Comstrat 380 1nd Edition Lecture 19 Outline of Last Lecture I. Magazine basicsII. Newsweek’s bumpy recession rideIII. Types of magazines IV. Controlled vs uncontrolled circulationV. Magazine ad salesVI. Magazine readership measurementVII. What are the out-of-home media characteristicsVIII. Outdoor advertisingIX. Size and formatX. Outdoor ad salesOutline of Current Lecture I. Broadcast media characteristicsII. Who’s listeningIII. The structure of the radio industryIV. Radio basics V. Radio ad spendingVI. Television basicsVII. Television Format ConsiderationsCurrent LectureI. Broadcast media characteristicsa. Broadcast media refers to i. RadioThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.ii. Television and other video formsiii. Movie advertisingb. Ads are bought in terms of the time (seconds, minutes)c. TV utilize sight and sound, which is more entertainingd. Radio advertising engages the imaginatione. Television creates powerful brand imageryf. Both use emotion and repetition to intensify memory II. Who’s listeninga. The structure of the radio industryi. Radio is close to being a universal mediumii. Virtually every US household has at least one radioiii. Radio is a $20 billion industry tightly targeted based on special interests1. Religion2. Spanish language3. Talk shows4. MusicIII. The structure of the radio industrya. The US has more than 10,000 commercial radio stations, mostly serving local marketsb. Broadcast forms:i. AM/FMii. Public radioiii. Cable radioiv. Satellite radiov. Mobile radioIV. Radio Basicsa. Daypartsi. Audiences are grouped by the time of day when they are most likely to belisteningb. Measuring the radio audiencei. Coverage: the number of homes able to pick u the station, tuned in or notii. Ratings: measure percentage of homes actually tuned into stationiii. The Arbitron Ratings Company: estimates audiences for some250 markets in USc. Radio advertising is divided into three categoriesi. Network Radio Advertising1. Group of local affiliates connected to one or more national networks2. Growth has contributed to increase the syndicated radioii. Spot Radio Advertising1. Advertiser places ads with an individual station, not a network2. Messages can be tailored for particular audiences3. Flexibly in content, timing and ratesiii. Syndicated Radio Advertising1. Offers advertisers of high-quality, specialized, and original programs2. Advertisers value the high level of audience loyalty iv. Using radio effectively1. Radio is highly targeted and inexpensive2. Excellent reminder/ reinforcement capabilities3. Builds frequency through repetition4. Targets audience through specialized programming5. Sparks imagination through “theater of the mindV. Radio ad spendinga. Steady increase, recently slowingb. 2010- 6.2% increase in national ad spendingc. 3.8% increase in local radio ad spendingVI. Television basicsa. Television has become a mainstay of society. Some 98% of US homes have one TV, 60% have 3 or moreb. Heavy TV use by children has concerned parents and early childhood expertsc. Television advertising is tied to television programming, so its effectiveness is determined by the popularity of the television program d. Structure of the television industryi. Network television1. A distribution system that provided TV content to its affiliated stations2. ABC, CBS, NBC, and FOX are the major networks3. Each network has about 150 affiliates4. Local and national advertising pays for station and network operationsVII. Television format considerationsa. New technology and innovative televisioni. HDTVii. Interactive TViii. DVRsiv. Alternate TV (Hulu, Apply TV, Google