Slide 1Slide 2ObjectivesThe Medium of TelevisionTypes of TV AdvertisingSlide 6Pros and Cons of Broadcast TV AdvertisingSlide 8TV Audience MeasurementSlide 10Slide 11Slide 12Buying Television TimeSlide 14Slide 15Other Forms of TelevisionThe Medium of RadioSlide 18Buying Radio TimeSlide 20Slide 21Seven Steps in Preparing a Radio ScheduleSlide 23Slide 24© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChapter16Using Electronic Media: Television and RadioPresents the important factors advertisers need to evaluate when considering the use of radio and television in the creative mixObjectivesDescribe advantages and drawbacks of broadcast TV as an ad mediumExplain the process of buying cable and broadcast TV timeDiscuss advantages and drawbacks of cable TV as an ad mediumEvaluate the different types of TV advertisingDescribe the process of TV audience measurementAnalyze the pros and cons of using radio in the creative mixExplain the major factors to consider when buying radio timeDiscuss the main factors when buying TV timeThe Medium of TelevisionBroadcast TVVHFUHFCable TVTV audience trendsUse of television in IMCTypes of TV AdvertisingNetwork advertisingSponsorshipParticipationSpot announcementsSyndicationProgram-Length AdsOff-networkFirst-runBarterTypes of TV AdvertisingNetwork advertisingLocal TV advertisingPros and Cons of Broadcast TV AdvertisingProsMass coverageLow costSome selectivityImpactCreativityPrestige Social dominancePros and Cons of Broadcast TV AdvertisingConsBrevityClutterZipping and zappingHigh production costHigh air-time costLimited selectivityExchangesperception, satisfactionTV Audience MeasurementRating services: The bookCable ratingsNeilsenSMRBMediamarkDefining television marketsDesignated market areas (DMAs)Exchangesperception, satisfactionTV Audience MeasurementDaypartsCombine as early fringeDaytime9 A.M. – 4 P.M (EST)Early fringe4 – 5:30 P.M. (EST)Early news5 or 5:30 – 7:30 P.M. (EST)Prime access7:30 – 8 P.M. (EST)Prime:8 – 11 P.M. (EST)Combine as late fringeLate news:11 – 11:30 P.M. (EST)Late fringe:11:30-1 A.M. (EST)Exchangesperception, satisfactionTV Audience MeasurementDaypartsAudience measuresTV households (TVHH)Households using TV (HUT)Program ratingRating = TVHH tuned to a specific programTotal TVHH in areaExchangesperception, satisfactionTV Audience MeasurementDaypartsAudience measuresGross rating points = Reach (average rating) x FrequencyGross Rating Points (GRPs)Exchangesperception, satisfactionBuying Television TimeRequesting availsSelecting programs for buysMedia buyer selects the most efficient programCost per point (CPP): CPP = Cost / RatingCost per thousand (CPM): Cost / Thousands of peopleExchangesperception, satisfactionBuying Television TimeRequesting availsSelecting programs for buysNegotiating prices and contractsPreemption rateAffidavit of performanceMakegoodsExchangesperception, satisfactionBuying Television TimeRequesting availsSelecting programs for buysNegotiating prices and contractsElectronic media buying softwareOther Forms of TelevisionDBS beams programs from space via satelliteMDS: microwave delivery systemSMATV uses a satellite dish to capture signalsSTV: over-the-airPay TVThe Medium of RadioWho uses radio?The use of radio in IMCImagery TransferRadio programming and audiencesThe Medium of RadioRadio programming and audiencesProgramming formatsBuying Radio TimeTypes of radio advertisingNetworksSpot radioLocal radioRadio TerminologyDaypartsGross rating pointsBuying Radio TimeTypes of radio advertisingRadio Terminology6am-10am Morning drive10am-3pm Daytime 3pm-7pm Afternoon drive7pm-midnight NighttimeMidnight-6am All nightBuying Radio TimeRadio TerminologyAverage Quarter-Hour AudienceAverage Quarter-Hour RatingAverage Quarter-Hour ShareAQH personsPopulationX 100AQH persons of a stationAQH persons of all stationsX 100Gross impressions PopulationX 100Gross Rating PointsCume EstimatesSeven Steps in Preparing a Radio Schedule1. Identify stations with the greatest concentration of the target audience2. Identify stations whose format offers the highest concentration of potential buyersSeven Steps in Preparing a Radio Schedule3. Determine which dayparts on those stations offer the most potential buyers4. Construct a schedule with a strong mix of the best time periodsSeven Steps in Preparing a Radio Schedule5. Assess the proposed buy in terms of reach and frequency6. Determine the cost of the target audience7. Negotiate and place the