1Media Planning:Print, Television,and RadioChapter 15© 2006 Thomson/South-WesternChapter 14: Media Planning 2Where are the 18-24Year Olds Males?1. Smallest audience in prime time TV2. Far less likely than female counterparts to have heard of a brand fromTV.3. Media organizations (Spike TV,Bravo) creating programming for thistarget4. So, where are you?© 2006 Thomson/South-WesternChapter 14: Media Planning 3Which Media: Print,Television or Radio?1. Great ads will fail if the media chosendo not reach the right audiences.2. Newspapers and magazines haveinherent advantages and disadvantages.3. Broadcast media, TV and radio, alsohave inherent advantages anddisadvantages.© 2006 Thomson/South-Western2Chapter 15: Print, Broadcast 4Newspapers• Newspapers– $48.2 billion spent on newspaper ads in2004– Ideal for reaching narrow geographic area– Facing circulation declines© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 5Newspaper Advantages• Reach over 50% of households—150million adults• Geographic selectivity• Timeliness• Creative opportunities• Credibility• Audience interest• Cost© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 6Newspaper Disadvantages• Limited segmentation• Creative constraints• Poor reproduction• Cluttered environment• Short life© 2006 Thomson/South-Western3Chapter 15: Print, Broadcast 7Types of Newspapers• Target Audience– General Population– Business– Ethnic• Geographic coverage– Metropolitan area– State– National• Frequency ofPublication– Daily– Weekly© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 8Categories of NewspaperAdvertising• Display Advertising– Display advertising– Co-op advertising• Inserts– Preprinted insert– Free-standing insert• ClassifiedAdvertising© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 9Costs and Buying Proceduresfor Newspaper Ads• Rate Cards• Costs determinedby:– Size of ad– Use of color– Size of audience– Extent of coverage• Space is sold incolumn inches or SAUsizes• Rates lower for ROP(run of paper) ratherthan preferred positionor full position.© 2006 Thomson/South-Western4Chapter 15: Print, Broadcast 10Measuring NewspaperAudiences• Circulation– Paid circulation– Controlled circulation• Readership© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 11Future of Newspapers• Survival of newspapers depends onability to evolve• In the future, newspapers will have to:– Provide in-depth coverage of local issues– Increase coverage of national andinternational events– Provide follow-up reports of news– Maintain role as local source forconsumer information– Become more mainstream in integratedbrand promotions relating to new media© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 12Magazines• Over $12 billion spent foradvertising space in magazinesannually in U.S.• Magazines show diversity as amedia class© 2006 Thomson/South-Western5Chapter 15: Print, Broadcast 13Magazine Advantagesand Disadvantages• Advantages– Audience selectivity– Audience interest– Creative opportunities– Long life• Disadvantages– Limited reach andfrequency– Clutter– Long lead times– Cost© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 14Types of Magazines• Consumer publications– Men’s Journal, Women’s Day, Ebony• Business publications– American Family Physician, Forbes• Farm publications– Successful Farming, Progressive Farmer© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 15Costs and Buying Proceduresfor Magazines• Costs determined by:– Circulation– Size of ad– Use of color– Position in publication• Rates also vary for:– Bleed page– Gatefold ad– Run-of-paperadvertisement– Preferred position© 2006 Thomson/South-Western6Chapter 15: Print, Broadcast 16Measuring Magazine Audiences• Rates are based on guaranteedcirculation– Stated minimum number of copies thatwill be delivered to readers• Publishers also estimate pass-alongreadership• Estimates are verified by Audit Bureauof Circulations© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 17Future of Magazines• Last 15 years a roller coaster formagazines– Currently: revenues and ad pages are up– Advertisers find magazines useful• Continued success requires– Adapting to new media options– A robust environment for mergers andacquisitions in the industry© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 18Television• For many TV defines what advertisingis• In 2004 advertisers spent $68 billionon television• Many more billions are spent oncommercial production© 2006 Thomson/South-Western7Chapter 15: Print, Broadcast 19Television Categories• Network television• Cable television• Syndicated television– Off-network syndication– First-run syndication– Barter syndication• Local television• Satellite and closed-circuit television© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 20Advantages of Television• Advantages– Creative opportunities– Coverage, reach, andrepetition– Cost per contact– Audience selectivity• narrowcasting© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 21• Disadvantages– Fleeting message– High absolute cost– Poor geographic selectivity– Poor audience attitude andattentiveness– DVR/TiVo– ClutterDisadvantages ofTelevision© 2006 Thomson/South-Western8Chapter 15: Print, Broadcast 22Buying Procedures forTelevision Advertising• Sponsorship• Participation• Spot advertising• Choosing a day-part– Morning– Daytime– Early fringe– Prime-time access– Prime time– Late news– Late fringe© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 23Measuring TelevisionAudiences• Source for network and localaudience information:– A. C. Nielsen• Arbitron provides networkinformation© 2006 Thomson/South-WesternChapter 15: Print, Broadcast 24Measures of TV Audiences• Television households– Number of households in a market owning atelevision• Households using television (HUT)– Number of households tuned to a TVprogram in a time period© 2006 Thomson/South-Western9Chapter 15: Print, Broadcast 25Measures of TV AudiencesProgram rating =TV households tuned to a programTotal TV households in the marketX Files rating =19,500,0095,900,00= 20 rating• Program Rating– Percentage of TV households in a marketthat are tuned to a