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Evaluation of TV Advertising: Coverage, Captivity, Creativity, and Selectivity

This chapter evaluates the effectiveness of TV advertising, considering factors such as coverage, captivity, attention, creativity, selectivity, and impact. It also discusses the advantages and disadvantages of television as a medium for advertising, including issues like limited attention, clutter, and negative evaluation.

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Evaluation of TV Advertising: Coverage, Captivity, Creativity, and Selectivity

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  1. Chapter 11 Evaluation of Broadcast Media

  2. Movies as media • http://www.adfilms.com/AdFilms_Advertising_Demo.htm

  3. Coverage and Cost Effectiveness Coverage and Cost Effectiveness Captivity and Attention Captivity and Attention Television Advantages Creativity and Impact Creativity and Impact Selectivity and Flexibility

  4. TV Commercials on Programs Such As the Super Bowl Reach Large Audiences – Life minders Year 2000: $2 million for a 30 second spot

  5. Fleeting Message Cost Limited Attention Low Selectivity Clutter Negative Evaluation Distrust Television Disadvantages Fleeting Message Cost Low Selectivity Limited Attention Negative Factors Clutter Negative Evaluation Distrust

  6. Why Clutter? • the increased use of 30 and 15-second commercials • split-30 second commercials by some advertisers • Inability to limit the amount of time available for commercials • Income for networks so…

  7. Top 10 TV Advertisers, 2007 http://www.tvb.org/rcentral/MediaTrendsTrack/tvbasics/32_Top_25_Spot_TV_Adv.asp

  8. The Media Budget Is Sufficient to Generate and Sustain the Number of Exposures Needed. The Media Budget Is Sufficient to Generate and Sustain the Number of Exposures Needed. The Market Is Large Enough and Reachable Efficiently Through a Specific Network, Station, or Program. The Market Is Large Enough and Reachable Efficiently Through a Specific Network, Station, or Program. There’s a Genuine Need for a Medium With High Creative Potential to Exert a Strong Impact. TV Advertising Works Best When… The Budget Is Large Enough to Produce High Quality Commercials. The Budget Is Large Enough to Produce High Quality Commercials.

  9. Clever TV Ads Can Entertain as Well as Inform

  10. Sponsorship Participations Spot Announcements 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on the prestige associated with a show 1. Participating sponsors share the cost 2. May participate regularly or sporadically 3. Advertiser isn’t responsible for production 4. Participants lack control over content 1. May be purchased by daypart or adjacency Methods of Buying Time Sponsorship Participations

  11. Network Versus Spot Network Versus Spot Reach Is the Primary Consideration but Ease of Purchase Is Important. Reach Is the Primary Consideration but Ease of Purchase Is Important. National Versus Local Spot National Versus Local Spot Spots Purchased by National Advertisers Are Known As National Spot. Spots Purchased by National Advertisers Are Known As National Spot. Sponsor, Participate, or Spot Sponsor, Participate, or Spot Method of Buying Affects Cost, Commitment, and Identification. Method of Buying Affects Cost, Commitment, and Identification. Specific Daypart and Weeks Scheduling Depends on Reach and Frequency Requirements. Three TV Buying Decisions

  12. Prime Time Morning Late News Daytime Early Fringe Late Fringe Prime Time Access Late Night Common Television Dayparts 12 12 1 1 11 11 2 2 10 10 PM AM 9 3 9 3 8 4 8 4 7 5 7 5 6 6

  13. Cable Cable Delivers signals through fiber or coaxial wire rather than the airways Delivers signals through fiber or coaxial wire rather than the airways Superstations Superstations Independent local stations that broadcast nationally via satellite through CATV Independent local stations that broadcast nationally via satellite through CATV PVRs Digitally record TV shows and store them on hard drive giving viewer control Other TV Vehicles

  14. Characteristics Advantages Limitations • National, regional, and local available. • Targets specific geographic areas. • Highly selective “narrowcasting.” • Reaches specialized markets. • Low cost and flexibility. • Overshadowed by major networks. • Audience is fragmented. • Lacks penetration in major markets. Cable Television (CATV) Characteristics Advantages

  15. ESPN is One of the Most Popular Cable Networks SportsCenter, which is a one-hour sports new show that is aired numerous times throughout the day, is emblematic of the entire network. In 1995 ESPN launched an advertising campaign called “Behind the Scenes” with a goal of creating a brand identity for SportsCenter

  16. Television Households Audience Measures Program Rating Measuring TV Audiences Television Households Audience Measures Program Rating Share of Audience Households Using TV

  17. Program Rating Program Rating HH tuned to show HH tuned to show Rating = Rating = Total U.S. HH Total U.S. HH Share of Audience HH tuned to show Share = U.S. HH using TV TV Audience Measures

  18. Sweeps Periods Are Used To Measure TV Audiences A collateral piece for KFMB TV, which is local CBS affiliate in San Diego, CA, promoting the station’s first place finish in the local ratings for weekend news broadcasts during the May 2002 Sweeps period. Sweeps are the time periods when Nielsen Media Research measures TV station audiences in 210 local markets +

  19. Are time oriented media Are sold in time segments Have some network affiliates Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media Are passive, low-involvement Radio and TV Similarities Are time oriented media Are sold in time segments Have some network affiliates Both Media… Have some independents Use the public airway Are regulated by the F.C.C. Are externally paced media

  20. Motel 6’s First TV Ad Was Similar to a Radio Spot

  21. Is More Limited Communication. Offers Only an Audio Message. Costs Much Less to Produce. Has Less Status and Prestige. Costs Much Less to Purchase. Radio Differs from TV Is More Limited Communication. Offers Only an Audio Message. Costs Much Less to Produce. Costs Much Less to Purchase.

  22. The RAB Promotes the Value of Radio Radio Advertising Bureau’s Radio Marketing Guide and Fact Book for Advertisers promoting the value of advertising on radio Over 4,600 radio stations are members of the RAB whose mission is to promote radio as an advertising medium +

  23. Advantages and Limitations of Radio Advantages Disadvantages Cost and Efficiency Cost and Efficiency Creative Limitations Creative Limitations Audience Fragmentation Audience Fragmentation Selectivity Selectivity Chaotic Buying Flexibility Flexibility Chaotic Buying Limited Research Data Limited Research Data Mental Imagery Mental Imagery Limited Listener Attention Limited Listener Attention Integrated Marketing Integrated Marketing Clutter

  24. Radio Ads Can Enhance TV Campaigns a page from the Radio Advertising Bureau’s Radio Marketing Guide and Fact Book for Advertisers that explains the concept of image transfer The idea behind image transfer is that consumers will replay the visual image mentally when they hear the audio portion of a corresponding radio commercial +

  25. Nighttime Morning Drive Time Daytime All Night Afternoon/Evening Drive Time Dayparts for Radio 12 12 1 1 11 11 2 2 10 10 PM AM 9 3 9 3 8 4 8 4 7 5 7 5 6 6

  26. Chapter 12 Evaluation of Print Media

  27. By Content By Geography By Size • Consumer Magazines • Farm Magazines • Business Magazines • Local • Regional • National • Large • Flat • Standard • Small or Pocket Classifications of Magazines By Audience By Geography

  28. Consumer Magazines Target Specific Interests Powder : a magazine that targets the serious skier – a specialty skier +

  29. An Example of a Farm Publication Beef : a magazine read by many cattle ranchers – a farm publication +

  30. Magazines Targets Professions or Industries Trade journals enable advertisers reach specific types of professionals with particular interests http://www.insideselfstorage.com/ http://www.corporatelogo.com/ http://www.naturalproductsinsider.com/ +

  31. Advantages and Disadvantages of Magazines Advantages Disadvantages Selectivity Selectivity Costs Costs Limited Reach Limited Reach Reproduction Quality Reproduction Quality Limited Frequency Creative Flexibility Creative Flexibility Limited Frequency Long Lead Time Long Lead Time Permanence Permanence Clutter Prestige Prestige Receptivity, Involvement Receptivity, Involvement Services Services

  32. Media Kits Provide Information on Readers Media kit for Snowboarding magazine that contains the demographic profile of the magazine’s readers +

  33. Newsweek Offers Various Geographic Editions + purchasing ad space in specific geographic editions of national and regional magazines

  34. Study of Media Involvement:Use of Various Media for Insight and Ideas 95% of US adults cite magazines as their premier source of insight and ideas

  35. Consumers Rely on Magazines for Information +

  36. Bleed Pages Island Halves half page ads surrounded on two sides or more by editorial matter Inserts Gate Folds Pop-Ups Cover Positions Special Magazine Features Bleed Pages ad extends to the edge of the paper, no margins or white space Inserts Gate Folds fold outs that give an extra large spread Pop-Ups Cover Positions

  37. Pop-Ups Grab Attention +

  38. Vertical halves across the gutter - dominates Checkerboard facing a half-page ad Facing horizontal half-pages - dominates Outside halves of a spread Checkerboard (multiple small spaces on a single page) Staggered horizontal half-pages Staircase units and double space units on a single page Island spread Magazine Space Combinations

  39. Quarter Page Ads Can Extend a Media Budget WD-40, an all purpose lubrication product: The quarter-page ads were run on consecutive pages within the same magazines with each ad mentioning different uses of the product +

  40. Primary Circulation Total Audience Guaranteed Circulation Controlled Circulation Circulation Verification Pass-Along Readership Magazine Circulation Concepts Primary Circulation Guaranteed Circulation Controlled Circulation Circulation Verification Pass-Along Readership

  41. Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Mag. & Media Deals Trends, Trends, Trends… Database Marketing Advances in Technology Electronic Delivery Methods The Future of Magazines Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Mag. & Media Deals Database Marketing Advances in Technology

  42. Magazines Go Online +

  43. Newspapers

  44. Yay-Sat verilerine göre en çok satan gazete hangisi?

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