Chapter 10

What are different ways that electronic media companies promote

How about feedback? What types of feedback do they get What is it good for

Promotion Is very important in electronic media▪ Occurs mostly when something new happens▪ New TV show▪ New Movie▪ Radio Contest▪ Video Game

Promotion today occurs year round▪ Due to year round release of media products

Promotion Promotional Spots (promos)

▪ One of the easiest methods of TV & Radio promotion

▪ Cross Promote▪ When companies with multiple media forms

Promos across the media they own What is a company that cross promotes, give example?

▪ Snipes▪ Pop-ups that appear along the bottom/corner during

program▪ Developed to counter ad/commercial skipping

Trailers At beginning of movies & DVD’s

▪ To promote other products by the same company

Media forms use each other for promotions▪ TV -> Radio▪ Movies -> Internet▪ Movies - > TV

▪ Other forms of media are also used for promotion

Billboards Busses Newspapers

Source Code Trailer

The best promotion is▪ Word of Mouth

Promotion is often combined with▪ Advertising ▪ Public relations▪ The building of good will

Station Tours, Answering e-mails, Public Service Activities

Publicity▪ Similar to promotion, except it’s free▪ Movie/Music review, news coverage

Forms of Audience Feedback There are numerous feedback methods

used▪ Fan Mail – Historical method of getting

feedback▪ Internet – Allows a lot of feedback▪ Comments, Chatrooms, ▪ To help with plots & storylines

▪ Unwitting feedback▪ Purchasing products▪ Albums sales, Internet downloads

Determine radio playlists

Audience Research CompaniesNielsen

▪ Started by doing market research for drugstores

▪ Launched National Radio Index in 1942▪ Reported how many people listened to various programs

▪ Began adding reports for TV audiences in 1950▪ VCR & DVR▪ Required adjustments to determine program viewing

DVR made tracking easier

Internet tracking▪ Nielsen bought “NetRatings” to track popular

sites

Audience Research Companies Arbitron▪ Formed in 1948▪ Initially measured local television & radio audiences▪ Dropped TV in 1994

Focus now on commercial radio

▪ Other companies▪ Have tried to compete with the top two▪ Cost & expense often results in failure

Media Ratings Council▪ Formed to approve new equipment & gathering

techniques

Sampling▪ Using a segment of the population to determine viewing

habits of the whole▪ Areas selected match the make-up of the U.S.

populations

Random Sampling▪ Where selected homes are picked through a

randomized process.▪ College students became a part of this sample in 2007

Sampling Sample sizes▪ Sample sizes have increased▪ As the number of households and TV options increased

Focused samples▪ Where only a specific audience is sampled▪ ie, Spanish speakers▪ What would be an example of another specific audience

Replacements▪ After data is collected▪ Households need to submit it

If they don’t alternate homes are used to replace them

Collecting Data▪ Most data collection requires the use of

equipment Peoplemeter▪ Device used to determine who is watching▪ & what they are watching

Local People Meter (LPM)▪ Smaller device that is worn▪ Monitors audio being played nearby

Collecting Data Diaries▪ Written survey that all members over 12 use to

record their daily viewing habits▪ Accuracy has been difficult to maintain▪ Has led to increased use of meters

Discrepancies▪ Changes in methodology▪ Person completing surveys▪ Consistency of people meter use

▪ All result in possible inaccuracy in data

Quantitative Data The two most common statistics reported▪ Ratings▪ The percentage of households watching a particular TV

program Or listening to a radio station

▪ Share▪ Also a percentage but based on the number of homes

With radio or TV turned on

▪ Hyping▪ Used to increase ratings during important survey

periods

Qualitative research▪ Research used to learn more about those being

reached

Psychographics▪ People’s lifestyles and characteristics▪ How these relate to media preferences & buying

habits

Engagement▪ How effective is the brand communication▪ Are the commercials being recalled

▪ This is valuable to advertising▪ Can determine ad rates

Pre-testing Music preference research▪ Used by stations to select songs to retain listeners▪ Conducted through

Phone calls and surveys Kiosks in malls

Minitheater/Focus group▪ Used for radio/TV/movies▪ Groups of people are invited to consume media▪ Complete questionnaires (minitheater)▪ Discuss songs (focus group)

Pre-testing Used to weed out▪ Weaker programs (reviewing pilots)▪ Unappealing commercials

Helps to identify fixable problems in ▪ Leads to additional editing▪ Then pretested again

Other Forms of Research▪ Q-scores▪ Results from surveys sent to random

people▪ Performers and shows/programs are rated

▪ Educational▪ Tests are conducted before & after ▪ To see if information shared is being

learned

▪ Pay Channels (HBO, etc)

▪ Test to see find ways to retain subscribers

▪ Websites▪ Tested for navigation and poor design

How audience measurement is used Selling Time

▪ Most important use of data is to determine ad rates The higher the rating the greater the cost

Industry Health▪ Helps to determine strength of networks and other

media formats

Comparison▪ Measurement helps media companies know how they

are comparing to their competitors

How audience measurement is used Program decisions▪ Helps executives decide which shows continue

and which shows are pulled▪ Weak shows are quickly removed from the air

Product Placement▪ Companies use research to determine where the

placement of their products will be most effective

Issues and the Future▪ Snipes are often considered annoying▪ Promotion & Sales departments often

clash▪ Both want primetime for their spots

▪ Accuracy of measurement services▪ Is often questioned

DVR’s, Time shifting, Error in data collecting

▪ Poor sample group▪ Media outlets and forms is increasing▪ Current sample size may not cover all types of

consumers