveness
• Lack of visuals
• Clutter
• Scheduling and buying difficulties
• Lack of control

12
Television

• Television advertising is embedded in television
  programming
• Most of the attention in media buying, and in
  measuring effectiveness, focuses on the
  performance of various shows and how they engage
  their audiences

13
Structure of the Television Industry

• Network television
• Cable and subscription
• Local television
• Public television

• When two or more stations are able to broadcast
  the same program that originates from a single
  source
• Networks originate programs and provide them to
  local affiliates

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Structure of the Television Industry

• Network television
• Cable and subscription
• Local television
• Public television

• Provide highly targeted special-interest
  programming options
• Cable is most familiar example of subscription
  television

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Structure of the Television Industry

• Network television
• Cable and subscription
• Local television
• Public television

• Affiliated with a network
• Carry network programming and their own programs
• Independent stations
• Most advertisers are local retailers

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Structure of the Television Industry

• Network television
• Cable and subscription
• Local television
• Public television

• Many consider public television to be
  commercial-free
• Stations can air program sponsorship ads
• Reaches the affluent

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Programming Options

• Specialty television
• Pay-per-view
• Program syndication
• Interactive television
• High-definition TV
• Digital Video Reorders

18
Television Advertising

• Sponsorships
• Participations
• Spot announcements

• Advertiser assumes total financial responsibility
  for producing the program and providing the
  commercials
• Advertiser can control the content and quality of
  the program and the placement and length of
  commercials

19
Television Advertising

• Sponsorships
• Participations
• Spot announcements

• Where advertisers pay for 10, 15, 20, 30, or 60
  seconds of commercial time during a program
• Provides more flexibility in market coverage,
  target audiences, scheduling, and budgeting

20
Television Advertising

• Sponsorships
• Participations
• Spot announcements

• Commercials that appear in the breaks between
  programs
• Local affiliates sell these to advertisers who
  want to show their ads locally

21
Measuring the Television Audience

• Rating points
• The percentage of all the households with
  television tuned into a particular program
• Share of audience
• The percentage of viewers based on the number of
  sets turned on

• Gross Rating Points
• The sum of the total exposure expressed as a
  percentage of the audience population
• People meters
• Record what television shows are being watched,
  the number of households watching, and which
  family members are viewing

22
Television

• Advantages
• Pervasiveness
• Cost efficiency
• Impact

• Disadvantages
• Production costs
• Clutter
• Wasted reach
• Inflexibility
• Intrusiveness

23
Film and Video

• Trailers
• Videocassette and DVD distributors also placing
  ads before movies
• Promotional video networks in stores, offices,
  truck stops, etc.

• Advantages
• Play to a captive audience
• Attention level is higher than for almost any
  other form of commercials
• Disadvantages
• Captive audience resents intrusion of ads

24
Product Placement

• When a company pays to have verbal or visual
  brand exposure in a movie or TV program

• Advantages
• Demonstrates product usage in a natural setting
  by celebrities
• Catches audience when resistance to ads is low
• Disadvantages
• May not be noticed
• Not a match between product/movie/audience

25
Using Broadcast Advertising

• Use Radio If
• Local business
• Highly targeted audience
• Small budget
• Timing consideration
• Align interests with program
• Personal message with human voice
• Works in musical form or strong in mental imagery
• Need reminder message

• Use Television If
• Want wider mass audience
• Align interests with program
• Good budget
• Product needs both sight and sound
• Prove something to audience
• Halo effect
• Create or reinforce brand image and personality

26
Using Broadcast Advertising

• Use Movie Ads If
• National brand
• Have budget to do high-quality commercials
• Want to associate brand with movie stars
• Movie audience matches brands target audience
• Substantial visual impact and quality production

• Use Placement If
• Want to associate brand with stars and story
• Viewing audience matches brands target audience
• Natural fit between product and storyline
• Opportunity for brand as star
• Appeals to stakeholders
• Supporting ad campaign