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20 Cards in this Set
- Front
- Back
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BROADCAST MEDIA |
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What is media mix? |
The combination of media an advertising uses to deliver its message to the target audience "not the same for each ad or ad/campaign sequence" |
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Television |
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What are strengths of television? |
Broad reach "in a little amount of time" - low segmentation Cost effective- low CPM "cost per thousand powerful delivery because of" Combination of sight, sound, motion |
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Wha are some weaknesses of television? |
Very expensive "in terms of absolute cost, total cost" "overall cost" Low involvement medium "people do everything while watching tv, not really paying attention" "passive engagement with content" Ad skipping "fast forwarding with DVRs through commercials" Time shifting- Delayed viewing with DVRs "sales over the weekend, movie premiers, to watch it after the fact is pointless" |
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What is clutter in television? |
Many competing messages "compete with nike, AT&T" Ex: all types of soda brands |
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How is the reach on television? |
High Low segmentation |
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How is the frequency in television? |
Low involvement medium calls for high frequency schedules "takes a lot of money to do this, thats why see same companies on air" |
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Radio. |
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what are some strengths of radio? |
Audience segmentation "made to target certain audiences, more than tv"- highly fragmented Low cost "to reach everyone" Accessible- widely available "in car, store, home, anywhere" Local "makes it attractive, "weather, traffic" Image transfer "take visual part & transform sound" Listener loyalty "have same fewer stations you always listen to" |
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What are some weakness of the radio? |
Limited reach "not able to give us a broad reach" - individual stations have a low reach "because what being played only certain people like it" low involvement rate "always have radio for background noise, not like tv, all don't get together to listen to radio" Clutter- many competing messages "you can manage to put your ad based on time slot" |
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How is the reach in Radio? |
Fragmented due to audience selectivity, "more narrow audience more affected by it" |
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How is frequency in radio? |
High across narrow targets |
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Cable Television. |
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Cable television is best of TV and Radio, why? "MTV, ESPN, FOX, ABC. hybrid" |
Low cost Audience segmentation "targeting certain amount of people" Sight, sound, motion |
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Why is cable television very low reach? |
For each channel "because of audience fragmentation" "sports that are local still reach a lot of people" |
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Broadcast Cost Variables: |
Usually negotiable More spent, lower unit cost "of time, volume discount" Audience size "most important in any medium this is based on how much an ad will cost you" Supply and demand "limited supply of time"-cant change 60 secs=1min ***Pg. 63 look how supply and demand change*** |
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Variable adverting demand : Television |
4th quarter: most costly Oct/Nov/Dec "Holiday shopping season" 3rd quarter: lest costly July/Aug/Sep "Summer" "back to school, summer ads" |
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Variable adverting demand : Radio |
3rd quarter: most costly July/Aug/Sep "summer" "soft drinks, beer, action" Daypart: 6-10am 10-12pm "prices depend on what time you run an ad" - segment of the broadcast day |
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Variable adverting demand : Radio |
Geographic coverage Editorial content Length of message "30 secs is cheaper that 60 secs" |
