contemporary advertising 11e chapter 16
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chapter16
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Using Electronic Media:Television and Radio
Factors to evaluate when considering the use of radio and television
in the creative mix
Chapter
16-3
Chapter 16 Objectives
Describe advantages and drawbacks of broadcast TV as
an ad medium
Discuss advantages and drawbacks of cable TV as an
ad medium
Explain the process of buying cable and broadcast TV time
Evaluate different types ofTV advertising
Describe the process of TV audience measurement
Discuss the main factors when buying TV time
Explain major factors to consider when buying
radio timeAnalyze pros and cons of
using radio in the creative mix
16-4
The Medium of Television
Broadcast TV Cable TV
VHF and UHF
Independent Stations
Network Affiliates
Premium Services
Ad-Supported Networks
Superstations
TV Audience Trends
Demographics
DVD Rental
TV on over 8 hours/day
Cable Households
Fragmentation
Number of Channels
16-5
The Medium of Television
Adult viewers’ ratings of various media
Insert ex. 16-3, p. 512
Media advertising rated by viewers
Position = centered horiz., 2.4” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
16-6
The Medium of Television
Types of local, network, and cable TV ads
Sponsorship
Participation Basis
Spot Ads
Syndication
Program-Length Ads(Infomercials)
TV ad spending ($ billions)
Insert ex. 16-6, p. 517
Measured TV spending
Position = 3.19” horiz., 3.7” vertical
Size = 5” WIDE
Resolution: 300 dpi
16-7
Types of TV Advertising
Prime time’s most expensive 30-second spots
Insert ex. 16-7, p. 517
Ad cost per 30-sec spot
Position = 2.9”horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
16-8
Types of TV Advertising
Network and syndication distribution
Insert ex. 16-8, p. 519
TV network and syndication distribution
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
16-9
DaypartsRating
ServicesDefining TV
MarketsAudience Measures
TV Audience Measurement
Nielsen & Networks
Cable Ratings
16-10
DaypartsRating
ServicesDefining TV
MarketsAudience Measures
TV Audience Measurement
Nielsen & Networks
Cable Ratings
Designated Market Areas
16-11
TV Audience Measurement
Daytime 9 A.M. – 4 P.M
Early Fringe 4 – 5:30 P.M.
Early News 5 or 5:30 – 7:30 P.M.
Access 7:30 – 8 P.M.
Prime Time 8 – 11 P.M.
Late News 11 – 11:30 P.M.
Late Fringe 11:30 – 1 A.M.
DaypartsRating
ServicesDefining TV
MarketsAudience Measures
Nielsen & Networks
Cable Ratings
Designated Market Areas
16-12
TV Audience Measurement
DaypartsRating
ServicesDefining TV
MarketsAudience Measures
Nielsen & Networks
Cable Ratings
Designated Market Areas
TV Households
Households Using TV
ProgramRating
AudienceShare
Total TVHH in area
TVHH tuned to program=Rating
16-13
Buying TV Time
Cost per Thousand
Cost per Point
Gross Rating Points Reach (avg. rating) × Frequency=GRP
=CPPRating
Cost
Thousands of People=CPM
Cost
2. Select most efficient program
3. Negotiate prices and contracts
1. Request avails from media rep
16-14The Mediumof Radio
Who uses radio?
95% of U.S adults listen each week
75% of U.S. adults listen every day
Average time is 3 hours per day
Radio’s reach exceeds that of other media
Insert ex. 16-11, p. 528
Daily and weekly radio reach
Position = 0.35”horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
16-15
The Medium of Radio
Stations in the most common programming formats
Insert ex. 16-12, p. 530
Radio station formats and percentages
Position = centered horiz., 2.2” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
16-16
The Medium of Radio
Mini-networks target demographic groups
Insert ex. 16-13, p. 531
Radio mini-networks
Position = centered horiz., 2.2” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
16-17
Ad for a radio program
The Mediumof Radio
Insert photo 16.6, p. 532
Westwood One Radio Network ad
Position = 0.35”horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
16-18
Buying Radio Time
Morning drive 6 A.M. – 10 A.M.
Daytime 10 P.M. – 3 P.M.
Afternoon drive 3 P.M. – 7 P.M.
Nighttime 7 P.M. – midnight
All night Midnight – 6 A.M.
Local Radio
NetworkSpotRadio
Dayparts
16-19
Buying Radio Time
Ratings Based on Dayparts
Cume Estimates
Gross Rating Points (GRP)
Average Quarter-Hour (AQH)
Total Audience Plan (TAP)
Run-of-Station (ROS)
AQH RatingPopulation
=AQH Persons × 100
GRP AQH Rating × No. of Spots=
Cume Rating =Population
Reach Potential × 100
16-20
Buying Radio Time
Hooked on Phonics.com spot frequently aired during dayparts with high listenership
Insert photo 16.7, p. 535
Hooked on Phonics.com radio spot
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi