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Broadcast Media

Broadcast Media. Lecture 17. Chapter Outline. Chapter Key Points Broadcast Media Radio Television Film and Video Product Placement Using Broadcast Advertising Effectively. Key Points.

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Broadcast Media

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  1. Broadcast Media Lecture 17

  2. Chapter Outline • Chapter Key Points • Broadcast Media • Radio • Television • Film and Video • Product Placement • Using Broadcast Advertising Effectively

  3. Key Points • Describe the structure of radio, how it is organized, its use as an advertising medium, its audience, and its advantages and disadvantages • Explain the structure of television, how it is organized, its use as an advertising medium, the TV audience, and its advantages and disadvantages • Outline how advertisers use film and video • Identify advantages and disadvantages of using product placements

  4. Broadcast Media • Transmit sounds or images electronically • Include radio and television • Broadcast engages more senses than reading and adds audio as well as motion for television

  5. Structure of Radio Industry • AM/FM • Public radio • Cable radio • Satellite radio • LPFM • Web radio

  6. Radio Advertising • Relies on the listener’s mind to fill in the visual element • Delivers a high level of frequency • Radio commercials led themselves to repetition

  7. Network Spot Syndicated Group of local affiliates connected to one or more national networks Viable national medium for food and beverages, cars, and over-the-counter drugs Growth has contributed to increase in syndicated radio Revenue Categories

  8. Network Spot Syndicated When an advertiser places an ad with an individual station rather than a network Makes up nearly 80% of all radio advertising Messages can be tailored for particular audiences Revenue Categories

  9. Network Spot Syndicated Offers advertisers a variety of high-quality, specialized, and usually original programs Advertisers value syndicated programming because of the high level of audience loyalty Revenue Categories

  10. Station fans Largest segment of radio listeners A clear preference for one or two stations Radio fans May listen to four or five stations per week Show no preference for one particular station Music fans People who listen exclusively for the music being played News fans Choose stations based on a need for news and information Have one or two favorite stations The Radio Audience

  11. Measuring the Radio Audience • Dayparts • Typical radio programming day is divided into five segments called dayparts • Coverage • The number of homes in a geographic area that are able to pick up the station clearly • Ratings • The percentage of homes actually tuned in to a particular station

  12. Advantages Target audience Affordability Frequency Flexibility Mental imagery High level of acceptance Disadvantages Listener inattentiveness Lack of visuals Clutter Scheduling and buying difficulties Lack of control Radio

  13. Television • Television advertising is embedded in television programming • Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences

  14. Network television Cable and subscription Local television Public television When two or more stations are able to broadcast the same program that originates from a single source Networks originate programs and provide them to local affiliates Structure of the Television Industry

  15. Network television Cable and subscription Local television Public television Provide highly targeted special-interest programming options Cable is most familiar example of subscription television Structure of the Television Industry

  16. Network television Cable and subscription Local television Public television Affiliated with a network Carry network programming and their own programs Independent stations Most advertisers are local retailers Structure of the Television Industry

  17. Network television Cable and subscription Local television Public television Many consider public television to be commercial-free Stations can air program sponsorship ads Reaches the affluent Structure of the Television Industry

  18. Summary • Chapter Key Points • Broadcast Media • Radio • Television

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

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