Date post: | 14-Jan-2015 |
Category: |
Entertainment & Humor |
Upload: | karthik-yadav |
View: | 95 times |
Download: | 1 times |
EVALUATION OF BROADCAST MEDIA
Learning ObjectivesTo examine the structure of the television and
radio industries and the role of each medium in the advertising program.
To examine the advantages and limitations of television 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.
To consider future trends in TV and radio and how they will influence the use of these media in advertising.
I. TELEVISION
Television has virtually saturated households throughout the United States and many other countries and has become a mainstay in the lives of most people.
TV for news and information. primary form of entertainment. predominant form of mass media. represents the ideal advertising medium with its
ability to combine visual images, sound, motion, and color.
Advantages
Television permits you to reach large numbers of people on a national or regional level in a short period of time
Independent stations and cable offer new opportunities to pinpoint local audiences Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion
Disadvantages
Message is temporary, and may require multiple exposure for the ad to rise above the clutter
Ads on network affiliates are concentrated in local news broadcasts and station breaks
Preferred ad times are often sold out far in advance Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate
Relatively expensive in terms of creative, production and airtime costs
Television
Television Advantages
Selectivity and FlexibilitySelectivity and Flexibility
Captivity and AttentionCaptivity and Attention
Coverage and Cost EffectivenessCoverage and Cost Effectiveness
Creativity and ImpactCreativity and Impact
aADVATAGES
1. Information:- Television provides the information regarding to day to day events on national and international level.
2. Comparison:- With the help of information provided by the Television we can easily compare the development progress of nation with other nation
3. Entertainment:- Television is the most important mean for entertainment of every section of our society.
4. Education:- Television helps in getting guidelines to the students regarding their subjects from deemed and remote university.
5. Techno information:- It gives us the audio visual information regarding the new inventions in the world.
6. News:- It gives us the latest and updated information in form of news of each and every area or part of world.
7. Forecast:- It helps us in getting information regarding the weather, business, technical etc forecasts.
Television Disadvantages
LowSelectivity
LowSelectivity
FleetingMessageFleetingMessage CostCost
ClutterClutter
DistrustDistrustNegativeEvaluationNegative
Evaluation
LimitedAttentionLimited
AttentionNegativeFactors
NegativeFactorsZippingZipping
Zapping
Zapping
1. False advertisements: - People believe on the information delivered with the mean of advertisements related to the product which may be true or false.
2. Spreading Profanity:- Now these days through Cable network the images of profanity is getting excess in the common man habitats which is not appreciable from the children point of view.
3. Spreading Violence: - with the influence of action films or serials it give rise to the violent acts in the thoughts of common man.
4. Increase in crime rate:- Some time the crime influenced movies give the idea for the execution of crime in real life.
Disadvantages of TV
Examples of ADs
Best adverstisement of the week: Cadbury Silk
This spot, much like most commercials for Cadbury Silk, will probably make you drool or hurl, depending on your tummy's general disposition. It's about a twosome devouring a bar of melting chocolate plumb in the middle of a film, smearing their fingers and forearms with gunk while they are at it.
Perhaps too much for some to stomach -especially the hapless girlfriend in the middle, with her chocophile beau on one side and her BFF (or maybe ex-Best-Friend-Forever) on the other. What we'd like to know is how they were able to smuggle chocolate, generally treated like some lethal hybrid of drugs and weaponry by most theatre managements, into the cinema in the first place. Our panel however loves this sinful twist in the kahani.
Honda City
Honeymoon's over folks! A woman sulks about how her husband loves his "toys" more than he loves her. Perhaps manic, obsessive car love would have been the ideal end to this spot for Honda City. But somewhere between the wife's self-pitying rant, the husband's attempt to dust off an imaginary speck on his car, and his unaccountable change of heart, the spot loses its way and lands in BEkaarville thanks to our panel.
Viewer Involvement
Top 10 Network TV Advertisers
Network versus Spot
May be local or “national spot” commercials
May be local or “national spot” commercials
NetworkNetwork
Spot &Local
Spot &Local
Purchase transactions are simplified
Purchase transactions are simplified
Affiliated stations that are linked
Affiliated stations that are linked
Commercials shown on local stations
Commercials shown on local stations
The CW Network
Syndicated Programs
Off-network syndication are “reruns”
Off-network syndication are “reruns”
First-run syndications are also featured
First-run syndications are also featured
Advertiser-supported or
bartered
Advertiser-supported or
bartered
Sold and distributed station by
station
Sold and distributed station by
station
Programs sold to stations in return for air time
Programs sold to stations in return for air time
Top 10 Syndicated Programs
Methods of Buying Time
SponsorshipSponsorship
1. Advertiser assumes responsibility for the production and perhaps content
2. Sponsor has control and can capitalize on a show’s prestige
1. Advertiser assumes responsibility for the production and perhaps content
2. Sponsor has control and can capitalize on a show’s prestige
ParticipationsParticipations
1. Participating sponsors share the cost
2. May participate regularly or sporadically
3. Advertiser isn’t responsible for production
4. Participants lack control over content
1. Participating sponsors share the cost
2. May participate regularly or sporadically
3. Advertiser isn’t responsible for production
4. Participants lack control over content
Spot Announcements
Spot Announcements
1. May be purchased by daypart or adjacency
1. May be purchased by daypart or adjacency
Weekday Television Dayparts
Prime-Time Access 7:30 p.m.-8:00 p.m.
Late News 11:00-11:30 p.m.
Morning 7:00-9:00 a.m.
Early Fringe 4:30 p.m.-7:30 p.m.
Late Fringe 11:30-1:00 a.m.
Prime Time 8:00 p.m.-11:00 p.m.
Daytime 9:00 a.m.-4:30 p.m.
Cable Television (CATV)
AdvantagesAdvantages
1. Highly selective “narrowcasting”
2. Reaches specialized markets
3. Low cost and flexibility
1. Highly selective “narrowcasting”
2. Reaches specialized markets
3. Low cost and flexibility
CharacteristicsCharacteristics
1. National, regional, and local available
2. Targets specific geographic areas
1. National, regional, and local available
2. Targets specific geographic areas
LimitationsLimitations
1. Overshadowed by major networks
2. Audience is fragmented
3. Lacks penetration in major markets
1. Overshadowed by major networks
2. Audience is fragmented
3. Lacks penetration in major markets
ESPN is One of the Most Popular Cable Networks
The Future of Cable
Govt. regulations
Govt. regulations
More channels
More channels
CompetitionCompetition
Future Challenges
Future Challenges
DBS services
DBS services
New technology
New technology
Measuring the TV Audience
Total Audience
Total Audience
Program Rating
Program Rating
Households Using TV
Households Using TV
Share of AudienceShare of Audience
TV Audience Measures
HH tuned to showU.S. HH using TVShare =
Share of Audience
HH tuned to showTotal U.S. HHRating =
Program Rating
National Audience Information
Local Audience Information
Sweeps Periods
Developments in Audience Measurement
Commercial Ratings data (C3)
Engagement metrics
Anywhere Media Measurement (A2/M2)
Radio and TV Similarities
Are time oriented mediaAre time oriented media
Are sold in time segmentsAre sold in time segments
Have some network affiliatesHave some network affiliates
Have some independentsHave some independents
Use the public airwayUse the public airway
Are regulated by the F.C.C.Are regulated by the F.C.C.
Are externally paced mediaAre externally paced media
Are passive, low-involvementAre passive, low-involvement
Both media…
Both media…
Radio Differs From TV
Is more limited communicationIs more limited communication
Costs much less to produce
Costs much less to produce
Costs much less to purchase
Costs much less to purchase
Offers only an audio messageOffers only an audio message
Has less status and prestige
Has less status and prestige
Radio
Advantages Radio is a universal medium enjoyed by
people at one time or another during the day, at home, at work, and even in the car.
The vast array of radio program formats
offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer.
Gives your business personality through the creation of campaigns using sounds and voices
Free creative help is often available Rates can generally be negotiated During the past ten years, radio
rates have seen less inflation than those for other media
Disadvantages
Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience
Listeners cannot go back to your ads to go over important points
Ads are an interruption in the entertainment. Because of this, a radio ad
may require multiple exposure to break through the listener's "tune-out" factor and ensure message retention
Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention
Advantages of Radio
Mental ImageryMental Imagery
FlexibilityFlexibility
SelectivitySelectivity
Receptivity Receptivity
Cost and Efficiency Cost and Efficiency
Integrated MarketingIntegrated Marketing
Mental Imagery
• Visual elements of television commercials are transferred into the consumer’s mind by using a similar audio track in radio commercials
Radio Gives Customers a Clearer Picture
Limitations of Radio
Audience FragmentationAudience Fragmentation
Limited Research DataLimited Research Data
Creative LimitationsCreative Limitations
Chaotic BuyingChaotic Buying
Limited Listener AttentionLimited Listener Attention
ClutterClutter
Digital Media CompetitionDigital Media Competition
Buying Radio Time
Over 100 regional/area networksOver 100 regional/area networks
Three national networksThree national networks
A multitude of syndicated programsA multitude of syndicated programs
Network Radio
Network Radio
About 20% of all spotsAbout 20% of all spots
Allows great flexibility, targetingAllows great flexibility, targeting
Purchase transaction can be difficultPurchase transaction can be difficult
SpotRadioSpotRadio
Nearly 80% of advertisers are localNearly 80% of advertisers are local
Local CATV is becoming competitiveLocal CATV is becoming competitive
Local RadioLocal Radio
Dayparts for Radio
Audience Information
Person estimatesPerson
estimates
ShareShare RatingRatingArbitronArbitron
Network audience measuresNetwork audience measuresRADARRADAR
Media Planner Responsibilities
Identify advertising ratesIdentify advertising rates
Optimize the advertiser’s budgetOptimize the advertiser’s budget
Ensure target audience coverageEnsure target audience coverage
Set time schedulesSet time schedules
Choose a particular television day part other than evening prime time, such as early morning, the afternoon or late fringe, and list the products and services advertised during these time periods. Analyze the type of consumers these advertisers are targeting and the products and services being advertised during this period. Why do you think these companies/brands have chosen to advertise during this day part?