Advertising Networked Age Fall 2009

922 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
922
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
37
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Advertising Networked Age Fall 2009

  1. 1. Broadcast, Interactive and Alternative Media M. Larry Litwin, APR, Fellow PRSA Copyright 2009
  2. 2. The Networked Age M. Larry Litwin, APR, Fellow PRSA Copyright 2008
  3. 3. Portions t aken from…
  4. 4. Portions t aken from…
  5. 5. The Media Industry <ul><li>Advertising media is a huge industry with almost $275 billion in spending </li></ul><ul><li>Is this ad clutter? </li></ul>
  6. 6. 6.0 $175,048 $165,144 Total: 16.6 4.9 32,320 30,730 Other 3.3 15.7 6,495 5,613 Internet 1.3 8.0 2,673 2,475 Outdoor 5.3 3.8 2.4 3.6 7.5 10,368 6,732 1,001 2,635 9,993 6,575 966 2,452 Radio Local radio Network radio National spot radio 28.0 3.4 1.8 -5.4 15.6 15.3 12.8 54,462 20,375 16,244 12,251 3,396 2,196 52,666 20,016 17,165 10,593 2,946 1,946 Television Network TV Spot TV Cable TV National syndication Spanish-language network TV 7.3 4.1 14,370 13,776 Directories 14.0 4.7 6.3 0.7 5.3 4.6 27,280 18,347 7,227 1,331 325 26,047 17,254 7,227 1,264 311 Magazines Consumer magazines B-to-B magazines Sunday magazines Local magazines % of Media % Change 2003 (in million $) 2002 (in million $) Media 23.8 2.0 1.7 8.1 6.3 -0.6 $46,256 21,341 7,797 1,317 15,801 $45,341 20,994 7,210 1,239 15,898 Newspapers Local newspaper National newspapers Free-standing inserts Classifieds Ad Spending by Medium (Table 8.1)
  7. 7. The Networked Age <ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Internet (and Interactive – Web 2.0/Blogs/Wikis) </li></ul><ul><li>iPod ® (Podcasts, etc.) </li></ul><ul><li>Vcasts ® </li></ul><ul><li>Cell Phone </li></ul><ul><li>iPhone ® </li></ul><ul><li>Digital Signage </li></ul><ul><li>Aroma Marketing </li></ul><ul><li>WOMM </li></ul><ul><li>Silent Publicity </li></ul>
  8. 8. You just need to...
  9. 9. Web 2.0 and Social Networking Strategies <ul><li>Users add value </li></ul><ul><li>Two way communication - participation not publishing </li></ul><ul><li>Technology is used to create and diffuse new knowledge </li></ul><ul><li>Spontaneous collaborative work </li></ul><ul><li>Online content is the start of group-level work; perpetual beta </li></ul><ul><li>Online content is generated by many people </li></ul><ul><li>Faith in the community </li></ul><ul><li>Connections are the new king, although content still matters </li></ul><ul><li>Word of mouth marketing </li></ul><ul><li>Web as platform: anytime , anywhere access </li></ul>
  10. 10. OK!
  11. 11. The Networked Age – The Mobile Decade – 1:1 <ul><li>Cross Platform </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Digital Signage* </li></ul></ul><ul><ul><li>Wireless* </li></ul></ul><ul><ul><li>Broadband* </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><li>Convergence of Distribution </li></ul><ul><li>*Formerly referred to as “Alternative Media” </li></ul>
  12. 12. The Networked Age <ul><li>Cross Platform </li></ul><ul><li>News/Media Convergence </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Digital Signage* </li></ul></ul><ul><ul><li>Wireless* </li></ul></ul><ul><ul><li>Broadband* </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><li>*Formerly referred to as “Alternative Media” </li></ul>
  13. 13. Apple ® Tops The Charts with Digital Music
  14. 14. A Drugstore Goes Online
  15. 15. The Big Idea
  16. 16. Mags Catch Plus-Size Fever – for Better or Worse
  17. 17. Glamour’s Big Idea
  18. 18. Basic Media Concepts <ul><li>Media mix </li></ul><ul><ul><li>The way various types of media are strategically combined in an advertising plan </li></ul></ul><ul><li>Media vehicle </li></ul><ul><ul><li>A specific TV program, newspaper, magazine, or radio station or program </li></ul></ul>
  19. 19. Basic Media Concepts <ul><li>Media planning </li></ul><ul><li>Media buying </li></ul><ul><li>Reach and frequency </li></ul><ul><li>Impressions </li></ul><ul><li>Media key players </li></ul>
  20. 20. Broadcast Media <ul><li>Transmit sounds or images electronically </li></ul><ul><li>Include radio and television </li></ul><ul><li>Broadcast engages more senses than reading </li></ul>
  21. 21. The Structure of Radio Figure 9.1
  22. 22. Radio Advertising <ul><li>Relies on the listener’s mind to fill in the visual element </li></ul><ul><li>Delivers a high level of frequency </li></ul><ul><li>Radio commercials lend themselves to repetition </li></ul>
  23. 23. Radio Categories <ul><li>Network Radio </li></ul><ul><li>Spot Radio </li></ul><ul><li>Syndicated Radio </li></ul><ul><li>Satellite Radio (Sirius/XM ® ) </li></ul>
  24. 24. Spot Announcements <ul><li>Can run 10, 15, 20, 30 or 60 seconds </li></ul>
  25. 25. Public Service Announcements <ul><li>PSAs can run 10, 15, 20, 30 or 60 seconds </li></ul>
  26. 26. The Radio Audience <ul><li>Radio fans </li></ul><ul><li>Station fans </li></ul><ul><li>Music fans </li></ul><ul><li>News fans </li></ul><ul><li>Sports fans </li></ul><ul><li>Talk fans </li></ul>
  27. 27. Clear Channel Radio ® Makes it All About The Fans
  28. 28. Radio Dayparts 8 a.m. – Midnight Sunday 8 a.m. – Midnight Saturday 11 p.m. or Midnight – 5 a.m. or 6 a.m. Overnights M-F 6 – 11 p.m. or 6 – Midnight Evenings M-F 3 – 7 p.m. or 3 – 8 p.m. Afternoon Drive M-F 10 a.m. – 2 p.m. or 10 a.m. – 3 p.m. Mid-Day M-F 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.; 5 a.m. – 10 a.m. Morning Drive Standard Radio Dayparts Table 9.3
  29. 29. Advantages of Radio <ul><li>Target audience </li></ul><ul><li>Affordability </li></ul><ul><li>Frequency </li></ul><ul><li>Flexibility </li></ul><ul><li>Mental imagery </li></ul><ul><li>High level of acceptance </li></ul>
  30. 30. Disadvantages of Radio <ul><li>Listener inattentiveness </li></ul><ul><li>Lack of visuals </li></ul><ul><li>Clutter </li></ul><ul><li>Scheduling and buying difficulties </li></ul><ul><li>Lack of control </li></ul>
  31. 31. Measuring the Radio Audience <ul><li>Dayparts </li></ul><ul><li>Coverage </li></ul><ul><li>Ratings </li></ul>
  32. 32. Arbitron ® Radio Ratings and Media Research Information
  33. 33. Arbitron ® Portable People Meter
  34. 34. Television <ul><li>Television advertising is embedded in television programming </li></ul><ul><li>Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences </li></ul>
  35. 35. The Structure of the TV Industry Figure 9.2
  36. 36. Programming Options <ul><li>Specialty television </li></ul><ul><li>Pay-per-view </li></ul><ul><li>Program syndication </li></ul><ul><li>Interactive (Web) TV* </li></ul><ul><li>High-Definition TV </li></ul><ul><li>Digital Video Recorders </li></ul><ul><li>*Internet enabled TV </li></ul>
  37. 37. Forms of Television Advertising
  38. 38. Sponsorships <ul><li>Advertiser assumes total financial responsibility for producing the program and providing the commercials </li></ul>
  39. 39. Spot Announcements <ul><li>Commercials that appear in the breaks between programs </li></ul><ul><li>Price is based on program rating and daypart </li></ul>
  40. 40. Participations/Spots <ul><li>Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program </li></ul>
  41. 41. Public Service Announcements <ul><li>PSAs can run 10, 15, 20, 30 or 60 seconds </li></ul>
  42. 42. TV Dayparts Note: All Times are Eastern Standard Time (EST). Sa-Su 1:00pm-7:00pm Weekend afternoon Sa 8:00am-1:00pm Saturday morning M-Su 11:30pm-1:00am Late night M-Su 11:00pm-11:30pm Late news M-Sa 8:00pm-11:00pm Su 7:00pm-11:00pm Prime time M-F 7:30pm-8:00pm Prime access M-F 4:30pm-7:00pm Early fringe M-F 9:00am-4:30pm Daytime M-F 7:00am-9:00am Early morning Standard Television Dayparts
  43. 43. Measuring the Television Audience <ul><li>Rating points </li></ul><ul><li>Share of audience </li></ul><ul><li>Gross Rating Points </li></ul><ul><li>People meters </li></ul>
  44. 44. A. C. Nielsen ® : Better Marketing Decisions
  45. 45. Advantages of Television <ul><li>Pervasiveness </li></ul><ul><li>Cost-efficiency </li></ul><ul><li>Impact </li></ul>
  46. 46. Disadvantages of Television <ul><li>Production costs </li></ul><ul><li>Clutter </li></ul><ul><li>Wasted reach </li></ul><ul><li>Inflexibility </li></ul><ul><li>Intrusiveness </li></ul>
  47. 47. Film and Video <ul><li>Trailers </li></ul><ul><li>Videocassette and DVD distributors also placing ads before movies </li></ul><ul><li>Promotional video networks in stores, offices, truck stops, etc. </li></ul>
  48. 48. Advantages of Film and Video <ul><li>Play to a captive audience </li></ul><ul><li>Attention level is higher than for almost any other form of commercials </li></ul>
  49. 49. Disadvantages of Film and Video <ul><li>Captive audience resents intrusion of ads </li></ul>
  50. 50. Product Placement <ul><li>When a company pays to have visual brand exposure in a movie or TV program </li></ul>
  51. 51. Product Integration <ul><li>When a company pays to have a verbal mention of its brand or product in a movie or TV program </li></ul>
  52. 52. Advantages of Product Placement/Integration <ul><li>Demonstrates product usage in a natural setting by celebrities </li></ul><ul><li>Catches audience when resistance to ads is low </li></ul>
  53. 53. Disadvantages of Product Placement/Integration <ul><li>May not be noticed </li></ul><ul><li>Not a match between product/movie/ audience </li></ul>
  54. 54. Alternative Media* <ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Internet </li></ul><ul><li>iPod ® (Podcasts, etc.) </li></ul><ul><li>Vcasts </li></ul><ul><li>Cell Phone </li></ul><ul><li>Digital signage </li></ul><ul><li>*Networked Age </li></ul>
  55. 55. Alternative Media* <ul><li>Cross Platform – Multiple Platform </li></ul><ul><li>News/Media Convergence </li></ul><ul><li>*Networked Age </li></ul>
  56. 56. Apple ® Tops The Charts with Digital Music
  57. 57. A Drugstore Goes Online
  58. 58. Web Advantages <ul><li>Reaches the millions who have access to computers at home, work, in libraries, cyber cafes and other Wi-Fi locations </li></ul><ul><li>Relative ease of using e-mail </li></ul><ul><li>Rapidly expanding use of web pages </li></ul><ul><li>Discussion groups, message boards and IMing </li></ul><ul><li>Web pages that offer links to immediate information about your company or organization </li></ul><ul><li>Blogs – Citizen created content. Bloggers use their expert knowledge based on categories. </li></ul><ul><li>Podcasts </li></ul><ul><li>Vodcasts, Vidcasts, Vcasts </li></ul>
  59. 59. Web Disadvantages <ul><li>Outdated information </li></ul><ul><li>Driving audiences to Web site </li></ul><ul><li>Difficult to navigate </li></ul><ul><li>Looks unprofessional </li></ul><ul><li>Failure to include contact information </li></ul><ul><li>Broken links </li></ul><ul><li>Sometimes unexpectedly not available </li></ul><ul><li>Security </li></ul><ul><li>Available only to individuals who have computers </li></ul>
  60. 60. Podcasts <ul><li>Internet-distributed audio programs </li></ul><ul><li>Self-styled audio productions recorded in digital format and downloaded to computers, iPods ® or other digital music players. </li></ul>
  61. 61. Vcast/Vidcast/Vodcasts <ul><li>Video podcast sometimes shortened to vidcast or vodcast. </li></ul><ul><li>Online delivery of video on demand video clip content. </li></ul><ul><li>Usually distributed as a file or as a stream </li></ul><ul><li>Vlog </li></ul>
  62. 63. MAC Triad Plus cont. <ul><li>Informization </li></ul><ul><ul><li>Disseminating information ( message ) to target audience through the proper channel at the best possible time . </li></ul></ul>
  63. 64. “ Infodemic” <ul><li>A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites ; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda . </li></ul><ul><li>David Rothkopf </li></ul><ul><li>Chairman and CEO of The Rothkopf Group </li></ul>
  64. 65. <ul><li>“ The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” </li></ul><ul><li>Edward R. Murrow </li></ul>
  65. 66. “ To be persuasive, we must be believable; to be believable we must be credible; to be credible, we must be truthful.” Edward R. Murrow
  66. 67. Ogilvy’s Advertising Tenets <ul><li>A reminder – some advertising tenets that David Ogilvy offers: </li></ul><ul><ul><li>“ Never write an advertisement you wouldn’t want your own family to read.” </li></ul></ul><ul><ul><li>“ The most important decision is how to position your product.” </li></ul></ul><ul><ul><li>If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.” </li></ul></ul><ul><ul><li>“ Big ideas are usually simple ideas.” </li></ul></ul><ul><ul><li>“ Every word in the copy must count.” </li></ul></ul>
  67. 68. Questions ??? <ul><li>M. Larry Litwin, APR, Fellow PRSA [email_address] www.larrylitwin.com </li></ul><ul><li>© 2009 </li></ul>

×