Ad Big Networked Age Fall 2009
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The document provides an overview of various media types including broadcast media like radio and television, print media like newspapers and magazines, outdoor media, internet, and alternative media. It discusses advertising spending on different media from 2002-2003 and trends. Key concepts covered include media mix, media planning, buying and measurement. Advantages and disadvantages of different media like radio, TV, film and online are also summarized.
Ad Big Networked Age Fall 2009
- 1. Broadcast, Interactive and Alternative Media M. Larry Litwin, APR, Fellow PRSA Copyright 2009 8-1 The Networked Age M. Larry Litwin, APR, Fellow PRSA Copyright 2008 Portions taken from… 8-3 1
- 2. Portions taken from… 8-4 The Media Industry • Advertising media is a huge industry with almost $275 billion in spending • Is this ad clutter? 8-5 Ad Spending by Medium (Table 8.1) Media 2002 (in million $) 2003 (in million $) % Change % of Media Newspapers $45,341 $46,256 2.0 23.8 Local newspaper 20,994 21,341 1.7 National newspapers 7,210 7,797 8.1 Free-standing inserts 1,239 1,317 6.3 Classifieds 15,898 15,801 -0.6 Magazines 26,047 27,280 4.7 14.0 Consumer magazines 17,254 18,347 6.3 B-to-B magazines 7,227 7,227 0.7 Sunday magazines 1,264 1,331 5.3 Local magazines 311 325 4.6 Directories 13,776 14,370 4.1 7.3 Television 52,666 52 666 54,462 54 462 3.4 34 28.0 28 0 Network TV 20,016 20,375 1.8 Spot TV 17,165 16,244 -5.4 Cable TV 10,593 12,251 15.6 National syndication 2,946 3,396 15.3 Spanish-language network TV 1,946 2,196 12.8 Radio 9,993 10,368 3.8 5.3 Local radio 6,575 6,732 2.4 Network radio 966 1,001 3.6 National spot radio 2,452 2,635 7.5 Outdoor 2,475 2,673 8.0 1.3 Internet 5,613 6,495 15.7 3.3 Other 30,730 32,320 4.9 16.6 Total: $165,144 $175,048 6.0 8-6 2
- 3. The Networked Age • Radio • Television • Internet (and Interactive – Web 2.0/Blogs/Wikis) • iPod® (Podcasts, etc.) • Vcasts® • Cell Phone • iPhone® • Digital Signage • Aroma Marketing • WOMM • Silent Publicity 8-7 The Networked Age – The Mobile Decade – 1:1 • Cross Platform – Print – Digital Signage* – Wireless* – Broadband* – TV • Convergence of Distribution *Formerly referred to as “Alternative Media” 8-8 The Networked Age • Cross Platform • News/Media Convergence – Print – Digital Signage* – Wireless* – Broadband* – TV *Formerly referred to as “Alternative Media” 8-9 3
- 4. Apple® Tops The Charts with Digital Music 8-10 A Drugstore Goes Online 8-11 The Big Idea 8-12 4
- 5. Mags Catch Plus-Size Fever – for Plus- Better or Worse 8-13 Glamour’s Big Idea 8-14 Basic Media Concepts • Media mix – The way various types of media are strategically combined in an advertising plan • Media vehicle – A specific TV program, newspaper, magazine, or radio station or program 8-15 5
- 6. Basic Media Concepts • Media planning • Media buying • Reach and frequency • p Impressions • Media key players 8-16 Broadcast Media • Transmit sounds or images electronically • Include radio and television • Broadcast engages more senses than reading 8-17 The Structure of Radio Figure 9.1 8-18 6
- 7. Radio Advertising • Relies on the listener’s mind to fill in the visual element • Delivers a high level of g frequency • Radio commercials lend themselves to repetition 8-19 Radio Categories • Network Radio • Spot Radio • Syndicated Radio • Satellite Radio (SIRIUS/XM®) 8-20 Spot Announcements • Can run 10, 15, 20, 30 or 60 seconds 8-21 7
- 8. Public Service Announcements • PSAs can run 10, 15, 20, 30 or 60 seconds 8-22 The Radio Audience • Radio fans • Station fans • Music fans • News f N fans • Sports fans • Talk fans 8-23 Clear Channel Radio® Makes it All About The Fans 8-24 8
- 9. Radio Dayparts Standard Radio Dayparts Morning Drive M-F 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.; 5 a.m. – 10 a.m. Mid-Day M-F 10 a.m. – 2 p.m. or 10 a.m. – 3 p.m. Afternoon Drive M-F 3 – 7 p.m. or 3 – 8 p.m. Evenings M-F 6 – 11 p.m. or 6 – Midnight Overnights 11 p.m. or Midnight – 5 a.m. or 6 a.m. Saturday 8 a.m. – Midnight Sunday 8 a.m. – Midnight Table 9.3 8-25 Advantages of Radio • Target audience • Affordability • Frequency • Flexibility • Mental imagery • High level of acceptance 8-26 Disadvantages of Radio • Listener inattentiveness • Lack of visuals • Clutter • Scheduling and buying difficulties • Lack of control 8-27 9
- 10. Measuring the Radio Audience • Dayparts • Coverage • Ratings 8-28 Arbitron® Radio Ratings and Media Research Information 8-29 Arbitron® Portable People Meter 8-30 10
- 11. Television • Television advertising is embedded in television programming • Most of the attention in media buying, and in measuring effectiveness focuses on effectiveness, the performance of various shows and how they engage their audiences 8-31 The Structure of the TV Industry Figure 9.2 8-32 Programming Options • Specialty television • Pay-per-view • Program syndication • Interactive (Web) TV* • High-Definition TV • Digital Video Recorders • *Internet enabled TV 8-33 11
- 12. Forms of Television Advertising 8-34 Sponsorships • Advertiser assumes total financial responsibility for producing the program and providing the commercials 8-35 Spot Announcements • Commercials that appear in the breaks between programs • Price is based on program rating and daypart 8-36 12
- 13. Participations/Spots • Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program 8-37 Public Service Announcements • PSAs can run 10, 15, 20, 30 or 60 seconds 8-38 TV Dayparts Standard Television Dayparts Early morning M-F 7:00am-9:00am Daytime M-F 9:00am-4:30pm Early fringe M-F 4:30pm-7:00pm Prime access M-F 7:30pm-8:00pm Prime time M-Sa 8:00pm-11:00pm Su 7:00pm-11:00pm Late news M-Su 11:00pm-11:30pm Late night M-Su 11:30pm-1:00am Saturday morning Sa 8:00am-1:00pm Weekend afternoon Sa-Su 1:00pm-7:00pm Note: All Times are Eastern Standard Time (EST). 8-39 13
- 14. Measuring the Television Audience • Rating points • Share of audience • Gross Rating Points • People meters 8-40 A. C. Nielsen®: Better Marketing Decisions 8-41 Advantages of Television • Pervasiveness • Cost-efficiency • Impact 8-42 14
- 15. Disadvantages of Television • Production costs • Clutter • Wasted reach • Inflexibility • Intrusiveness 8-43 Film and Video • Trailers • Videocassette and DVD distributors also placing ads before movies • P Promotional video networks i stores, ti l id t k in t offices, truck stops, etc. 8-44 Advantages of Film and Video • Play to a captive audience • Attention level is higher than for almost g any other form of commercials 8-45 15
- 16. Disadvantages of Film and Video • Captive audience resents intrusion of ads 8-46 Product Placement • When a company pays to have visual brand exposure in a movie or TV program 8-47 Product Integration • When a company pays to have a verbal mention of its brand or product in a movie or TV program 8-48 16
- 17. Advantages of Product Placement/Integration • Demonstrates product usage in a natural setting by celebrities • Catches audience when resistance to ads is low 8-49 Disadvantages of Product Placement/Integration • May not be noticed • Not a match between product/movie/ audience 8-50 Alternative Media* • Radio • Television • Internet • iPod® (Podcasts, etc.) ( , ) • Vcasts • Cell Phone • Digital signage • *Networked Age 8-51 17
- 18. Alternative Media* • Cross Platform – Multiple Platform • News/Media Convergence • *Networked Age 8-52 Apple® Tops The Charts with Digital Music 8-53 A Drugstore Goes Online 8-54 18
- 19. Web Advantages • Reaches the millions who have access to computers at home, work, in libraries, cyber cafes and other Wi-Fi locations • Relative ease of using e-mail • Rapidly expanding use of web p g p y p g pages • Discussion groups, message boards and IMing • Web pages that offer links to immediate information about your company or organization • Blogs – Citizen created content. Bloggers use their expert knowledge based on categories. • Podcasts • Vodcasts, Vidcasts, Vcasts 8-55 Web Disadvantages • Outdated information • Driving audiences to Web site • Difficult to navigate • Looks unprofessional • Failure to include contact information • Broken links • Sometimes unexpectedly not available • Security • Available only to individuals who have computers 8-56 Podcasts • Internet-distributed audio programs • Self-styled audio productions recorded in digital format and downloaded to computers iPods® or other digital music computers, players. 8-57 19
- 20. Vcast/Vidcast/Vodcasts • Video podcast sometimes shortened to vidcast or vodcast. • Online delivery of video on demand video clip content. p • Usually distributed as a file or as a stream • Vlog 8-58 M A C T ria d M +P+T A C M = M e ss a g e A = A u d ie n c e C = C h a n n e l P = P u rp o se T = T im in g 8-59 MAC Triad Plus cont. • Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. p 8-60 20
- 21. “Infodemic” A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, wikis twitters pagers faxes and e mail all transmitting e-mail, some combination of fact, rumor, interpretation and propaganda. David Rothkopf Chairman and CEO of The Rothkopf Group 8-61 “The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” y y Edward R. Murrow 8-62 “To be persuasive, we must be believable; to be believable we must be credible; to be credible, we must be truthful.” Edward R. Murrow 8-63 21
- 22. Ogilvy’s Advertising Tenets • A reminder – some advertising tenets that David Ogilvy offers: – “Never write an advertisement you wouldn’t want your own f il t read.” family to d” – “The most important decision is how to position your product.” – If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.” – “Big ideas are usually simple ideas.” – “Every word in the copy must count.” 8-64 Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com y@ y www.larrylitwin.com © 2009 8-65 22