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Media Planning: Print, Television, and Radio

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

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Media Planning: Print, Television, and Radio

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  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 • 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 • Advantages • 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 • 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 • Advantages • Creative opportunities • Coverage, reach, and repetition • Cost per contact • Audience selectivity Chapter 15: Print, Broadcast 19

  20. Advantages and Disadvantages of Television • Disadvantages • 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. 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 23

  24. TV households tuned to a program Total TV households in the market Program rating = 19,500,00 95,900,00 X Files rating = Measures of TV Audiences • Program Rating • Percentage of TV households in a market that are tuned to a program during a time period Chapter 15: Print, Broadcast 24 = 20 rating

  25. TV households tuned to a program Total TV households using TV Program Share = 19,500,00 65,000,000 X Files share = Measures of TV Audiences • Share of Audience • Proportion of households using television (HUT) in a specific time period that are tuned to a program Chapter 15: Print, Broadcast 25 = 30 share

  26. 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 26

  27. Radio • Radio categories • 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 27

  28. Radio Advantages and Disadvantages • Radio advantages • Cost • Reach and frequency • Target audience selectivity • Radio disadvantages • Poor audience attentiveness • Creative limitations • Flexibility and timeliness • Creative opportunities Chapter 15: Print, Broadcast 28 • Fragmented audiences • Chaotic buying procedures

  29. 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 29

  30. 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 30

  31. The Future of Radio • Subscription radio • Emerging technologies and new media • Satellite radio Chapter 15: Print, Broadcast 31

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