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- Traditional Advertising
CHAPTER 12
Media
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook
All rights reserved. The University of West Alabama
Eighth Edition
- Chapter Objectives
After reading this chapter you should be able to:
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.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 12–2
- Major Mass Advertising Media
• Spending in mass advertising media in the United
Spending
States totaled approximately $190 billion in a
recent year.
recent
• Spending percentages by media type:
Newspapers
31%
Television
42%
Magazines
© 2010 South-Western, a partRadio
of 16%
Cengage Learning. All rights 11%
reserved. 12–3
- Which Advertising Medium Is “Best”?
Factors in the Choice
of Best Advertising
Media
Creative
Advertiser’s Competitive Available
Needs
Objectives Challenge Budget
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–4
- Newspapers
• Readership:
53 million U.S. households during week and nearly 55
53
million on Sundays.
million
Historically leading medium but in constant decline
• Buying Newspaper Space
Standardized Advertising Unit (SAU) system
1 column: 21/16 inches 2 columns: 41/4 inches
3 columns: 67/16 inches 4 columns: 85/8 inches
5 columns: 1013/16 inches 6 columns: 13 inches
Space depth: 1 inch to 21 inches
Space rates apply to ROP (run of press)
© 2010 South-Western,for part of space positioning
Premium rates a preferred
Cengage Learning. All rights
reserved. 12–5
- Newspaper Advertising’s Strengths and Limitations
Table 12.1
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–6
- Magazines
• Special Interest Magazines
Consumer-oriented
Business-oriented
• Standard Rate and Data Service (SRDS Media
Standard
Solutions)
Solutions)
Tracks information on standardized ad rates, contact
Tracks
information, reader profiles, and other information,
which facilitates media planning and buying.
which
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–7
- Magazines (cont’d)
• Buying Magazine Space
Selecting magazines that reach the target market
Sources for cost
Sources
considerations
considerations
Media Kits
– Demographic composition
Demographic
of magazine’s readership
of
– Rate cards
CPM (Cost-per-thousand)
CPM
Information
Information
– Mediamark Research, Inc. (MRI)
© 2010 South-Western, a part of Bureau (SMRB)
– Simmons Market Research
Cengage Learning. All rights
reserved. 12–8
- Figure 12.1
Golf Digest’s
Demographic
Profile
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–9
- Partial Rate Card for Sports Illustrated
Figure 12.2
(Rate base = 3,150,000)
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–10
- Magazine Advertising’s Strengths and Limitations
Table 12.2
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–11
- Magazines (cont’d)
• Magazine Audience Measurement
Magazine subscriptions and the number of people
Magazine
who read a magazine are not equivalent:
who
Variety of intermediaries collecting subscription makes it
Variety
difficult to obtain an accurate count of subscribers
difficult
Single copy purchases and publicly available copies thwart
Single
identification of readers
identification
Subscribers who share magazines with others
Simmons and MRI Reports
Specialists in measuring magazine readership and
Specialists
determining audience size.
determining
© 2010 South-Western, a part of
Each uses different research methods
Cengage Learning. All rights
reserved. 12–12
- Table 12.3
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)
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–13
- Magazines (cont’d)
• Selecting the Magazine
Selecting
The size of the potential audience that a vehicle might
The
reach
The attractiveness of its coverage as revealed by the
The
total product purchasers exposed to that vehicle and
compared with other media
compared
Its cost compared with other vehicles
Its appropriateness for the advertised brand
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–14
- Radio
• Market Coverage
Nearly 14,000 commercial radio stations in the United
Nearly
States
States
Almost 100 percent of all homes have radios; most
homes have several
Virtually all cars have a radio
More than 50 million radios are purchased in the
More
United States each year
United
Radio broadcasting in the United States reaches
Radio
© 2010bout 93 percentaof allof
about
a South-Western, part people age 12 or older.
Cengage Learning. All rights
reserved. 12–15
- Radio (cont’d)
• Factors in Buying Radio Time
Matching station format with target market
Choosing a station with geographic coverage in areas
Choosing
of dominant influence (ADIs)
of
Day part choice
Morning drive: 5 AM to 10 AM
Midday: 10 AM to 3 PM
Afternoon drive: 3 PM to 7 PM
Evening: 7 PM to Midnight
Late night: Midnight to 7 AM
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–16
- Radio Advertising’s Strengths and Limitations
Table 12.4
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–17
- Radio (cont’d)
• Radio Audience Measurement Firms
Arbitron
Is the major company involved with measuring listenership
Is
and audience demographics.
and
Owns RADAR (Radio’s All Dimension Audience Research)
Owns
Uses a paper-based diary approach to measure listener
Uses
behavior and is introducing pager-like meters (Portable
People Meters) to its data collection process
People
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–18
- Television
• Television
Is in over 98% of all households have televisions
Is a uniquely personal and demonstrative medium
Is expensive to produce and broadcast
• Television Programming Dayparts
Early morning: 5 AM to 9 AM
Daytime: 9 AM to 4 PM
Early fringe: 4 PM to 7 PM
Prime access: 7 PM to 8 PM
Prime time: 8 PM to 11 PM
© 2 Late fringe: 11 PMpart2 AM
010 South-Western, a to of
Cengage Learning. All rights AM
Overnight: 2 AM to 5
reserved. 12–19
- Average Prime-Time Audience (in millions)
Table 12.5
for Four Major Networks
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 12–20
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