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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 11 - George E. Belch, Michael A. Belch

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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;...

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Chapter 11 Evaluation of 

Media: 

Television  and Radio

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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

Advantages of Television

Excellent creativity and impact

High coverage and more

cost-effectiveness

High captivity and attention

Selectivity and flexibility

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Costs

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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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

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

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Advantages

• 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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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

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

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Off-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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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

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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Sponsorship

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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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

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

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Common Television Dayparts

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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

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

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Size 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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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

Measuring the TV Audience

Households  Using TV

Share of 

Audience

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Are 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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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

Advantages of Radio

implanted into a radio spot

16

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Creative limitations

Fragmentation

Chaotic buying procedures

Limited research data

Limited listener attention

Competition from digital media

Clutter

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Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of

McGraw-Hill Education

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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Figure 11.7 ­ Dayparts for Radio

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