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Broadcast and Other Electronic Media. Chapter 7. Forms of Media. Broadcast: Television & Radio Print:Magazine & Newspaper Direct Mail Internet Telephone. Television. Measurable and accountable medium for advertising Provides immediate response

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Presentation Transcript
Broadcast and other electronic media

Broadcast and Other Electronic Media

Chapter 7

Contemporary Direct Marketing Chapter 07


Forms of media
Forms of Media

  • Broadcast: Television

    & Radio

  • Print:Magazine

    & Newspaper

  • Direct Mail

  • Internet

  • Telephone

Contemporary Direct Marketing Chapter 07


Television
Television

  • Measurable and accountable medium for advertising

  • Provides immediate response

  • Local Stations // Networks // Cable // Satellite

  • Special-Interest channels have provided a viable means for market segmentation

Contemporary Direct Marketing Chapter 07


How tv is used for direct response advertising
How TV is Used forDirect Response Advertising

1. To Sell Products or Services

2. To Get Inquiries

3. To Support Other Media

Contemporary Direct Marketing Chapter 07


Market segmentation
Market Segmentation

  • Who are the viewers?

  • What programs do they view?

  • How receptive

    are they to a

    direct offer?

Contemporary Direct Marketing Chapter 07


Characteristics of television time
Characteristicsof Television Time

  • Television time is perishable … like empty seats on an airplane

  • Audience usually peaks in “prime time”

  • Direct response ads require more time than do image ads

Contemporary Direct Marketing Chapter 07


Measurements of advertising response
Measurements ofAdvertising Response

  • Gross Rating Points (GRP)

  • Areas of Dominant Influence (ADI)

  • Cost Per Response (CPR)

Contemporary Direct Marketing Chapter 07


CPR = Total Promotion Budget

Total Number of Orders/Inquiries Received

Contemporary Direct Marketing Chapter 07


Television home shopping
Television Home Shopping

  • Home Shopping Network (HSN) & Quality/Value/Convenience (QVC)

  • Infomercials

Contemporary Direct Marketing Chapter 07


Using television advertising

Advantages

Provide a wide choice of cost alternatives

Quick responses

Large impacts in short time periods

Disadvantages

Short-lived responses

Limited time

Lack of tangible response devices

Using Television Advertising

Contemporary Direct Marketing Chapter 07


Radio
Radio

  • Became a major medium for direct response advertising in the 1920s

  • Allows advertisers to market segment listeners

  • Still a strong medium today, but rarely used

  • Viewers tune into less then 3 stations regularly, while TV viewers continuously switch channels

Contemporary Direct Marketing Chapter 07


Using radio advertising

Advantages

Relatively low cost

Message can be melded with disc jockey chatter

Can be up to 15 minutes

Per inquiry arrangements

Little preparation

Changes can be made up to the very last minute

Disadvantages

No permanent response device

No visual impact

People listening are often in their vehicles and can not respond to the ad right away

Using Radio Advertising

Contemporary Direct Marketing Chapter 07


Interactive electronic media
Interactive Electronic Media

  • Telephone

    a) Outbound

    b) Inbound

  • Computer

    a) Internet

    b) Worldwide Web

  • Interactive Television

Contemporary Direct Marketing Chapter 07


Uses of outbound calling
Uses Of Outbound Calling

  • Generating new sales

  • Generating leads and qualifying inquiries for personal sales follow-up

  • Serving present accounts

  • Reactivating old customers

  • Upgrading and increasing incoming orders

Contemporary Direct Marketing Chapter 07


Uses of inbound calling
Uses Of Inbound Calling

  • Ordering or inquiring

  • Clarifying or requesting assistance

  • Responding immediately to an advertisement

  • Expediting processing

  • Locating a dealer or a product servicing location

  • Obtaining financial data

Contemporary Direct Marketing Chapter 07


Television telephone hookups
Television/Telephone Hookups

  • Interactivity

  • “Broadcasting” becomes “Narrowcasting”

  • Original “Videotext” systems

    • Prestel (England)

    • Teletel (France)

    • Telidon (Canada)

    • Viewtron (USA)

    • AT&T/CBS (USA)

Contemporary Direct Marketing Chapter 07


Direct marketers new interest in media
Direct Marketers’New Interest in Media

  • Shopping

  • Responding

  • Ordering

Contemporary Direct Marketing Chapter 07


Salespeople
Salespeople

  • Telemarketing

  • Face-to-Face Contact

  • They close the sale

Contemporary Direct Marketing Chapter 07