Broadcast interative, Study notes of Advertising and Sales Promotion

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Broadcast Media And other

Interactive Media

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

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

Radio

Radio Advertising

 Relies on the listener’s

mind to fill in the visual

element

“ Theatre of Mind”

 Delivers a high level of

frequency

 Radio commercials led

themselves to repetition

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 e.g. Jor Sor

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 Have one or two favorite

stations

Measuring the Radio Audience

 Dayparts

 Typical radio programming day is divided into five

segments called dayparts

6-10 a.m.: Morning drive time (most listeners)

10 a.m-3 p.m.

3.00 – 7.00 p.m.

7.00 p.m.-midnight

Midnight-6 a.m.

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

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

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

Television Advertising

 Participation

s

 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

Examples

 Rating Points

• A TV show has a rating of 20.0 that means 20 percent(%) =

1/5 of all households tuned in to that program.

 Share of Audience (share figure>rating)

• (^) A Super Bowl might get a rating of 40 but its share might be

70 (70 percent of all televisions turned on were turned to the

Super Bowl)

 Gross Rating Points

• For TV ads.

= 100,000 viewers (impression)* 4times airing of 1 program (no.

of message exposure)__________________ * 100

500,000 possible viewers (population who has TV)

= 80%

Television

Advantages

Pervasiveness

Cost efficiency

Impact

Disadvantages

Production costs

Clutter

Wasted reach

Inflexibility

Intrusiveness

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

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

brand’s target audience

 Substantial visual impact

and quality production

Use Placement If…

 Want to associate brand

with stars and story

 Viewing audience matches

brand’s target audience

 Natural fit between product

and storyline

 Opportunity for brand as

star

 Appeals to stakeholders

 Supporting ad campaign