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    CH 11 Ad Evaluation of Media

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    The document discusses the advantages and limitations of television and radio as advertising media, including their creative flexibility, audience reach, and costs. It examines different television and radio programming formats as well as methods for buying advertising time. Key factors that are evaluated include audience size, selectivity, attention, and measurement of effectiveness.

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    CH 11 Ad Evaluation of Media

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    NikNitu
    129 views15 pages
    The document discusses the advantages and limitations of television and radio as advertising media, including their creative flexibility, audience reach, and costs. It examines different television and radio programming formats as well as methods for buying advertising time. Key factors that are evaluated include audience size, selectivity, attention, and measurement of effectiveness.

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    The document discusses the advantages and limitations of television and radio as advertising media, including their creative flexibility, audience reach, and costs. It examines different television and radio programming formats as well as methods for buying advertising time. Key factors that are evaluated include audience size, selectivity, attention, and measurement of effectiveness.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    129 views15 pages

    CH 11 Ad Evaluation of Media

    Uploaded by

    NikNitu
    The document discusses the advantages and limitations of television and radio as advertising media, including their creative flexibility, audience reach, and costs. It examines different television and radio programming formats as well as methods for buying advertising time. Key factors that are evaluated include audience size, selectivity, attention, and measurement of effectiveness.

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    Chapter 11

    Evaluation of Media:
    Television and Radio

    Nazia Choudhury
    Lecturer
    School of Business
    ULAB
    2

    Advantages of Television

    1. Creativity and • the interaction of sight and sound offers


    tremendous creative flexibility and opportunities
    Impact for the advertising message

    2. Coverage and • TV can reach large audiences cost effectively


    Cost-Effectiveness

    3. Captivity and • commercials impose themselves on viewers as they


    watch their favorite programs and are likely to be
    Attention seen unless some effort is made to avoid them

    4. Selectivity and • audiences vary by program content, broadcast


    time, and geographic coverage; cable television
    Flexibility offers additional selectivity
    3

    Limitations of Television

    1. Fleeting • most TV commercials are 30


    seconds or less and leave consumers
    Messages with nothing tangible to examine

    • expense of buying airtime and costs


    2. Cost of producing TV commercials is high

    3. Low • offers some selectivity, but not very


    Selectivity selective for smaller target markets
    4

    Limitations of Television

    • a problem because of shorter and an


    4. Clutter increased number of commercials

    5. Distrust and • the pervasiveness of TV commercials


    Negative and their intrusiveness as well as
    content creates problems
    Evaluation

    6. Limited • viewers avoid commercials by


    zipping and zapping or simply by not
    Attention paying attention to them
    5

    Network versus Spot

    Affiliated stations
    that are linked
    Network
    Purchase transactions
    are simplified

    Commercials shown
    Spot & on local stations
    Local
    May be local or “national
    spot” commercials
    6

    Syndicated Programs

    Off-network syndication
    are “reruns”
    Sold and
    distributed station
    by station
    First-run syndications
    are also featured

    Advertiser
    supported or Programs sold to stations
    bartered in return for air time
    7

    Methods of Buying Time

    Spot
    Sponsorship Participations
    Announcements

    1. Advertiser 1. Participating 1. Bought from


    assumes sponsors share local stations
    responsibility the cost 2. Ads generally
    for the 2. May participate appear
    production and regularly or during time
    perhaps sporadically periods
    content
    3. Advertiser isn’t adjacent to
    2. Sponsor has responsible for network
    control and can production programs,
    capitalize on a rather than
    show’s prestige 4. Participants lack within them
    control over
    content
    8

    Weekday Television Dayparts

    Early Morning 5:00-9:00 a.m.

    Daytime 9:00 a.m.-3:00 p.m.

    Early Fringe 3:00 p.m.-5:00 p.m.

    Early News 5:00-7:00 a.m.

    Prime-Time Access 7:00 p.m.-8:00 p.m.

    Prime Time 8:00 p.m.-11:00 p.m.

    Late News 11:00-11:30 p.m.

    Late Fringe 11:30-2:00 a.m.


    9

    Cable Television (CATV)

    Characteristics Advantages Limitations

    1. National, regional, 1. Highly selective 1. Overshadowed by


    and local available “narrowcasting” major networks
    2. Targets specific 2. Reaches specialized 2. Audience is
    geographic areas markets fragmented
    3. Low cost and 3. Lacks penetration
    flexibility in major markets
    10

    Measuring the TV Audience

    1. Television • number of households that own a TV


    households
    2. Program • percentage of TV households in an area that
    are tuned to a specific program during a
    Rating specific time period.

    3. Households • percentage of homes in a given area where TV


    using TV is being watched during a specific time period

    4. Share of • percentage of households using TV in a specified


    Audience time period that are tuned to a specified program

    5. Total • the total number of homes viewing any five-


    Audience minute part of a telecast
    11

    Advantages of Radio

    Cost and Efficiency

    Receptivity

    Selectivity

    Flexibility

    Mental Imagery

    Integrated Marketing
    12

    Limitations of Radio
    Creative Limitations

    Audience Fragmentation

    Chaotic Buying

    Limited Research Data

    Limited Listener Attention

    Digital Media Competition

    Clutter
    13

    Buying Radio Time


    Three national networks
    Network Over 100 regional/area networks
    Radio
    A multitude of syndicated programs

    About 20% of all spots

    Allows great flexibility, targeting


    Spot
    Radio
    Purchase transaction can be difficult

    Local Nearly 80% of advertisers are local


    Radio Local CATV is becoming competitive
    14

    Dayparts for Radio


    15

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