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ADVERTISING: Broadcast Media. BROADCAST MEDIA. MAIN TYPES: Television Broadcast Cable Radio. Television Advertising. Network all stations National Spot (selective spot) local network and non-network Local local stations only Sponsorship billboard (at beginning and end).

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Presentation Transcript
broadcast media
BROADCAST MEDIA

MAIN TYPES:

  • Television
    • Broadcast
    • Cable
  • Radio
television advertising
Television Advertising
  • Network
    • all stations
  • National Spot (selective spot)
    • local network and non-network
  • Local
    • local stations only
  • Sponsorship
    • billboard (at beginning and end)
advantages of television
Advantages of Television
  • Can have great impact
  • Allows high level of creativity
  • Good coverage (reach)
  • Some selectivity
  • Demonstration possibilities
limitations of television
Limitations of Television
  • High cost
  • Cluttered environment
  • Fleeting message
  • Limited viewer attention
  • Long lead time (network)
tv dayparts
7:00 AM - 9:00 AM

9:00 AM - 4:30 PM

4:30 PM - 7:30 PM

7:30 PM - 8:00 PM

8:00 PM - 11:00 PM

11:00 PM - 11:30 PM

Morning

Daytime

Early fringe

Prime-time access

Prime time

Late news

TV Dayparts
measuring tv audiences
Measuring TV Audiences
  • Television Households
    • # of HH that own a TV
  • Program Rating
    • % of TV HH tuned to a show
    • (“Rating point” = 1 percent of TV HH)
  • Households Using TV (HUT)
    • % of homes watching TV at a given time
  • Share of Audience
    • % of HUT tuned to a show
tv audience measures

Program Rating

HH tuned to show

Rating =

Total U.S. HH

Share of Audience

HH tuned to show

Share =

U.S. HH using TV

TV Audience Measures
use tv only if
Use TV Only If . . .
  • Budget is large enough to…
    • allow high quality production
    • buy number of exposures needed.
  • Market is large and reachable
    • through networks, stations, or programs.
  • You need a medium with high creative potential to exert a strong impact.
radio advertising
Radio Advertising

FM is much more popular than AM.

Radio audiences are largely determined by a station’s format.

10.7

advantages of radio
Advantages of Radio
  • low cost (high frequency possible)
  • selective
  • flexible
  • can invoke mental imagery
  • integrated marketing opportunities
radio ads
Radio Ads
  • Jiffy Lube
  • CD Now
  • Southwest Airlines
  • For Eyes
limitations of radio
Limitations of Radio
  • Creative limitations
  • Fragmented
  • Cluttered environment
  • Limited listener attention
  • Chaotic buying procedures
  • Limited research data
dayparts for radio
6:00 AM - 10:00 AM

10:00 AM - 3:00 PM

3:00 PM - 7:00 PM

7:00 PM - 12:00 AM

12:00 AM - 6:00 AM

Morning Drive Time

Daytime

Aft./Eve. Drive Time

Nighttime

All Night

Dayparts for Radio
measuring the audience
Measuring the Audience

CANADA

  • BBM
    • radio diary, TV diary, TV People Meter, PPM

US

  • Nielsen (TV)
    • diary, panel, People Meter
  • Arbitron (Radio)
    • diary, Portable People meter
quote of the day
Quote of the day

The buying of time or space is… the renting of a stage on which we may perform.

  • Howard Gossage

(Rubicam and Young)