CHAPTER: 11 EVALUATION OF BROADCAST MEDIA

PREPARED BY: Nishant Soni 57 Marketing

 WHAT IS ADVERTISING?

Advertising is Paid, Non-personal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience.

 CHARACTERISTICS OF GREAT ADS

Good or Great Ads Work on Two Levels

Satisfy the Customers Objectives by Engaging Them & Delivering a Relevant Message

Achieve the Sponsors Objectives

 TYPES OF ADVERTISING

 MEDIUMS OF ADVERTISING

 BROADCAST
Meaning:

The BROADCAST means, 1. To Dispersed Widely 2. To Issue News Or Ads By Wireless Telephony

1. TELEVISION
Television means an art of seeing by hertzian waves. It has often been said that television is the ideal advertising medium. It has the ability to combine visual images, sound, motion, and color in to one advertisement and broadcasting on the television. It presents the advertiser with the opportunity to develop the most creative and imaginative appeals of any medium.

 TELEVISION ADVANTAGES
1. Creativity and Impact

2. Coverage and Cost Effectiveness

3. Captivity and Attention

4. Selectivity and Flexibility

 TELEVISION DISADVANTAGES

 BUYING TELEVISION TIME

The purchase of TV advertising time is a highly specialized phase of the advertising business, particularly for large companies spending huge sums of money.

The advertisers can purchase a time in variety of program formats . They can purchase time on national, regional, or local basis.
They can also sponsor an entire program, participate in the sponsorship , or use spot announcements during or between programs.

 NETWORK VERSUS SPOT ADVERTISING

A basic decision for all advertisers is allocating their TV media budgets to network versus local or spot announcements. NETWORK a network assembles a series of affiliated local TV stations o National coverage is available through networks o Affiliated stations are linked o Purchase transactions are simplified SPOT/LOCAL commercials shown on local TV with time purchased from individual stations o Commercials shown on local stations o May be local or national spot (non-network advertising done by a national advertiser) Network advertising is used by large national advertisers to disseminate their messages cost effectively and simplify their purchasing. Additionally, large national advertisers supplement their advertising in specific markets by using local/spot advertising. Local firms, such as banks, retailers, and auto dealers, use spot/local advertising to reach their local geographic markets.

 METHODS OF BUYING TIME

Sponsorship Participations Spot Announcements
1. Bought from local stations 2. ads generally appear during time periods adjacent to network programs

1. Advertiser assumes responsibility for the production and perhaps content

1. Participating sponsors share the cost 2. May participate regularly or sporadically 3. Advertiser isnt responsible for production 4. Participants lack control over content

2. Firm can capitalize on the prestige of a high-quality program

3. Control over the number, placement, and content of its commercials

 CABLE TELEVISION (CATV)

Characteristics

Advantages

Limitations

1. National, regional, and local available

2. Targets specific geographic areas

1. Highly selective narrowcasting 2. Reaches specialized markets 3. Low cost and flexibility

1. Overshadowed by major networks 2. Audience is fragmented 3. Lacks penetration in major markets

Cable advertising has increased considerably over the last twenty years; by 2007, cable penetration reached 86% of the nations 112.8 million households, either through wired cable or through other delivery systems. Cable TV broadens the program options available to the viewer, as well as the advertiser, by offering specialty channels, including all-news, music, sports, weather, educational, and cultural. This has broadened its appeal, which in turn has grown its audience. Cable channels now have more of the prime-time viewing audience than the major networks.

 ESPN IS ONE OF THE MOST POPULAR CABLE NETWORKS

When ESPN was launched in 1979, the critics declared that all the good sports are already on the three networks. They ridiculed the network for broadcasting such things as stock car racing, which was described as two hours of left turns.
No one is laughing at ESPN today. It is one of the top cable networks, reaching nearly 90 million homes in the United States 10 million more than its closest competitor.

 MEASURING TV AUDIANCE
One of the most important considerations in TV advertising is the size and composition of the viewing audience. Measuring the size of the audience is very important to marketers. The various audience measurement terms, including: TELEVISION HOUSEHOLDS number of households that own a TV PROGRAM RATING percentage of TV households in an area that are tuned to a specific program during a specific time period. HOUSEHOLDS USING TV percentage of homes in a given area where TV is being watched during a specific time period SHARE OF AUDIENCE percentage of households using TV in a specified time period that are tuned to a specified program TOTAL AUDIENCE the total number of homes viewing any five-minute part of a telecast.

 WEEKDAY TELEVISION DAYPARTS

Morning 7:00-9:00 a.m.

Daytime
Early Fringe

9:00 a.m.-4:30 p.m.

4:30 p.m.-7:30 p.m.

Prime-Time Access
Prime Time

7:30 p.m.-8:00 p.m.

8:00 p.m.-11:00 p.m.

Late News

11:00-11:30 p.m.

Late Fringe

11:30-1:00 a.m.

 TV AUDIENCE MEASURES
Program Rating

RATING =

Households' tuned to show Total Households

Share of Audience

SHARE =

Households tuned to show Total Households using TV

2. RADIO
Radio means wireless sound conductor. Radio Network is a Group of Local Affiliates Connected to One or More National Networks Through Telephone Wire and Satellites. Although there are many similarities between radio and TV, there are also some major differences between the two forms of broadcast media. This shows that in comparison to television & radio advertising: Radio has more limited communication Radio costs much less to produce Radio cost much less to purchase Radio has less status and prestige Radio offers only an audio message

 MENTAL IMAGERY

This illustrates how radio advertising can boost the effectiveness of a television campaign through the imagery transfer process. Visual elements of television commercials are transferred into the consumers mind by using a similar audio track in radio commercials The idea behind image transfer is that consumers will replay the visual image mentally when they hear the audio portion of a corresponding radio commercial. Thus, by incorporating similar audio tracks in both TV and radio commercials, advertisers can use radio to transfer the visual images from their television ads into the minds of consumers.

 ADVANTAGES OF RADIO
Cost and Efficiency

LIMITATIONS OF RADIO
Creative Limitations Audience Fragmentation Chaotic Buying

Selectivity

Flexibility Limited Research Data Mental Imagery Limited Listener Attention Digital Media Competition Clutter

Integrated Marketing

 BUYING RADIO TIME

Three national networks (ABC,CBS,NBC)

Network Radio

Over 100 regional/area networks

About 20% of all spots Allows great flexibility, targeting Purchase transaction can be difficult

Spot Radio

Local Radio

Nearly 80% of advertisers are local

Local CATV is becoming competitive

 AUDIENCE INFORMATION
Person estimates Share Arbitron Rating

Because there are so many radio stations, and thus many small, fragmented audiences, the stations cannot support the expense of detailed audience measurement. Therefore, they turn to radio ratings services, such as Arbitron and RADAR. Arbitron covers 286 local radio markets with one to four ratings reports per year. The three basic estimates in the Arbitron report are:

Person estimates the estimated number of people listening Rating the percentage of listeners in the survey area population Share the percentage of the total estimated listening audience
RADAR Network audience measures

RADAR reports are issued four times a year and provide network audience measures, along with estimates of audience and various segments.