Chapter 7 - Developing & Utilizing Electronic Media Flashcards
1
Q
Forms of Electronic Media
A
- Television
- Radio
- Telephone
2
Q
Broadcast Facts
A
- Most universal fo all media
- There are more radios than people in the U.S.
- Virtually every American household has at least one television
- Over 84% of U.S. homes have cable
- Average TV is “on” for 6 hours per day
- TV is still the primary source for news
3
Q
Broadcast Media Spending on Direct Response Advertising
A
- In 2007, all sirect response adveretising spending amounted to $173.2 Million
- DR Television spending = $22.8M
- DR Radio spending = 5.0M
- DR Television and Radio spending amounted to $27.8M in 2007, or 16% of all DR advertising spending
4
Q
Television
A
- A measurable and accountable means of advertsing
- Provides immediate response
- Special-Interest Channels have allowed an increase of market segmentation
5
Q
Market Segmetation
A
- Who are the viewers?
- 2 types: entertainment vs. information
- How receptive are they to a direct offer?
- It depends!
6
Q
Measurements of Advertising Response
A
- Gross Rating Points (GRP) - used as a measure for “general” advertising
- Area of Dominant Influence (ADI) - also considered by “general” advertisers
- Cost Per Response (CPR)
- Response vs. recall! Best for direct marketers
- Direct marketers must always relate advertising results to advertising costs!
7
Q
Cost Per Response
A
Formula ato calculate “cost per response”
CPR = Total promotion Budget / Total No. of Order/Inquiries Received
8
Q
How TV isUsed In Direct Response Advertising
A
- To Sell Porducts
- To Get Inquires
- To GIve Support to Other Media
Length varies based on use!
Informericals - great of Direct Marketing
9
Q
Common Types of Business Using Infomercials
A
- Business Opportunity
- Beauty
- Health and Fitness
- Household
- Enterainment
- Kitchen
- Not for Profit
10
Q
Using Television Advertising
A
- Advantages
- Provide a wide choice of cost alternatives
- Quick response
- Large impacts in short time periods
- Disadvantages
- Short-lived responses
- High cost to produce and place TV ads
- Limited time
- Lack of tangible response devices
11
Q
Radio
A
- Became a major medium for direct response advertising in the 1920s
- Allow advertisers to segment listeners, e.g., by types of music, all-news, sport only, etc.
- Still a meduim today, but not widely used
- Radio listeners tune into les then 3 stations regularly, while TV viewers continuously swicth channels
12
Q
Using Radio Advertising
A
- advantages
- Relatively low cost
- Message can be meld wih disc jockey chatter
- Can be up to 15 minutes
- Per inquiry arrangments
- Little preparation
- Changes can be made up to the very last minute
- More flexible than TV
- Disadvantages
- No permnent response device
- No visual impact
- People listening are often in their vehicles and can not respond to the ad right away
13
Q
The Telephone
A
- Can be viewed both as a marketing medium and a response mechanism
- Telemarketing is medium that uses sophisticated telecommunications and information systems combined with personal selling and servicing skills to help companies keep in close contact with present and potential customers, increase sales, and enhance business productivity.
14
Q
Inbound Calls
A
- Inbound Calls (where customers are calling in) -reactive telemarketing
- Application
- Ordering or inquiring
- Clarifying or requesting assistance
- Responding immediately to an advertisment
- Expediting processing
- Making pledges or contributions
- Obtaining financial data, stock. prices etc.
15
Q
Outbound Calls
A
- Outbound Calls ( where firm call the customers) - Proactive telemarketing
- Applications:
- Generating bew sales, including reorders and new product introductions
- Generating leads
- Serving present accounts
- Reactivating old customers
- Surveying customers, members, and voters
