Broadcast

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Broadcast

  1. 1. Direct Marketing Broadcast Media
  2. 2. Direct Marketing Broadcast Media <ul><li>Radio </li></ul><ul><ul><li>Tailor message to station format </li></ul></ul><ul><ul><li>More personal than TV / high involvement </li></ul></ul><ul><ul><li>Simple, intrusive, testimonials, celebrity </li></ul></ul><ul><li>Videocassettes </li></ul><ul><ul><li>Sponsoring a video eliminates clutter </li></ul></ul><ul><ul><li>Fulfilment device for high ticket items that need demonstration (NordicTrak) </li></ul></ul>
  3. 3. Direct Response Television <ul><li>Leave production and scheduling to experts </li></ul><ul><li>Commercial length: 60-120 seconds </li></ul><ul><li>Reach & Frequency not as important as actual response rates, but still useful </li></ul><ul><li>Avoid specific time/program buys--too costly. Use ROS (run of station) and specify daypart if product audience is highly segmentable. However, ROS is pre-emptible. </li></ul>
  4. 4. Direct Response Television <ul><li>Look for dayparts that have good viewer demographics, but contain programs that don’t demand attention (reruns, talk, etc) </li></ul><ul><li>Seasonality: 1st & 3rd quarters (like print) </li></ul><ul><li>Infomercials: very popular but no sure thing--expensive: $100-$500,000 to produce and $30-$40,000 to perform basic tests. </li></ul>
  5. 5. Direct Response Television Media Choices : Network <ul><li>Major networks can still reach most of US TV HH’s, but share continues to decline. </li></ul><ul><li>Disadvantages: </li></ul><ul><ul><li>Few, if any, 120 seconds spots available </li></ul></ul><ul><ul><li>Usually cost prohibitive </li></ul></ul><ul><ul><li>Telemarketing inbound blockage is likely to occur with simultaneous national coverage </li></ul></ul>
  6. 6. Direct Response Television Media Choices : Spot TV <ul><li>Most common for direct response </li></ul><ul><li>Advantages: </li></ul><ul><ul><li>localized, maximize best performing markets </li></ul></ul><ul><ul><li>cost-efficient </li></ul></ul><ul><li>Disadvantage </li></ul><ul><ul><li>more difficult to manage for a national campaign </li></ul></ul>
  7. 7. Direct Response Television Media Choices : Network Cable TV <ul><li>Reaches 65% + of US </li></ul><ul><li>Advantages </li></ul><ul><ul><li>cost efficient </li></ul></ul><ul><ul><li>particularly effective if the network’s audience properly matches your target audience </li></ul></ul><ul><ul><li>back-end response outperforms broadcast TV </li></ul></ul><ul><li>Disadvantages: limited availability of two minute spots (sometimes even 1 minute) </li></ul>
  8. 8. Direct Response Television Media Choices : Local cable <ul><li>Market-by-market basis; very effective for products with narrow segments </li></ul><ul><li>Disadvantages </li></ul><ul><ul><li>no two minute slots available </li></ul></ul><ul><ul><li>rates (considering number of exposures) are not particularly cost efficient </li></ul></ul><ul><ul><li>many media markets require 4 to 5 operators for complete coverage </li></ul></ul>
  9. 9. Direct Response Television Media Choices : Syndication <ul><li>Sponsors market the show (including commercials) to TV stations on a market-by-market basis </li></ul><ul><li>Advantages: </li></ul><ul><ul><li>unlikely to be preempted & reaches 80-90% US </li></ul></ul><ul><ul><li>little telemarketing blockage </li></ul></ul><ul><ul><li>allows product-to-program matching </li></ul></ul><ul><li>Disadvantage: only 60 seconds & expensive unless you buy “distressed” slots </li></ul>
  10. 10. Direct Response Television Creative Tips <ul><li>Show 800 # 25 seconds of every 60 </li></ul><ul><li>Immediacy--call this number now! </li></ul><ul><li>Clarity--clear offer, no room for doubt </li></ul><ul><li>Lack of retail availability “Not available in stores.” </li></ul><ul><li>Limited options--yes or no only </li></ul><ul><li>Early close--ask for order early & often </li></ul><ul><li>De-emphasize total price of installments </li></ul><ul><li>Demonstrations work. Use all features. </li></ul>

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