Broadcast Media (Continued)

1. Broadcast Media(Continued) Lecture18

2. Recap • Chapter Key Points • Broadcast Media • Radio • Television

3. Lecture Outline • Television • Film and Video • Product Placement • Using Broadcast Advertising Effectively

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

5. 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 Television Advertising

6. 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 Television Advertising

7. 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 Television Advertising

8. 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 Measuring the Television Audience

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

10. 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 Film and Video

11. 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 Product Placement

12. Play… • Cast Away - Official Trailer • The World Is Not Enough – Trailer • Product placement in Films

13. 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 Using Broadcast Advertising

14. 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 Using Broadcast Advertising

15. Summary • Television • Film and Video • Product Placement • Using Broadcast Advertising Effectively

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