1. Chapter 15
Media Planning: Print, Television, and Radio

2. Which Media: Print, Television or Radio?
Great ads will fail if the media chosen do not reach the right audiences.
Newspapers and magazines have inherent advantages and disadvantages.
Broadcast media, TV and radio, also have inherent advantages and disadvantages.
Chapter 14: Media Planning 2

3. Print Media Newspapers $50.4 billion spent on newspaper ads in 2001
Ideal for reaching narrow geographic area
Facing circulation declines
Chapter 15: Print, Broadcast 3

4. Newspaper Advantages Reach over 50% of households
Excellent medium for local markets
Timeliness
Creative opportunities
Credibility
Audience interest
Cost
Chapter 15: Print, Broadcast 4

5. Newspaper Disadvantages
Limited segmentation
Creative constraints
Cluttered environment
Short life
Chapter 15: Print, Broadcast 5

6. Types of Newspapers Target Audience Geographic coverage
General Population
Business
Ethnic
Geographic coverage
Metropolitan area
State
National
Frequency of Publication
Daily
Weekly
Chapter 15: Print, Broadcast 6

7. Categories of Newspaper Advertising
Display Advertising
Display advertising
Co-op advertising
Inserts
Preprinted insert
Free-standing insert
Classified Advertising
Chapter 15: Print, Broadcast 7

8. Costs and Buying Procedures for Newspaper Ads
Rate Cards
Costs determined by:
Size of ad
Use of color
Size of audience
Extent of coverage
Space is sold in column inches or SAU sizes
Rates lower for ROP (run of paper) rather than preferred position or full position.
Chapter 15: Print, Broadcast 8

9. Measuring Newspaper Audiences
Circulation
Paid circulation
Controlled circulation
Readership
Chapter 15: Print, Broadcast 9

10. Future of Newspapers
Survival of newspapers depends on ability to evolve
In the future, newspapers will have to:
Provide in-depth coverage of local issues
Increase coverage of national and international events
Provide follow-up reports of news
Maintain role as local source for consumer information
Become more mainstream in integrated brand promotions relating to new media
Chapter 15: Print, Broadcast 10

11. Magazines
Over $3 billion spent for advertising space in magazines annually
Magazines show diversity as a media class
Chapter 15: Print, Broadcast 11

12. Magazine Advantages and Disadvantages
Audience selectivity
Audience interest
Creative opportunities
Long life
Disadvantages
Limited reach and frequency
Clutter
Long lead times
Cost
Chapter 15: Print, Broadcast 12

13. Types of Magazines Consumer publications Business publications
Men’s Journal, Women’s Day, Ebony
Business publications
American Family Physician, Forbes
Farm publications
Successful Farming, Progressive Farmer
Chapter 15: Print, Broadcast 13

14. Costs and Buying Procedures for Magazines
Costs determined by:
Circulation
Size of ad
Use of color
Position in publication
Rates also vary for:
Bleed page
Gatefold ad
Run-of-paper advertisement
Preferred position
Chapter 15: Print, Broadcast 14

15. Measuring Magazine Audiences
Rates are based on guaranteed circulation
Stated minimum number of copies that will be delivered to readers
Publishers also estimate pass-along readership
Estimates are verified by Audit Bureau of Circulations
Chapter 15: Print, Broadcast 15

16. Future of Magazines Last 15 years a roller coaster for magazines
Currently: revenues and ad pages are up
Advertisers find magazines useful
Continued success requires
Adapting to new media options
A robust environment for mergers and acquisitions in the industry
Chapter 15: Print, Broadcast 16

17. Television For many TV defines what advertising is
In 2001 advertisers spent $55 billion on television
Many more billions are spent on commercial production
Chapter 15: Print, Broadcast 17

18. Television Categories
Network television
Cable television
Syndicated television
Off-network syndication
First-run syndication
Barter syndication
Local television
Satellite and closed-circuit television
Chapter 15: Print, Broadcast 18

19. Advantages and Disadvantages of Television
Creative opportunities
Coverage, reach, and repetition
Cost per contact
Audience selectivity
Chapter 15: Print, Broadcast 19

20. Advantages and Disadvantages of Television
Fleeting message
High absolute cost
Poor geographic selectivity
Poor audience attitude and attentiveness
Clutter
Chapter 15: Print, Broadcast 20

21. Buying Procedures for Television Advertising
Sponsorship
Participation
Spot advertising
Choosing a daypart
Morning
Daytime
Early fringe
Prime-time access
Prime time
Late news
Late fringe
Chapter 15: Print, Broadcast 21

22. Measuring Television Audiences
Source for network and local audience information:
A. C. Nielsen
Arbitron provides network information
Chapter 15: Print, Broadcast 22

23. Weekday Television Dayparts
Morning 7:00-9:00 a.m.
Daytime 9:00 a.m.-4:30 p.m.
Early Fringe 4:30 p.m.-7:30 p.m.
Prime-Time Access 7:30 p.m.-8:00 p.m.
Prime Time 8:00 p.m.-11:00 p.m.
Chapter 15: Print, Broadcast 23
Late News 11:00-11:30 p.m.
Late Fringe 11:30-1:00 a.m.

24. Measures of TV Audiences
Television households
Number of households in a market owning a television
Households using television (HUT)
Number of households tuned to a TV program in a time period
Chapter 15: Print, Broadcast 24

25. Measures of TV Audiences
Program Rating
Percentage of TV households in a market that are tuned to a program during a time period
Program rating =
TV households tuned to a program
Total TV households in the market
Chapter 15: Print, Broadcast 25
X Files rating =
19,500,00
95,900,00
= 20 rating

26. Measures of TV Audiences
Share of Audience
Proportion of households using television (HUT) in a specific time period that are tuned to a program
Program Share =
TV households tuned to a program
Total TV households using TV
Chapter 15: Print, Broadcast 26
X Files share =
19,500,00
65,000,000
= 30 share

27. Future of Television Future appears exciting
Interactive era will affect TV as an advertising medium
Viewer participation
Technology to transmit ads to a wide variety of new devices
TV advertising likely to be sent via broadband and wireless
Increase in direct broadcast by satellite
HDTV
Chapter 15: Print, Broadcast 27

28. Radio Radio categories Types of radio ads Radio networks
Radio syndication
AM versus FM
Types of radio ads
Local spot radio
Network radio advertising
National spot radio advertising
Chapter 15: Print, Broadcast 28

29. Radio Advantages and Disadvantages
Cost
Reach and frequency
Target audience selectivity
Radio disadvantages
Poor audience attentiveness
Creative limitations
Flexibility and timeliness
Creative opportunities
Chapter 15: Print, Broadcast 29
Fragmented audiences
Chaotic buying procedures

30. Buying Procedures for Radio Advertising
Ad time may be purchased from networks, syndications, or local radio stations
About 80% is placed locally
Radio has five basic dayparts
Morning drive time
Daytime
Afternoon/evening drive time
Nighttime
Late night
Chapter 15: Print, Broadcast 30

31. Measuring Radio Audiences
Average quarter hour persons
Average number of station listeners in a 15-minute segment
Average quarter-hour share
Percentage of total radio audience listening to a station during a specified 15-minute segment
Average quarter-hour rating
Audience during a quarter-hour expressed as a percentage of the measurement area population
Cume
Total number of different people who listen for at least five minutes in a 15-minute segment
Chapter 15: Print, Broadcast 31

32. The Future of Radio Subscription radio
Emerging technologies and new media
Satellite radio
Chapter 15: Print, Broadcast 32

33. Dayparts for Radio
Chapter 15: Print, Broadcast 33

34. Three Scheduling Methods
Continuity
Flighting
Pulsing
Relation to text This material relates to material on pp and Figure of the text.
Summary Overview The primary objective of media scheduling is to time advertising efforts so that they will coincide with the highest potential buying periods. This slide shows the three scheduling methods available to the media planner:
Continuity – continuous pattern of advertising; every day, every week, or every month
Flighting – intermittent periods of advertising and no advertising
Pulsing – combination of the first two; continuity is maintained but at certain periods advertising is increased.
Use of this slide This slide can be used to explain the various scheduling options available to the advertiser. The optimal scheduling schedule can be affected by buying cycles.
A continuity schedule can be appropriate with food products, household products and products consumed on an ongoing basis.
A flighting schedule is well suited to seasonal or other products that are consumed mostly during certain time periods.
A pulsing schedule may be used for products that have little sales variation from period to period, but might see some increase in certain times such as cold beverages in the hot summer months.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

35. C. Duplicated Reach of Both D. Unduplicated Reach of Both
Reach and Frequency
A. Reach of One Program
Total market audience reached
B. Reach of Two Programs
Total market audience reached
C. Duplicated Reach of Both
Total reached with both shows
D. Unduplicated Reach of Both
Total reach less duplicate
Relation to text This slide relates to material on pp and Figure of the text.
Summary Overview
Since advertisers have budget constraints they are forced to make trade offs between reach and frequency. They must decide if they want the message seen and heard by more people (reach) or by fewer people more often (frequency). This slide shows a representation of various concepts associate with reach and frequency.
Reach of One Program – total audience reached by one program
Reach of Two Programs – total audience reached by two programs (including duplicated reach)
Duplicated Reach of Both – duplicated reach only (those that were exposed more than once)
Unduplicated Reach of Both – total reach less duplication (exposed only once)
Use of this slide
This slide can be used to introduce the concepts of reach and frequency and the terms duplicated reach and unduplicated reach. Both of these concepts are very important to the media planner. Unduplicated reach indicates potential new exposures, while duplicated reach provides an estimate of frequency. Most media schedules consider both reach and frequency.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

36. Outdoor Pros and Cons Advantages Disadvantages Location Specific
Sort Exposure Time
Short Exposure Time
High Repetition
High Repetition
Short Ads
Short Ads
Easily Noticed
Easily Noticed
Poor Image
Poor Image
Local Restrictions
Relation to text This slide relates to material on pp and Figure of the text.
Summary Overview This slide summarizes the various advantages and disadvantages of using outdoor as an advertising medium. Some of the more noteworthy advantages are the fact that outdoor ads are location specific, easily noticed, and allow for high repetition. The major disadvantages are that outdoor has a short exposure time, can accommodate only short messages, and may have a poor image.
Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using outdoor advertising. Chapter 13 provides a more complete evaluation of outdoor media.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

37. Direct Mail Pros and Cons
Advantages
Disadvantages
High Selectivity
High Selectivity
High Cost Per Contact
High Cost Per Contact
Reader Controls Exposure
Reader Controls Exposure
Poor Image (Junk Mail)
Poor Image (Junk Mail)
High Information Content
High Information Content
Clutter
Repeat Exposure Opportunities
Repeat Exposure Opportunities
Relation to text This slide relates to material on pp and Figure of the text.
Summary Overview This slide summarizes the various advantages and disadvantages of using direct mail as a medium. Some of the more noteworthy advantages of direct mail are that it is highly selective, the reader controls the exposure, and a great deal of information can be provided. The major disadvantages of direct mail are high cost-per-exposure, clutter, and poor image.
Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using direct mail as an advertising medium. Chapter 14 provides a more complete evaluation of direct marketing.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

38. Internet Pros and Cons Advantages Disadvantages
User Selects Product Information
User Selects Product Information
Limited Creative Capabilities
Limited Creative Capabilities
User Attention and Involvement
User Attention and Involvement
Websnarl (Crowded Access)
Websnarl (Crowded Access)
Interactive Relationship
Interactive Relationship
Technology Limitations
Technology Limitations
Direct Selling Potential
Direct Selling Potential
Few Valid Measurement Techniques
Few Valid Measurement Techniques
Flexible Message Platform
Flexible Message Platform
Relation to text This slide relates to material on pp and Figure of the text.
Summary Overview This slide summarizes the various advantages and disadvantages of using the Internet as an advertising medium. Some of the advantages of the Internet are the fact the user selects the information, is usually attentive and involved, and the medium is interactive. The major disadvantages of the Internet are limited creative capabilities, web snarl, and a lack of valid measurement techniques.
Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using the Internet as an advertising medium. Chapter 15 provides a more complete evaluation of the Internet.
Limited Reach
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin