CHAPTER 2The Advertising Media

Broadcast

Manila Broadcasting Company is a radio and television network owned by the FJE Group of Companies in the Philippines. Its AM flagship station, DZRH is the oldest radio station in the country while its FM flagship station, Love Radio is the current #1 station in FM radio ratings in Metro Manila and several key cities.MBC's corporate headquarters and studios are located at MBC Building, Sotto St., CCP Complex, Pasay City. The current president is Ruperto Nicdao Jr.MBC owns over 500 radio stations throughout the Philippines and the largest radio network in Asia. The company has seven different brands and most well known of which are DZRH Nationwide, Aksyon Radyo, Love Radio, Yes FM, Hot FM, Easy Rock, and Radyo Natin. The number "500" is in question as according to the NTC, there are only 580 licensed FM stations and 375 AMs in the country.Aside from radio, it has returned into TV broadcasting with its cable TV channel (DZRH News Television) and five affiliate regional TV channels.

RADIO ADVERTISING

Radio advertising is an innovative way to reach thousands, and sometimes millions of listeners, and to therefore reach a broad audience.

Reach individuals when they are in their homes, in their cars, while they are on the Internet, and can even reach them in a public setting .

Steps in RadioAdvertisement

Production1. The advertiser selects a producer or agency.2. The producer or agency prepares bill of materials or cost

estimates.3. The producer or agency selects a recording studio.4. The producer or agency selects talents.5. The producer or agency selects a musical director and

background music.6. A rehearsal is schedule.7. The studio records music and sound separately.8. The studio combines musical scoring and sound track with

voices.9. The producer or agency prepares several copies taken from

master tape for distribution to radio stations or programs.10. The advertisement is now ready on the air!

The following are the practical steps in producing radio advertisements:

Common Technique In RadioAdvertisement Production

1. STRAIGHT ANNOUNCER TECHNIQUE- an announcer or personality delivers the entire script.

2. TWO-ANNOUNCER TECHNIQUE- two announcers alternate delivering sentences or groups

ofsentences of advertising copy.

3. ANNOUNCER-ACTOIR TECHNIQUE- includes actor or actress voice giving reactions to the linedelivered by the announcer.

4. SLICE-OF-LIFE TECHNIQUE- a dialogue which reenacts a true-to-life scene involving

the listener or talent in a problem situation where possible solution

is the advertised product or service.

5. JINGLE-ANNOUNCER TECHNIQUE- a part of the copy is musical sound or song, combined

with aline delivered by the announcer which sets the product

different from other advertisements on radio.

6. CUSTOMER INTERVIEW TECHNIQUE - the announcer may talk to an actual customer in the field

or within his studio booth, relating his experiences about the product or service advertised.

Common Technique In Radio

Advertisement Production

Qualities That Make RadioAdvertisement More Effective

1.SIMPLICITY

2. COHERENCE

3. RAPPORT

4. BELIEVABILITY

5. INTEREST

6. DISTINCTIVENESS

7. COMPULSION

BROADCASTING:TELEVISIONThe introduction of commercial television marked the beginning of one of the most powerful and successful advertising media ever created.

*Tv became a mass medium by 1948*1948 to about 1960 network tv shows were sold to sponsors . While local station in u.s accepted both sponsorship and spot commercial. *Frequently,to save money , two advertisers shared a given program through a plan of alternative - week sponsorship.*1960 , 60 second commercial became the basic advertising unit(practice of of piggybacking )Today, advertisers have virtually abandoned networked program sponsorship except for specials, and 30 second spot has become the standard unit.

*during early years of television, commercial produce and perform live.

*1st commercial TV broadcaster sa ASIA!:[ABSCBN: (1953) / GMA: (1975)] *1st tv station inbtroduce color television1960s:[ABSCBN: (1966) / GMA: (1979)] *1st tv station introduce TV LOGO:[ABSCBN: Sarimanok (1967) / GMA: Rainbow duce Satellite (1988)]

*Unang Tv station na nag-live transmittion sa buong mundo via Satellite!:[ABSCBN: Apollo 11, Moon Landing (1969) / GMA: Papal Visit '95 (1995)]

*Unang TV company na nag-introduce ng OB (Outside Broadcast) Van:[ABSCBN: (1973) / GMA: (1989)]

*Unang TV station na gumamit ng Satellite broadcasting sa Pilip-inas:[ABSCBN: Sarimanok Satellite (1990) / GMA: Republic Broadcasting Grp.(1998)]

 

Philippine Television

*Unang TV station na nag-exclusive ng international broadcast right:[ABSCBN: Barcelona Olympic '92 (1992)

*Unang TV station na nag-introduce ng terrestial network sa Pilipinas.[ABSCBN: TFC The Filipino Channel (1994) / GMA: GMA Pinoy TV (2003)]

First TV StationAlto Broadcasting System (ABS) Channel 3, the first television station in the country, went on the air in 1953.

First TV StationAlto Broadcasting System (ABS) Channel 3, the first television station in the country, went on the air in 1953.

MAJOR TV STATIONS IN

THE PHILIPPINES•ABS- CBN (1953)

•People’ s television network (1974)•Associated Broadcasting Corporation ABC5 / TV 5 (1960/1992/2008)•GMA network (1961)•Radio Philippines Network / Solar entertainment (1969 frequency used by CBN from 1958-69)• Intercontinental Broadcasting Corporation (1960)

ABS-CBN•The company traces beginnings to June 12 1946 when James Linderberg , an American engineer established the Bolinao Electronics Corporation (BEC) which specialized in assembling transmitter.• First license tv station in Congress of the Philippines then became radio station due to scarcity of raw materials and import controls• In 1952 Antonio Quirino brother –then of late President Elpidio Quirino ,he was interested for tv station and choose to bought 70% of BEC and called ALTO BROADCASTING NETWORK•ALTO from Antonio Quirino’s wife Aleli and his nick name Tony •October 23 !953 was the first aired• September 21 1972 Marcos Administration closed down the network• !987 , revived ABS CBN

GMA•Former Loreto F. De Hemedez Inc to RBS (Republic Broadcasting System) 1961-1972• Loreto F. De Hemedez Inc through RBS’ DZBB which is started airing its radio broadcast on march 1 1950 and officially launched as local radio station in Manila in June 14 1950•Robert La Rue “Uncle Bob Stewart (1943) an American Coresspondent who owned RBS. And started its television station through DZBB TV channel 7 which is composed of foreign program from USA and later produced local programs.• Loreto Feliciano is wife of Uncle Bob•Martial law september 21 1972 , local tv station alleged “communist propaganda “•In 1984 Imee Marcos attempted to take GMA network but Jimenez and Gozon fight for it.

GMA

Loreto F. De

Hemedez Inc

RBS (Republic Broadcasti

ng System)

GMA Greater

Manila Area

GMA Global Media Arts

• Ultimate advertising medium for many businesses

• Combines all creative elements: sight, sound, action and color

• Most T.V. ads are 30 or 60 second spots

Elements of Television Communication

Visual elements- emphasize good visual and attractiveness in the eyes of viewers(movement)

Talent- Commercial presenter,deliver sales messages

Props- Presentation and displaySets-Relevant to scene or messagesAudio Elements- to deliver messages well and

give energy in commercial.

Script DevelopmentScript for television advertisement is called the

storyboard.

This is divided into two parts:

• The right side is the audio, and the left side is the video; or another way is: the upper frame is the video, and the bottom frame is the audio. The video includes the camera action, scenes; whereas, the audio includes the spoken words, the sound effects, and music.

Scenes on the typical storyboard are sketched in frames by the art director, and the audio printed on the right or underneath of each scene. This will help the advertising agency and the client visualize the concept , estimate the expense, present to management for approval and final guide for shooting. This is final vision of what the advertisement will look like. Television advertisement goes beyond the use of words, but also n believability, credibility, and relevance.

DAVID OGILVY points out the following principles in television advertising:

The opening should be a short, compelling attention getter – a visual surprise, compelling in action, drama, humor or human interest.

The demonstrations should be interesting and believable-authentic and true to life’ they should never appear to be a camera trick.

The commercial should be ethical, be in good taste, and of offend local mores

The entertainment should be a means to an end and not interfered with the message.

The legal general structure of the commercial and the copy should be simple and easy to follow. The video should carry most of the weight, but the audio must support it.

The characters should be the living symbol of your product – they should be appeal in , believable, and most of all, relevant.

Further, COURTLAND BOVEE and WILLIAM ARENS offered this checklist for creating effective

television commercials:

1. The opening should be pertinent, and relevant. It should permit a smooth transition to the balance or the commercial.

2. The situation should lend itself naturally to the sales story- without the use of extraneous, distracting gimmicks.

3. The situation should be high in human interest.

4. The viewer should be able to identify with the situation.

5. The number of elements should be held to a minimum.

6. The sequence of ideas should be kept simple.

7. The words should be short, realistic, and conversational.

8. Words should interpret the picture and prepare the viewer for the next scene.

9. Audio and video should be synchronized. 10. The audio copy should be concise-without wasted words. Fewer words

are needed for TV than for radio. Fewer than two words per second is effective for demonstrations. Sixty-second commercials with 101 to 110 words are most effective. Those with more than 170 words are the least effective.

11. Five or six seconds should be allowed for the average scene, with none less than three seconds.

12. Enough movement should be provided to avoid static scenes.

13. Scenes should offer variety without ‘jumping’.

14. The commercial should look fresh and new.

15. Any presenters should be properly handled-identified, compatible, authoritative, pleasing, and nondistracting.

16. The general video treatment should be interesting.

Visual Techniques forTelevision Commercial

SPOKESPERSON- Uses a ‘presenter’ standing infront of the camera

delivering the copy directly to the viewer. It should be somebody who is likable and believable but not so powerful as to attract attention away from the product. The product should still be the hero.

TESTIMONIAL- This should use a well known celebrity who is

believable; or a satisfied customer. The testimony should sound natural that the name of the product comes across well. People are often persuaded by the opinions of individuals they respect.

DEMONSTRATION- This should show how the product works and

how to use it. It should be relevant. This technique is popular for some types of product.

CLOSE – UPS - A voice over is used than a presentation by someone

on the screen, where a close – up or focus is done on the product alone.

STORY-LINE- This is similar to making a miniature movie, except that

the narration is done off-screen.

SLICE-OF –LIFE- This is a little play that portrays a real-life situation.

This is based on the pattern of presenting a ‘predicament-solution-happiness’.

CUSTOMER INTERVIEW- This involve non-professionals, an interviewer or off –

screen voice asking a housewife about her experience in using the product advertised.  VIGNETTES AND SITUATIONS

- This may use computer – generated graphics and simulations, or cartoonist technique with puppets or photo animation.  STOP MOTION

- Objects and animals, or the product itself is given life in this technique. This makes the product walk, run, dance and do live tricks. The object is photographed in series of different positions or movement.  ROTOSCOPE

- Animated and live action sequences are produced separately and then opticals are combined.

Elements of ProductionProducing a television commercial involves three

stages or steps: pre-production, production and post-production.

PRE-PRODUCTION phase includes all the work prior to the actual day of filming the preparation of storyboard, selection of talents and casting, choosing and arranging the locations for indoor and outdoor scenes, estimating costs, finding props and costume.

PRODUCTION is the actual shooting of the advertisement which can be very long and tedious. Shooting encompasses the work of filming or videotaping the scenes. Scenes are not necessarily shot in order. All indoor scene must be shoot first, then followed by all the outdoor scenes. Between the shooting of the scene, a long interval may be required to move the camera, reset the lights, reposition the actors, and pick up the action, sound, and look to match the other scene.

POST-PRODUCTION phase is where the commercial is actually put together. Scenes are edited, music and sounds effect are added, voices are dubbed and other last minute changes. External sound is recorded, which includes the actor’s voices, the announcer, the music track, the singers and sound effects.

With the rising costs of commercial production, ROMAN and MAAS list these factors:

1. Superstar talent2. Location shooting3. Large cast – people and animals4. Animation5. Opticals, special effects, stop motion6. Studio shooting7. Set decoration8. Photographic equipment9. Legal requirements10. Night, week-end filming

Buying Television Time

In buying television time, the advertisers determine available programs and rates, evaluate programs ratings, negotiate for the price, determine reach and frequency, sign the contracts, and, finally, review the affidavits of performance to be sure the commercials ran as agreed. Availability of programs can be determine by media buyers thru the sales representative for the stations they are considering for placement of the advertisement.

The media buyers provides the sales representative the data about the advertiser’s media objectives target audience and requests for the list of available time slots along with the price and programs ratings. The list is called the avails, which include all the data requested based on the last ratings.

To determine most efficient program, cost per rating point (CPP) and the cost per thousand (CPM) must be computed as follows:

Where: Cost per Rating Point = Cost/RatingCost per Thousand = Cost/Thousands of

People

Supposing the program “Deal or No Deal” has a rating of 5, reaches 400,000 people in the audiences, and cost Php 30,000 for a 30-second spot on Channel 2. Then:

Cost per Rating Point = Php 30,000/5 = Php 6,000.00

Cost per Thousand = Php 30,000/400,000= Php 75

Obviously, the lower the cost per thousand, the more efficient the show is against the target audience. The buyer may negotiate lower rates by working out a package deal, may take advantage of preemptive rates, which allows the station to sell the spot for a higher price to another advertiser, or can receive a lower rate by accepting run-of-schedule positioning, which means the station chooses when to run the commercial.

After running the spots, a notarized form is given back to the advertiser, indicating when spots were aired and ‘make-goods’ are available to compensate for spots the station missed or rank incorrectly.

• An affidavit of performance is an evidence that the commercials were aired as paid for.

Media planners define television station’s audience and efficiency in various ways. The TV households (TVHH) is the number of households that own television sets.

• The percentage of homes in a given area that have one or more TV sets turned on at any particular time is called households using television (HUTV); and the percentage of TV households in an area turned on to a specific program is the program rating or the share of audience.

Such that, if there are 1,000 households with television and 500 are turned on, HUT is 50% (500/1,000). From the 500, 80 are turned on the Channel X, then 16% is the program rating (80/500).

THANK YOU

Prepared by:GROUP 2