Broadcast Media

Part 3: Effective Advertising Media

Chapter 9

Chapter Outline
I.
II.
III.
IV.
V.
VI.
VII.

Chapter Key Points

Broadcast Media
Radio
Television
Film and Video
Product Placement
Using Broadcast Advertising Effectively
9-2

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
9-3

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
9-4

Radio
Structure of the Industry
AM/FM
Public radio
Cable radio
Satellite radio
LPFM
Web radio

Radio Advertising
Relies on the listeners
mind to fill in the visual
element
Delivers a high level of
frequency
Radio commercials lend
themselves to repetition

9-5

Revenue Categories

Network
Spot
Syndicated

Group of local affiliates

connected to one or
more national networks
Viable national medium
for food and beverages,
cars, and over-thecounter drugs
Growth has contributed
to increase in syndicated
radio
9-6

Revenue Categories

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
9-7

Revenue Categories

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
9-8

The Radio Audience

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
9-9

Radio

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

9 - 10

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

9 - 11

Structure of the Television Industry

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

9 - 12

Structure of the Television Industry

Network
television
Cable and
subscription
Local television
Public television

Provide highly targeted

special-interest
programming options
Cable is most familiar
example of subscription
television

9 - 13

Structure of the Television Industry

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

9 - 14

Structure of the Television Industry

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

9 - 15

Programming Options

Specialty television
Pay-per-view
Program syndication
Interactive television
High-definition TV
Digital Video Reorders
9 - 16

Television Advertising
Sponsorships
Participations
Spot
announcements

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
9 - 17

Television Advertising
Sponsorships
Participations
Spot
announcements

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
9 - 18

Television Advertising
Sponsorships
Participations
Spot
announcements

Commercials that
appear in the breaks
between programs
Local affiliates sell
these to advertisers who
want to show their ads
locally

9 - 19

Television
Advantages
Pervasiveness
Cost efficiency
Impact

Disadvantages
Production costs
Clutter
Wasted reach
Inflexibility
Intrusiveness

9 - 20

Film and Video

Trailers
Videocassette and DVD
distributors also placing
ads before movies
Promotional video
networks in stores,
offices, truck stops, etc.

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
9 - 21

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
9 - 22

Using Broadcast Advertising

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
Halo effect
Create or reinforce brand
image and personality

9 - 23

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
brands target audience
Substantial visual impact
and quality production

Use Placement If
Want to associate brand
with stars and story
Viewing audience matches
brands target audience
Natural fit between product
and storyline
Opportunity for brand as
star
Appeals to stakeholders
Supporting ad campaign
9 - 24