Chapter 10. What are different ways that electronic media companies promote How about feedback? What types of feedback do they get What is it good for

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Chapter 10 Slide 2 What are different ways that electronic media companies promote How about feedback? What types of feedback do they get What is it good for Slide 3 Promotion Is very important in electronic media Occurs mostly when something new happens New TV show New Movie Radio Contest Video Game Promotion today occurs year round Due to year round release of media products Slide 4 Promotion Promotional Spots (promos) One of the easiest methods of TV & Radio promotion Cross Promote When companies with multiple media forms Promos across the media they own What is a company that cross promotes, give example? Snipes Pop-ups that appear along the bottom/corner during program Developed to counter ad/commercial skipping Slide 5 Trailers At beginning of movies & DVDs To promote other products by the same company Media forms use each other for promotions TV -> Radio Movies -> Internet Movies - > TV Other forms of media are also used for promotion Billboards Busses Newspapers Slide 6 Source Code Trailer Slide 7 The best promotion is Word of Mouth Promotion is often combined with Advertising Public relations The building of good will Station Tours, Answering e-mails, Public Service Activities Publicity Similar to promotion, except its free Movie/Music review, news coverage Slide 8 Forms of Audience Feedback There are numerous feedback methods used Fan Mail Historical method of getting feedback Internet Allows a lot of feedback Comments, Chatrooms, To help with plots & storylines Unwitting feedback Purchasing products Albums sales, Internet downloads Determine radio playlists Slide 9 Audience Research Companies Nielsen Started by doing market research for drugstores Launched National Radio Index in 1942 Reported how many people listened to various programs Began adding reports for TV audiences in 1950 VCR & DVR Required adjustments to determine program viewing DVR made tracking easier Internet tracking Nielsen bought NetRatings to track popular sites Slide 10 Audience Research Companies Arbitron Formed in 1948 Initially measured local television & radio audiences Dropped TV in 1994 Focus now on commercial radio Other companies Have tried to compete with the top two Cost & expense often results in failure Media Ratings Council Formed to approve new equipment & gathering techniques Slide 11 Sampling Using a segment of the population to determine viewing habits of the whole Areas selected match the make-up of the U.S. populations Random Sampling Where selected homes are picked through a randomized process. College students became a part of this sample in 2007 Slide 12 Sampling Sample sizes Sample sizes have increased As the number of households and TV options increased Focused samples Where only a specific audience is sampled ie, Spanish speakers What would be an example of another specific audience Replacements After data is collected Households need to submit it If they dont alternate homes are used to replace them Slide 13 Collecting Data Most data collection requires the use of equipment Peoplemeter Device used to determine who is watching & what they are watching Local People Meter (LPM) Smaller device that is worn Monitors audio being played nearby Slide 14 Collecting Data Diaries Written survey that all members over 12 use to record their daily viewing habits Accuracy has been difficult to maintain Has led to increased use of meters Discrepancies Changes in methodology Person completing surveys Consistency of people meter use All result in possible inaccuracy in data Slide 15 Quantitative Data The two most common statistics reported Ratings The percentage of households watching a particular TV program Or listening to a radio station Share Also a percentage but based on the number of homes With radio or TV turned on Hyping Used to increase ratings during important survey periods Slide 16 Qualitative research Research used to learn more about those being reached Psychographics Peoples lifestyles and characteristics How these relate to media preferences & buying habits Engagement How effective is the brand communication Are the commercials being recalled This is valuable to advertising Can determine ad rates Slide 17 Pre-testing Music preference research Used by stations to select songs to retain listeners Conducted through Phone calls and surveys Kiosks in malls Minitheater/Focus group Used for radio/TV/movies Groups of people are invited to consume media Complete questionnaires (minitheater) Discuss songs (focus group) Slide 18 Pre-testing Used to weed out Weaker programs (reviewing pilots) Unappealing commercials Helps to identify fixable problems in Leads to additional editing Then pretested again Slide 19 Other Forms of Research Q-scores Results from surveys sent to random people Performers and shows/programs are rated Educational Tests are conducted before & after To see if information shared is being learned Pay Channels (HBO, etc) Test to see find ways to retain subscribers Websites Tested for navigation and poor design Slide 20 How audience measurement is used Selling Time Most important use of data is to determine ad rates The higher the rating the greater the cost Industry Health Helps to determine strength of networks and other media formats Comparison Measurement helps media companies know how they are comparing to their competitors Slide 21 How audience measurement is used Program decisions Helps executives decide which shows continue and which shows are pulled Weak shows are quickly removed from the air Product Placement Companies use research to determine where the placement of their products will be most effective Slide 22 Issues and the Future Snipes are often considered annoying Promotion & Sales departments often clash Both want primetime for their spots Accuracy of measurement services Is often questioned DVRs, Time shifting, Error in data collecting Poor sample group Media outlets and forms is increasing Current sample size may not cover all types of consumers