EFFECTIVE ADVERTISING MEDIA
Chapter 9
Wells, Moriarty,
Burnett & Lwin
ADVERTISING Principles and Effective
IMC Practice
Revised by Pitchanut N 2012.

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

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

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 (spot radio) led themselves to repetition

Radio
Spot Radio
• When an advertiser places an ad with an individual station rather than a network
• Makes up nearly 80% of all radio advertising

Radio
Spot Radio
• Messages can be tailored for particular audiences

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 e.g. hip-hop, jazz
News fans
• Choose stations based on a need for news and information e.g. BBC news
• Have one or two favorite stations

Radio
Measuring the Radio Audience
Dayparts
Typical radio programming day is divided into five segments called dayparts.
• 6-10 am: Morning drive time (most listeners)
• 10 am-3 pm
• 3.00-7.00 pm
• 7.00 pm-midnight
• Midnight-6 am
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

Radio
Measuring the Radio Audience

Radio
Advantage & Disadvantage
Advantage Disadvantage
• Target audience
• Affordability
• Frequency (repetition)
• Flexibility(various stations)
• Mental imagery
• High level of acceptance
• Listener inattentiveness
• Lack of visuals
• Clutter
• Scheduling and buying difficulties
• Lack of control

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

Television
Main Television Advertising
• Sponsorship
• Participations
• Spot Announcement

Television
Television Advertising
Sponsorship
• 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

Television
Television Advertising
Participations
• 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
Spot Announcements
• Spot announcements are commercials that appear in the breaks between programs
News Participations 30 sec
Ch 3
Documentary
Spot announcement 30 sec
Drama

Television
Measuring the Television Audience
• Rating points
• Share of audience

Television
Measuring the Television Audience
Rating points
The percentage of all the households with television tuned into a particular program
Based on no. of TV sets (ON/OFF)
Share of audience
The percentage of viewers based on the number of sets turned on .(share figure>rating)
Based on no. of TV sets (ON)
A A off B off off off off A off
No. of TV homes (ON/OFF)= 10 set.
Rating for program A= 3/10
=30%
No. of TV homes (ON)= 4 set.
Share of aud for program A= 3/4
=75%

Television
Advantage & Disadvantage
Advantage Disadvantage
• Pervasiveness
• Cost efficiency
• Impact
• Production costs
• Clutter
• Wasted reach
• Inflexibility
• Intrusiveness

Film and Video
• Trailers (movie preview: advertising for upcoming film), Ads
• DVD distributors also placing ads before movies
• Promotional video networks in stores, offices, truck stops, etc.
• Target selectivity base on nature of film eg. Action, romantic.
• Advantages
– Play to a captive audience (one that is not able to do other things, like read or talk to other people)
– Attention level is higher than for almost any other form of commercials
• Disadvantages
– Captive audience resents intrusion of ads

Product Placement
• When a company pays to have verbal or visual brand exposure in a movie or TV program
• Advantages
– Demonstrates product usage in a natural setting by celebrities
– Catches audience when resistance to ads is low
• Disadvantages
– May not be noticed
– Not a match between product/movie/audience

Using Broadcast Advertisement
Use Radio If…
• 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
Use Television If…
• Want wider mass audience
• Align interests with program
• Good budget
• Product needs both sight and sound
• Prove something to audience
• Create or reinforce brand image and personality

Using Broadcast Advertisement
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
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