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Issues in broadcast media

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Issues in broadcast media

  1. 1. Issues in Traditional Media (Broadcast Media)Michael Lassiter C. Aaron Westbrook
  2. 2. Media Impact “Measure of the effect a medium has on its audience” Media Effectiveness  Extent to which an activity fulfills its intended function or purpose Media Effectiveness Research  Insight on which medium is most effective for their specific needs
  3. 3. Media Effectiveness Inter-Media Effectiveness Intra-Media Effectiveness Media Mix
  4. 4. Media Effectiveness Research % Total Adults Learn Most Most Most Most Medium Products Persuasive Authoritative Influence ExcitingTelevision 53 70 49 79 78 Radio 5 6 10 3 5Newspapers 10 11 22 7 4Magazines 16 9 12 4 6 Internet 17 5 6 7 7 Total 101 101 99 100 100
  5. 5. Traditional Media Advantages v. Disadvantages  Television  Radio  Newspapers  Magazines  Out of Home
  6. 6. Television Advantages Disadvantages  Mass reach  High cost  Selective reach  Declining cost  Multi-sensory effectiveness  Intrusiveness  Intrusiveness  Media flexibility  Zapping  Creative flexibility  Geographic coverage  Purchase funnel impacthttp://www.adweek.com/video/advertising-branding/six-questions-will-big-super-bowl-spot-ever-die-146996?auto
  7. 7. Super Bowl Ratings 108.41 Million Viewers 3rd Highest TV rating ever…  Super Bowl XLV ranks 2nd Where do other mediums rank?  Radio – Rush Limbaugh (14.75 million weekly listeners)  Newspaper circulation – USA Today (2.5 mill. Circulation)  Magazine circulation – AARP (22.4 mill. Circulation)  Out of Home – I-405 San Diego, CA (AADT of 378,000)
  8. 8. RadioAdvantages Disadvantages Targeting  Advertising exposure Cost efficiency  Non-visual Tighter geographic  Non-intrusiveness targeting  Commercial positioning Affordability Creative Impact Imagery transfer Research Findings
  9. 9. NewspapersAdvantages Disadvantages Editorial context  Declining quality God reach  Perceived editorial bias Shopping comparison  Cost efficiency Geographic targeting  Rate inequities  Ad clutter  Declining audiences  Production quality  Logistics
  10. 10. MagazinesAdvantages Disadvantages Communication  Selective perception Long issue life  Lack of immediacy Targeting  Cost efficiency Context  Slow to build reach Excellent color  Imprecise geographic Promotion targeting Prestige Competitive edge Enhanced media mix
  11. 11. Out of HomeAdvantages Disadvantages Large audience potential  Glance medium Measurement system  Distorted size perception Simple awareness  Location, location, location! Geographic flexibility  Obstructions Ethnic group targeting  Limited availabilities Fit in media mix  Problematic creative  Low CPMs
  12. 12. Trouble… Trouble… TROUBLE!!!
  13. 13. Questions?

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