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1、PowerPoint Presentation by Charlie CookPowerPoint Presentation by Charlie CookThe University of West AlabamaThe University of West AlabamaEighth EditionTraditional Advertising Traditional Advertising MediaMediaCHAPTERCHAPTER 1212INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION 2010 S
2、outh-Western, a part of Cengage Learning 2010 South-Western, a part of Cengage LearningAll rights reserved.All rights reserved.1.1.Describe the four major traditional advertising media Describe the four major traditional advertising media (newspapers, magazines, radio, and television).(newspapers, m
3、agazines, radio, and television).2.2.Discuss newspaper advertising and its strengths and Discuss newspaper advertising and its strengths and limitations.limitations.3.3.Evaluate magazine advertising and its strengths and Evaluate magazine advertising and its strengths and limitations.limitations.4.4
4、.Describe radio advertising and its strengths and limitations.Describe radio advertising and its strengths and limitations.5.5.Discuss television advertising and its strengths and Discuss television advertising and its strengths and limitations.limitations.6.6.Appreciate the research methods that ar
5、e used for each ad Appreciate the research methods that are used for each ad medium to determine the size of the audience exposed to medium to determine the size of the audience exposed to advertising vehicles.advertising vehicles.Chapter ObjectivesChapter ObjectivesAfter reading this chapter you sh
6、ould be able to:After reading this chapter you should be able to: 2010 South-Western, a part of Cengage Learning. All rights reserved.122 2 2010 South-Western, a part of Cengage Learning. All rights reserved.Major Mass Advertising MediaSpending in mass advertising media in the Spending in mass adver
7、tising media in the United States totaled approximately $190 billion United States totaled approximately $190 billion in a recent year.in a recent year.Spending percentages by media type:Spending percentages by media type:3 2010 South-Western, a part of Cengage Learning. All rights reserved.Which Ad
8、vertising Medium Is “Best”?Advertisers ObjectivesCreativeNeedsCompetitiveChallengeAvailable BudgetFactors in the Choice of Best Advertising Media4 2010 South-Western, a part of Cengage Learning. All rights reserved.NewspapersReadership:Readership:53 million U.S. households during week and nearly 55
9、53 million U.S. households during week and nearly 55 million on Sundays.million on Sundays.Historically leading medium but in constant declineHistorically leading medium but in constant declineBuying Newspaper SpaceBuying Newspaper SpaceStandardized Advertising Unit (SAU) systemStandardized Advertis
10、ing Unit (SAU) systemv v1 column:1 column:2 21 1/ /1616 inches inches2 columns:2 columns:4 41 1/ /4 4 inches inchesv v3 columns:3 columns:6 67 7/ /1616 inches inches4 columns:4 columns:8 85 5/ /8 8 inches inchesv v5 columns:5 columns:10101313/ /1616 inches inches6 columns:6 columns:13 inches13 inche
11、sv vSpace depth: 1 inch to 21 inchesSpace depth: 1 inch to 21 inchesv vSpace rates apply to ROP (run of press)Space rates apply to ROP (run of press)v vPremium rates for preferred space positioningPremium rates for preferred space positioning5 2010 South-Western, a part of Cengage Learning. All righ
12、ts reserved.Newspaper Advertisings Strengths and LimitationsTable 12.16 2010 South-Western, a part of Cengage Learning. All rights reserved.MagazinesSpecial Interest MagazinesSpecial Interest MagazinesConsumer-orientedConsumer-orientedBusiness-orientedBusiness-orientedStandard Rate and Data Service
13、(SRDS Media Standard Rate and Data Service (SRDS Media Solutions)Solutions)Tracks information on standardized ad rates, contact Tracks information on standardized ad rates, contact information, reader profiles, and other information, information, reader profiles, and other information, which facilit
14、ates media planning and buying.which facilitates media planning and buying.7 2010 South-Western, a part of Cengage Learning. All rights reserved.Magazines (contd)Buying Magazine SpaceBuying Magazine SpaceSelecting magazines that reach the target marketSelecting magazines that reach the target market
15、Sources for cost Sources for cost considerationsconsiderationsv vMedia KitsMedia Kits Demographic composition Demographic composition of magazines readershipof magazines readership Rate cardsRate cardsv vCPM (Cost-per-thousand) CPM (Cost-per-thousand) InformationInformation Mediamark Research, Inc.
16、(MRI)Mediamark Research, Inc. (MRI) Simmons Market Research Bureau (SMRB)Simmons Market Research Bureau (SMRB)8 2010 South-Western, a part of Cengage Learning. All rights reserved.Golf Digests Demographic ProfileFigure 12.19 2010 South-Western, a part of Cengage Learning. All rights reserved.Partial
17、 Rate Card for Sports Illustrated (Rate base = 3,150,000)Figure 12.210 2010 South-Western, a part of Cengage Learning. All rights reserved.Magazine Advertisings Strengths and LimitationsTable 12.211 2010 South-Western, a part of Cengage Learning. All rights reserved.Magazines (contd)Magazine Audienc
18、e MeasurementMagazine Audience MeasurementMagazine subscriptions and the number of people Magazine subscriptions and the number of people who read a magazine are not equivalent:who read a magazine are not equivalent:v vVariety of intermediaries collecting subscription makes it Variety of intermediar
19、ies collecting subscription makes it difficult to obtain an accurate count of subscribersdifficult to obtain an accurate count of subscribersv vSingle copy purchases and publicly available copies thwart Single copy purchases and publicly available copies thwart identification of readersidentificatio
20、n of readersv vSubscribers who share magazines with othersSubscribers who share magazines with othersSimmons and MRI ReportsSimmons and MRI Reportsv vSpecialists in measuring magazine readership and Specialists in measuring magazine readership and determining audience size.determining audience size.
21、v vEach uses different research methodsEach uses different research methods12 2010 South-Western, a part of Cengage Learning. All rights reserved.Illustration of a MRI Report for Imported Beer/Ale (Based on all adults indicating whether they have drunk imported beer/ale within the last six months)Ta
22、ble 12.313 2010 South-Western, a part of Cengage Learning. All rights reserved.Magazines (contd)Selecting the Magazine Selecting the Magazine The size of the potential audience that a vehicle might The size of the potential audience that a vehicle might reach reach The attractiveness of its coverage
23、 as revealed by the The attractiveness of its coverage as revealed by the total product purchasers exposed to that vehicle and total product purchasers exposed to that vehicle and compared with other mediacompared with other mediaIts cost compared with other vehiclesIts cost compared with other vehi
24、clesIts appropriateness for the advertised brandIts appropriateness for the advertised brand14 2010 South-Western, a part of Cengage Learning. All rights reserved.RadioMarket CoverageMarket CoverageNearly 14,000 commercial radio stations in the United Nearly 14,000 commercial radio stations in the U
25、nited StatesStatesAlmost 100 percent of all homes have radios; mostAlmost 100 percent of all homes have radios; mosthomes have severalhomes have severalVirtually all cars have a radioVirtually all cars have a radioMore than 50 million radios are purchased in the More than 50 million radios are purch
26、ased in the United States each yearUnited States each yearRadio broadcasting in the United States reaches Radio broadcasting in the United States reaches about 93 percent of all people age 12 or older.about 93 percent of all people age 12 or older.15 2010 South-Western, a part of Cengage Learning. A
27、ll rights reserved.Radio (contd)Factors in Buying Radio TimeFactors in Buying Radio TimeMatching station format with target marketMatching station format with target marketChoosing a station with geographic coverage in areas Choosing a station with geographic coverage in areas of dominant influence
28、(ADIs)of dominant influence (ADIs)Day part choiceDay part choicev vMorning drive: 5 AM to 10 AMMorning drive: 5 AM to 10 AMv vMidday: 10 AM to 3 PMMidday: 10 AM to 3 PMv vAfternoon drive: 3 PM to 7 PMAfternoon drive: 3 PM to 7 PMv vEvening: 7 PM to MidnightEvening: 7 PM to Midnightv vLate night: Mid
29、night to 7 AMLate night: Midnight to 7 AM16 2010 South-Western, a part of Cengage Learning. All rights reserved.Radio Advertisings Strengths and LimitationsTable 12.417 2010 South-Western, a part of Cengage Learning. All rights reserved.Radio (contd)Radio Audience Measurement FirmsRadio Audience Mea
30、surement FirmsArbitronArbitronv vIs the major company involved with measuring listenership Is the major company involved with measuring listenership and audience demographics.and audience demographics.v vOwns RADAR (Radios All Dimension Audience Research) Owns RADAR (Radios All Dimension Audience Re
31、search) v vUses a paper-based diary approach to measure listener Uses a paper-based diary approach to measure listener behavior and is introducing pager-like meters (Portable behavior and is introducing pager-like meters (Portable People Meters) to its data collection processPeople Meters) to its da
32、ta collection process18 2010 South-Western, a part of Cengage Learning. All rights reserved.TelevisionTelevisionTelevisionIs in over 98% of all households have televisionsIs in over 98% of all households have televisionsIs a uniquely personal and demonstrative mediumIs a uniquely personal and demons
33、trative mediumIs expensive to produce and broadcastIs expensive to produce and broadcastTelevision Programming DaypartsTelevision Programming DaypartsEarly morning: 5 AM to 9 AMEarly morning: 5 AM to 9 AMDaytime: 9 AM to 4 PMDaytime: 9 AM to 4 PMEarly fringe: 4 PM to 7 PMEarly fringe: 4 PM to 7 PMPr
34、ime access: 7 PM to 8 PMPrime access: 7 PM to 8 PMPrime time: 8 PM to 11 PMPrime time: 8 PM to 11 PMLate fringe: 11 PM to 2 AMLate fringe: 11 PM to 2 AMOvernight: 2 AM to 5 AMOvernight: 2 AM to 5 AM19 2010 South-Western, a part of Cengage Learning. All rights reserved.Average Prime-Time Audience (in
35、 millions) for Four Major NetworksTable 12.520 2010 South-Western, a part of Cengage Learning. All rights reserved.Types of Television AdvertisingSpotNetworkLocalCableSyndicated21 2010 South-Western, a part of Cengage Learning. All rights reserved.Television MessagesNetworkNetworkAdvertisingAdvertis
36、ingMarket product nationally on major networksMarket product nationally on major networksExpensive but is a cost-efficient means to reach mass Expensive but is a cost-efficient means to reach mass audienceaudienceSpot Spot AdvertisingAdvertisingAdvertising is placed only in selected marketsAdvertisi
37、ng is placed only in selected marketsRegional-oriented marketing and geodemographic Regional-oriented marketing and geodemographic segmentation of consumer marketssegmentation of consumer marketsSyndicatedSyndicatedProgrammingProgrammingOccurs when an independent company markets a show to Occurs whe
38、n an independent company markets a show to as many network-affiliated or cable TV stations as as many network-affiliated or cable TV stations as possiblepossibleCable Cable AdvertisingAdvertisingUses narrowcasting to reach 85% of all households ofUses narrowcasting to reach 85% of all households ofe
39、conomically upscale and young subscriberseconomically upscale and young subscribersLocal Local AdvertisingAdvertisingLocal advertisers are turning to television as it is Local advertisers are turning to television as it is inexpensive during the fringe timeinexpensive during the fringe time22 2010 S
40、outh-Western, a part of Cengage Learning. All rights reserved.The 10 Highest Priced TV Programs, 20072008 (price per 30-second commercial)Table 12.623 2010 South-Western, a part of Cengage Learning. All rights reserved.Television Advertisings Strengths and LimitationsTable 12.724 2010 South-Western,
41、 a part of Cengage Learning. All rights reserved.Top-10 Prime-Time Broadcast TV ProgramsTable 12.825 2010 South-Western, a part of Cengage Learning. All rights reserved.Television Advertising (contd)InfomercialsInfomercialsWere introduced in the early 1980sWere introduced in the early 1980sAre essen
42、tially a long commercial (28 to 30 minutes)Are essentially a long commercial (28 to 30 minutes)Are expensive to produceAre expensive to produceAre an especially effective promotional tool for Are an especially effective promotional tool for moving merchandisemoving merchandise26 2010 South-Western,
43、a part of Cengage Learning. All rights reserved.Television Advertising (contd)Brand Placements in TV ProgramsBrand Placements in TV ProgramsCan be very effective provided brand is displayed in a Can be very effective provided brand is displayed in a context that appropriately matches the brands imag
44、e.context that appropriately matches the brands image.Are the result of advertisers fear that TV advertising Are the result of advertisers fear that TV advertising is no longer as effective as it used to beis no longer as effective as it used to beRequire that brand managers pay to get prominent Req
45、uire that brand managers pay to get prominent placement for their brands in popular programsplacement for their brands in popular programs27 2010 South-Western, a part of Cengage Learning. All rights reserved.Television Advertising (contd)Television Audience MeasurementTelevision Audience Measuremen
46、tHigher rated programs command higher ad pricesHigher rated programs command higher ad pricesRatings are difficult to come by accuratelyRatings are difficult to come by accuratelyNational (Network) Audience MeasurementNational (Network) Audience MeasurementNielsens People Meter TechnologyNielsens Pe
47、ople Meter TechnologyLocal Audience MeasurementLocal Audience MeasurementNielsens Diary PanelsNielsens Diary PanelsNielsens Local People MetersNielsens Local People MetersChallengesChallengesCounting away-from-home viewers and listenersCounting away-from-home viewers and listenersAudience undercountsAudience undercounts28 2010 South-Western, a part of Cengage Learning. All rights reserved.Nielsen People MeterFigure 12.329 2010 South-Western, a part of Cengage Learning. All rights reserved.
