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Broadcast Media
Part 3: Effective Advertising
Media
Chapter 9
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1
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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-2
Objective
To study characteristic, adv & disadv
points of all media types in order to make
good choices for ad campaign
Outline
- Nature of Broadcast
- Types of Audience
- Measurement of audience
- Summary of when broadcast advertising
should be used
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-3
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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-4
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 led
themselves to
repetition
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Spot Radio
Wells, Moriarty, Burnett & Lwin - Xth Edition
 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
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The Radio Audience
 Music fans
 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
Wells, Moriarty, Burnett & Lwin - Xth Edition
 People who listen
exclusively for the music
being played
 News fans
 Choose stations based
on a need for news and
information e.g. Jor Sor
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 Have one or two favorite
stations
ADVERTISING Principles and Effective IMC Practice
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Measuring the Radio Audience
 Dayparts
 Typical radio programming day is divided into five
segments called dayparts
6-10 a.m.: Morning drive time (most listeners)
10 a.m-3 p.m.
3.00 – 7.00 p.m.
7.00 p.m.-midnight
Midnight-6 a.m.
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-8
Measuring the Radio Audience
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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-9
Radio
Advantages
 Target audience
 Affordability
 Frequency
 Flexibility
 Mental imagery
 High level of
acceptance
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
 Listener
inattentiveness
 Lack of visuals
 Clutter
 Scheduling and
buying difficulties
 Lack of control
ADVERTISING Principles and Effective IMC Practice
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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
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-11
Television Advertising
Sponsorships
Wells, Moriarty, Burnett & Lwin - Xth Edition
 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
ADVERTISING Principles and Effective IMC Practice
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Product Placement
 When a company
Advantages
pays to have verbal or  Demonstrates product
usage in a natural setting
visual brand exposure
by celebrities
in a movie or TV
 Catches audience when
program
resistance to ads is low
Disadvantages
 May not be noticed
 Not a match between
product/movie/audience
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-13
Television Advertising
Participations
Wells, Moriarty, Burnett & Lwin - Xth Edition
 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
ADVERTISING Principles and Effective IMC Practice
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Measuring the Television Audience
 Rating points
 The percentage of all
the households with
television tuned into a
particular program
 Share of audience
 The percentage of
viewers based on the
number of sets turned
on
Wells, Moriarty, Burnett & Lwin - Xth Edition
 Gross Rating Points
 The sum of the total
exposure expressed as a
percentage of the audience
population
 People meters
 Record what television
shows are being watched,
the number of households
watching, and which family
members are viewing
(not only what is being watched but
who is watching)
ADVERTISING Principles and Effective IMC Practice
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Examples
 Rating Points
- A TV show has a rating of 20.0 that means 20 percent(%) =
1/5 of all households tuned in to that program.
 Share of Audience (share figure>rating)
- A Super Bowl might get a rating of 40 but its share might
be 70 (70 percent of all televisions turned on were turned to
the Super Bowl)
 Gross Rating Points
- For TV ads.
= 100,000 viewers (impression)* 4times airing of 1 program
(no. of message exposure)__________________ * 100
500,000 possible viewers (population who has TV)
Wells, Moriarty, Burnett
& Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-16
= 80%
Television
Advantages
 Pervasiveness
 Cost efficiency
 Impact
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
 Production costs
 Clutter
 Wasted reach
 Inflexibility
 Intrusiveness
ADVERTISING Principles and Effective IMC Practice
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Film and Video
 Trailers
 Videocassette and
DVD distributors also
placing ads before
movies
 Promotional video
networks in stores,
offices, truck stops,
etc.
Wells, Moriarty, Burnett & Lwin - Xth Edition
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
ADVERTISING Principles and Effective IMC Practice
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Using Broadcast Advertising
Use Radio If…
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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
Wells, Moriarty, Burnett & Lwin - Xth Edition
Use Television If…
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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
ADVERTISING Principles and Effective IMC Practice
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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
brand’s target audience
 Substantial visual impact
and quality production
Wells, Moriarty, Burnett & Lwin - Xth Edition
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
ADVERTISING Principles and Effective IMC Practice
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Exercise
Choose the media vehicle to advertise
these products
Identify the advertising format
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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End of the Lesson
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
22