Chapter 15 Media Planning Print Television and Radio 2006 Thomson South Western Where are the 18 24 Year Olds Males 1 Smallest audience in prime time TV 2 Far less likely than female counter parts to have heard of a brand from TV 3 Media organizations Spike TV Bravo creating programming for this target 4 So where are you 2006 Thomson South Western Chapter 14 Media Planning 2 Which Media Print Television or Radio 1 Great ads will fail if the media chosen do not reach the right audiences 2 Newspapers and magazines have inherent advantages and disadvantages 3 Broadcast media TV and radio also have inherent advantages and disadvantages 2006 Thomson South Western Chapter 14 Media Planning 3 1 Newspapers Newspapers 48 2 billion spent on newspaper ads in 2004 Ideal for reaching narrow geographic area Facing circulation declines 2006 Thomson South Western Chapter 15 Print Broadcast 4 Newspaper Advantages Reach over 50 of households 150 million adults Geographic selectivity Timeliness Creative opportunities Credibility Audience interest Cost 2006 Thomson South Western Chapter 15 Print Broadcast 5 Newspaper Disadvantages Limited segmentation Creative constraints Poor reproduction Cluttered environment Short life 2006 Thomson South Western Chapter 15 Print Broadcast 6 2 Types of Newspapers Target Audience Frequency of Publication General Population Business Ethnic Daily Weekly Geographic coverage Metropolitan area State National Chapter 15 Print Broadcast 7 2006 Thomson South Western Categories of Newspaper Advertising Display Advertising Display advertising Co op advertising Classified Advertising Inserts Preprinted insert Free standing insert 2006 Thomson South Western Chapter 15 Print Broadcast 8 Costs and Buying Procedures for Newspaper Ads Rate Cards Costs determined by Space is sold in column inches or SAU sizes Size of ad Rates lower for ROP Use of color run of paper rather Size of audience than preferred position Extent of coverage 2006 Thomson South Western or full position Chapter 15 Print Broadcast 9 3 Measuring Newspaper Audiences Circulation Paid circulation Controlled circulation Readership 2006 Thomson South Western Chapter 15 Print Broadcast 10 Future of Newspapers Survival of newspapers depends on ability to evolve In the future newspapers will have to Provide in depth coverage of local issues Increase coverage of national and international events Provide follow up reports of news Maintain role as local source for consumer information Become more mainstream in integrated brand promotions relating to new media 2006 Thomson South Western Chapter 15 Print Broadcast 11 Magazines Over 12 billion spent for advertising space in magazines annually in U S Magazines show diversity as a media class 2006 Thomson South Western Chapter 15 Print Broadcast 12 4 Magazine Advantages and Disadvantages Advantages Audience selectivity Audience interest Creative opportunities Long life Disadvantages Limited reach and frequency Clutter Long lead times Cost Chapter 15 Print Broadcast 13 2006 Thomson South Western Types of Magazines Consumer publications Men s Journal Women s Day Ebony Business publications American Family Physician Forbes Farm publications Successful Farming Progressive Farmer Chapter 15 Print Broadcast 14 2006 Thomson South Western Costs and Buying Procedures for Magazines Costs determined by Circulation Size of ad Use of color Position in publication Rates also vary for Bleed page Gatefold ad Run of paper advertisement Preferred position 2006 Thomson South Western Chapter 15 Print Broadcast 15 5 Measuring Magazine Audiences Rates are based on guaranteed circulation Stated minimum number of copies that will be delivered to readers Publishers also estimate pass along readership Estimates are verified by Audit Bureau of Circulations 2006 Thomson South Western Chapter 15 Print Broadcast 16 Future of Magazines Last 15 years a roller coaster for magazines Currently revenues and ad pages are up Advertisers find magazines useful Continued success requires Adapting to new media options A robust environment for mergers and acquisitions in the industry 2006 Thomson South Western Chapter 15 Print Broadcast 17 Television For many TV defines what advertising is In 2004 advertisers spent 68 billion on television Many more billions are spent on commercial production 2006 Thomson South Western Chapter 15 Print Broadcast 18 6 Television Categories Network television Cable television Syndicated television Off network syndication First run syndication Barter syndication Local television Satellite and closed circuit television Chapter 15 Print Broadcast 19 2006 Thomson South Western Advantages of Television Advantages Creative opportunities Coverage reach and repetition Cost per contact Audience selectivity narrowcasting 2006 Thomson South Western Chapter 15 Print Broadcast 20 Disadvantages of Television Disadvantages Fleeting message High absolute cost Poor geographic selectivity Poor audience attitude and attentiveness DVR TiVo Clutter 2006 Thomson South Western Chapter 15 Print Broadcast 21 7 Buying Procedures for Television Advertising Sponsorship Participation Spot advertising Choosing a day part Morning Daytime Early fringe Prime time access Prime time Late news Late fringe Chapter 15 Print Broadcast 22 2006 Thomson South Western Measuring Television Audiences Source for network and local audience information A C Nielsen Arbitron provides network information 2006 Thomson South Western Chapter 15 Print Broadcast 23 Measures of TV Audiences Television households Number of households in a market owning a television Households using television HUT Number of households tuned to a TV program in a time period 2006 Thomson South Western Chapter 15 Print Broadcast 24 8 Measures of TV Audiences Program Rating Percentage of TV households in a market that are tuned to a program during a time period Program rating X Files rating TV households tuned to a program Total TV households in the market 19 500 00 95 900 00 20 rating Chapter 15 Print Broadcast 25 2006 Thomson South Western Measures of TV Audiences Share of Audience Proportion of households using television HUT in a specific time period that are tuned to a program Program Share CSI Miami 2006 Thomson South Western TV households tuned to a program Total TV households using TV 19 500 00 65 000 000 30 share Chapter 15 Print Broadcast 26 Future of Television Future appears exciting Interactive era will affect TV as an advertising medium DVRs increase