Download Broadcast Advertising 1

Broadcast Advertising
Advertising Defined
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Non-personal Communication
Usually paid for
By an identified sponsor
Persuasive in nature
About products, ideas or services
Through various media
Advertising in the Marketing
Mix
• Product
– Quality, package, appearance, etc.
• Price
– Deep discount to premium
• Place
– Distribution channels
• Promotion
– POP, personal selling, PR, Advertising
Advertising Classified
• By audience
– Consumer
– Business to Business
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Industrial
Trade
Professional
Farm
Advertising Classified
• Geographically
– National
– Regional
– Local
– International
Advertising Classified
• By medium
– Electronic
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Radio
Television
Cable
Internet
Advertising Classified
• Print
– Newspaper
– Magazine
• Outdoor
– Billboard
– Transit
Advertising Classified
• Specialty
– Novelties
– POP
– Product placement
– Etc.
– Etc.
– Etc.
Advertising Classified
• By function
– Product -vs- non-product
– Commercial -vs- non-commercial
– Direct action -vs- non-direct action
The advertising industry
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Agencies
The media
The advertisers
The support services and suppliers
The regulators
The consumers
Advertising History
• Functions of advertising:
– Identify products and differentiate them
– Communicate information about product
– Induce consumers to try the product
– Increase product usage
– Build brand preference and loyalty
Advertising History
• Dates to 1600s
– British newspapers paid notices
Advertising History
• Ben Franklin is credited with introducing
white space and illustrations
Advertising History
• Magazines became first national
medium
• Volney Palmer – first ad agency – 1841
– Bought newspaper and magazine space in
large volumes at discount.
– Marked up 15%
• N. W. Ayer – first full service agency
Broadcast Advertising History
• Out of the debate on how to pay for
broadcasting came…
• “Toll” broadcasting
– WEAF
– AT&T station
• “telephone philosophy of paying toll for long distance
calls.
• First commercial broadcast
• http://www.oldtime.com/commercials/1stcommercial.html
Broadcast Advertising History
• Post WWI
– Radio grew
– Lifestyles improved
– Spending increased
– Radio networks emerged
– Advertising stressed the “Unique Selling
Proposition”
Broadcast Advertising History
• Television explodes post WWII
– Radio programs shift to television
– Radio adopts musical formats
• Advertising costs increase
• Sponsorships give way to participations
or “spots”
• By the 1960s – advertising entered the
“image era”
Broadcast Advertising History
• Depicting a lifestyle – not product
information
• Emotional appeals – not logical appeals
• Remember the package – not the name
• Focus on benefits to consumer
The contemporary advertising
industry
• Complicated by the proliferation of
media
• Audiences are splintered
– Narrowcasting
• Clutter and competition
• High costs of media drive demand for
research
Effects of advertising
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On prices
On competition
On product image
On demand
– “Creating” demands?
– Bran, fiber, carbs, cosmetics, vitamins, etc.
– Slow a declining market – “repositioning”
Media strategy
• Buying patterns
– Weekly cycles
– Monthly cycles
– Annual cycles
– Seasonal products
• Products/service with fixed maximum
capacities
Media strategy
Media strategy
Media strategy
Media strategy