Branded content product integration the integration

 Shorter commercials – shrinking attention span of viewers, smaller
budget required
 Radio:
o Over 1200 stations in Canada
o FM more popular than AM
 FM reaches 90% of persons over 12
 AM reaches 29% of persons over 12
o Decreasing use of radio each year – esp with young people as they have more
entertainment options available
o Half of all radio listening is done in the home
 Second most popular is in the car followed by work
o Advantage: ability to reach selective targets markets – personally connect with
listeners
 Need to speak to the listeners as individuals not as a group
o Format: the type and nature of the programming offered by a radio station
o Ideal for “key market” media plan
o Inexpensive
o Referred to as the “frequency medium”
o Morning medium (8-9am)
o Internet Radio: listening to radio broadcasts via the Internet
o Podcasting: Audio programming that is downloadable to iPods and other
portable digital media devices; allows listeners to tune in when it is convenient
for them to do so

o Satellite radio: a radio service that offers commercial-free programing for a
monthly fee
 Newspapers:
o Canada has 122 daily newspapers
o Daily circulation: 5.8 million copies
o Circulation: the average number of copies per issue of a publication sold by
subscription, distributed free to predetermined recipients, carried with other
publications, or make available through retail distributors
o 52% of adult pop reads a daily newspaper on any given week day
o Formats:
 Broadsheet: a large newspaper with a fold in the middle
 Tabloid: a smaller newspaper that is sold flat (and not folded)
o Metro banner: targets YAMs (youthful, active metropolitans) through hard copy,
online and mobile formats
o Generate revenues from different types of advertising:
 National advertising
 Retail advertising: advertises store name, image, location, and the re-
advertising of branded merchandise carried by the store
 Majority of revenue for a newspaper
 Classified advertising: print ad in which similar goods and services are
grouped together in categories under appropriate headings
 Well-read section of the paper
 Preprinted inserts: free-standing ad (ex: leaflet, brochure, or flyer)
specifically places in a newspaper or magazine
o Offer geographic selectivity and high reach in local markets