Comstrat 380 1nd Edition Lecture 22 Outline of Last Lecture I. How is the media environment changingII. Channels to contact pointsIII. New consumer media uses patternsIV. New and alternative forms of contentOutline of Current Lecture I. Television marketingII. SponsorshipsIII. Drawbacks of televisionIV. Digital mediaV. The internet audienceCurrent LectureI. Television advertisinga. Measuring the television audiencei. Households Using Television (HUT) measures exposure based on houses with sets turned onii. Impressions: the number of viewers watching a specific program- measured by:b. Ratings: converts gross impressions to a percentage; one ratings point equals 1% of all the nations TV homes.c. Share: share of audience is percent of viewers based on the number of sets turned on.d. Nielsen measures national and local audiences using people meters and viewer diaries.e. Advertising sales: commercials can take several formsII. SponsorshipsThese 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.a. The advertiser assumes financial responsibility for producing the program and providing the commercialsb. Participations:i. The advertisers pays for 10, 15, 20, 30 and 60-second commercials. This isthe most common approach used by networks.c. Spot announcements:i. Commercials appearing in breaks between local programs. Sold by local affiliates to advertisers who want to show their ads locally.III. Drawbacks of televisiona. Commercial breaks are cluttered, and viewers often leave their sets.b. Wasted reach: messages reach consumers not in the target market.c. Viewers zip (fast forward) or zap (change channels) to avoid commercials.d. Advertising time and production cost are expensive.e. Clutter, which leads to intrusiveness and irritation.IV. Digital Mediaa. Interactive media: Web 2.0b. Web 1.0 (1991-2003) began with the release of the WWW to the public in 1991, characterized by websites where users (consumer) were limited to the passive viewing of contentc. Web 2.0 (2003-???): Commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.i. Interact or collaborate in a social media dialogueii. Creators (prosumer) of user-generated content in a virtual communityiii. Examples of Web 2.0: social-networking sites, blogs, wikis, video-sharing sites, hosted services, web application, and mash-ups.iv. The convergence and blurring of media forms is challenging media planners.V. The internet audiencea. Internet usage has expanded over the yearsb. Sites appeal to almost any age or interest group.c. The most sought-after group is the hard-to-reach youth audience, particularly young males.d. The Internet is the ultimate niche medium because it appeals to people’s specific interests.e. The Internet as a marcom mediumi. Purposes of online marketing communicationii. It provides a brand reminder message to people visiting a website.f. Like traditional media, it delivers an informational or persuasive message.g. Drives traffic to the website by enticing people to click on a banner or button.h. Provides search capabilities to consumers.i. Enables interactivity with a company or other