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Broadcast Media

Part 3: Effective Advertising Media


Chapter 9
Chapter Outline
I. Chapter Key Points
II. Broadcast Media
III. Radio
IV. Television
V. Film and Video
VI. Product Placement
VII. Using Broadcast Advertising Effectively

9-2
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
9-3
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

9-4
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
• Satellite radio • Delivers a high level of
frequency
• LPFM
• Radio commercials lend
• Web radio themselves to repetition

9-5
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

9-7
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

9-8
The Radio Audience
• Station fans • Music fans
– Largest segment of radio – People who listen
listeners exclusively for the music
– A clear preference for being played
one or two stations • News fans
• Radio fans – Choose stations based on
– May listen to four or five a need for news and
stations per week information
– Show no preference for – Have one or two favorite
one particular station stations

9-9
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
• Cable and program that originates
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
movie or TV program setting 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… Use Television If…
• Local business • Want wider mass audience
• Highly targeted audience • Align interests with program
• Small budget • Good budget
• Timing consideration • Product needs both sight
• Align interests with program and sound
• Personal message with • Prove something to
human voice audience
• Works in musical form or • Halo effect
strong in mental imagery • Create or reinforce brand
• Need reminder message image and personality
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Using Broadcast Advertising
Use Movie Ads If… Use Placement If…
• National brand • Want to associate brand with
• Have budget to do high- stars and story
quality commercials • Viewing audience matches
• Want to associate brand with brand’s target audience
movie stars • Natural fit between product
• Movie audience matches and storyline
brand’s target audience • Opportunity for brand as
• Substantial visual impact star
and quality production • Appeals to stakeholders
• Supporting ad campaign
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