1. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Broadcast Media Part 3: Effective Advertising Media Chapter 9

2. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-2 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

3. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-3 Objective To study characteristic, adv & disadv points of all media types in order to make good choices for ad campaign Outline -Nature of Broadcast -Types of Audience -Measurement of audience -Summary of when broadcast advertising should be used

4. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-4 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. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-5 Radio Radio Advertising Relies on the listener’s mind to fill in the visual element “ Theatre of Mind” Delivers a high level of frequency Radio commercials led themselves to repetition

6. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-6 Spot Radio 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

7. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-7 The Radio Audience Station 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 e.g. Jor Sor Loi, เรื่องเล่าเช้านี้ Have one or two favorite stations

8. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-8 Measuring the Radio Audience Dayparts Typical radio programming day is divided into five segments called dayparts 6-10 a.m.: Morning drive time (most listeners) 10 a.m-3 p.m. 3.00 – 7.00 p.m. 7.00 p.m.-midnight Midnight-6 a.m.

9. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-9 Measuring the Radio Audience Coverage The number of homes in a geographic area that are able to pick up the station clearly Ratings The percentage of homes actually tuned in to a particular station

10. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-10 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. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-11 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. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-12 Television Advertising Sponsorships 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

13. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-13 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

14. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-14 Television Advertising Participations 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

15. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-15 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 (not only what is being watched but who is watching)

16. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-16 Examples Rating Points -A TV show has a rating of 20.0 that means 20 percent(%) = 1/5 of all households tuned in to that program.  Share of Audience (share figure>rating) -A Super Bowl might get a rating of 40 but its share might be 70 (70 percent of all televisions turned on were turned to the Super Bowl)  Gross Rating Points - For TV ads. = 100,000 viewers (impression)* 4times airing of 1 program (no. of message exposure)__________________ * 100 500,000 possible viewers (population who has TV) = 80%

17. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-17 Television Advantages Pervasiveness Cost efficiency Impact Disadvantages Production costs Clutter Wasted reach Inflexibility Intrusiveness

18. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-18 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

19. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-19 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

20. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-20 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

21. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-21 Exercise Choose the media vehicle to advertise these products Identify the advertising format

22. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice22 End of the Lesson