Issues in Traditional Media (Broadcast Media)

Michael Lassiter C. Aaron Westbrook

Media Impact

“Measure of the effect a medium has on its audience”

Media Effectiveness Extent to which an activity fulfills its intended

function or purpose

Media Effectiveness Research Insight on which medium is most effective for

their specific needs

Media Effectiveness

Inter-Media Effectiveness

Intra-Media Effectiveness

Media Mix

Media Effectiveness Research

% Total Adults

MediumLearn

ProductsMost

PersuasiveMost

AuthoritativeMost

InfluenceMost

Exciting

Television 53 70 49 79 78

Radio 5 6 10 3 5

Newspapers 10 11 22 7 4

Magazines 16 9 12 4 6

Internet 17 5 6 7 7

Total 101 101 99 100 100

Traditional Media

Advantages v. Disadvantages Television Radio Newspapers Magazines Out of Home

Advantages Mass reach Selective reach Multi-sensory Intrusiveness Media flexibility Creative flexibility Purchase funnel impact

Disadvantages High cost Declining cost

effectiveness Intrusiveness Zapping Geographic coverage

Television

http://www.adweek.com/video/advertising-branding/six-questions-will-big-super-bowl-spot-ever-die-146996?auto

Super Bowl Ratings

108.41 Million Viewers

3rd Highest TV rating ever… Super Bowl XLV ranks 2nd

Where do other mediums rank? Radio – Rush Limbaugh (14.75 million weekly listeners) Newspaper circulation – USA Today (2.5 mill. Circulation) Magazine circulation – AARP (22.4 mill. Circulation) Out of Home – I-405 San Diego, CA (AADT of 378,000)

Advantages Targeting Cost efficiency Tighter geographic

targeting Affordability Creative Impact Imagery transfer Research Findings

Disadvantages Advertising exposure Non-visual Non-intrusiveness Commercial positioning

Radio

Advantages Editorial context God reach Shopping comparison Geographic targeting

Disadvantages Declining quality Perceived editorial bias Cost efficiency Rate inequities Ad clutter Declining audiences Production quality Logistics

Newspapers

Advantages Communication Long issue life Targeting Context Excellent color Promotion Prestige Competitive edge Enhanced media mix

Disadvantages Selective perception Lack of immediacy Cost efficiency Slow to build reach Imprecise geographic

targeting

Magazines

Advantages Large audience potential Measurement system Simple awareness Geographic flexibility Ethnic group targeting Fit in media mix

Disadvantages Glance medium Distorted size perception Location, location, location! Obstructions Limited availabilities Problematic creative Low CPMs

Out of Home

Trouble…

Trouble…

TROUBLE!!!

Questions?