Lecture Advertising and promotion (2/e) – Chapter 11: Media choices: evaluating media options

The goals of this chapter are: To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program; to consider the advantages and limitations of each media channel; to explain how audiences are measured and how rates are determined;...

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PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell

Chapter 11

Media choices: evaluating media

options

11-1

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Learning objectives

industries including broadcast, print, home and cinema and the role of each media channel in the IMC program.

each media channel.

how rates are determined.

influence the use of media channels in IMC programs.

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Print

Branded entertainment

Newspapers

TV

Media choices

Audience measurement

Product placement and computer games

Digital impact

Radio

Out-of-home

Media buying

Broadcast Promotional

products

Future trends

Advantages

and imitations

Social media

Cinema Magazines

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Media engagement

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Share of advertising expenditure

by main media: Australia

% share

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Share of advertising expenditure

by main media: New Zealand

Source: Advertising Standards, New Zealand, 2011

29.3

28.4 10.2

% share

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Print

Newspapers

TV

Media choices

Digital impact

Radio

Out-of-home

Media buying

products

Future trends

Advantages

and imitations

Social media

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Television penetration and reach

90% of TV households own VCR 68% of TVs are digital

Approx 13.5 million people watch

TV on any given day

Approx 13.5 million people watch

TV on any given day

The average Australian watches approx 3 hours of TV per day

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Television advantages

Selectivity and flexibility Captivity and attention Coverage and cost effectiveness

Creativity and impact

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Television disadvantages

Low selectivity

Fleeting message

Negative evaluation

Negative factors

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Top 10 network TV advertisers: Australia 2009

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Top 10 TV advertisers, New

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Foxtel advertising

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Television formats: Australia

Subscription: (STV) Community TV

Digital transmission

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Television formats: New Zealand

Public broadcaster (TVNZ)

Pay television Private networks

Regional and niche broadcasters

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Buying TV advertising time

National: Spots purchased

across major networks

National: Spots purchased

across major networks

Local: Commercials shown

Spot announcements between programs

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TV dayparts

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Subscription TV: national report

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Measuring the TV audience: key measures

HH (or PPL) tuned to show

HH (or PPL) using TV Share =

Share of audience

HH (or PPL) tuned to show

Total HH (or PPL) Rating =

Program rating

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Measuring the TV audience: key measures (cont.)

Target audience ratings points

(TARPs)

TARP =

Number of PPL in a target audience reached by a media buy

Potential target audience for

media buy

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The future of TV: new delivery modes

Personal video recorders enable recording and storing of TV programs for subsequent viewing

PVRs/VOD

Superior viewing experience and increased variety of promotional opportunities and audience engagement

Interactive TV allows audiences to interact with program in real time via phone or internet connections

Infomercials

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Radio penetration and reach

261 Australian radio stations

(110 AM + 151 FM)

261 Australian radio stations

(110 AM + 151 FM)

37 million radios in use

89% of households have 3+ radios, and 99 % of cars have a radio

Radio reaches 61% of all Australians each day and 77% every week

Commercial breakfast radio attracts audiences

of over 6.6 million p.w

Commercial breakfast radio attracts audiences

of over 6.6 million p.w

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Radio advertising

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Advantages and limitations of

Limited listener attention

Cost and efficiency

Selectivity Flexibility Mental imagery

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Commercial Radio Australia

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Radio survey: Sydney 2010

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Radio survey: Melbourne 2010

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Buying radio time

Three national networks

( Austereo, Australian Radio Network and

DMG)

Three national networks

( Austereo, Australian Radio Network and

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Radio dayparts

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Newspapers

TV

Media choices

Digital impact

Radio

Out-of-home

Media buying

products

Future trends

Advantages

and imitations

Social media

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Magazines: penetration and reach

230 million+ magazines are purchased annually (13 mags for every person aged 14+).

8 in 10 people read 1+ magazines (84% of females & 76% of males).

Combined reach of the top 5 magazines is 53% of all females aged 14+.

Growth in digital magazine advertising expected

as consumers adopt tablets.

Growth in digital magazine advertising expected

Source: Magazine Publishers Association of Australia

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• Street press

• Newspaper inserted magazines

• Street press

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Business magazines

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Custom magazines

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Advantages and disadvantages

Creative flexibility

Permanence

Prestige Receptivity & involvement

Services

Advantages Disadvantages

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High reach consumer magazines:

Australia 2010

Rank, Magazine Title Circulation Readership (000s)

1 Australian Women’s Weekly 486,179 2,208

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High reach consumer magazines: New Zealand 2010

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Creative flexibility with magazines

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Receptivity and involvement

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Magazine circulation and

readership

Primary circulation

Pass-along readership

Readership

Circulation audit

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Purchasing magazine advertising space

Inserts, gatefolds, tip-ons, cover mounts, etc Inserts, gatefolds, tip-ons, cover mounts, etc.

Spot colour (black plus one other colour)

Mono (black ink on stock paper)

Four colour

Contract rates Casual insertion

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The future of magazines

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Magazines and technology

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In Melbourne, the two daily papers enjoy a reach 72% p.w In Sydney, the two dailies reach 61% p.w.

One million Australians have downloaded newspaper branded apps.

Growth in digital newspaper advertising expected

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Newspaper types

Broadsheet Tabloid

Community

Coverage

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Unique newspaper features

Extensive penetration

Flexibility

Reader involvement and acceptance

Geographic selectivity

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Flexibility

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Creative placement

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The future for newspapers

Digital news & fee for

service

Digital news & fee for

service

Challenges for newspaper publishers

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Print

Newspapers

TV

Media choices

Digital impact

Radio

Out-of-home

Media buying

products

Future trends

Advantages

and imitations

Social media

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Promotional products

Cinema

Branded entertainment

purchase

Point-of-Support &

alternative media

Support &

alternative media

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OOH: penetration and reach

Research findings suggest that OOH results in sustained and persistent brand awareness

Out-of-home advertising is growing

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Out-of-home media

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Out-of-home (cont.)

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Out-of-home (cont.)

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Promotional products

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Cinema: penetration and reach

In an average month, 29% of Australians will attend the cinema

People aged 14-17 years have the highest cinema participation rates (46%).

Australia has 1,994 cinema screens plus 452 digital screens with a collective seating capacity of 453,000 seats.

Source: Screen Australia

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of cinema

Irritation

Costs Exposure

Recall Mood Lack of clutter

Cost efficiency

Proximity Segmentation

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of branded entertainment

Time of exposure

High absolute costs

Exposure Frequency Support for other media

Source association

Cost efficiency

Recall Bypassing regulations

Acceptance Targeting

Limited appeal Lack of control Public reactions Competition and clutter Negative placements

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Summary and conclusions

and involve audiences from a very wide array of

media and channels.

a range of quantitative and qualitative aspects

 geographic and demographic selectivity

 media engagement and involvement.

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