Chapter Fourteen Objectives
• Describe the four major traditional advertising media.
• Discuss newspaper advertising and its strengths and limitations.
Chapter Fourteen Objectives
• Evaluate magazine advertising and its strengths and limitations.
• Discuss radio advertising and its strengths and limitations
• Discuss television advertising and its strengths and limitations
Advertisers attempt to select the media and vehicles whose characteristics are most compatible with the advertised brand in
reaching its target audience and conveying its intended message
Traditional Major Advertising Media
Out-of-home advertising
Magazines Radio
Newspaper
Television
Which Media Do It Best?
Consider:
•Advertiser’s objectives•Creative needs•Competitive challenge•Budget availability
Buying Newspaper Space
Standard Advertising Units
(SAU)
Six column widths
1 column=2 1/16 inches
Depth from 1” to 21
Premium charges
for
preferred space
Space rates
apply to ROP
(Run of Press)
Newspaper
• Audience in right mental frame
• Mass audience coverage
• Flexibility• Ability to use
detailed copy • Timeliness
• Clutter• Not highly selective• Higher rates for
occasional advertisers• Mediocre reproduction
quality• National Buying
complicated• Changing composition of
readers
Buying Magazine Space
• Selecting magazines that reach the target market
• Cost considerations– Media Kits– CPM (Cost-per-thousand)– Mediamark Research, Inc. (MRI)– Simmons Market Research Bureau
(SMRB)
Magazine
• Can reach large audiences• Selectivity• Long life• High reproduction quality• Detailed information possible• Convey information with
authority• High involvement potential
• Not intrusive• Long lead times• Clutter• Limited geographic
options• Circulation patterns
vary by market
Magazine Audience Measurement
• The number of subscriptions to a magazine and the number of people who read the magazine are not equivalent.
• MRI and Simmons specialize in measuring magazine readership and determining audience size.
• Each use different research methods, and their results are often discrepant.
The advertiser must weigh:
• The size of the potential audience that a vehicle might reach.
• The attractiveness of its coverage as revealed by the total product purchasers exposed to that vehicle and compared with other media.
• Its cost compared with other vehicles • Its appropriateness for the advertised
brand
Radio Advertising
• Over 11,000 commercial radio stations in the U.S.
• Nearly 100% of home and cars have radios.
• Radio reaches about 94% of all persons ages 12 and over.
Buying Radio Time
• Matching station format with target market
• Geographic coverage using ADIs
• Day part choice
Radio
• Can reach segmented audiences
• Intimacy• Economy• Short lead times• Transfer of imagery
from TV• Use of local
personalities
• Clutter• No visuals• Audience
fractionalization• Buying difficulties
Radio Audience Measurement
• Arbitron is the major company involved with measuring listenership and audience demographics.
• RADAR (Radio’s All Dimension Audience Research)
• Arbitron uses a paper-based diary approach to measure listener behavior.
• Navigauge new service tracks radio-listening behaviors in motor vehicles using continuous tracking devices.
Television Advertising
• Slightly more than 98% of all households have televisions
• Uniquely personal and demonstrative, yet expensive to produce and broadcast
Television Programming Segments
8p.m.-11p.m. (7p.m.-10p.m.)
Prime Time
Early morning news - 4:30p.m.
Daytime
Preceding and following prime time
Fringe Time
Television
• Market product nationally
• Major networks (ABC, CBS, Fox, NBC)
• Expensive but can be a cost efficient means to reach mass audience
Syndicated
Network
Spot
Cable
Local
Television
• Advertising is placed only in selected markets
• Regional-oriented marketing and geodemographic segmentation of consumer markets
Syndicated
Network
Spot
Cable
Local
Television
Syndicated programming
occurs when an
independent company
markets a TV show to as
many network-affiliated
or cable TV stations as
possible
Syndicated
Network
Spot
Cable
Local
Television
• 80% of households with television sets
• Narrow areas of viewing interest
• Cable subscribers are more economically upscale and younger
Syndicated
Network
Spot
Cable
Local
Television
• Local advertisers are turning to television
• Inexpensive during the fringe time
Syndicated
Network
Spot
Cable
Local
Television
• Demonstration ability• Intrusion value• Ability to generate
excitement• One-on-one reach• Ability to use humor • Effective with sales
force and trade• Ability to achieve
impact
• Escalating costs• Erosion of audience• Audience
fractionalization• Zipping and zapping • Clutter
Infomercials
• Introduced in the early 1980s
• Long commercial (28 to 30 minutes)
• The production cost is expensive
• Especially effective promotional tool for moving merchandise
Brand Placements in TV Programs
• Reason: fear that TV advertising is no longer as effective as it used to be
• Brand managers pay to get prominent placement for their brands
• “Survivor” program is the poster child for this trend
• Advertisers who purchased commercial time in “Survivor” got prime brand placement in the program
Television Audience Measurement
• Higher rated programs command higher prices
• Ratings are difficult to come by accurately
• One primary rating service—Nielsen’s People Meter and one under development—SRI’s SMART System
Measuring Away-from-Home Viewers and Listeners
• College students viewing TV in dorms and people consuming radio and TV at bars, gyms, and restaurants are not accounted for in the typical at-home viewing measurements.
• Nielsen and Arbitron are testing PPM (portable people meter) technology that can track radio and TV exposure at any location.
• Competition has come and gone and Nielsen remains the one company measuring TV viewership.