Chapter 11 Flashcards
What are the advantages of television as a medium?
1) creativity and impact
2) coverage and cost-effectiveness
3) captivity and attention
4) selectivity and flexibility
what are the limitations of television as a medium?
1) costs
2) lack of selectivity
3) fleeting messages
4) clutter
5) limited viewer attention
6) distrust and negative evaluation
what is zipping?
occurs when customers fast-forward through pre-recorded commercial breaks
what is zapping?
changing channels to avoid commercials
what is spot advertising?
commercials shown on local TV stations, with the negotiation and purchase of time being made directly from the individual stations
what is local advertising?
spot advertising that is sold to local companies
what are reasons for sponsoring a program?
sponsorship allows the company to capitalise on the prestige of high-quality program, enhancing the image of the company and its products.
although it can be costly to sponsor an entire ad-free program
can also sponsor to gain more control over the other ads
what does selecting time involve?
choosing the right time and program
benefits of subscription TV?
selectivity.
viewers tend to be younger, more affluent, and better educated than non-subscribers, have greater purchasing power.
what is narrowcasting?
the reaching of a very specialised market through programming aimed at particular target audiences. cable television offers excellent opportunities for this.
limitations of subscription TV
less viewers than regular networks (even among subscribers) due to lower quality shows
audience fragmentation (viewers spread out among large number of channels)
what are some audience measures?
1) program rating
2) households using television (HUT)
3) share of audience
4) the people meter
what is a program rating?
the percentage of TV households in an area that are tuned to a specific program during a specific time period
a rating point represents 1% of all the television households in a particular area turned to a specific program
what is households using television (HUT)?
the percentage of homes in a given area where tv is being watched during a specific time period
aka sets in use
what is the share of audience?
the percentage of households using TV in a specified time period that are tuned to a specific program.
what is the total audience?
the total number of homes viewing any five-minute part of a telecast.
what is the people meter?
an electronic measuring device that records not only what is being watched, but also by whom. sample size is around 4000 HH (households)
what are some advantages of radio?
1) cost and efficiency
2) selectivity
3) flexibility
4) mental imagery
5) integrated marketing opportunities
what are some limitations of radio?
1) creative limitations
2) audience fragmentation (large number of channels)
3) dispersed buying procedures
4) research data (diary method only)
5) limited listener attention
6) clutter
what are ways of buying radio time?
1) network radio (national radio) - easier, less people to negotiate with
2) local radio (most common)
3) time classifications
what are characteristics of print media (magazines and newspapers)?
1) allow presentation of detailed info
2) can be read at reader’s own pace
3) high involvement
4) newspapers have wide reach
5) magazines have extremely selective reach
what are consumer magazines?
bought by general public for information and entertainment - classified into categories such as general women’s interests, men’s, sport, food etc.
best suited to marketers interested in reaching general consumers of products and services as well as to companies selling products that appeal to specialised markets.
little wasted coverage
what are business publications?
magazines or trade journals published for specific businesses, industries or occupations
e.g. retail news, architect news, industrial engineering news, etc.
generally for b2b
what are custom publications?
magazines published for particular organisations for their own customers.
can carry other companies’ ads
e.g. quantas in flight mag
what are newspaper-inserted magazines?
magazines that come with newspapers, duh
e.g. weekend australian
add benefits of magazines to newspapers
what are some advantages of magazines?
1) selectivity
2) reproduction quality
3) creative flexibility
4) permanence (long life span)
5) prestige (when adving prestige mag)
6) consumer receptivity and involvement
7) services (e.g. split runs, selective binding, ink-jet imaging)
what are split runs
where two or more versions on an ad are printed in alternate copies of the same issue.
allows adver to test both ads to see which one generates most response
what is selective binding?
allowing your ad to be only printed in a subsection of the issue which will then be sent to only a specific subset of subscribers
what is ink-jet imaging?
projects ink onto page rather than using plates.
allows customisation of messages
what are some limitations of magazines?
1) costs
2) limited reach and frequency
3) long lead time (takes a while before ad is published)
4) clutter and competition
what is circulation/primary circulation?
the number of individuals who receive publication through subscription and store purchase
what is pass-along readership?
when the publication is passed from one person to another, or when is read in waiting rooms (such as doctors)
what is total audience aka readership?
the total number of people who read the mag.
get it by multiplying readers per copy by circulation
what are the different types of newspapers?
1) daily newspapers
2) weekly newspapers
3) newspaper supplements
what are the types of newspaper advertising?
1) display advertising
2) classified advertising
3) inserts
what is display advertising?
in newspapers
found throughout
generally use illustrations, headlines, whitespace,
what is classified advertising?
in newspapers
arranged into sections of ads with product category
generally real estate, employment, and automotive
largely migrated online
what are inserts?
printed by advertiser, inserted into paper.
generally direct mail etc.
what are the advantages of adving in newspaper?
1) extensive penetration
2) flexibility
3) geographic selectivity
4) reader involvement and acceptance
what are some limitations of newspapers?
1) low reproduction quality
2) short life span
3) lack of selectivity and declining cirulations
4) clutter
what does run of paper (rop) mean?
the newspaper decides where to place the ad
what is support media
aka alternative media
aka ambient media
includes out-of-home media, promotional products media, yellow pages advertising, cinema advertising, branded entertainment, and guerrilla marketing
what are types of out-of-home media
1) mobile billboards (scooters with ads)
2) roadside billboards
3) roadside, other (bus stops etc.)
4) transport
5) retail/lifestyle
6) point-of-purchase media (in-store ads/tv, shopping trolley signage, shopper dockets etc)
what are some advantages of out-of-home advertising?
1) wide coverage of local markets
2) frequency
3) geographic flexibility
4) creativity
5) ability to create awareness
6) efficiency
7) effectiveness
8) timeliness
limitations of out-of-home advertising
1) waste coverage
2) limited message capabilities
3) wearout
4) measurement issues
5) image issues (graffiti/visual pollution)
what are promotional products media?
any tangible form of marketing used to promote a brand, event, conference, or initiative.
e.g. branded pen
what are some advantages of promotional products media?
1) selectivity
2) flexibility
3) frquency
4) cost
5) goodwill
6) high recall
7) supplementing other media
what are limitations of promotional products media?
1) image
2) saturation
3) lead time
what is a directional medium
does not create awareness, only directs consumers to location or info.
e.g. yellow pages
what are the advantages of adving in yellow pages?
1) wide availability
2) action oriented
3) costs
4) frequency
5) non-intrusiveness
limitations yellow pages
1) timeliness (becomes outdated)
2) limited creativity
3) size requirements
cinema advertising advantages
1) high exposure
2) mood (association with movie)
3) cost
4) recall (83% recall cinema ads)
5) lack of clutter
6) proximity (next to shopping centres)
7) segmentation
cinema advertising limitations
1) irritation (extremely strong limitation)
2) cost
what are the types of branded entertainment?
1) product placements
2) product integration
advantages of branded entertainment
1) exposure
2) frequency (potentially)
3) support for other media…
4) source association (good for good movies)
5) cost (CPM very low, $mills is rare)
6) recall
7) bypassing regulations
8) acceptance
9) targeting
limitations of branded entertainment
1) high absolute cost
2) short exposure
3) limited appeal (no ability to discuss product benefits
4) lack of control
5) public reaction (if too intrusive)
6) competition
7) negative placements
8) clutter
