PROMOTIONAL MANAGEMENT

CHAPTER 11
Evaluation of Media: Television &
Radio
 TV is an ideal advertising medium as it has the ability
to combine visual image, sound, motion, which
present the advertisers with opportunity to develop
most creative and imaginative appeals of any medium.

The Changing Trend

A Staggering 45% Increase in Online Video Viewing in 2011
HDTV
Digital Video recorder
DVD player
 Television Advantages

Creativity and Impact

Coverage and Cost Effectiveness

Captivity and Attention

Selectivity and Flexibility

 Television Limitations
Distrust or Negative
Evaluation
Fleeting
Message
Zapping
Zipping

Cost
Clutter

Lack of
Selectivity

Limited
viewer Attention
 TV Advertising Buying Decisions
Reach is the primary consideration but ease of
Network versus Spot
purchase is important.

National Versus Local Considerations are the geographic markets and ability
Spot to acquire airtime.

Sponsor, Participate, Method of buying affects cost, commitment, and

or Spot identification.

Specific Daypart and Scheduling depends on reach and frequency

Weeks requirements.
 Methods of Buying Time
Spot
Sponsorship Participations
Announcements

1. Advertiser 1. Participating 1. May be

assumes sponsors share the purchased
responsibility for cost by daypart
the production 2. May occur regularly or adjacency
and perhaps or sporadically
content
3. Advertiser doesn’t
2. Sponsor has do production
control and can
capitalize on a 4. Participants lack
show’s prestige control over
content
Common Television Dayparts
Advertising on Cable Television
Also termed as CATV (community antenna television). Deliver signals
through fiber rather than the airways, was developed to provide
reception to remote areas that couldn’t receive the broadcast signals

Advantages
1. National, regional
& local available

2. Highly selective
“narrowcasting”
3. Low cost
4. Flexibility
 Measuring the TV Audience

Total Program Share of Households

Audience rating Audience using TV

Number of tv Number of Number of

Number of households in an household using tv in households in a given
households in a area that are tuned a specified time area where TV is
market having tv/ to a specific program period that are being watched during
computer during a specific time turned to a specific a specific time
period. program. period.
 Advantages of Radio
Cost and Efficiency

Receptivity
Top Emotional Attributes of
Radio
Selectivity Improves your mind
Makes you relax
Flexibility Comforts you
Makes you feel motivated
Helps you have a good time
Mental Imagery

Integrated Marketing
 Limitations of Radio
Creative Limitations

Audience Fragmentation

Limited Research Data

Limited Listener Attention

Digital Media Competition

Clutter
THANK YOU
 PROMOTIONAL
MANAGEMENT
Chapter 12

Evaluation of Print Media

 The Role of Magazines and Newspapers

Role of magazines and newspaper in advertising

media plan differs from that of broadcast media
because they allow presentation of detail
information . People have high involvement here.

Can target a very specific audience

 Types of Magazines

Healthcare
magazines:
Consumer Dental, nursing
Bought by general
public for
information/entertai Trade magazines:
nment For wholesaler,
distributor, reseller Business magazines:
For professional
Consumer goods ads group
Consumer Magazines Target Interests
Business Publications Target Professions or Industries
Advantages of Magazines
Selectivity

Production Quality

Creative Flexibility

Permanence

Prestige

Receptivity, Engagement
Cost Elements of Advertising Space

Circulation

Size of the ad

Position in the publication

Editions chosen

Production requirements

Insertion number/frequency (volume discounts)

Use of color
Disadvantages of Magazines

Limited Reach Costs

Long Lead
Clutter
Time
 Types of Newspaper Advertising

• Local (mostly retail)

Display Ads • National or general

• Small items arranged by topic

Classified Ads • Rates based on size, duration

Special Ads and

• Legal notices - public reports
Inserts
• Notices by people and/or organizations
• Political ads
• Circulars, catalogs, brochures
 Newspaper Advantages and Limitations

ADVANTAGES DISADVANTAGES

Extensive penetration Low production quality

Flexibility Short life span

Geographic selectivity Lack of selectivity

Involvement, acceptance Clutter

Limited use of color

THANK YOU