mcom30 slidedeck- class 12 - broadcast

PowerPoint Presentation

direct

broadcast

presented by Lindsey Fair

One to many but still targeted

t.v.

Typical response rate = 2.1%High response rate = 8.14%Low response rate = 0.2%*this is for DRTV, for commercial

PROSWide potential reach

Dedicated attention

CONSHigh Cost

Weak measurability

Psychology of Target:

Entertainment or information

Key Points about TV DM:

Right time, right place is keyThe right placement (Show / station matter)The right time of day, of week, even of month

Reaches virtually everyone and every locationNot as competitive in DM realm as in other channelsSaturation #s very, very high = wide potential reach

Difficult to separate market segmentsRelatively high costRelatively low response rate =paying for non-qualified leadsMeasurability difficultCostly to test withDifficult to adjust throughout campaignDifficult for viewers to reference later if they need clarification

DRTV

DRTV Direct Response Television

25% of all commercials are classified as DRTVAnd not all cheezy, sleezy slap chop like

commercials

http://m.mediapost.com/publications/16/Cat-litter-B.jpgCommercials

http://www.hacer.org/latam/wp-content/uploads/2012/07/madagascar3.jpgpre-roll

Pre-roll play while you wait for real show on youtube, at the theatre, in an elevator, doctors office, etc. target based on search terms, location, etc.

Now mid-roll

16% tune out, but thats 84% that dont

Madagascar 3 has 5 seconds before people click "skip" and in that short amount of time they:Addressed the audienceAsked a questionShowed 7 fast-paced cutsAbout 15 seconds later they address the audience again with some humor and a very clear call-to-action. And, although the video is 90 seconds long, the actual ad ends before 30 seconds, the point at which the advertiser would have to pay for a view. This lets them get in their entire message all before they have to fork over any cash to Google. Great pre-roll and smart ad execution.

http://theinspirationroom.com/daily/commercials/2012/5/durex_vinyl.jpgsocial DRTV

could this one be more direct?

http://thehippy.net/nucleus/media/1/20070212-weetbix750.jpg

radio

Typical response rate = 0.31%High response rate = 0.6%Low response rate = 0.12%

http://www.radiocreative.com/audio/keurig.mp3

PROSGood Segmentation Ability

Lower Cost for wide audience

Repetition

CONSLimited virality

Difficult to craft good direct message w/o the cheezy factor

Very rarely every a single channel in direct marcomm

Psychology of Target:

Entertainment or information

Key Points about Radio DM:

On air personalities can add credibilityPick the station by the segment not by the music you like

Better at segmentation than TV, but still don't need a listMore loyalty existsRelatively low cost compared to TV, Direct MailLess prep time needed than for Mail or TVCan test alternates for fairly low cost and easeRepetition

Difficult for viewers to reference later if they need clarificationLacks visual impact and demo opportunityNo response deviceNeed to repeat contact info but have limited time

http://thefunnyinbox.com/wp-content/uploads/2010/07/nasty_animals_funny_zoo.jpg

http://www.edgewater-estates.com/edgewater/custom_WebPage_Files/image/LCMAerial%20-%20Crop.JPGVote, vote, vote

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mcom30 slidedeck- class 12 - broadcast

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