Muhammad Waqas Broadcast Media (Continued) Lecture18

Muhammad Waqas Recap I.Chapter Key Points II.Broadcast Media III.Radio IV.Television

Muhammad Waqas Lecture Outline I.Television II.Film and Video III.Product Placement IV.Using Broadcast Advertising Effectively

Muhammad Waqas Programming Options Specialty television Pay-per-view Program syndication Interactive television High-definition TV Digital Video Reorders

Muhammad Waqas Television Advertising Sponsorships Participations Spot announcemen ts Advertiser assumes total financial responsibility for producing the program and providing the commercials Advertiser can control the content and quality of the program and the placement and length of commercials

Muhammad Waqas Television Advertising Sponsorships Participations Spot announcemen ts Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program Provides more flexibility in market coverage, target audiences, scheduling, and budgeting

Muhammad Waqas Television Advertising Sponsorships Participations Spot announcemen ts Commercials that appear in the breaks between programs Local affiliates sell these to advertisers who want to show their ads locally

Muhammad Waqas Measuring the Television Audience Rating points – The percentage of all the households with television tuned into a particular program Share of audience – The percentage of viewers based on the number of sets turned on Gross Rating Points – The sum of the total exposure expressed as a percentage of the audience population People meters – Record what television shows are being watched, the number of households watching, and which family members are viewing

Muhammad Waqas Television Advantages Pervasiveness Cost efficiency Impact Disadvantages Production costs Clutter Wasted reach Inflexibility Intrusiveness

Muhammad Waqas Film and Video Trailers Videocassette and DVD distributors also placing ads before movies Promotional video networks in stores, offices, truck stops, etc. Advantages Play to a captive audience Attention level is higher than for almost any other form of commercials Disadvantages Captive audience resents intrusion of ads

Muhammad Waqas Product Placement When a company pays to have verbal or visual brand exposure in a movie or TV program Advantages Demonstrates product usage in a natural setting by celebrities Catches audience when resistance to ads is low Disadvantages May not be noticed Not a match between product/movie/audience

Muhammad Waqas Play… 1.Cast Away - Official Trailer 2.The World Is Not Enough – Trailer 3.Product placement in Films

Muhammad Waqas Using Broadcast Advertising Use Radio If… Local business Highly targeted audience Small budget Timing consideration Align interests with program Personal message with human voice Works in musical form or strong in mental imagery Need reminder message Use Television If… Want wider mass audience Align interests with program Good budget Product needs both sight and sound Prove something to audience Halo effect Create or reinforce brand image and personality

Muhammad Waqas Using Broadcast Advertising Use Movie Ads If… National brand Have budget to do high- quality commercials Want to associate brand with movie stars Movie audience matches brand’s target audience Substantial visual impact and quality production Use Placement If… Want to associate brand with stars and story Viewing audience matches brand’s target audience Natural fit between product and storyline Opportunity for brand as star Appeals to stakeholders Supporting ad campaign

Muhammad Waqas Summary I.Television II.Film and Video III.Product Placement IV.Using Broadcast Advertising Effectively

Muhammad Waqas Reference Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice- Hall, New Delhi, ND.