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Broadcast Media(Continued)

Lecture18

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Recap

I. Chapter Key PointsII. Broadcast MediaIII. RadioIV. Television

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Lecture Outline

I. TelevisionII. Film and VideoIII. Product PlacementIV. Using Broadcast Advertising Effectively

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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• Participations• Spot announcements

• Advertiser assumes total financial responsibility for producing the program and providing the commercials

• Advertiser can control the content and quality of the program and the placement and length of commercials

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Television Advertising

• Sponsorships• Participations• Spot announcements

• Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program

• Provides more flexibility in market coverage, target audiences, scheduling, and budgeting

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Television Advertising

• Sponsorships• Participations• Spot announcements

• Commercials that appear in the breaks between programs

• Local affiliates sell these to advertisers who want to show their ads locally

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Measuring the Television Audience

• Rating points– The percentage of all the households with

television tuned into a particular program• Share of audience– The percentage of viewers based on the number

of sets turned on

• Gross Rating Points– The sum of the total exposure expressed as a

percentage of the audience population• People meters– Record what television shows are being watched,

the number of households watching, and which family members are viewing

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Television

Advantages• Pervasiveness• Cost efficiency• Impact

Disadvantages• Production costs• Clutter• Wasted reach• Inflexibility• Intrusiveness

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Film and Video

• Trailers• Videocassette and DVD distributors also

placing ads before movies• Promotional video networks in stores, offices,

truck stops, etc.

Advantages• Play to a captive audience• Attention level is higher than for almost any

other form of commercialsDisadvantages

• Captive audience resents intrusion of ads

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Product Placement

• When a company pays to have verbal or visual brand exposure in a movie or TV program

Advantages• Demonstrates product usage in a natural 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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Play…

1. Cast Away - Official Trailer 2. The World Is Not Enough – Trailer3. Product placement in Films

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Using Broadcast Advertising

Use Radio If…• Local business• Highly targeted audience• Small budget• Timing consideration• Align interests with program• Personal message with human voice• Works in musical form or strong in mental imagery• Need reminder message

Use Television If…• Want wider mass audience• Align interests with program• Good budget• Product needs both sight and sound• Prove something to audience• Halo effect• Create or reinforce brand image and personality

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Using Broadcast Advertising

Use Movie Ads If…• National brand• Have budget to do high-quality commercials• Want to associate brand with movie stars• Movie audience matches brand’s target audience• Substantial visual impact and quality production

Use Placement If…• Want to associate brand with stars and story• Viewing audience matches brand’s target audience• Natural fit between product and storyline• Opportunity for brand as star• Appeals to stakeholders• Supporting ad campaign

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Summary

I. TelevisionII. Film and VideoIII. Product PlacementIV. Using Broadcast Advertising

Effectively

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Reference

• Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.