Q3 Broadcasting Media

Question 1

Advantages of TV (4)

Answer 1

1) creativity and impact
2) coverage and cost effectiveness
3) captivity and attention
4) selectivity and flexibility

Question 2

Creativity and impact (2)

Coverage and cost effectiveness (2)

Answer 2

1) creativity and impact
- the interaction of sight and sound offers tremendous creative flexility and makes possible dramatic, lifelike representations of products, services and situations.
- excellent medium for demonstrating a product or service.

2) coverage cost effectiveness
- possible to reach large audiences
- marketers selling products and services that appeal to broad target audiences find that television lets them reach mass markets more effectively.

Question 3

Captivity and attention (1)

Selectivity and Flexibility (2)

Answer 3

1) captivity and attention
- television is basically intrusive in that commercials impose themselves on viewers as they watch their favourite programs.

2) selectivity and flexibility
- variations in the composition of audiences as a result of program content, broadcast times and geographic coverage.
- with the growth of pay to, advertisers refine their coverage further by appealing to groups with specific interests.

Question 4

Television limitations (7)

Answer 4

1) fleeting message
2) cost
3) low selectivity
4) clutter
5) distrust
6) negative evaluation
7) limited attention
- zipping
- zapping

Question 5

Costs (1)

Lack of selectivity (1)

Answer 5

1) costs
- the high cost of television stems not only from the expense of buying airtime but also from the costs of producing a quality commercial.

2) lack of selectivity
- advertisers who are seeking a very specific, often small, target audience find the coverage frequently extends beyond their market, reducing its cost-effectiveness.

Question 6

Fleeting message (2)
Clutter (1)

Answer 6

1) fleeting message
- TV commercials usually last 30 seconds or less, and leave nothing tangible for the viewer to examine or consider.
- commercials have become shorter and shorter as advertisers try to get more impressions from their media budgets.

2) clutter
- the problems of fleeting messages and shorter commercials are compounded by the fact that the advertisers message is only one of many spots and other non programming maturely seen during a commercial break, so it may have trouble being noticed.

Question 7

Limited view attention

Answer 7

• people leave the room to go to the toilet, or get some,thing to eat or drink, or distracted by something else.
• zipping occurs when customers fast forward through commercials as they play back a previously recorded program.
• zapping refers to changing channels to avoid commercials.

Question 8

Buying TV advertising time - regional advertising (2)

Answer 8

• offers the national advertiser flexibility in adjusting to local market conditions.
• this appeals to advertisers with uneven distribution or limited advertising budgets, as well as those interested in test marketing or introducing a product in limited market areas.

Question 9

Methods of buying TV time (2)

Answer 9

1) sponsorship
- allows the company to capitalise on the prestige of a high quality program, enhancing the image of the company and its products.

2) selecting time periods and programs
- buying to time is selecting the right period and program for the advertisers commercial messages. The cost of TV advertising time varies depending on the time of day and the particular program, since audience size varies as a function of these two factors.

Question 10

Advantages (3) and limitations (2) of pay TV

Answer 10

1) advantages
- narrowcasting
- lower cost
- flexibility

2) disadvantages
- fragmentation
- thin penetration

Question 11

TV advertising works best when (4)

Answer 11

1) the budget is large enough to produce high quality commercials.
2) the media budget is sufficient to generate and sustain the number of exposures needed.
3) the market is large enough and easily reachable through a specific net work, station or program.
4) there is a genuine need for a medium with high creative potential to exert a strong impact.

Question 12

Measuring TV audiences (4)

Answer 12

1) program rating
- the percentage of TV households in an area that are tuned to a specific program during a specific time period.
- advertisers also follow ratings closely, since they are the key measure for audience size and commercial rates.

2) households using television
- the percentage of homes in a given area that are watching television in a specific time period.

3) share of audience
- the percentage of households using TV in a specified time period that are tuned to a specific program.
- share figures are important since they reveal how well a program does with the available viewing audience.

4) the peoplemeter
- an electronic measuring device that records not only what is being watched but also by whom. The actual device is a small box with eight buttons - six for family and two for visitors - that can be placed near the TV set.

Question 13

Television

Answer 13

• prominent source of news and entertainment for many Australians
• often said that tv is the ideal advertising medium.
• ability to combine visual images, sound, motion and colour presents the advertiser with the opportunity to develop the most creative and imaginative appeals.

Question 14

How radio differs from TV(5)

Answer 14

1) shorter lead times
2) limited to audio message
3) has a less status and prestige
4) costs much less to purchase
5) costs much less to produce

Question 15

Cost efficiency (2)
Selectivity (1)

Answer 15

1) cost and efficiency
- low cost, which means advertisers can build more reach and frequency into their media schedule within a certain budget.
- require only a script of the commercial to be read by the radio announcer or a copy of a pre recorded message that can be broadcasted by the station.

2) selectivity
- radio lets companies focus their advertising of specified audiences such as certain demographics and lifestyle groups.

Question 16

Flexibility (2)
Mental imagery (1)

Answer 16

1) flexibility
- has a very short closing period, which means advertisers can book at short notice and change their message almost up to the time it goes on air.
- can easily adjust their messages to local market conditions and marketing conditions.

2) mental imagery
- many advertisers take advantage of the absence of a visual element to let consumers create their own picture of what is happening in a radio message, the theatre of a mind.

Question 17

Advantages of radio (5)

Answer 17

1) cost and efficiency
2) selectivity
3) flexibility
4) mental imagery
5) integrated marketing opportunities

Question 18

Creative limitations (1)
Fragmentation (1)
Limited listener attention (1)

Answer 18

1) creative limitations
- advertisers cannot show the product, demonstrate it or use any type of visual appeal of information.

2) fragmentation
- advertisers who want a broad reach in this radio schedule have to buy time on a number of stations to cover market

3) limited listener attention
- difficult to retail listener attention to commercials, as it is often background noise to some other activity.

Question 20

Network radio (1)

Answer 20

• can be purchased on a network basis using one of the national networks.
• using networks minimises the amount of negotiation and administration work needed to get national or regional coverage, and the costs are lower than those for individual stations.

Question 21

Local radios (1)

Answer 21

1) local radios

- by far the heaviest users of radio are local advertisers.

Question 22

Time classifications (1)

Answer 22

• radio rates also vary according to the number of spots or type of audience plan purchased, the supply and demand of time available in the local market, and the ratings of the individual station.

Question 24

Limitations of radio (6)

Answer 24

1) Creative limitations
2) audience fragmentation
3) dispersed buying process
4) dubious research data
5) limited listener attention
6) clutter

Question 26

Buying radio time (2)

Answer 26

1) network radio

2) local radio