Broadcast, Print, and Support Media When people are confused and don’t know what to think, it’s a great time for you to tell them. –Sergio Zyman “Z” When people are confused and don’t know what to think, it’s a great time for you to tell them. –Sergio Zyman “Z”

Television Advantages Creativity and Impact: IKEA ad IKEA ad IKEA ad High Impact High Impact Sight-Sound-Motion Budweiser ad Sight-Sound-Motion Budweiser ad Budweiser ad Budweiser ad Coverage and Cost Effectiveness Mass Coverage Mass Coverage High Reach High Reach Captivity and Attention Attention Getting Attention Getting Favorable Image Favorable Image Selectivity and Flexibility High Prestige High Prestige Low Exposure Cost Low Exposure Cost

Television Disadvantages Cost Lack of Selectivity Fleeting Message Clutter Limited Viewer Attention Distrust and Negative Evaluation

Three TV Buying Decisions Network Versus Spot Reach is the primary consideration but ease of purchase is important. Reach is the primary consideration but ease of purchase is important. Sponsor, Participate, or Spot Method of buying affects cost, commitment, and identification. Method of buying affects cost, commitment, and identification. Specific Daypart and Weeks Scheduling depends on reach and frequency requirements. Scheduling depends on reach and frequency requirements.

Buying TV Time Network Versus Spot Networks Networks Affiliated stations are linked Purchase transactions are simplified Spot and local Spot and local

Buying Television Time Spot: mostly confined to station breaks between programs Two Types Two Types National Spot-non-network/national advertiser Local- non-network/local advertiser Advantages: flexibility, cost Advantages: flexibility, cost Limitations: more clutter; more difficult Limitations: more clutter; more difficult Many stations involved Variations in pricing Variations in discount structure Spot: mostly confined to station breaks between programs Two Types Two Types National Spot-non-network/national advertiser Local- non-network/local advertiser Advantages: flexibility, cost Advantages: flexibility, cost Limitations: more clutter; more difficult Limitations: more clutter; more difficult Many stations involved Variations in pricing Variations in discount structure

SyndicationSyndication Syndication - shows sold on a station-by-station basis Two Types Two Types Off-network - reruns: Seinfeld, Roseanne, Simpsons First-run - Jerry Springer, Rosie, Star Trek Voyager, Highlander Barter syndication-selling shows to stations in return for commercial time Barter syndication-selling shows to stations in return for commercial time Syndication buying is complex Syndication buying is complex Less info from syndicators Different audience (older, more rural) May not be seen in all markets May run in different time slots Syndication - shows sold on a station-by-station basis Two Types Two Types Off-network - reruns: Seinfeld, Roseanne, Simpsons First-run - Jerry Springer, Rosie, Star Trek Voyager, Highlander Barter syndication-selling shows to stations in return for commercial time Barter syndication-selling shows to stations in return for commercial time Syndication buying is complex Syndication buying is complex Less info from syndicators Different audience (older, more rural) May not be seen in all markets May run in different time slots

Methods of Buying Time Sponsorship Advertiser assumes responsibility for the production and perhaps the content of the program Advertiser assumes responsibility for the production and perhaps the content of the program Sponsor has control and can capitalize on the prestige associated with a show Sponsor has control and can capitalize on the prestige associated with a showParticipations Participating sponsors share the cost Participating sponsors share the cost May participate regularly or sporadically May participate regularly or sporadically Advertiser isn’t responsible for production Advertiser isn’t responsible for production Participants lack control over content Participants lack control over content Superbowl Participation Superbowl Halftime Show Sponsorship

TV Dayparts 7:00 AM - 9:00 AM Mon. - Fri. 7:00 AM - 9:00 AM Mon. - Fri. 9:00 AM - 4:30 PM Mon. - Fri. 9:00 AM - 4:30 PM Mon. - Fri. 4:30 PM - 7:30 PM Mon. - Fri. 4:30 PM - 7:30 PM Mon. - Fri. 7:30 PM - 8:00 PM Sun. - Sat. 7:30 PM - 8:00 PM Sun. - Sat. 8:00 PM - 11:00 PM Mon. - Sat. 8:00 PM - 11:00 PM Mon. - Sat. 7:00 PM - 11:00 PM Sun. 7:00 PM - 11:00 PM Sun. 11:00 PM - 11:30 PM Mon. - Fri. 11:30 PM - 1:00 AM Mon. - Fri. MorningDaytime Early fringe Prime-time access Prime time Prime time Sun. Late news Late fringe

CableCable Can be national, regional or spot Advantages Selectivity-narrowcasting (TRP vs GRP) Selectivity-narrowcasting (TRP vs GRP) Much lower cost Much lower cost CPM cable = 2 or 3 times CPM network Limitations Comparably low ratings Comparably low ratings Even MTV, ESPN and CNN have prime time ratings of only 1 to 2 Even MTV, ESPN and CNN have prime time ratings of only 1 to 2 Lower penetration: 68% of households–1/3 unreachable Lower penetration: 68% of households–1/3 unreachable Can be national, regional or spot Advantages Selectivity-narrowcasting (TRP vs GRP) Selectivity-narrowcasting (TRP vs GRP) Much lower cost Much lower cost CPM cable = 2 or 3 times CPM network Limitations Comparably low ratings Comparably low ratings Even MTV, ESPN and CNN have prime time ratings of only 1 to 2 Even MTV, ESPN and CNN have prime time ratings of only 1 to 2 Lower penetration: 68% of households–1/3 unreachable Lower penetration: 68% of households–1/3 unreachable

Both Media... Radio and TV Similarities Are time oriented media Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media Are passive, low-involvement

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...

MagazinesMagazines Three Categories (SRDS) Consumer Consumer Business Business Farm Farm Three Categories (SRDS) Consumer Consumer Business Business Farm Farm

MagazinesMagazines Advantages Selectivity Selectivity Reproduction Quality Reproduction Quality Creative Flexibility Creative Flexibility Permanence Permanence Prestige Prestige Consumer Receptivity Consumer Receptivity Consumer Involvement Consumer Involvement Due to and correlated with selectivity Some are purchased as much for ads as for content: Bridal Bridal Fashion Fashion Computer ComputerAdvantages Selectivity Selectivity Reproduction Quality Reproduction Quality Creative Flexibility Creative Flexibility Permanence Permanence Prestige Prestige Consumer Receptivity Consumer Receptivity Consumer Involvement Consumer Involvement Due to and correlated with selectivity Some are purchased as much for ads as for content: Bridal Bridal Fashion Fashion Computer Computer

MagazinesMagazines Disadvantages Costs Costs Limited Reach and Frequency Limited Reach and Frequency Long Lead Time Long Lead Time Clutter! Clutter!Disadvantages Costs Costs Limited Reach and Frequency Limited Reach and Frequency Long Lead Time Long Lead Time Clutter! Clutter!

CirculationCirculation Primary: subscriptions Circulation Verification Audit Bureau of Circulations (ABC) - 70% paid requirement Audit Bureau of Circulations (ABC) - 70% paid requirement Primary: subscriptions Circulation Verification Audit Bureau of Circulations (ABC) - 70% paid requirement Audit Bureau of Circulations (ABC) - 70% paid requirement

CirculationCirculation Primary: subscriptions Circulation Verification Readership Based on pass-along readership Based on pass-along readership Readership = readers per copy X circulation Readership = readers per copy X circulation Primary: subscriptions Circulation Verification Readership Based on pass-along readership Based on pass-along readership Readership = readers per copy X circulation Readership = readers per copy X circulation

Purchasing Space Usually space units Full, half, quarter page Full, half, quarter page Plus: Plus:ColorBleedInsertLocationEtc. Minus: Minus:Volume Usually space units Full, half, quarter page Full, half, quarter page Plus: Plus:ColorBleedInsertLocationEtc. Minus: Minus:Volume

NewspapersNewspapers Five Categories Daily Daily Weekly Weekly National (USA Today, Christian Science Monitor, WSJ) National (USA Today, Christian Science Monitor, WSJ) Special Audience (Advertising Age) Special Audience (Advertising Age) Supplements (Parade, USA Weekend) Supplements (Parade, USA Weekend) Three types Display Display Classified Classified Inserts Inserts Five Categories Daily Daily Weekly Weekly National (USA Today, Christian Science Monitor, WSJ) National (USA Today, Christian Science Monitor, WSJ) Special Audience (Advertising Age) Special Audience (Advertising Age) Supplements (Parade, USA Weekend) Supplements (Parade, USA Weekend) Three types Display Display Classified Classified Inserts Inserts

NewspapersNewspapers Advantages Extensive Penetration Extensive Penetration Flexibility Flexibility Geographic Selectivity Geographic Selectivity City by city Often very narrow insert zones Chicago Tribune has 95 zones Chicago Tribune has 95 zonesAdvantages Extensive Penetration Extensive Penetration Flexibility Flexibility Geographic Selectivity Geographic Selectivity City by city Often very narrow insert zones Chicago Tribune has 95 zones Chicago Tribune has 95 zones

NewspapersNewspapers Disadvantages Poor Reproduction Poor Reproduction Short Life Span Short Life Span Lack of Selectivity Lack of Selectivity Clutter! Clutter!Disadvantages Poor Reproduction Poor Reproduction Short Life Span Short Life Span Lack of Selectivity Lack of Selectivity Clutter! Clutter!

Purchasing Space Rates Columns vary (6-9 / page) Columns vary (6-9 / page) Standard advertising units (SAU) Standard advertising units (SAU) Adopted in 1984 Used by 90% of newspapers Some do not use the 6th column Locals still use column inch 1” x 1 column 1” x 1 columnRates Columns vary (6-9 / page) Columns vary (6-9 / page) Standard advertising units (SAU) Standard advertising units (SAU) Adopted in 1984 Used by 90% of newspapers Some do not use the 6th column Locals still use column inch 1” x 1 column 1” x 1 column

Purchasing Space Rates Columns vary (6-9 / page) Columns vary (6-9 / page) Standard advertising units (SAU) Standard advertising units (SAU) Rate Structure Rate Structure Flat Rate: no quantity, repeat discounts Open Rate: discounts available Run of Paper (ROP): newspaper places ad; standard Preferred position: advertiser chooses location; costs extra Combination rate: multi paper rate Morning/evening Morning/evening Several papers owned by one publisher Several papers owned by one publisher Several papers in a syndicate Several papers in a syndicateRates Columns vary (6-9 / page) Columns vary (6-9 / page) Standard advertising units (SAU) Standard advertising units (SAU) Rate Structure Rate Structure Flat Rate: no quantity, repeat discounts Open Rate: discounts available Run of Paper (ROP): newspaper places ad; standard Preferred position: advertiser chooses location; costs extra Combination rate: multi paper rate Morning/evening Morning/evening Several papers owned by one publisher Several papers owned by one publisher Several papers in a syndicate Several papers in a syndicate

Outdoor Advertising Reach Reaches young, affluent audiences very quickly Reaches young, affluent audiences very quicklyFrequency Very high frequency of impressions, especially up-scale Very high frequency of impressions, especially up-scaleFlexibility Many positions available to reach specific groups Many positions available to reach specific groupsCost Lowest cost per exposure of any major ad medium Lowest cost per exposure of any major ad mediumImpact Size, shape, lighting, motion, and special impressions Size, shape, lighting, motion, and special impressions

Other Out-of-Home Media Aerial Advertising Sky Banners Sky Banners Sky Writing Sky Writing Blimps Blimps Mobile Billboards Trucks Trucks Vans Vans Trailers Trailers In-Store Media Signs Signs Video Video Kiosks Kiosks

Special Outdoor Media Parking meters ATM displays Trash cans Ski lift poles Car top signs Sidewalk signs Garden plantings Wall drawings

Transit Advertising Inside Cards Placed above seats Placed above seats In luggage areas In luggage areas Outside Posters On the sides, backs, roofs On the sides, backs, roofs On busses, taxis, trains, etc. On busses, taxis, trains, etc. Station, Platform, Terminal Posters Floor displays Floor displays Island showcases Island showcases Electric signs, etc. Electric signs, etc.

Specialty Advertising Defined A 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.

Forms of Yellow Pages Specialized Directories Targeted to special audiences Targeted to special audiences (e.g., Hispanics, Women, Blacks, Christians, etc.) Audiotex “Talking” Yellow Pages “Talking” Yellow PagesInteractive Consumer search data bases Consumer search data bases Internet Directories National, regional and local listings National, regional and local listings Other Services Coupons, inserts, samples, etc. Coupons, inserts, samples, etc.

Movie, Videotape Ads Advantages High Exposure High Exposure Audience Mood Audience Mood Cost (Maybe) Cost (Maybe) Good Recall Good Recall Lack of Clutter Lack of Clutter Proximity Proximity DisadvantagesIrritation Cost (Maybe)

Placements Advantages High exposure High frequency Media support Source association Economy High recall Bypass regulations Viewer acceptance Disadvantages High absolute cost Time of exposure Limited appeal Lack of control Public reactions Competition Negative placements