Broadcast Media

Outline
I. Key Points
II. Broadcast Media
III. Radio
IV. Television
V. Film and Video
VI. Product Placement
VII. Using Broadcast Advertising Effectively

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 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
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 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

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 Radio
Structure of the Industry Radio Advertising
• AM/FM • Relies on the listener’s
• Public radio mind to fill in the visual
• Cable radio element
• Delivers a high level of
• Satellite radio
frequency
• LPFM
• Radio commercials lend
• Web radio
themselves to repetition

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 Revenue Categories
• Group of local affiliates
• Network connected to one or
more national networks
• Spot • Viable national medium
for food and beverages,

• Syndicated cars, and over-the-

counter drugs
• Growth has contributed
to increase in syndicated
radio
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 Revenue Categories
• When an advertiser
• Network places an ad with an
individual station rather
• Spot than a network
• Makes up nearly 80% of

• Syndicated all radio advertising

• Messages can be
tailored for particular
audiences

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 Revenue Categories
• Offers advertisers a
• Network variety of high-quality,
specialized, and usually
• Spot original programs
• Advertisers value

• Syndicated syndicated
programming because
of the high level of
audience loyalty

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 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
– Have one or two favorite
stations

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 Radio
Advantages Disadvantages
• Target audience • Listener inattentiveness
• Affordability • Lack of visuals
• Frequency • Clutter
• Flexibility • Scheduling and buying
• Mental imagery difficulties
• High level of • Lack of control
acceptance

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 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

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Structure of the Television Industry
• Network • When two or more
stations are able to
television broadcast the same
program that originates
• Cable and from a single source
subscription • Networks originate
• Local television programs and provide
them to local affiliates
• Public television

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Structure of the Television Industry
• Network • Provide highly targeted
special-interest
television programming options
• Cable and • Cable is most familiar
example of subscription
subscription television
• Local television
• Public television

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Structure of the Television Industry
• Network • Affiliated with a
network
television • Carry network
• Cable and programming and their
own programs
subscription • Independent stations
• Local television • Most advertisers are
local retailers
• Public television

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Structure of the Television Industry
• Network • Many consider public
television to be
television commercial-free
• Cable and • Stations can air program
sponsorship ads
subscription • Reaches the affluent
• Local television
• Public television

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 Programming Options
• Specialty television
• Pay-per-view
• Program syndication
• Interactive television
• High-definition TV
• Digital Video Reorders

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 Television Advertising
• Sponsorships • Advertiser assumes total
financial responsibility
• Participations for producing the
program and providing
• Spot the commercials
announcements • Advertiser can control
the content and quality
of the program and the
placement and length of
commercials
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 Television Advertising
• Sponsorships • Where advertisers pay
for 10, 15, 20, 30, or 60
• Participations seconds of commercial
time during a program
• Spot • Provides more
announcements flexibility in market
coverage, target
audiences, scheduling,
and budgeting

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 Television Advertising
• Commercials that
• Sponsorships appear in the breaks
• Participations between programs
• Local affiliates sell
• Spot these to advertisers who
want to show their ads
announcements locally

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 Television
Advantages Disadvantages
• Pervasiveness • Production costs
• Cost efficiency • Clutter
• Impact • Wasted reach
• Inflexibility
• Intrusiveness

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 Film and Video
• Trailers Advantages
• Videocassette and DVD • Play to a captive
distributors also placing audience
ads before movies • Attention level is higher
• Promotional video than for almost any
networks in stores, other form of
offices, truck stops, etc. commercials
Disadvantages
• Captive audience
resents intrusion of ads
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 Product Placement
• When a company pays Advantages
to have verbal or visual • Demonstrates product
brand exposure in a usage in a natural setting
movie or TV program by celebrities
• Catches audience when
resistance to ads is low
Disadvantages
• May not be noticed
• Not a match between
product/movie/audience
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 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
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 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
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