Marketing Communications - Chapter 12 doc

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All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
Traditional Advertising
Media
CHAPTER
12
1. Describe the four major traditional advertising media
(newspapers, magazines, radio, and television).
2. Discuss newspaper advertising and its strengths and
limitations.
3. Evaluate magazine advertising and its strengths and
limitations.
4. Describe radio advertising and its strengths and limitations.
5. Discuss television advertising and its strengths and
limitations.
6. Appreciate the research methods that are used for each ad
medium to determine the size of the audience exposed to
advertising vehicles.
Chapter Objecves
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 12–2
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Cengage Learning. All rights
reserved.
12–3
Major Mass Advertising Media
Major Mass Advertising Media
•

Spending in mass advertising media in the
Spending in mass advertising 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:
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Cengage Learning. All rights
reserved.
12–4
Which Advertising Medium Is “Best”?
Which Advertising Medium Is “Best”?
Advertiser’s
Objectives
Creative
Needs
Competitive
Challenge
Available
Budget
Factors in the Choice
of Best Advertising
Media
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Cengage Learning. All rights
reserved.
12–5

Newspapers
Newspapers
•
Readership:
Readership:

53 million U.S. households during week and nearly 55
53 million U.S. households during week and nearly 55
million on Sundays.
million on Sundays.

Historically leading medium but in constant decline
Historically leading medium but in constant decline
•
Buying Newspaper Space
Buying Newspaper Space

Standardized Advertising Unit (SAU) system
Standardized Advertising Unit (SAU) system

1 column:
1 column:
2
2
1
1
/
/
16
16

inches
inches
2 columns:
2 columns:
4
4
1
1
/
/
4
4
inches
inches

3 columns:
3 columns:
6
6
7
7
/
/
16
16
inches
inches
4 columns:
4 columns:
8

8
5
5
/
/
8
8
inches
inches

5 columns:
5 columns:
10
10
13
13
/
/
16
16
inches
inches
6 columns:
6 columns:
13 inches
13 inches

Space depth: 1 inch to 21 inches
Space depth: 1 inch to 21 inches


Space rates apply to ROP (run of press)
Space rates apply to ROP (run of press)

Premium rates for preferred space positioning
Premium rates for preferred space positioning
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reserved.
12–6
Newspaper Advertising’s Strengths and Limitations
Table 12.1
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12–7
Magazines
Magazines
•
Special Interest Magazines
Special Interest Magazines

Consumer-oriented
Consumer-oriented

Business-oriented
Business-oriented
•
Standard Rate and Data Service (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 facilitates media planning and buying.
which facilitates media planning and buying.
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Cengage Learning. All rights
reserved.
12–8
Magazines (cont’d)
Magazines (cont’d)
•
Buying Magazine Space
Buying Magazine Space

Selecting magazines that reach the target market
Selecting magazines that reach the target market

Sources for cost
Sources for cost
considerations
considerations

Media Kits
Media Kits
–
Demographic composition

Demographic composition
of magazine’s readership
of magazine’s readership
–
Rate cards
Rate cards

CPM (Cost-per-thousand)
CPM (Cost-per-thousand)
Information
Information
–
Mediamark Research, Inc. (MRI)
Mediamark Research, Inc. (MRI)
–
Simmons Market Research Bureau (SMRB)
Simmons Market Research Bureau (SMRB)
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12–9
Golf Digest’s
Demographic
Profile
Figure 12.1
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12–10
Partial Rate Card for Sports Illustrated

(Rate base = 3,150,000)
Figure 12.2
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Cengage Learning. All rights
reserved.
12–11
Magazine Advertising’s Strengths and Limitations
Table 12.2
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Cengage Learning. All rights
reserved.
12–12
Magazines (cont’d)
Magazines (cont’d)
•
Magazine Audience Measurement
Magazine Audience Measurement

Magazine 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:

Variety of intermediaries collecting subscription makes it
Variety of intermediaries collecting subscription makes it
difficult to obtain an accurate count of subscribers
difficult to obtain an accurate count of subscribers

Single copy purchases and publicly available copies thwart
Single copy purchases and publicly available copies thwart

identification of readers
identification of readers

Subscribers who share magazines with others
Subscribers who share magazines with others

Simmons and MRI Reports
Simmons and MRI Reports

Specialists in measuring magazine readership and
Specialists in measuring magazine readership and
determining audience size.
determining audience size.

Each uses different research methods
Each uses different research methods
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12–13
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)
Table 12.3
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Cengage Learning. All rights
reserved.
12–14
Magazines (cont’d)
Magazines (cont’d)
•
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 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 media
compared with other media

Its cost compared with other vehicles
Its cost compared with other vehicles

Its appropriateness for the advertised brand

Its appropriateness for the advertised brand
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12–15
Radio
Radio
•
Market Coverage
Market Coverage

Nearly 14,000 commercial radio stations in the United
Nearly 14,000 commercial radio stations in the United
States
States

Almost 100 percent of all homes have radios; most
Almost 100 percent of all homes have radios; most

homes have several
homes have several

Virtually all cars have a radio
Virtually all cars have a radio

More than 50 million radios are purchased in the
More than 50 million radios are purchased in the
United States each year
United States each year


Radio 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.
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12–16
Radio (cont’d)
Radio (cont’d)
•
Factors in Buying Radio Time
Factors in Buying Radio Time

Matching station format with target market
Matching station format with target market

Choosing a station with geographic coverage in areas
Choosing a station with geographic coverage in areas
of dominant influence (ADIs)
of dominant influence (ADIs)

Day part choice
Day part choice

Morning drive: 5 AM to 10 AM
Morning drive: 5 AM to 10 AM

Midday: 10 AM to 3 PM
Midday: 10 AM to 3 PM


Afternoon drive: 3 PM to 7 PM
Afternoon drive: 3 PM to 7 PM

Evening: 7 PM to Midnight
Evening: 7 PM to Midnight

Late night: Midnight to 7 AM
Late night: Midnight to 7 AM
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12–17
Radio Advertising’s Strengths and Limitations
Table 12.4
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Cengage Learning. All rights
reserved.
12–18
Radio (cont’d)
Radio (cont’d)
•
Radio Audience Measurement Firms
Radio Audience Measurement Firms

Arbitron
Arbitron

Is the major company involved with measuring listenership
Is the major company involved with measuring listenership

and audience demographics.
and audience demographics.

Owns RADAR (Radio’s All Dimension Audience Research)
Owns RADAR (Radio’s All Dimension Audience Research)

Uses 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 process
People Meters) to its data collection process
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12–19
Television
Television
•
Television
Television

Is in over 98% of all households have televisions
Is in over 98% of all households have televisions

Is a uniquely personal and demonstrative medium
Is a uniquely personal and demonstrative medium

Is expensive to produce and broadcast
Is expensive to produce and broadcast

•
Television Programming Dayparts
Television Programming Dayparts

Early morning: 5 AM to 9 AM
Early morning: 5 AM to 9 AM

Daytime: 9 AM to 4 PM
Daytime: 9 AM to 4 PM

Early fringe: 4 PM to 7 PM
Early fringe: 4 PM to 7 PM

Prime access: 7 PM to 8 PM
Prime access: 7 PM to 8 PM

Prime time: 8 PM to 11 PM
Prime time: 8 PM to 11 PM

Late fringe: 11 PM to 2 AM
Late fringe: 11 PM to 2 AM

Overnight: 2 AM to 5 AM
Overnight: 2 AM to 5 AM
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12–20
Average Prime-Time Audience (in millions)
for Four Major Networks

Table 12.5
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12–21
Types of Television Advertising
Types of Television Advertising
Spot
Network
Local
Cable
Syndicated
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12–22
Television Messages
Television Messages
Network
Network
Advertising
Advertising
Market product nationally on major networks
Market product nationally on major networks
Expensive but is a cost-efficient means to reach mass
Expensive but is a cost-efficient means to reach mass
audience
audience
Spot
Spot

Advertising
Advertising
Advertising is placed only in selected markets
Advertising is placed only in selected markets
Regional-oriented marketing and geodemographic
Regional-oriented marketing and geodemographic
segmentation of consumer markets
segmentation of consumer markets
Syndicated
Syndicated
Programming
Programming
Occurs when an independent company markets a show to
Occurs when 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
possible
possible
Cable
Cable
Advertising
Advertising
Uses narrowcasting to reach 85% of all households of
Uses narrowcasting to reach 85% of all households of
economically upscale and young subscribers
economically upscale and young subscribers
Local
Local
Advertising
Advertising

Local advertisers are turning to television as it is
Local advertisers are turning to television as it is
inexpensive during the fringe time
inexpensive during the fringe time
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12–23
The 10 Highest Priced TV Programs, 2007–2008
(price per 30-second commercial)
Table 12.6
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12–24
Television Advertising’s Strengths and Limitations
Table 12.7
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reserved.
12–25
Top-10 Prime-Time Broadcast TV Programs
Table 12.8