Lecture 13 - 11

Lecture 13 - 11 - EVALUATING BROADCAST MEDIA: TV AND RADIO...

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EVALUATING BROADCAST MEDIA: TV AND RADIO Session 13
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Announcements October 21: IMC Project Check-in and In service V Each team will have 10-15 minutes to check in with me re: their project; please bring your questions so that I can help give your team direction October 26: Quiz 2 V Covers chapters 6 and 9-13 (not ch. 14)
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Learning Objectives Understand the choices media buyers have in buying TV and radio time. Understand how TV and radio audiences are measured (and concepts like rating, share ) and costs are derived.
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Use TV If . . . The production budget is large enough to produce high quality commercials (average $400,000K in production costs). The media budget is sufficient to generate and sustain the number of exposures needed. The market is large enough and reachable efficiently through a specific network, station, or program. There’s a genuine need for a medium with high creative potential to exert a strong impact .
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Understanding TV Advertising NETWORK CABLE (see Fig. 11-5 for cable networks) SATELLITE ABC NBC CBS CW Earns money through advertising Earn money through advertising and paid subscriptions Fox - Produce network programs - Buy shows produced by outside production companies - Produce shows not shown on network but sold to individual stations (first run syndications ) - Sell reruns to local stations (off network syndication ) - Methods of transacting with local stations: $ or bartering Local Affiliates independently owned Los Angeles San Francisco Boston -Produce local programs (e.g., local news) -Buy programs from networks (syndicated shows ) - agree to preempt time during specified hours for network shows and carry the national advertising within the program (revenue from ads shared between affiliate and network) - Sell commercial time during non-network time to local and national advertisers (spot and local TV)
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Buying TV Time from Networks and Affiliates Program A (Kraft Masterpiece Theatre) Program B (60 Minutes) Commercial Break Sponsorship : advertiser produces program and content and advertising within it Participations: Can be (a) Network advertising; National advertiser buys time within the program; advertiser assumes no responsibility for writing or producing the program or (b) Local spot ads; shown only when networks ad space has not been purchased Spot Announcement (or adjacencies) : Can be: (a) time bought from local stations (local spot) or (b) time bought from national Advertisers for local ad placement (national spot) Advertiser National (e.g., Saturn) Local (e.g., Tom Sparks Saturn) Where Advertising Nationally Locally Network Advertising National Spot Advertising Local Spot Advertising Spot: TV time and purchases Done directly at the Individual station level (77% are 30
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Lecture 13 - 11 - EVALUATING BROADCAST MEDIA: TV AND RADIO...

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