Marketing Communications - Chapter 12

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Nội dung Text: Marketing Communications - Chapter 12

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