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Maximizing Advertising Impact: Print, TV, Radio

Understand the advantages, disadvantages, costs, and future trends of print, television, and radio media to reach the right audiences effectively. Explore buying procedures and measuring audience metrics for strategic media planning.

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Maximizing Advertising Impact: Print, TV, Radio

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  1. Chapter 15 Media Planning: Print, Television, and Radio

  2. Which Media: Print, Television or Radio? • Great ads will fail if the media chosen do not reach the right audiences. • Newspapers and magazines have inherent advantages and disadvantages. • Broadcast media, TV and radio, also have inherent advantages and disadvantages. Chapter 14: Media Planning 2

  3. Print Media • Newspapers • $50.4 billion spent on newspaper ads in 2001 • Ideal for reaching narrow geographic area • Facing circulation declines Chapter 15: Print, Broadcast 3

  4. Newspaper Advantages • Reach over 50% of households • Excellent medium for local markets • Timeliness • Creative opportunities • Credibility • Audience interest • Cost Chapter 15: Print, Broadcast 4

  5. Newspaper Disadvantages • Limited segmentation • Creative constraints • Cluttered environment • Short life Chapter 15: Print, Broadcast 5

  6. Types of Newspapers • Target Audience • General Population • Business • Ethnic • Geographic coverage • Metropolitan area • State • National • Frequency of Publication • Daily • Weekly Chapter 15: Print, Broadcast 6

  7. Categories of Newspaper Advertising • Display Advertising • Display advertising • Co-op advertising • Inserts • Preprinted insert • Free-standing insert • Classified Advertising Chapter 15: Print, Broadcast 7

  8. Costs and Buying Procedures for Newspaper Ads • Rate Cards • Costs determined by: • Size of ad • Use of color • Size of audience • Extent of coverage • Space is sold in column inches or SAU sizes • Rates lower for ROP (run of paper) rather than preferred position or full position. Chapter 15: Print, Broadcast 8

  9. Measuring Newspaper Audiences • Circulation • Paid circulation • Controlled circulation • Readership Chapter 15: Print, Broadcast 9

  10. Future of Newspapers • Survival of newspapers depends on ability to evolve • In the future, newspapers will have to: • Provide in-depth coverage of local issues • Increase coverage of national and international events • Provide follow-up reports of news • Maintain role as local source for consumer information • Become more mainstream in integrated brand promotions relating to new media Chapter 15: Print, Broadcast 10

  11. Magazines • Over $3 billion spent for advertising space in magazines annually • Magazines show diversity as a media class Chapter 15: Print, Broadcast 11

  12. Magazine Advantages and Disadvantages • Advantages • Audience selectivity • Audience interest • Creative opportunities • Long life • Disadvantages • Limited reach and frequency • Clutter • Long lead times • Cost Chapter 15: Print, Broadcast 12

  13. Types of Magazines • Consumer publications • Men’s Journal, Women’s Day, Ebony • Business publications • American Family Physician, Forbes • Farm publications • Successful Farming, Progressive Farmer Chapter 15: Print, Broadcast 13

  14. Costs and Buying Procedures for Magazines • Costs determined by: • Circulation • Size of ad • Use of color • Position in publication • Rates also vary for: • Bleed page • Gatefold ad • Run-of-paper advertisement • Preferred position Chapter 15: Print, Broadcast 14

  15. Measuring Magazine Audiences • Rates are based on guaranteed circulation • Stated minimum number of copies that will be delivered to readers • Publishers also estimate pass-along readership • Estimates are verified by Audit Bureau of Circulations Chapter 15: Print, Broadcast 15

  16. Future of Magazines • Last 15 years a roller coaster for magazines • Currently: revenues and ad pages are up • Advertisers find magazines useful • Continued success requires • Adapting to new media options • A robust environment for mergers and acquisitions in the industry Chapter 15: Print, Broadcast 16

  17. Television • For many TV defines what advertising is • In 2001 advertisers spent $55 billion on television • Many more billions are spent on commercial production Chapter 15: Print, Broadcast 17

  18. Television Categories • Network television • Cable television • Syndicated television • Off-network syndication • First-run syndication • Barter syndication • Local television • Satellite and closed-circuit television Chapter 15: Print, Broadcast 18

  19. Advantages and Disadvantages of Television • Advantages • Creative opportunities • Coverage, reach, and repetition • Cost per contact • Audience selectivity Chapter 15: Print, Broadcast 19

  20. Advantages and Disadvantages of Television • Disadvantages • Fleeting message • High absolute cost • Poor geographic selectivity • Poor audience attitude and attentiveness • Clutter Chapter 15: Print, Broadcast 20

  21. Buying Procedures for Television Advertising • Sponsorship • Participation • Spot advertising • Choosing a daypart • Morning • Daytime • Early fringe • Prime-time access • Prime time • Late news • Late fringe Chapter 15: Print, Broadcast 21

  22. Measuring Television Audiences • Source for network and local audience information: • A. C. Nielsen • Arbitron provides network information Chapter 15: Print, Broadcast 22

  23. Measures of TV Audiences • Television households • Number of households in a market owning a television • Households using television (HUT) • Number of households tuned to a TV program in a time period Chapter 15: Print, Broadcast 23

  24. TV households tuned to a program Total TV households in the market Program rating = 19,500,00 95,900,00 X Files rating = Measures of TV Audiences • Program Rating • Percentage of TV households in a market that are tuned to a program during a time period Chapter 15: Print, Broadcast 24 = 20 rating

  25. TV households tuned to a program Total TV households using TV Program Share = 19,500,00 65,000,000 X Files share = Measures of TV Audiences • Share of Audience • Proportion of households using television (HUT) in a specific time period that are tuned to a program Chapter 15: Print, Broadcast 25 = 30 share

  26. Future of Television • Future appears exciting • Interactive era will affect TV as an advertising medium • Viewer participation • Technology to transmit ads to a wide variety of new devices • TV advertising likely to be sent via broadband and wireless • Increase in direct broadcast by satellite • HDTV Chapter 15: Print, Broadcast 26

  27. Radio • Radio categories • Radio networks • Radio syndication • AM versus FM • Types of radio ads • Local spot radio • Network radio advertising • National spot radio advertising Chapter 15: Print, Broadcast 27

  28. Radio Advantages and Disadvantages • Radio advantages • Cost • Reach and frequency • Target audience selectivity • Radio disadvantages • Poor audience attentiveness • Creative limitations • Flexibility and timeliness • Creative opportunities Chapter 15: Print, Broadcast 28 • Fragmented audiences • Chaotic buying procedures

  29. Buying Procedures for Radio Advertising • Ad time may be purchased from networks, syndications, or local radio stations • About 80% is placed locally • Radio has five basic dayparts • Morning drive time • Daytime • Afternoon/evening drive time • Nighttime • Late night Chapter 15: Print, Broadcast 29

  30. Measuring Radio Audiences • Average quarter hour persons • Average number of station listeners in a 15-minute segment • Average quarter-hour share • Percentage of total radio audience listening to a station during a specified 15-minute segment • Average quarter-hour rating • Audience during a quarter-hour expressed as a percentage of the measurement area population • Cume • Total number of different people who listen for at least five minutes in a 15-minute segment Chapter 15: Print, Broadcast 30

  31. The Future of Radio • Subscription radio • Emerging technologies and new media • Satellite radio Chapter 15: Print, Broadcast 31

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