Download CHAPTER - 11 Evaluation of Broadcast media

CHAPTER - 11
Evaluation of Broadcast
media
TELEVISION
ADVANTAGES OF TELEVISION
1. Creativity and Impact
A medium that o Offers tremendous creative flexibility and makes
possible dramatic, lifelike representations
o Can be used to convey a mood/image for a brand
o Can be used to develop emotional or entertaining
appeals that help make a dull product appear
interesting
o Helps to demonstrate a product/service
2. Coverage and Effectiveness
o It is possible to reach large audiences (very cost
efficiently) regardless of age, income/ educational
level.
o Popular medium among companies selling massconsumption products.
3. Captivity and Attention
o TV commercials impose themselves on viewers
as they watch their favorite programs.
o The viewers are likely to devote some attention
to many advertising messages through heavy
repetition and exposures to catchy slogans and
jingles.
4. Selectivity and Flexibility
Selectivity is possible due to variations in the
composition of audiences as a result of program
content and broadcast time.
LIMITATIONS OF TELEVISION
1.
High cost
The high cost of TV stems from 

2.
The expense of buying airtime
The cost of producing a quality commercial
Lack of selectivity
Advertisers who are seeking a very specific, small
target audience find the coverage of TV extends
beyond their market, reducing its cost
effectiveness.
3.
Fleeting message
TV commercials usually last only 30 seconds or
less and leave nothing tangible for the viewer to
examine or consider.
4.
Clutter

The advertiser’s message is only one of
many spots and other nonprogramming
materials seen during a commercial break.

The viewer comes away confused or even
annoyed and unable to remember or properly
identify the product/ service advertised.
5.
Limited viewer attention
During commercials 



5.
People leave the room
People are distracted in some other way
Zipping
Zapping
Distrust and negative evaluation
Viewers dislike TV advertising when they believe it
is offensive, uninformative, or shown too
frequently or when they do not like its contents.
METHODS OF BUYING TIME
1.
Sponsorship
An advertiser assumes responsibility for the
production and usually the content of the program
as well as the advertising that appears within it.
Reasons for choosing sponsorship –



To capitalize on the prestige of high-quality
programs, enhancing the image of the company
or its product
To gain more control over the number,
placement and content of its commercials
To introduce and explain a new product
2.
Participations
Several advertisers buy commercial time or spots
on a particular program and can participate in that
program once or several times on a regular or
irregular basis.
Advantages:





No financial responsibility for production of the program
No long term commitment to a program
Adjustment of expenditures to buy participation spots
according to the budget
Spreading the TV budget over a number of programs
Helpful for small advertisers with a limited budget
Disadvantages:



Little control over the placement of ads
Problems with time availability
Preference is given to advertisers buying numerous spots
3.
Spot advertising
Spot advertising refers to commercials shown on
TV, with time negotiated.

Helpful for the advertisers with uneven
distribution or limited advertising budget.

Helpful for test marketing or introducing a
product in limited market areas.
DETERMINING RELATIVE COSTS
(Cost Per Rating Point - CPRP)

Program rating:
The percentage of TV households in an area that
are tuned to a specific program during a specific
time period.

Rating =
(HH tuned to a specific show / Total HH)
X 100
CPRP
Cost of commercial time / Program
rating
=
Show – 1
Show- 2
Cost per ad
TK. 3,500
TK. 4,000
Rating
11
15
Calculation
TK. 3,500 / 11
TK. 4,000 / 15
CPRP
TK. 318.18
TK. 266.67
RADIO
Advantages
Limitations
•Cost and efficiency
•Creative limitations
•Selectivity
•Fragmentation
•Flexibility
•Chaotic buying procedures
•Mental imagery
•Limited research data
•Limited listener attention
•Clutter