Broadcast Media
Part 3: Effective Advertising
Media
Chapter 9
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1
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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Objective
To study characteristic, adv & disadv
points of all media types in order to make
good choices for ad campaign
Outline
- Nature of Broadcast
- Types of Audience
- Measurement of audience
- Summary of when broadcast advertising
should be used
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-3
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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-4
Radio
Radio Advertising
 Relies on the listener’s
mind to fill in the visual
element
“ Theatre of Mind”
 Delivers a high level of
frequency
 Radio commercials led
themselves to
repetition
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ADVERTISING Principles and Effective IMC Practice
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Spot Radio
Wells, Moriarty, Burnett & Lwin - Xth Edition
 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
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The Radio Audience
 Music fans
 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
Wells, Moriarty, Burnett & Lwin - Xth Edition
 People who listen
exclusively for the music
being played
 News fans
 Choose stations based
on a need for news and
information e.g. Jor Sor
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 Have one or two favorite
stations
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Measuring the Radio Audience
 Dayparts
 Typical radio programming day is divided into five
segments called dayparts
6-10 a.m.: Morning drive time (most listeners)
10 a.m-3 p.m.
3.00 – 7.00 p.m.
7.00 p.m.-midnight
Midnight-6 a.m.
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ADVERTISING Principles and Effective IMC Practice
1-8
Measuring the Radio Audience
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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-9
Radio
Advantages
 Target audience
 Affordability
 Frequency
 Flexibility
 Mental imagery
 High level of
acceptance
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
 Listener
inattentiveness
 Lack of visuals
 Clutter
 Scheduling and
buying difficulties
 Lack of control
ADVERTISING Principles and Effective IMC Practice
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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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-11
Television Advertising
Sponsorships
Wells, Moriarty, Burnett & Lwin - Xth Edition
 Advertiser assumes total
financial responsibility for
producing the program
and providing the
commercials
 Advertiser can control the
content and quality of the
program and the
placement and length of
commercials
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Product Placement
 When a company
Advantages
pays to have verbal or  Demonstrates product
usage in a natural setting
visual brand exposure
by celebrities
in a movie or TV
 Catches audience when
program
resistance to ads is low
Disadvantages
 May not be noticed
 Not a match between
product/movie/audience
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ADVERTISING Principles and Effective IMC Practice
1-13
Television Advertising
Participations
Wells, Moriarty, Burnett & Lwin - Xth Edition
 Where advertisers
pay for 10, 15, 20, 30,
or 60 seconds of
commercial time
during a program
 Provides more
flexibility in market
coverage, target
audiences,
scheduling, and
budgeting
ADVERTISING Principles and Effective IMC Practice
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Measuring the Television Audience
 Rating points
 The percentage of all
the households with
television tuned into a
particular program
 Share of audience
 The percentage of
viewers based on the
number of sets turned
on
Wells, Moriarty, Burnett & Lwin - Xth Edition
 Gross Rating Points
 The sum of the total
exposure expressed as a
percentage of the audience
population
 People meters
 Record what television
shows are being watched,
the number of households
watching, and which family
members are viewing
(not only what is being watched but
who is watching)
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Examples
 Rating Points
- A TV show has a rating of 20.0 that means 20 percent(%) =
1/5 of all households tuned in to that program.
 Share of Audience (share figure>rating)
- A Super Bowl might get a rating of 40 but its share might
be 70 (70 percent of all televisions turned on were turned to
the Super Bowl)
 Gross Rating Points
- For TV ads.
= 100,000 viewers (impression)* 4times airing of 1 program
(no. of message exposure)__________________ * 100
500,000 possible viewers (population who has TV)
Wells, Moriarty, Burnett
& Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-16
= 80%
Television
Advantages
 Pervasiveness
 Cost efficiency
 Impact
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
 Production costs
 Clutter
 Wasted reach
 Inflexibility
 Intrusiveness
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Film and Video
 Trailers
 Videocassette and
DVD distributors also
placing ads before
movies
 Promotional video
networks in stores,
offices, truck stops,
etc.
Wells, Moriarty, Burnett & Lwin - Xth Edition
Advantages
 Play to a captive
audience
 Attention level is
higher than for almost
any other form of
commercials
Disadvantages
 Captive audience
resents intrusion of
ads
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Using Broadcast Advertising
Use Radio If…

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
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Local business
Highly targeted audience
Small budget
Timing consideration
Align interests with program
Personal message with
human voice
 Works in musical form or
strong in mental imagery
 Need reminder message
Wells, Moriarty, Burnett & Lwin - Xth Edition
Use Television If…


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Want wider mass audience
Align interests with program
Good budget
Product needs both sight
and sound
 Prove something to
audience
 Halo effect
 Create or reinforce brand
image and personality
ADVERTISING Principles and Effective IMC Practice
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Using Broadcast Advertising
Use Movie Ads If…
 National brand
 Have budget to do highquality commercials
 Want to associate brand
with movie stars
 Movie audience matches
brand’s target audience
 Substantial visual impact
and quality production
Wells, Moriarty, Burnett & Lwin - Xth Edition
Use Placement If…
 Want to associate brand
with stars and story
 Viewing audience matches
brand’s target audience
 Natural fit between product
and storyline
 Opportunity for brand as
star
 Appeals to stakeholders
 Supporting ad campaign
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Exercise
Choose the media vehicle to advertise
these products
Identify the advertising format
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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End of the Lesson
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ADVERTISING Principles and Effective IMC Practice
22