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Advertising Media advt2510 > L8 - Broadcast Media: Television and Radio > Flashcards

L8 - Broadcast Media: Television and Radio Flashcards

1
Q

Broadcast Media:

A
  • Transmits sounds or images electronically
  • Includes radio and television
  • Broadcast engages more senses than sight and adds sound as well as motion for television
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2
Q

Television Advertising:

A
  • Freeview (free to air) or Subscription
  • Advertising is embedded in the programs
  • Film format creates a brand image and personality better than other media
  • Flexibility in market coverage, target audiences, scheduling and budgeting
  • Cost is a function of the rating for the surrounding program (and channel, time of day etc)

(rappel: prime time 6pm-11pm)

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3
Q

Television Advertising Forms:

A

Infomercials (téléachat)

  • Use an informed approach and combine it with direct response
  • Generally 30 to 60 minutes long
  • Often in late-night viewing (or channels)

Program Sponsorship

  • The advertiser assumes part or all of the cost in producing the program, provides accompanying commercials and sometimes places products

Product Placement

  • Involves the placement of the advertised product in the program
  • Does not intrude on conventional advertising so is considered more effective (but might not be noticed)

Interactive Worlds of Entertainment

  • Creation of brand-funded entertainment on the Internet
  • Combines YouTube, Web pages and Facebook to encourage interactivity
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4
Q

Brand-Funded Entertainment pros and cons:

A

Advantages

  • Relatively new in the marketplace
  • Allows the target to be caught ‘off-guard’ whilst resistance is low

Disadvantages

  • Placement may not be noticed
  • May not be a suitable match for a product
  • Increased risk due to possibility of investing in a commercial ‘dud’
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5
Q

The Medium of Television pros and cons:

A
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6
Q

Cable TV Pros and Cons:

A
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7
Q

Measurement and Digital Video Recorders (DVR):

A
  • Audiences are irritated by clutter and prone to zipping (fast forwarding) and zapping (channel hopping).
  • They may also cut them out using a digital video recorder (DVR) or personal video recorder (PVR).
  • Ratings now include both live and time-shifted viewing (TSV).
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8
Q

How the PVR is changing advertising?

A
  • Sponsorship
  • Product placements
  • Interactive advertising during programs
  • Embedded ads in Video on demand
  • Ads within the PVR main menu
  • Endorsement deals
  • Infomercials
  • Pop-up ads within a program
  • Features in TV shopping channels
  • Commercial free, fee based content
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9
Q

Buying TV Time :

A
  • Cost per Thousand (CPM)
  • Target CPM (TCPM)
  • Gross Rating Points (GRP)
  • Cost Per Point (CPP)
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10
Q

CPM =

A

Cost per Thousand

CPM = Cost/1000 audience reached

or (Cost/Audience reached)*1000

Not comparable across different media

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11
Q

TCPM =

A
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12
Q

GRP =

A

Gross Rating Points

GRP = Reach (avg rating) × Frequency

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13
Q

CPP =

A

Cost Per Point

CPP = Cost/(Gross Rating) Points

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14
Q

The Radio Industry:

A
  • Commercial radio
  • Community radio
  • Public radio
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15
Q

Radio Advertising:

A
  • Engages imagination because it relies on listeners mind to fill in the visualelement
  • Commercials lend themselves to repetition, particularly music (jingles)
  • Passive medium (often listened to in the background)
  • Captive audience
  • Highly segmented
  • Breakfast is the most competitive time slot
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16
Q

Pros and Cons of Radio Ads:

A
17
Q

Use reach when:

A

Something is (significantly) “new”

(e.g. new product features, new variety, new distribution, new advertising copy, new positioning, new market aims, new packaging)

18
Q

Employ frequency when:

A
  • Lack of unique message,
  • when your brand is little different from others,
  • high noise level in advertising environment.

Logic consistent with exposures Ostrow model

19
Q

Effective Frequency vs Recency Planning

A
20
Q

Continuity Scheduling pros and cons:

A

Advertising is steady and consistent over the campaign period

Limitations:

  • Higher budgets
  • Small budgets spread over long periods may result in low reach and frequency

Benefits:

  • Supports recency planning theory
  • On going advertising may quality the advertiser for preferred positions or discounts

Variations:

  • Shifting Reach Pattern (it is implemented by concentrating the advertising in a small set of media vehicles for one advertising cycle, then changing to another non-overlapping small set of vehicles for the next cycle, and so forth i.e. morning then lunchtime then evening TV programs)

Advertising Media advt2510 (11 decks)

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