The document provides an overview of various media types including broadcast media like radio and television, print media like newspapers and magazines, outdoor media, internet, and alternative media. It discusses advertising spending on different media from 2002-2003 and trends. Key concepts covered include media mix, media planning, buying and measurement. Advantages and disadvantages of different media like radio, TV, film and online are also summarized.

1. Broadcast,
Interactive and
Alternative
Media
M. Larry Litwin, APR, Fellow PRSA
Copyright 2009
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The
Networked
Age
M. Larry Litwin, APR, Fellow PRSA
Copyright 2008
Portions taken from…
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2. Portions taken from…
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The Media Industry
• Advertising media is a huge industry with almost
$275 billion in spending
• Is this ad clutter?
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Ad Spending by Medium (Table 8.1)
Media 2002 (in million $) 2003 (in million $) % Change % of Media
Newspapers $45,341 $46,256 2.0 23.8
Local newspaper 20,994 21,341 1.7
National newspapers 7,210 7,797 8.1
Free-standing inserts 1,239 1,317 6.3
Classifieds 15,898 15,801 -0.6
Magazines 26,047 27,280 4.7 14.0
Consumer magazines 17,254 18,347 6.3
B-to-B magazines 7,227 7,227 0.7
Sunday magazines 1,264 1,331 5.3
Local magazines 311 325 4.6
Directories 13,776 14,370 4.1 7.3
Television 52,666
52 666 54,462
54 462 3.4
34 28.0
28 0
Network TV 20,016 20,375 1.8
Spot TV 17,165 16,244 -5.4
Cable TV 10,593 12,251 15.6
National syndication 2,946 3,396 15.3
Spanish-language network TV 1,946 2,196 12.8
Radio 9,993 10,368 3.8 5.3
Local radio 6,575 6,732 2.4
Network radio 966 1,001 3.6
National spot radio 2,452 2,635 7.5
Outdoor 2,475 2,673 8.0 1.3
Internet 5,613 6,495 15.7 3.3
Other 30,730 32,320 4.9 16.6
Total: $165,144 $175,048 6.0 8-6
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3. The Networked Age
• Radio
• Television
• Internet (and Interactive – Web 2.0/Blogs/Wikis)
• iPod® (Podcasts, etc.)
• Vcasts®
• Cell Phone
• iPhone®
• Digital Signage
• Aroma Marketing
• WOMM
• Silent Publicity
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The Networked Age –
The Mobile Decade – 1:1
• Cross Platform
– Print
– Digital Signage*
– Wireless*
– Broadband*
– TV
• Convergence of Distribution
*Formerly referred to as “Alternative Media”
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The Networked Age
• Cross Platform
• News/Media Convergence
– Print
– Digital Signage*
– Wireless*
– Broadband*
– TV
*Formerly referred to as “Alternative Media”
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4. Apple® Tops The Charts with
Digital Music
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A Drugstore Goes Online
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The Big Idea
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5. Mags Catch Plus-Size Fever – for
Plus-
Better or Worse
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Glamour’s Big Idea
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Basic Media Concepts
• Media mix
– The way various types of media are
strategically combined in an advertising plan
• Media vehicle
– A specific TV program, newspaper, magazine,
or radio station or program
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6. Basic Media Concepts
• Media planning
• Media buying
• Reach and frequency
• p
Impressions
• Media key players
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Broadcast Media
• Transmit sounds or images
electronically
• Include radio and television
• Broadcast engages more senses
than reading
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The Structure of Radio
Figure 9.1
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7. Radio Advertising
• Relies on the listener’s
mind to fill in the visual
element
• Delivers a high level of
g
frequency
• Radio commercials
lend themselves to
repetition
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Radio Categories
• Network Radio
• Spot Radio
• Syndicated Radio
• Satellite Radio (SIRIUS/XM®)
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Spot Announcements
• Can run 10, 15, 20, 30 or 60 seconds
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8. Public Service Announcements
• PSAs can run 10, 15, 20, 30 or 60 seconds
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The Radio Audience
• Radio fans
• Station fans
• Music fans
• News f
N fans
• Sports fans
• Talk fans
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Clear Channel Radio®
Makes it All About The Fans
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9. Radio Dayparts
Standard Radio Dayparts
Morning Drive M-F 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.;
5 a.m. – 10 a.m.
Mid-Day M-F 10 a.m. – 2 p.m. or 10 a.m. – 3 p.m.
Afternoon Drive M-F 3 – 7 p.m. or 3 – 8 p.m.
Evenings M-F 6 – 11 p.m. or 6 – Midnight
Overnights 11 p.m. or Midnight – 5 a.m. or 6 a.m.
Saturday 8 a.m. – Midnight
Sunday 8 a.m. – Midnight
Table 9.3
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Advantages of Radio
• Target audience
• Affordability
• Frequency
• Flexibility
• Mental imagery
• High level of
acceptance
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Disadvantages of Radio
• Listener
inattentiveness
• Lack of visuals
• Clutter
• Scheduling and buying
difficulties
• Lack of control
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10. Measuring the Radio Audience
• Dayparts
• Coverage
• Ratings
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Arbitron® Radio Ratings and
Media Research Information
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Arbitron® Portable People Meter
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11. Television
• Television advertising is embedded in
television programming
• Most of the attention in media buying, and
in measuring effectiveness focuses on
effectiveness,
the performance of various shows and
how they engage their audiences
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The Structure of the TV Industry
Figure 9.2
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Programming Options
• Specialty television
• Pay-per-view
• Program syndication
• Interactive (Web) TV*
• High-Definition TV
• Digital Video
Recorders
• *Internet enabled TV
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12. Forms of Television Advertising
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Sponsorships
• Advertiser assumes
total financial
responsibility for
producing the program
and providing the
commercials
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Spot Announcements
• Commercials that appear in the breaks between
programs
• Price is based on program rating and daypart
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13. Participations/Spots
• Where advertisers pay for 10, 15, 20, 30, or 60
seconds of commercial time during a program
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Public Service Announcements
• PSAs can run 10, 15, 20, 30 or 60 seconds
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TV Dayparts
Standard Television Dayparts
Early morning M-F 7:00am-9:00am
Daytime M-F 9:00am-4:30pm
Early fringe M-F 4:30pm-7:00pm
Prime access M-F 7:30pm-8:00pm
Prime time M-Sa 8:00pm-11:00pm
Su 7:00pm-11:00pm
Late news M-Su 11:00pm-11:30pm
Late night M-Su 11:30pm-1:00am
Saturday morning Sa 8:00am-1:00pm
Weekend afternoon Sa-Su 1:00pm-7:00pm
Note: All Times are Eastern Standard Time (EST).
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14. Measuring the
Television Audience
• Rating points
• Share of audience
• Gross Rating Points
• People meters
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A. C. Nielsen®:
Better Marketing Decisions
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Advantages of Television
• Pervasiveness
• Cost-efficiency
• Impact
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15. Disadvantages of Television
• Production costs
• Clutter
• Wasted reach
• Inflexibility
• Intrusiveness
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Film and Video
• Trailers
• Videocassette and DVD distributors also
placing ads before movies
• P
Promotional video networks i stores,
ti l id t k in t
offices, truck stops, etc.
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Advantages of Film and Video
• Play to a captive
audience
• Attention level is
higher than for almost
g
any other form of
commercials
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16. Disadvantages of Film and Video
• Captive audience
resents intrusion of
ads
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Product Placement
• When a company pays to have visual
brand exposure in a movie or TV program
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Product Integration
• When a company pays to have a verbal
mention of its brand or product in a movie
or TV program
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17. Advantages of Product
Placement/Integration
• Demonstrates product usage in a natural
setting by celebrities
• Catches audience when resistance to ads
is low
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Disadvantages of
Product Placement/Integration
• May not be noticed
• Not a match between
product/movie/
audience
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Alternative Media*
• Radio
• Television
• Internet
• iPod® (Podcasts, etc.)
( , )
• Vcasts
• Cell Phone
• Digital signage
• *Networked Age
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18. Alternative Media*
• Cross Platform – Multiple Platform
• News/Media Convergence
• *Networked Age
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Apple® Tops The Charts with
Digital Music
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A Drugstore Goes Online
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19. Web Advantages
• Reaches the millions who have access to computers at
home, work, in libraries, cyber cafes and other Wi-Fi
locations
• Relative ease of using e-mail
• Rapidly expanding use of web p g
p y p g pages
• Discussion groups, message boards and IMing
• Web pages that offer links to immediate information about
your company or organization
• Blogs – Citizen created content. Bloggers use their expert
knowledge based on categories.
• Podcasts
• Vodcasts, Vidcasts, Vcasts
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Web Disadvantages
• Outdated information
• Driving audiences to Web site
• Difficult to navigate
• Looks unprofessional
• Failure to include contact information
• Broken links
• Sometimes unexpectedly not available
• Security
• Available only to individuals who have computers
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Podcasts
• Internet-distributed audio programs
• Self-styled audio productions recorded in
digital format and downloaded to
computers iPods® or other digital music
computers,
players.
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20. Vcast/Vidcast/Vodcasts
• Video podcast sometimes shortened to
vidcast or vodcast.
• Online delivery of video on demand video
clip content.
p
• Usually distributed as a file or as a stream
• Vlog
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M A C T ria d
M
+P+T
A C
M = M e ss a g e A = A u d ie n c e C = C h a n n e l
P = P u rp o se T = T im in g
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MAC Triad Plus cont.
• Informization
– Disseminating information (message) to target
audience through the proper channel at the
best possible time.
p
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21. “Infodemic”
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,
wikis twitters pagers faxes and e mail all transmitting
e-mail,
some combination of fact, rumor, interpretation and
propaganda.
David Rothkopf
Chairman and CEO of The Rothkopf Group
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“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.”
y y
Edward R. Murrow
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“To be persuasive, we must be
believable; to be believable we
must be credible; to be credible,
we must be truthful.”
Edward R. Murrow
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22. Ogilvy’s Advertising Tenets
• A reminder – some advertising tenets that
David Ogilvy offers:
– “Never write an advertisement you wouldn’t want your
own f il t read.”
family to d”
– “The most important decision is how to position your
product.”
– If nobody reads or looks at the ads, “it doesn’t do much
good to have the right positioning.”
– “Big ideas are usually simple ideas.”
– “Every word in the copy must count.”
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Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
y@ y
www.larrylitwin.com
© 2009
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