© 2006 Pearson Education Canada Inc. 9.1 Canadian Advertising in Action Chapter 9 Broadcast Media: Television and Radio

© 2006 Pearson Education Canada Inc. 9.2 Learning Objectives  Identify Canadian broadcasting industry organizations  Assess advantages and disadvantages of television and radio advertising  Explain considerations and processes in buying television and radio time  Identify recent technologies affecting Canadian television and radio

© 2006 Pearson Education Canada Inc. 9.3 Technologies Affecting Commercial Television  Pay TV and Specialty Networks  Internet and Web TV  PVRs (personal video recorders)  Virtual Advertising  Media Optimizers (software)

© 2006 Pearson Education Canada Inc. 9.4 Advantages & Disadvantages of Television Impact High Reach Frequency Potential Some Demographic Selectivity Coverage Flexibility Demonstration High Cost Clutter Lack of Target Market Selectivity Audience Fragmentation Commercial Avoidance Lead Time (Network) Creative Limitations Advantages Disadvantages

© 2006 Pearson Education Canada Inc. 9.5 Television Advertising Options Network National Spot (Selective spot) Sponsorships Branded Content Local Station

© 2006 Pearson Education Canada Inc. 9.6 Influences on Television Ad Rates  Supply and Demand  Nature of Purchase  Type of Program  Daypart  Commercial Length

© 2006 Pearson Education Canada Inc. 9.7 Discounts Offered by Television Frequency Volume Continuity Seasonal Package Plans ROS (run of schedule) Pre-emption Rates

© 2006 Pearson Education Canada Inc. 9.8 Technologies Affecting Radio  Digital Radio (e.g. CBC) CBC)  Internet Radio (e.g. 3wk.com)3wk.com The radio industry is changing but at a slower rate than television. Changes will have a negative impact on traditional AM and FM stations. Visit these websites and outline the advertising advantages these ‘stations’ have compared to traditional radio.

© 2006 Pearson Education Canada Inc. 9.9 Radio Advertising FM is much more popular than AM. Radio audiences are largely determined by a station’s format. Adult Contemporary News / Talk Sports Talk CHR AOR Country Classical Gold (declining)

© 2006 Pearson Education Canada Inc Radio Listening Does the above chart reflect your family’s listening habits?

© 2006 Pearson Education Canada Inc Advantages and Disadvantages of Radio Target Market Selectivity Reach Potential Frequency Cost Flexibility Audience Fragmentation Message Retention Media-Planning Considerations AdvantagesDisadvantages

© 2006 Pearson Education Canada Inc Influences on Radio Rates  Seasonal Rate Structures  Dayparts  Reach Plans  Type of Advertiser

© 2006 Pearson Education Canada Inc Buying Radio Time Rotation Plans Vertical Rotation Horizontal Rotation Reach Plan (Total Audience Plan) The rotation of commercials through dayparts based on predetermined frequency.

© 2006 Pearson Education Canada Inc Discounts Offered by Radio  Frequency  Volume  Continuity  Package Plans (Reach)  Combination Rates  ROS (run of schedule)