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Broadcast and Other Electronic Media

Broadcast and Other Electronic Media. Chapter 7. Forms of Media. Broadcast: Television & Radio Print:Magazine & Newspaper Direct Mail Internet Telephone. Television. Measurable and accountable medium for advertising Provides immediate response

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Broadcast and Other Electronic Media

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  1. Broadcast and Other Electronic Media Chapter 7 Contemporary Direct Marketing Chapter 07

  2. Forms of Media • Broadcast: Television & Radio • Print:Magazine & Newspaper • Direct Mail • Internet • Telephone Contemporary Direct Marketing Chapter 07

  3. Television • Measurable and accountable medium for advertising • Provides immediate response • Local Stations // Networks // Cable // Satellite • Special-Interest channels have provided a viable means for market segmentation Contemporary Direct Marketing Chapter 07

  4. How TV is Used forDirect Response Advertising 1. To Sell Products or Services 2. To Get Inquiries 3. To Support Other Media Contemporary Direct Marketing Chapter 07

  5. Market Segmentation • Who are the viewers? • What programs do they view? • How receptive are they to a direct offer? Contemporary Direct Marketing Chapter 07

  6. Characteristicsof Television Time • Television time is perishable … like empty seats on an airplane • Audience usually peaks in “prime time” • Direct response ads require more time than do image ads Contemporary Direct Marketing Chapter 07

  7. Measurements ofAdvertising Response • Gross Rating Points (GRP) • Areas of Dominant Influence (ADI) • Cost Per Response (CPR) Contemporary Direct Marketing Chapter 07

  8. CPR = Total Promotion Budget Total Number of Orders/Inquiries Received Contemporary Direct Marketing Chapter 07

  9. Television Home Shopping • Home Shopping Network (HSN) & Quality/Value/Convenience (QVC) • Infomercials Contemporary Direct Marketing Chapter 07

  10. Advantages Provide a wide choice of cost alternatives Quick responses Large impacts in short time periods Disadvantages Short-lived responses Limited time Lack of tangible response devices Using Television Advertising Contemporary Direct Marketing Chapter 07

  11. Radio • Became a major medium for direct response advertising in the 1920s • Allows advertisers to market segment listeners • Still a strong medium today, but rarely used • Viewers tune into less then 3 stations regularly, while TV viewers continuously switch channels Contemporary Direct Marketing Chapter 07

  12. Advantages Relatively low cost Message can be melded with disc jockey chatter Can be up to 15 minutes Per inquiry arrangements Little preparation Changes can be made up to the very last minute Disadvantages No permanent response device No visual impact People listening are often in their vehicles and can not respond to the ad right away Using Radio Advertising Contemporary Direct Marketing Chapter 07

  13. Interactive Electronic Media • Telephone a) Outbound b) Inbound • Computer a) Internet b) Worldwide Web • Interactive Television Contemporary Direct Marketing Chapter 07

  14. Uses Of Outbound Calling • Generating new sales • Generating leads and qualifying inquiries for personal sales follow-up • Serving present accounts • Reactivating old customers • Upgrading and increasing incoming orders Contemporary Direct Marketing Chapter 07

  15. Uses Of Inbound Calling • Ordering or inquiring • Clarifying or requesting assistance • Responding immediately to an advertisement • Expediting processing • Locating a dealer or a product servicing location • Obtaining financial data Contemporary Direct Marketing Chapter 07

  16. Television/Telephone Hookups • Interactivity • “Broadcasting” becomes “Narrowcasting” • Original “Videotext” systems • Prestel (England) • Teletel (France) • Telidon (Canada) • Viewtron (USA) • AT&T/CBS (USA) Contemporary Direct Marketing Chapter 07

  17. Direct Marketers’New Interest in Media • Shopping • Responding • Ordering Contemporary Direct Marketing Chapter 07

  18. Salespeople • Telemarketing • Face-to-Face Contact • They close the sale Contemporary Direct Marketing Chapter 07

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