© 2006 Pearson Education Canada Inc. 9.1 Canadian Advertising in Action Chapter 9 Broadcast Media:...
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Transcript of © 2006 Pearson Education Canada Inc. 9.1 Canadian Advertising in Action Chapter 9 Broadcast Media:...
© 2006 Pearson Education Canada Inc. 9.1
Canadian Advertising in Action
Chapter 9
Broadcast Media:
Television and Radio
© 2006 Pearson Education Canada Inc. 9.2
Learning Objectives
Identify Canadian broadcasting industry organizations
Assess advantages and disadvantages of television and radio advertising
Explain considerations and processes in buying television and radio time
Identify recent technologies affecting Canadian television and radio
© 2006 Pearson Education Canada Inc. 9.3
Technologies Affecting Commercial Television
Pay TV and Specialty Networks
Internet and Web TV
PVRs (personal video recorders)
Virtual Advertising
Media Optimizers (software)
© 2006 Pearson Education Canada Inc. 9.4
Advantages & Disadvantages of Television
Impact
High Reach
Frequency Potential
Some Demographic Selectivity
Coverage Flexibility
Demonstration
High Cost
Clutter
Lack of Target Market Selectivity
Audience Fragmentation
Commercial Avoidance
Lead Time (Network)
Creative Limitations
Advantages Disadvantages
© 2006 Pearson Education Canada Inc. 9.5
Television Advertising Options
• Network
• National Spot (Selective spot)
• Sponsorships
• Branded Content
• Local Station
© 2006 Pearson Education Canada Inc. 9.6
Influences on Television Ad Rates
Supply and Demand
Nature of Purchase
Type of Program
Daypart
Commercial Length
© 2006 Pearson Education Canada Inc. 9.7
Discounts Offered by Television
• Frequency
• Volume
• Continuity
• Seasonal
• Package Plans• ROS (run of schedule)
• Pre-emption Rates
© 2006 Pearson Education Canada Inc. 9.8
Technologies Affecting Radio
Digital Radio (e.g. CBC)
Internet Radio (e.g. 3wk.com)
The radio industry is changing but at a slower rate than television. Changes will have a negative impact on traditional AM and FM stations.
Visit these websites and outline the advertising advantages these ‘stations’ have compared to traditional radio.
© 2006 Pearson Education Canada Inc. 9.9
Radio Advertising
FM is much more popular than AM.
Radio audiences are largely determined by a station’s format.
• Adult Contemporary
• News / Talk• Sports Talk• CHR
• AOR
• Country
• Classical
• Gold (declining)
© 2006 Pearson Education Canada Inc. 9.10
Radio Listening
Does the above chart reflect your family’s listening habits?
© 2006 Pearson Education Canada Inc. 9.11
Advantages and Disadvantages of Radio
Target Market
Selectivity
Reach Potential
Frequency
Cost
Flexibility
Audience
Fragmentation
Message Retention
Media-Planning
Considerations
Advantages Disadvantages
© 2006 Pearson Education Canada Inc. 9.12
Influences on Radio Rates
Seasonal Rate Structures
Dayparts
Reach Plans
Type of Advertiser
© 2006 Pearson Education Canada Inc. 9.13
Buying Radio Time
Rotation Plans
• Vertical Rotation
• Horizontal Rotation
Reach Plan (Total Audience Plan)
The rotation of commercials through dayparts based on predetermined frequency.
© 2006 Pearson Education Canada Inc. 9.14
Discounts Offered by Radio
Frequency
Volume
Continuity
Package Plans (Reach)
Combination Rates
ROS (run of schedule)