Marketing bán hàng - Chapter 11: Evaluation of media: television and radio

Chapter 11Evaluation of Media: Television and RadioAdvantages of TelevisionExcellent creativity and impactHigh coverage and more cost-effectivenessHigh captivity and attentionSelectivity and flexibility2Limitations of TelevisionCostsLack of selectivityFleeting messageClutterZipping: Occurs when viewers fast-forward through commercials as they play back a previously recorded programZapping: Changing channels to avoid commercialsLimited viewer attentionDistrust and negative evaluation3Network AdvertisingSimplifies the purchase processCost of advertising on prime time is very highAvailability of time slotsUp-front market: Buying period that occurs before the TV season beginsScatter market: Buying period that occurs throughout the season4AdvantagesDisadvantagesSpot and Local AdvertisingAdvantagesOffers flexibility to national advertisersGrowth in syndicationDisadvantagesDifficult to acquireGreater variations in the pricing policies and discount structure of individual stationsStation reps: Individuals who act as sales representatives for a number of local stations in dealings with national advertisersSubject to more commercial clutter5Network versus SpotMay be local or “national spot” commercialsNetworkSpot &LocalPurchase transactions are simplifiedAffiliated stations that are linkedCommercials shown on local stationsSyndicated ProgramsOff-network syndication are “reruns”First-run syndications are also featuredAdvertiser-supported or barteredSold and distributed station by stationPrograms sold to stations in return for air timeSyndicationSyndicated programsShows that are sold or distributed on a station-by-station or market-by-market basisTypesOff-network syndication - Reruns of network shows that are bought by individual stationsFirst-run syndication - Shows produced specifically for the syndication marketAdvertiser-supported or barter syndicationShows are sold to stations in return for a portion of the commercial time in the showOffers both off-network and first-run syndicated programs8Methods of Buying TimeSponsorship1. Advertiser assumes responsibility for the production and perhaps content2. Sponsor has control and can capitalize on a show’s prestigeParticipations1. Participating sponsors share the cost2. May occur regularly or sporadically3. Advertiser doesn’t do production4. Participants lack control over contentSpot Announcements1. May be purchased by daypart or adjacencyTV Advertising Buying DecisionsConsiderations are the geographic markets and ability to acquire airtime.National Versus Local SpotReach is the primary consideration but ease of purchase is important.Network Versus SpotMethod of buying affects cost, commitment, and identification.Sponsor, Participate,or SpotScheduling depends on reach and frequency requirements.Specific Daypart and WeeksCommon Television DaypartsAdvertising on Cable TelevisionAdvantagesNational, regional, and local availableHighly selective “narrowcasting”Low costFlexibilityLimitationsOvershadowed by major networksAudience fragmentationLacks penetration in major marketsTelevision Audience Measures Size and composition measured by ratings servicesHome with at least one operable TV or monitor with the ability to deliver videoTelevision householdPercentage of TV households in an area that are tuned to a specific program during a specific time periodRatings point: Represents 1 percent of all the television households in a particular area tuned to a specific programProgram rating13Measuring the TV AudienceTotal AudienceProgram Rating Households Using TVShare of AudienceRadio and TV SimilaritiesAre time oriented mediaAre sold in time segmentsHave some network affiliatesHave some independentsUse the public airwayAre regulated by the F.C.C.Are externally paced mediaAre passive, low-involvementBoth MediaAdvantages of RadioCost and efficiencyReceptivitySelectivityFlexibilityMental imageryImage transfer: Images of a TV commercial are implanted into a radio spotIntegrated marketing opportunities16Limitations of RadioCreative limitationsFragmentationChaotic buying proceduresLimited research dataLimited listener attentionCompetition from digital mediaClutter17Buying Radio Advertising TimeNetwork radio - Purchased on a network basis using one of the national networksSpot radio provides:Greater flexibility in selecting marketsIndividual stationsAirtime and a chance to adjust the message for local market conditionsLocal radio - Purchased from individual stations by local companies18Figure 11.7 - Dayparts for Radio19