Chapter 11 - Evaluation of media: Television and radio. After completing this unit, you should be able to: To examine the structure of the television and radio industries and the role of each medium in the advertising program; to consider the advantages and limitations of TV and radio as advertising media; to explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined;...
Trang 1Chapter 11 Evaluation of
Media:
Television and Radio
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Advantages of Television
Excellent creativity and impact
High coverage and more
cost-effectiveness
High captivity and attention
Selectivity and flexibility
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Trang 3Costs
Lack of selectivity
Fleeting message
Clutter
• Zipping: Occurs when viewers fast-forward through commercials as they play
back a previously recorded program
• Zapping: Changing channels to avoid commercials
Limited viewer attention
Distrust and negative evaluation
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Network Advertising
Availability of time slots
Upfront market: Buying period that occurs before the
TV season begins
Scatter market: Buying period that occurs throughout the season
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Advantages
Disadvantages
Trang 5Advantages
• Offers flexibility to national advertisers
• Growth in syndication
Disadvantages
• Difficult to acquire
• Greater variations in the pricing policies and discount
structure of individual stations
• Station reps: Individuals who act as sales representatives for a
number of local stations in dealings with national advertisers
• Subject to more commercial clutter
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Network versus Spot
May be local or “national spot” commercials
Network
Spot &
Local
Purchase transactions are simplified
Affiliated stations that are linked
Commercials shown
on local stations
Trang 7Off-network syndication are “reruns”
First-run syndications are also featured
Advertiser
supported or
bartered
Sold and
distributed station
by station
Programs sold to stations in return for air time
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Syndication
Syndicated programs
• Shows that are sold or distributed on a station-by-station or
market-by-market basis
Types
• Off-network syndication - Reruns of network shows that are bought
by individual stations
• First-run syndication - Shows produced specifically for the
syndication market
• Advertiser-supported or barter syndication
• Shows are sold to stations in return for a portion of the commercial time in the show
• Offers both off-network and first-run syndicated programs
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Trang 9Sponsorship
1. Advertiser
assumes
responsibility
for the
production and
perhaps
content
2. Sponsor has
control and
can capitalize
on a show’s
prestige
Participations
1. Participating sponsors share the cost
2. May occur regularly or sporadically
3. Advertiser doesn’t do production
4. Participants lack control over
content
Spot Announcements
1. May be purchased
by daypart
or adjacency
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TV Advertising Buying Decisions
Considerations are the geographic markets and ability to acquire airtime.
National Versus
Local Spot
Reach is the primary consideration but ease of purchase is important.
Network Versus
Spot
Method of buying affects cost, commitment, and identification.
Sponsor,
Participate,
or Spot
Scheduling depends on reach and frequency requirements.
Specific Daypart
and Weeks
Trang 11Common Television Dayparts
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Advertising on Cable Television
Advantages
1 National, regional, and
local available
2 Highly selective
“narrowcasting”
3 Low cost
4 Flexibility
Limitations
1 Overshadowed by major networks
2 Audience fragmentation
3 Lacks penetration in major markets
Trang 13Size and composition measured by ratings
services
• Home with at least one operable TV or monitor with the ability to
deliver video
Television household
• Percentage of TV households in an area that are tuned to a specific
program during a specific time period
• Ratings point: Represents 1 percent of all the television households
Program rating
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Measuring the TV Audience
Households Using TV
Share of
Audience
Trang 15Are time oriented media Are sold in time segments Have some network affiliates Have some independents Use the public airway
Are regulated by the F.C.C.
Are externally paced media Are passive, lowinvolvement
Both
Media…
Both
Media…
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Advantages of Radio
implanted into a radio spot
16
Trang 17Creative limitations
Fragmentation
Chaotic buying procedures
Limited research data
Limited listener attention
Competition from digital media
Clutter
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Buying Radio Advertising Time
using one of the national networks
Greater flexibility in selecting markets
Individual stations
market conditions
local companies
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Trang 19Figure 11.7 Dayparts for Radio