1. Part 3: Effective Advertising Media Chapter 9
Broadcast Media
Part 3: Effective Advertising Media
Chapter 9

2. Chapter Outline Chapter Key Points Broadcast Media Radio Television
Film and Video
Product Placement
Using Broadcast Advertising Effectively

3. Key Points
Describe the structure of radio, how it is organized, its use as an advertising medium, its audience, and its advantages and disadvantages
Explain the structure of television, how it is organized, its use as an advertising medium, the TV audience, and its advantages and disadvantages
Outline how advertisers use film and video
Identify advantages and disadvantages of using product placements

4. Broadcast Media Transmit sounds or images electronically
Include radio and television
Broadcast engages more senses than reading and adds audio as well as motion for television

5. Structure of the Industry
Radio
Structure of the Industry
AM/FM
Public radio
Cable radio
Satellite radio
LPFM
Web radio
Radio Advertising
Relies on the listener’s mind to fill in the visual element
Delivers a high level of frequency
Radio commercials lend themselves to repetition

6. Network Spot Syndicated Revenue Categories
Group of local affiliates connected to one or more national networks
Viable national medium for food and beverages, cars, and over-the-counter drugs
Growth has contributed to increase in syndicated radio

7. Network Spot Syndicated Revenue Categories
When an advertiser places an ad with an individual station rather than a network
Makes up nearly 80% of all radio advertising
Messages can be tailored for particular audiences

8. Network Spot Syndicated Revenue Categories
Offers advertisers a variety of high-quality, specialized, and usually original programs
Advertisers value syndicated programming because of the high level of audience loyalty

9. The Radio Audience Station fans Radio fans Music fans News fans
Largest segment of radio listeners
A clear preference for one or two stations
Radio fans
May listen to four or five stations per week
Show no preference for one particular station
Music fans
People who listen exclusively for the music being played
News fans
Choose stations based on a need for news and information
Have one or two favorite stations

10. Radio Advantages Target audience Affordability Frequency Flexibility
Mental imagery
High level of acceptance
Disadvantages
Listener inattentiveness
Lack of visuals
Clutter
Scheduling and buying difficulties
Lack of control

11. Television
Television advertising is embedded in television programming
Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences

12. Structure of the Television Industry
Network television
Cable and subscription
Local television
Public television
When two or more stations are able to broadcast the same program that originates from a single source
Networks originate programs and provide them to local affiliates

13. Structure of the Television Industry
Network television
Cable and subscription
Local television
Public television
Provide highly targeted special-interest programming options
Cable is most familiar example of subscription television

14. Structure of the Television Industry
Network television
Cable and subscription
Local television
Public television
Affiliated with a network
Carry network programming and their own programs
Independent stations
Most advertisers are local retailers

15. Structure of the Television Industry
Network television
Cable and subscription
Local television
Public television
Many consider public television to be commercial-free
Stations can air program sponsorship ads
Reaches the affluent

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

17. Television Advertising
Sponsorships
Participations
Spot announcements
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

18. Television Advertising
Sponsorships
Participations
Spot announcements
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

19. Television Advertising
Sponsorships
Participations
Spot announcements
Commercials that appear in the breaks between programs
Local affiliates sell these to advertisers who want to show their ads locally

20. Television Advantages Pervasiveness Cost efficiency Impact
Disadvantages
Production costs
Clutter
Wasted reach
Inflexibility
Intrusiveness

21. 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

22. 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

23. 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

24. 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