Chapter Fourteen
Using Traditional
Advertising Media
 2007 Thomson South-Western
Chapter Fourteen Objectives
• Describe the four major traditional
advertising media.
• Discuss newspaper advertising and its
strengths and limitations.
Chapter Fourteen Objectives
• Evaluate magazine advertising and
its strengths and limitations.
• Discuss radio advertising and its
strengths and limitations
• Discuss television advertising and its
strengths and limitations
Traditional Major Advertising Media
Out-of-home advertising
Magazines
Newspaper
Radio
Television
Advertisers attempt to select the media and
vehicles whose characteristics are most
compatible with the advertised brand in
reaching its target audience and conveying
its intended message
Which Media Do It Best?
Consider:
•Advertiser’s objectives
•Creative needs
•Competitive challenge
•Budget availability
Buying Newspaper Space
Standard Advertising Units
(SAU)
Six column widths
1 column=2 1/16 inches
Depth from 1” to 21
Premium charges
for
preferred space
Space rates
apply to ROP
(Run of Press)
Newspaper
• Audience in right
mental frame
• Mass audience
coverage
• Flexibility
• Ability to use
detailed copy
• Timeliness
• Clutter
• Not highly selective
• Higher rates for
occasional advertisers
• Mediocre reproduction
quality
• National Buying
complicated
• Changing composition of
readers
Buying Magazine Space
• Selecting magazines that reach the
target market
• Cost considerations
– Media Kits
– CPM (Cost-per-thousand)
– Mediamark Research, Inc. (MRI)
– Simmons Market Research Bureau
(SMRB)
Magazine
•
•
•
•
•
•
Can reach large audiences
Selectivity
Long life
High reproduction quality
Detailed information possible
Convey information with
authority
• High involvement potential
•
•
•
•
Not intrusive
Long lead times
Clutter
Limited geographic
options
• Circulation patterns
vary by market
Magazine Audience Measurement
• The number of subscriptions to a
magazine and the number of people who
read the magazine are not equivalent.
• MRI and Simmons specialize in measuring
magazine readership and determining
audience size.
• Each use different research methods, and
their results are often discrepant.
The advertiser must weigh:
• The size of the potential audience that a
vehicle might reach.
• The attractiveness of its coverage as
revealed by the total product purchasers
exposed to that vehicle and compared with
other media.
• Its cost compared with other vehicles
• Its appropriateness for the advertised
brand
Radio Advertising
• Over 11,000 commercial radio stations
in the U.S.
• Nearly 100% of home and cars have
radios.
• Radio reaches about 94% of all persons
ages 12 and over.
Buying Radio Time
• Matching station format with target
market
• Geographic coverage using ADIs
• Day part choice
Radio
• Can reach segmented
audiences
• Intimacy
• Economy
• Short lead times
• Transfer of imagery
from TV
• Use of local
personalities
• Clutter
• No visuals
• Audience
fractionalization
• Buying difficulties
Radio Audience Measurement
• Arbitron is the major company involved with
measuring listenership and audience
demographics.
• RADAR (Radio’s All Dimension Audience
Research)
• Arbitron uses a paper-based diary approach to
measure listener behavior.
• Navigauge new service tracks radio-listening
behaviors in motor vehicles using continuous
tracking devices.
Television Advertising
• Slightly more than 98% of all households
have televisions
• Uniquely personal and demonstrative, yet
expensive to produce and broadcast
Television Programming Segments
8p.m.-11p.m.
(7p.m.-10p.m.)
Prime Time
Early morning news
- 4:30p.m.
Daytime
Preceding and following
prime time
Fringe Time
Television
Network
Spot
Syndicated
Cable
Local
• Market product
nationally
• Major networks (ABC,
CBS, Fox, NBC)
• Expensive but can be
a cost efficient means
to reach mass
audience
Television
Network
Spot
Syndicated
Cable
Local
• Advertising is placed
only in selected markets
• Regional-oriented
marketing and
geodemographic
segmentation of
consumer markets
Television
Network
Spot
Syndicated
Cable
Local
Syndicated programming
occurs when an
independent company
markets a TV show to as
many network-affiliated
or cable TV stations as
possible
Television
Network
Spot
Syndicated
Cable
Local
• 80% of households with
television sets
• Narrow areas of viewing
interest
• Cable subscribers are
more economically
upscale and younger
Television
Network
Spot
Syndicated
Cable
Local
• Local advertisers are
turning to television
• Inexpensive during the
fringe time
Television
• Demonstration ability
• Intrusion value
• Ability to generate
excitement
• One-on-one reach
• Ability to use humor
• Effective with sales
force and trade
• Ability to achieve
impact
• Escalating costs
• Erosion of audience
• Audience
fractionalization
• Zipping and zapping
• Clutter
Infomercials
•
•
•
•
Introduced in the early 1980s
Long commercial (28 to 30 minutes)
The production cost is expensive
Especially effective promotional tool for
moving merchandise
Brand Placements in TV Programs
• Reason: fear that TV advertising is no longer as
effective as it used to be
• Brand managers pay to get prominent
placement for their brands
• “Survivor” program is the poster child for this
trend
• Advertisers who purchased commercial time in
“Survivor” got prime brand placement in the
program
Television Audience Measurement
• Higher rated programs command higher
prices
• Ratings are difficult to come by accurately
• One primary rating service—Nielsen’s
People Meter and one under
development—SRI’s SMART System
Measuring Away-from-Home
Viewers and Listeners
• College students viewing TV in dorms and
people consuming radio and TV at bars, gyms,
and restaurants are not accounted for in the
typical at-home viewing measurements.
• Nielsen and Arbitron are testing PPM (portable
people meter) technology that can track radio
and TV exposure at any location.
• Competition has come and gone and Nielsen
remains the one company measuring TV
viewership.