evaluation of broadcast media. media terminology print media - publications such as newspapers,...
TRANSCRIPT
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Media Terminology
Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like.
Media Vehicle - The specific message carrier, such as the Washington Post or Tonight Show.
Coverage - The potential audience that might receive the message through the the vehicle.
Reach - The actual number of individual audience members reached at least once by the vehicle.
Frequency - The number of times the receiver is exposed to vehicle in a specific time period.
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Television Characteristics
AdvantagesMass coverageHigh reachImpact of sight,
sound, and motionHigh prestigeLow cost per
exposureAttention gettingFavorable image
DisadvantagesLow selectivityShort message lifeHigh absolute costHigh production costsClutter
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Television Advantages Creativity and Impact
High ImpactSight-Sound-Motion
Coverage and Cost EffectivenessMass CoverageHigh Reach
Captivity and AttentionAttention GettingFavorable Image
Selectivity and FlexibilityHigh PrestigeLow Exposure Cost
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Television Disadvantages
Cost
Lack of Selectivity
Fleeting Message
Clutter
Limited Viewer Attention
Distrust and Negative Evaluation
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TV Dayparts
7:00 AM - 9:00 AM Mon. - Fri.
9:00 AM - 4:30 PM Mon. - Fri.
4:30 PM - 7:30 PM Mon. - Fri.
7:30 PM - 8:00 PM Sun. - Sat.
8:00 PM - 11:00 PM Mon. - Sat.
7:00 PM - 11:00 PM Sun.
11:00 PM - 11:30 PM Mon. - Fri.
11:30 PM - 1:00 AM Mon. - Fri.
Morning
Daytime
Early fringe
Prime-time access
Prime time
Prime time Sun.
Late news
Late fringe
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Measuring TV AudiencesAudience Measures
Measured by rating servicesSize and composition indicated
Television HouseholdsNumber of HH that own a TVUsually total HH in a market
Program RatingPercentage of TV HH tuned to a show“Rating point” = 1 percent of TV HH
Households Using TV (HUT)Percentage of homes in an area watching
TV at a given timeShare of Audience
Percentage of HUT tuned to a show
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Use TV Only If . . .The budget is large enough to produce high
quality commercials.
The media budget is sufficient to generate and sustain the number of exposures needed.
The market is large enough and reachable efficiently through a specific network, station, or program.
There’s a genuine need for a medium with high creative potential to exert a strong impact.
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Radio Differs from TV
Offers only an audio message.
Is more limited communication.
Costs much less to produce.
Costs much less to purchase.
Has less status and prestige.
Radio Broadcasting . . .
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Radio CharacteristicsAdvantages
Local coverageLow costHigh frequencyFlexibleLow production costsWell-segmented
audiences
DisadvantagesAudio onlyClutterLow attention gettingFleeting message
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Dayparts for Radio
6:00 AM — 10:00 AM
10:00 AM — 3:00 PM
3:00 PM — 7:00 PM
7:00 PM — 12:00 AM
12:00 AM — 6:00 AM
Morning Drive Time
Daytime
Aft./Eve. Drive Time
Nighttime
All Night
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Buying Radio TimeNetwork Radio
Three national networksOver 100 regional/area networksA multitude of syndicated programs
(National) Spot RadioAbout 20% of all spot announcementsAllows great flexibility and targetingPurchase transaction can be difficult
Local RadioNearly 80% of advertisers are localLocal CATV is becoming competitive
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Magazines CharacteristicsAdvantages
Segmentation potential
Quality reproductionHigh information
contentLongevityMultiple readers
DisadvantagesLong lead time for ad
placementVisual onlyLack of flexibility
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Classifications of Magazines
By ContentConsumer MagazinesFarm MagazinesBusiness Magazines
• Professional Group Magazines
• Industrial Magazines• Trade Magazines• General Business
Magazines
By SizeLargeFlatStandardSmall or Pocket
By GeographyLocalRegionalNational
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Special Magazine FeaturesBleed Pages
Cover Positions
Inserts
Gate Folds
Junior Pages
Island Halves
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Magazine Circulationand ReadershipCirculation
Primary Circulation
Guaranteed Circulation
Circulation Verification
Readership and Total Audience
Audience Research
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Newspapers CharacteristicsAdvantages
High coverageLow costShort lead time for
placing adsAds can placed in
interest sectionsTimely (current ads)Reader controls
exposureCan be used for
coupons
DisadvantagesShort lifeClutterLow attention-getting
capabilitiesPoor reproduction
qualitySelective reader
exposure
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Unique Newspaper FeaturesMass audience
Cross-section of population
Local geographic coverage
Wide range of content, subjects
Selective readership by area
Timely coverage, daily issues
Readership concentrated in time
Permanent, durable record
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Newspaper AdvertisingDisplay Ads
Local (mostly retail)General (often national)Paid reading notices (editorial look)
Classified AdsSmall items arranged by topicRates based in size, durationClassified display - combination
Public NoticesLegal notices - public reportsNotices by people, organizationsFinancial reports
Printed InsertsPrepared by separate advertisers
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Rate TerminologyNational Rates
Flat Rates
Open Rates
Combination Rates
Color Rates
Preferred Position
Split Runs
Local Rates
Earned Rates
Short Rates
Run-of-Paper [ROP]
Insertion Rates
Differential Rates
Split Run Rates
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Direct Mail Characteristics
AdvantagesHigh selectivityReader controls
exposureHigh information
contentOpportunities for
repeat exposures
DisadvantagesHigh cost/contactPoor image (junk
mail)Clutter
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Outdoor Characteristics
AdvantagesLocation specificHigh resolutionEasily noticed
DisadvantagesShort exposure time
requires short adPoor imageLocal restrictions
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Outdoor Advertising
ReachReaches young, affluent audiences very quickly
Frequency Very high frequency of impressions, especially up-
scaleFlexibility
Many positions available to reach specific groupsCost
Lowest cost per exposure of any major ad mediumImpact
Size, shape, lighting, motion, and special impressions
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Outdoor Advertising AdvantagesWide Local Coverage
Broad base of day and night local exposureFrequency
High exposure for frequently purchased goodsGeographic Flexibility
Can be placed on highways, near stores, etc.Creativity
Use of color, size, shape, and movementCreation of awareness
Use of short, high-impact messagesEfficiency
CPM very competitive with other mediaEffectiveness
Can often lead directly to sale of the goodsProduction Capability
Technology has reduced production times
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Other Out-of-Home MediaAerial Advertising
Sky BannersSky WritingBlimps
Mobile BillboardsTrucksVansTrailers
In-Store MediaSignsVideoKiosks
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Special Outdoor MediaParking metersATM displaysTrash cansSki lift polesCar top signsSidewalk signsGarden plantingsWall drawings
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Transit Advertising Advantages
Inside CardsPlaced above seatsIn luggage areas
Outside PostersOn the sides, backs, roofsOn busses, taxis, trains, etc.
Station, Platform, Terminal PostersFloor displaysIsland showcasesElectric signs, etc.
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Specialty AdvertisingA medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.
Unlike premiums, with which they are sometimes confused, these articles are always distributed free: Recipients don’t have to earn the specialty by making a purchase or contribution.
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Yellow Page Advertising
Advantages
Wide Availability
Action Oriented
Low Cost
Frequency
Non-Intrusiveness
Disadvantages
Market Fragmentation
Timeliness
Lack of Creativity
Lead Times
Clutter
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Movie, Videotape Ads
AdvantagesHigh ExposureAudience MoodCost (Maybe)Good RecallLack of ClutterProximity
DisadvantagesIrritationCost (Maybe)
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Placements
AdvantagesHigh exposureHigh frequencyMedia supportSource associationEconomyHigh recallBypass regulationsViewer acceptance
DisadvantagesHigh absolute costTime of exposureLimited appealLack of controlPublic reactionsCompetitionNegative placements
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In-Flight TV Commercials
Advantages
A Desirable Audience
A Captured Audience
Low Relative Cost
Segmentation Possibilities
Disadvantages
High Potential for Irritation
Limited Availability of Medium
Lack of Audience Attention
Potential for Rapid Wearout
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Internet / Interactive Media CharacteristicsAdvantages
User selects product information
User attention and involvement
Interactive relationship
Direct selling potentialFlexible message
platform
DisadvantagesLimited creative
capabilitiesWeb snarl (crowded
access)Technology
limitationsFew valid
measurement techniques
Limited reach
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Internet AdvertisingSponsorship
Ownership of an entire site or pageBanner Ads
A portion of another owner’s pagePop-Ups
Small windows that appear automaticallyInterstitial
Ads appearing while waiting for a page to loadPush Technologies or Webcasting
Automatic or unsolicited message deliveryLinks
Hypertext links to other sites, pages or locations
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Internet Direct MarketingDirect Mail
Highly targetedRelies on e-mail listsAttempts to reach those with specific
needsOften used by catalogers
Marketing Databases on the Net Companies build or acquire a databaseThe database is sold to subscribersDelivery may be on- or off-line
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Internet Direct MarketingInfomercials
Program content similar to television, cable or satellite
Web provides for greater audience interaction
E-CommerceRapid growth rates likely to continueCDs, books, travel are main categoriesClothing, cars, financial services are all
gaining ground
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Measures of EffectivenessKEY TERMS
Hits• Number of requests for a site component
Viewers• Number of visits to a site
Unique visitors• Number of different visitors per period
Clicks (Click-throughs)• Number of visitors clicking on a banner ad
Click-through rate• Ratio of click-throughs from an ad to a page at the
advertiser's website
Impressions per page views• Number of times viewers view a page
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Sales Promotion
An extra incentive to buy
An inducement to intermediaries
Targeted to different parties
“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”
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Sales Promotion VehiclesConsumer-Oriented
Samples
Coupons
Premiums
Contests/sweepstakes
Refunds/rebates
Bonus packs
Price-offs
Event sponsorship
Trade-Oriented
Contests, dealer incentives
Trade allowances
Point-of-purchase displays
Trading programs
Trade shows
Cooperative advertising
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Sales Promotion Uses
Introduce new productsGet existing customers to buy moreAttract new customersCombat competitionMaintain sales in off seasonIncrease retail inventoriesTie in advertising and personal sellingEnhance personal selling efforts
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Objectives of Consumer-Oriented Sales Promotion
To Obtain Trial and Purchase
To Increase Consumption of an Established Brand
To Defend (Maintain) Current Customers
To Target a Specific Segment
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Trade-Oriented SalesPromo Objectives
Obtain Distribution of New ProductsMaintain Trade Support for Existing
ProductsEncourage Retailers to Display Existing
BrandsBuild Retail Inventories
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Types of Trade-Oriented PromotionsContests and IncentivesTrade Allowances
Buying AllowancesPromotional AllowancesSlotting Allowances
Point-of-Purchase DisplaysSales Training ProgramsTrade ShowsCooperative Advertising
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To manage relationship with the public
GeneralPublic
Employees
Suppliers Stockholders
Customers
CLIENT
The Role of Public Relations
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MA
RK
ET
ING
PUBLIC RELATIONS
Str
on
gW
eak
StrongWeak
Four Classes of Marketingand Public Relations
Example:Small social service agencies
Example:Large, Fortune five-hundred companies
Example:Small manufacturing companies
Example:Hospitals, colleges and universities
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Public Relations Tools
Press releases
Press conferences
Exclusives
Interviews
Community involvement
The internet
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Promotional PublicationsInsertsEnclosuresAnnual reportsPostersBulletin boardsExhibitsAudiovisualsPosition papersSpeeches
News releasesMedia kitsBookletsLeafletsPamphletsBrochuresManualsBooksLetters
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Corporate Advertising
TypesImage advertisingEvent sponsorshipAdvocacy advertisingCause-related advertising
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Corporate Advertising
ObjectivesBoost employee moraleSmooth labor relationsHelp newly deregulated industries
• Ease consumer uncertainty• Answer investor questions
Help diversified companies• Establish identity for parent• Decrease reliance solely on brand
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When the Sales Force is aMajor Part of IMC
Product or ServiceComplex goods or servicesMajor purchase decisionsPersonal demonstration required
PriceFinal price negotiablePrice provides adequate margin
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When the Sales Force is aMajor Part of IMC
ChannelsChannel short and directTraining needed by intermediariesSelling needed to push product throughIntermediaries can provide personal selling
AdvertisingMedia do not provide an effective linkInformation can not be provided by mediaSparse market make ads uneconomical
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Personal Selling Pros & Cons
AdvantagesTwo-way interaction with
prospectMessage can be tailored to
recipientProspect isn't likely to be
distractedSeller involved in purchase
decisionSource of research
information
DisadvantagesMessages may be
inconsistentPossible management-
sales force conflictCost is often extremely
highThe reach may be very
limitedPotential ethical problems
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Measurement, Pro & Con
Reasons to Measure
Avoid costly mistakes
Evaluate strategiesIncrease efficiency
of advertising in general
Reasons Not to Measure
Cost of measurementProblems with
researchDisagreement about
what to testCreative objections
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Testing FactorsWhat to test
Source factorsMessage variablesMedia strategiesBudget decisions
When to testPretestingPosttesting
Where to testLaboratory testsField tests
How to testTesting guidelinesAppropriate tests
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Testing MethodsPretesting
Laboratory Methods• Consumer juries• Portfolio tests• Psychological
measures• Theater tests• Rough tests• Concept tests• Reliability tests• Comprehension tests• Reaction tests
PretestingField Methods
• Dummy ad vehicles• On-air tests
PosttestsField Methods
• Recall tests• Association measures• Single-source
systems• Inquiry tests• Recognition tests• Tracking studies