Evaluation of Broadcast Media

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Evaluation of Broadcast Media
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Media Terminology

• Print Media - Publications such as newspapers,
  magazines, direct mail, outdoor, and the like.
• Media Vehicle - The specific message carrier,
  such as the Washington Post or Tonight Show.
• Coverage - The potential audience that might
  receive the message through the the vehicle.
• Reach - The actual number of individual audience
  members reached at least once by the vehicle.
• Frequency - The number of times the receiver is
  exposed to vehicle in a specific time period.

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Television Characteristics

• Advantages
• Mass coverage
• High reach
• Impact of sight, sound, and motion
• High prestige
• Low cost per exposure
• Attention getting
• Favorable image

• Disadvantages
• Low selectivity
• Short message life
• High absolute cost
• High production costs
• Clutter

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Television Advantages

• Creativity and Impact
• High Impact
• Sight-Sound-Motion
• Coverage and Cost Effectiveness
• Mass Coverage
• High Reach
• Captivity and Attention
• Attention Getting
• Favorable Image
• Selectivity and Flexibility
• High Prestige
• Low Exposure Cost

5
Television Disadvantages

• Cost
• Lack of Selectivity
• Fleeting Message
• Clutter
• Limited Viewer Attention
• Distrust and Negative Evaluation

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TV Dayparts

• Morning
• Daytime
• Early fringe
• Prime-time access
• Prime time
• Prime time Sun.
• Late news
• Late fringe

• 700 AM - 900 AM Mon. - Fri.
• 900 AM - 430 PM Mon. - Fri.
• 430 PM - 730 PM Mon. - Fri.
• 730 PM - 800 PM Sun. - Sat.
• 800 PM - 1100 PM Mon. - Sat.
• 700 PM - 1100 PM Sun.
• 1100 PM - 1130 PM Mon. - Fri.
• 1130 PM - 100 AM Mon. - Fri.

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Measuring TV Audiences

• Audience Measures
• Measured by rating services
• Size and composition indicated
• Television Households
• Number of HH that own a TV
• Usually total HH in a market
• Program Rating
• Percentage of TV HH tuned to a show
• Rating point 1 percent of TV HH
• Households Using TV (HUT)
• Percentage of homes in an area watching TV at a
  given time
• Share of Audience
• Percentage of HUT tuned to a show

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Use TV Only If . . .

• The budget is large enough to produce high
  quality commercials.
• The media budget is sufficient to generate and
  sustain the number of exposures needed.
• The market is large enough and reachable
  efficiently through a specific network, station,
  or program.
• Theres a genuine need for a medium with high
  creative potential to exert a strong impact.

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Radio Differs from TV
Radio Broadcasting . . .

• Offers only an audio message.
• Is more limited communication.
• Costs much less to produce.
• Costs much less to purchase.
• Has less status and prestige.

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Radio Characteristics

• Advantages
• Local coverage
• Low cost
• High frequency
• Flexible
• Low production costs
• Well-segmented audiences

• Disadvantages
• Audio only
• Clutter
• Low attention getting
• Fleeting message

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Dayparts for Radio

• 600 AM 1000 AM
• 1000 AM 300 PM
• 300 PM 700 PM
• 700 PM 1200 AM
• 1200 AM 600 AM

• Morning Drive Time
• Daytime
• Aft./Eve. Drive Time
• Nighttime
• All Night

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Buying Radio Time

• Network Radio
• Three national networks
• Over 100 regional/area networks
• A multitude of syndicated programs
• (National) Spot Radio
• About 20 of all spot announcements
• Allows great flexibility and targeting
• Purchase transaction can be difficult
• Local Radio
• Nearly 80 of advertisers are local
• Local CATV is becoming competitive

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Print Media
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Magazines Characteristics

• Advantages
• Segmentation potential
• Quality reproduction
• High information content
• Longevity
• Multiple readers

• Disadvantages
• Long lead time for ad placement
• Visual only
• Lack of flexibility

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Classifications of Magazines

• By Content
• Consumer Magazines
• Farm Magazines
• Business Magazines
• Professional Group Magazines
• Industrial Magazines
• Trade Magazines
• General Business Magazines

• By Size
• Large
• Flat
• Standard
• Small or Pocket
• By Geography
• Local
• Regional
• National

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Special Magazine Features

• Bleed Pages
• Cover Positions
• Inserts
• Gate Folds
• Junior Pages
• Island Halves

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Magazine Circulationand Readership

• Circulation
• Primary Circulation
• Guaranteed Circulation
• Circulation Verification
• Readership and Total Audience
• Audience Research

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Newspapers Characteristics

• Disadvantages
• Short life
• Clutter
• Low attention-getting capabilities
• Poor reproduction quality
• Selective reader exposure

• Advantages
• High coverage
• Low cost
• Short lead time for placing ads
• Ads can placed in interest sections
• Timely (current ads)
• Reader controls exposure
• Can be used for coupons

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Unique Newspaper Features

• Mass audience
• Cross-section of population
• Local geographic coverage
• Wide range of content, subjects
• Selective readership by area
• Timely coverage, daily issues
• Readership concentrated in time
• Permanent, durable record

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Newspaper Advertising

• Display Ads
• Local (mostly retail)
• General (often national)
• Paid reading notices (editorial look)
• Classified Ads
• Small items arranged by topic
• Rates based in size, duration
• Classified display - combination
• Public Notices
• Legal notices - public reports
• Notices by people, organizations
• Financial reports
• Printed Inserts
• Prepared by separate advertisers

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Rate Terminology

• National Rates
• Flat Rates
• Open Rates
• Combination Rates
• Color Rates
• Preferred Position
• Split Runs

• Local Rates
• Earned Rates
• Short Rates
• Run-of-Paper ROP
• Insertion Rates
• Differential Rates
• Split Run Rates

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Direct Mail Characteristics

• Advantages
• High selectivity
• Reader controls exposure
• High information content
• Opportunities for repeat exposures

• Disadvantages
• High cost/contact
• Poor image (junk mail)
• Clutter

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Support Media
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Outdoor Characteristics

• Advantages
• Location specific
• High resolution
• Easily noticed

• Disadvantages
• Short exposure time requires short ad
• Poor image
• Local restrictions

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Outdoor Advertising

• Reach
• Reaches young, affluent audiences very quickly
• Frequency
• Very high frequency of impressions, especially
  up-scale
• Flexibility
• Many positions available to reach specific
  groups
• Cost
• Lowest cost per exposure of any major ad medium
• Impact
• Size, shape, lighting, motion, and special
  impressions

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Outdoor Advertising Advantages

• Wide Local Coverage
• Broad base of day and night local exposure
• Frequency
• High exposure for frequently purchased goods
• Geographic Flexibility
• Can be placed on highways, near stores, etc.
• Creativity
• Use of color, size, shape, and movement
• Creation of awareness
• Use of short, high-impact messages
• Efficiency
• CPM very competitive with other media
• Effectiveness
• Can often lead directly to sale of the goods
• Production Capability
• Technology has reduced production times

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Other Out-of-Home Media

• Aerial Advertising
• Sky Banners
• Sky Writing
• Blimps
• Mobile Billboards
• Trucks
• Vans
• Trailers
• In-Store Media
• Signs
• Video
• Kiosks

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Special Outdoor Media

• Parking meters
• ATM displays
• Trash cans
• Ski lift poles
• Car top signs
• Sidewalk signs
• Garden plantings
• Wall drawings

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Transit Advertising Advantages

• Inside Cards
• Placed above seats
• In luggage areas
• Outside Posters
• On the sides, backs, roofs
• On busses, taxis, trains, etc.
• Station, Platform, Terminal Posters
• Floor displays
• Island showcases
• Electric signs, etc.

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Specialty Advertising

• A medium of advertising, sales promotion, and
  motivational communications employing imprinted,
  useful, or decorative products called advertising
  specialties, a subset of promotional products.
• Unlike premiums, with which they are sometimes
  confused, these articles are always distributed
  free Recipients dont have to earn the specialty
  by making a purchase or contribution.

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Yellow Page Advertising

• Advantages
• Wide Availability
• Action Oriented
• Low Cost
• Frequency
• Non-Intrusiveness

• Disadvantages
• Market Fragmentation
• Timeliness
• Lack of Creativity
• Lead Times
• Clutter

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Movie, Videotape Ads

• Advantages
• High Exposure
• Audience Mood
• Cost (Maybe)
• Good Recall
• Lack of Clutter
• Proximity

• Disadvantages
• Irritation
• Cost (Maybe)

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Placements

• Advantages
• High exposure
• High frequency
• Media support
• Source association
• Economy
• High recall
• Bypass regulations
• Viewer acceptance

• Disadvantages
• High absolute cost
• Time of exposure
• Limited appeal
• Lack of control
• Public reactions
• Competition
• Negative placements

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In-Flight TV Commercials

• Disadvantages
• High Potential for Irritation
• Limited Availability of Medium
• Lack of Audience Attention
• Potential for Rapid Wearout

• Advantages
• A Desirable Audience
• A Captured Audience
• Low Relative Cost
• Segmentation Possibilities

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The Internet and Interactive Media
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Internet / Interactive Media Characteristics

• Advantages
• User selects product information
• User attention and involvement
• Interactive relationship
• Direct selling potential
• Flexible message platform

• Disadvantages
• Limited creative capabilities
• Web snarl (crowded access)
• Technology limitations
• Few valid measurement techniques
• Limited reach

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Internet Advertising

• Sponsorship
• Ownership of an entire site or page
• Banner Ads
• A portion of another owners page
• Pop-Ups
• Small windows that appear automatically
• Interstitial
• Ads appearing while waiting for a page to load
• Push Technologies or Webcasting
• Automatic or unsolicited message delivery
• Links
• Hypertext links to other sites, pages or locations

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Internet Direct Marketing

• Direct Mail
• Highly targeted
• Relies on e-mail lists
• Attempts to reach those with specific needs
• Often used by catalogers
• Marketing Databases on the Net
• Companies build or acquire a database
• The database is sold to subscribers
• Delivery may be on- or off-line

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Internet Direct Marketing

• Infomercials
• Program content similar to television, cable or
  satellite
• Web provides for greater audience interaction
• E-Commerce
• Rapid growth rates likely to continue
• CDs, books, travel are main categories
• Clothing, cars, financial services are all
  gaining ground

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Measures of Effectiveness

• KEY TERMS
• Hits
• Number of requests for a site component
• Viewers
• Number of visits to a site
• Unique visitors
• Number of different visitors per period
• Clicks (Click-throughs)
• Number of visitors clicking on a banner ad
• Click-through rate
• Ratio of click-throughs from an ad to a page at
  the advertiser's website
• Impressions per page views
• Number of times viewers view a page

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Sales Promotion
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Sales Promotion
A direct inducement that offers an extra value
or incentive for the product to the sales force,
distributors, or the ultimate consumer with the
primary objective of creating an immediate sale.

• An extra incentive to buy
• An inducement to intermediaries
• Targeted to different parties

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Sales Promotion Vehicles
Consumer-Oriented
Trade-Oriented
Samples
Contests, dealer incentives
Coupons
Trade allowances
Premiums
Point-of-purchase displays
Contests/sweepstakes
Trading programs
Refunds/rebates
Trade shows
Bonus packs
Cooperative advertising
Price-offs
Event sponsorship
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Sales Promotion Uses

• Introduce new products
• Get existing customers to buy more
• Attract new customers
• Combat competition
• Maintain sales in off season
• Increase retail inventories
• Tie in advertising and personal selling
• Enhance personal selling efforts

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Objectives of Consumer-Oriented Sales Promotion

• To Obtain Trial and Purchase
• To Increase Consumption of an Established Brand
• To Defend (Maintain) Current Customers
• To Target a Specific Segment

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Trade-Oriented SalesPromo Objectives

• Obtain Distribution of New Products
• Maintain Trade Support for Existing Products
• Encourage Retailers to Display Existing Brands
• Build Retail Inventories

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Types of Trade-Oriented Promotions

• Contests and Incentives
• Trade Allowances
• Buying Allowances
• Promotional Allowances
• Slotting Allowances
• Point-of-Purchase Displays
• Sales Training Programs
• Trade Shows
• Cooperative Advertising

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Public Relations, Publicity, and Corporate
Advertising
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The Role of Public Relations

• To manage relationship with the public

General Public
Employees
Customers
CLIENT
Suppliers
Stockholders
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Four Classes of Marketingand Public Relations
Example Small social service agencies
Example Hospitals, colleges and universities
Example Large, Fortune five-hundred companies
Example Small manufacturing companies
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Public Relations Tools

• Press releases
• Press conferences
• Exclusives
• Interviews
• Community involvement
• The internet

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Promotional Publications

• Inserts
• Enclosures
• Annual reports
• Posters
• Bulletin boards
• Exhibits
• Audiovisuals
• Position papers
• Speeches

• News releases
• Media kits
• Booklets
• Leaflets
• Pamphlets
• Brochures
• Manuals
• Books
• Letters

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Corporate Advertising

• Types
• Image advertising
• Event sponsorship
• Advocacy advertising
• Cause-related advertising

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Corporate Advertising

• Objectives
• Boost employee morale
• Smooth labor relations
• Help newly deregulated industries
• Ease consumer uncertainty
• Answer investor questions
• Help diversified companies
• Establish identity for parent
• Decrease reliance solely on brand

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Personal Selling
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When the Sales Force is aMajor Part of IMC

• Product or Service
• Complex goods or services
• Major purchase decisions
• Personal demonstration required
• Price
• Final price negotiable
• Price provides adequate margin

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When the Sales Force is aMajor Part of IMC

• Channels
• Channel short and direct
• Training needed by intermediaries
• Selling needed to push product through
• Intermediaries can provide personal selling
• Advertising
• Media do not provide an effective link
• Information can not be provided by media
• Sparse market make ads uneconomical

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Personal Selling Pros Cons

• Disadvantages
• Messages may be inconsistent
• Possible management-sales force conflict
• Cost is often extremely high
• The reach may be very limited
• Potential ethical problems

• Advantages
• Two-way interaction with prospect
• Message can be tailored to recipient
• Prospect isn't likely to be distracted
• Seller involved in purchase decision
• Source of research information

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Measuring the Effectiveness of the Promotional
Program
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Measurement, Pro Con

• Reasons Not to Measure
• Cost of measurement
• Problems with research
• Disagreement about what to test
• Creative objections

• Reasons to Measure
• Avoid costly mistakes
• Evaluate strategies
• Increase efficiency of advertising in general

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Testing Factors

• What to test
• Source factors
• Message variables
• Media strategies
• Budget decisions
• When to test
• Pretesting
• Posttesting

• Where to test
• Laboratory tests
• Field tests
• How to test
• Testing guidelines
• Appropriate tests

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Testing Methods

• Pretesting
• Laboratory Methods
• Consumer juries
• Portfolio tests
• Psychological measures
• Theater tests
• Rough tests
• Concept tests
• Reliability tests
• Comprehension tests
• Reaction tests

• Pretesting
• Field Methods
• Dummy ad vehicles
• On-air tests
• Posttests
• Field Methods
• Recall tests
• Association measures
• Single-source systems
• Inquiry tests
• Recognition tests
• Tracking studies