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21 Cards in this Set
- Front
- Back
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Broadcast Media
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Transmit sounds or images electronically (e.g. Tv, Radio)
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Television Industry
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- > 50 stations, 5 National (ABC, Seven, Nine, Ten, SBS)
- Compete with subscription/pay TV and Internet Protocol TV - Commercials run for a few second up to a few minutes (most run for 30 seconds) - Advertising embedded into programs |
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Why is TV Expensive
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- Pre-Production: Location, Studio Rental, Sets, Production Crew and Talent, Advertising etc.
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Save Costs on TV
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- Reduce Actors
- Less Scenes - Stock Photo or Video |
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Advantages of Television
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- Mass Coverage
- Some Selectivity - Impact - Creativity - Prestige |
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Disadvantages of Television
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- High Production Cost
- High Airtime Cost - Limited Selectivity (targeting) |
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Advantages of Cable
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- Selectivity
- Demographics - Low Costs - Flexibility - Testability |
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Disadvantages of Cable
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- Limited Reach
- Fragmentation - Quality - Zipping and Zapping |
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Television Advertising
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- Spots: 15/30/60 seconds of commercial time during a program
- Infomercials: Generally 30/60 minutes long and late-night - Program Sponsorship: Advertiser assumes part or all of cost of program with ads - Product Placement - Interactive Worlds of Entertainment: Creation of brand-funded entertainment on the Internet |
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Advantages of Brand-Funded Entertainment
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- Relatively new in the marketplace
- Allows the target to be caught off-guard whilst resistance is low |
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Disadvantages of Brand-Funded Entertainment
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- Placement may not be noticed
- May not be a suitable match for a product - Increased risk due to possibility of investing in a commercial 'dud' |
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Measurement and Digital Video Recorders (DVR)
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Ratings now include both live and time-shifted viewing (TSV)
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How PVR Is Changing
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- Sponsorship
- Product placements - Interactive advertising during programs - Embedded ads in video on demand - Ads within the PVR main menu - Endorsement deals - Infomercials - Pop-up ads within a program - Features in TV shopping channels - Commercial free, fee based content |
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Buying TV Time
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- Gross Rating Points
- Cost Per Point - Cost per Thousand |
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Gross Rating Points
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GRP = Reach (avg rating) x Frequency
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Cost per Point
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CPP = Cost / Rating
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Cost per Thousand
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CPM = Cost / Thousands of People
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The Radio Industry
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- Commercial Radio
- Community Radio - Public Radio |
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Radio Advertising
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- Engages more imagination
- Lend themselves to repetition (e.g. music jingles) - Passive Medium (Plays in background) - Listeners often captive audience (in cars) |
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Advantages of Radio
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- Reach & Frequency
- Selectivity - Cost Efficiency - Testability - Timeliness and Efficiency |
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Disadvantages of Radio
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- Limitations of Sound
- Segmented Audiences - Short-Lived, Half Heard - Clutter |
