Contemporary advertising 11e chapter 16

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  • Contemporary advertising 11e chapter 16

    1. 1. Chapter chapter 16 Using Electronic Media: Television and Radio Factors to evaluate when considering the use of radio and television in the creative mixMcGraw-Hill/IrwinContemporary Advertising, 11e Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
    2. 2. 16-3 Chapter 16 Objectives Describe advantages and Discuss advantages anddrawbacks of broadcast TV as drawbacks of cable TV as an an ad medium ad medium Evaluate different types ofExplain the process of buying TV advertisingcable and broadcast TV time Discuss the main factors when Describe the process of TV buying TV time audience measurement Explain major factors to Analyze pros and cons of consider when buyingusing radio in the creative mix radio time
    3. 3. 16-4 The Medium of Television Broadcast TV Cable TV VHF and UHF Premium Services Independent Stations Ad-Supported Networks Network Affiliates Superstations TV Audience TrendsDemographics TV on over 8 hours/day Fragmentation DVD Rental Cable Households Number of Channels
    4. 4. 16-5 The Medium of Television Adult viewers’ ratings of various mediaInsert ex. 16-3, p. 512Media advertising rated by viewersPosition = centered horiz., 2.4” verticalSize = 7.11” WIDEResolution: 300 dpi
    5. 5. 16-6 The Medium of Television Types of local, network, and cable TV ads Sponsorship Spot Ads Program-Length Ads (Infomercials) Participation Basis SyndicationTV ad spending ($ Insert ex. 16-6, p. 517billions) Measured TV spending Position = 3.19” horiz., 3.7” vertical Size = 5” WIDE Resolution: 300 dpi
    6. 6. 16-7 Types of TV AdvertisingPrime time’smost expensive Insert ex. 16-7, p. 51730-second spots Ad cost per 30-sec spot Position = 2.9”horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi
    7. 7. 16-8 Types of TV AdvertisingNetwork andsyndication Insert ex. 16-8, p. 519distribution TV network and syndication distribution Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi
    8. 8. 16-9 TV Audience Measurement Rating Defining TV Audience Dayparts Services Markets Measures Nielsen & NetworksCable Ratings
    9. 9. 16-10 TV Audience Measurement Rating Defining TV Audience Dayparts Services Markets Measures Nielsen & Designated Networks Market AreasCable Ratings
    10. 10. 16-11 TV Audience Measurement Rating Defining TV Audience Dayparts Services Markets Measures Nielsen & Designated Daytime 9 A.M. – 4 P.M Networks Market Areas Early Fringe 4 – 5:30 P.M. Early News 5 or 5:30 – 7:30 P.M.Cable Ratings Access 7:30 – 8 P.M. Prime Time 8 – 11 P.M. Late News 11 – 11:30 P.M. Late Fringe 11:30 – 1 A.M.
    11. 11. 16-12 TV Audience Measurement Rating Defining TV Audience Dayparts Services Markets Measures Nielsen & Designated TV Households Networks Market Areas HouseholdsCable Ratings Using TV TVHH tuned to program Program Rating = Total TVHH in area Rating Audience Share
    12. 12. 16-13 Buying TV Time Gross Rating Points GRP = Reach (avg. rating) × Frequency Cost Cost per Point CPP = Rating Cost Cost per Thousand CPM = Thousands of People1. Request 2. Select most 3. Negotiate avails from efficient prices and media rep program contracts
    13. 13. The Medium 16-14Insert ex. 16-11, p. 528 of RadioDaily and weekly radioreach Radio’s reach exceeds that ofPosition = 0.35”horiz., other media0.4” verticalSize = 5.75” TALLResolution: 300 dpi Who uses radio? 95% of U.S adults listen each week 75% of U.S. adults listen every day Average time is 3 hours per day
    14. 14. 16-15 The Medium of RadioStations in the most common programming formats Insert ex. 16-12, p. 530 Radio station formats and percentages Position = centered horiz., 2.2” vertical Size = 7.11” WIDE Resolution: 300 dpi
    15. 15. 16-16 The Medium of Radio Mini-networks target demographic groupsInsert ex. 16-13, p. 531Radio mini-networksPosition = centered horiz., 2.2” verticalSize = 7.11” WIDEResolution: 300 dpi
    16. 16. The Medium 16-17Insert photo 16.6, p. 532Westwood One Radio of RadioNetwork ad Ad for a radio programPosition = 0.35”horiz.,0.4” verticalSize = 5.75” TALLResolution: 300 dpi
    17. 17. 16-18 Buying Radio Time Spot LocalNetwork Dayparts Radio Radio Morning drive 6 A.M. – 10 A.M. Daytime 10 P.M. – 3 P.M. Afternoon drive 3 P.M. – 7 P.M. Nighttime 7 P.M. – midnight All night Midnight – 6 A.M.
    18. 18. 16-19 Buying Radio Time Ratings Based on Dayparts Run-of-Station (ROS) Total Audience Plan (TAP) AQH Persons × 100Average Quarter-Hour (AQH) AQH Rating = PopulationGross Rating Points (GRP) GRP = AQH Rating × No. of Spots Reach Potential × 100 Cume Estimates Cume Rating = Population
    19. 19. 16-20 Buying Radio TimeHooked onPhonics.com Insert photo 16.7, p.spot frequently 535aired during Hooked ondayparts with Phonics.com radiohigh listenership spot Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

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