Embed Size (px)
Citation preview
Broadcast MediaWeek 06
W. Rofianto, ST, MSi
A series of decisions involving the delivery of
messages to audiences
Goals to be attained by the media strategy and
program
Decisions on how the media objectives can be
attained
The various categories of delivery systems,
including broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of
messages to audiences
Goals to be attained by the media strategy and
program
Decisions on how the media objectives can be
attained
The various categories of delivery systems,
including broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines,
direct mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at
least once in a given time period
The potential audience that might receive the
message through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the
message through the vehicle
Number of different audience members exposed at
least once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines,
direct mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Selecting media within class
Determining media strategy
Selecting broad media classes
Developing the Media Plan
Setting media objectives
Marketing strategy plan
Creative strategy plan
Situation analysis
Target
Market
Proportion
Full
Market
Coverage
Partial
Market
Coverage
Coverage
Exceeding
Market
Target Audience Coverage (Media Strategy)
Population excluding target market
Target market
Media coverage
Media overexposure
Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Short message life
High production cost
Low selectivity
High absolute cost
Clutter
Mass coverage
High reach
Impact of sight, sound and motion
High prestige
Low cost per exposure
Attention getting
Favorable image
High production cost
High absolute cost
Short message life
Low selectivity
Favorable image
Attention getting
Low cost per exposure
High prestige
Impact of sight, sound and motion
High reach
Mass coverage
Television Pros and Cons
Advantages Disadvantages
There is a genuine need for a medium with high creative
potential to exert a strong impact.
The market is large enough and easily reachable through a
specific network, station, or program.
The media budget is sufficient to generate and sustain the
number of exposures needed.
The budget is large enough to produce
high quality commercials.
The market is large enough and easily reachable through a
specific network, station, or program.
The media budget is sufficient to generate and sustain the
number of exposures needed.
The budget is large enough to produce
high quality commercials.
TV Advertising Works Best When…
Sponsorship
1. Advertiser assumes responsibility for the production and perhaps content
2. Sponsor has control and can capitalize on the prestige associated with a show
Participations
1. Participating sponsors share the cost
2. May participate regularly or sporadically
3. Advertiser isn’t responsible for production
4. Participants lack control over content
Spot
Announcements
1. May be purchased by daypart or adjacency
ParticipationsSponsorship
Methods of Buying Time
Common Television Dayparts
Prime-Time Access
Late News
Morning
Early Fringe Late Fringe
Prime Time
Daytime
Late Night
PM
121
2
3
4
56
10
11
9
7
8
AM
121
2
3
4
56
10
11
9
7
8
Determining Relative Cost of Media-Broadcast
CPRP =Cost of commercial time
Program rating
Cost per rating point (CPRP)
Clutter
Fleeting message
Audio only
Low attention getting
Local coverage
Low cost
High frequency
Flexible
Low production cost
Well-segmented audience
Low attention getting
Clutter
Audio only
Well-segmented audience
Low production cost
Flexible
High frequency
Low cost
Local coverage
Radio Pros and Cons
Advantages Disadvantages
Dayparts for Radio
Nighttime
Afternoon/Evening Drive Time
Morning Drive Time
Daytime All Night
PM
121
2
3
4
56
10
11
9
7
8
AM
121
2
3
4
56
10
11
9
7
8
Radio Ads Can Enhance TV Campaigns
ASSIGNMENT: IMC13_06
Choose one product of your interest as a context of your
final assignment. Make a brief description of each aspect
below :
Product Description
Target Market
Positioning
Competitor
