Chapter 11

Broadcast Media: Television & Radio

Advantages of Television

Creativity and Impact

Presentation of message Interaction of sight and Sound Lifelike representations of objects Demonstration

Advantages of Television

Covering and Cost Effectiveness

Reach large audience Almost everyone watches TV ** Reaching mass markets is very efficient Popular for companies selling mass consumption products Indispensable to FMCG and large retailers

Advantages of Television
Captivity & Attention People are automatically exposed However, due to increase in viewing options, consumers can now avoid TV messages However, through repetition, catchy slogans and jingles, consumers may learn and respond slowly

Advantages of Television
Selectivity and Flexibility Some selectivity is possible due to variations in compositions of audiences as a result of
Broadcast time Program content Geographic coverage Eg Saturday morning: children, weekday daytime: women

Limitations of TV

Costs
Expense of buying airtime Costs of producing quality commercial Specific market oriented ads costs even more in terms of reach Media driven variety of commercials increase costs The rising costs has made it necessary to look for alternative media

Limitations of TV
Lack of selectivity
Difficult of niche/concentrated marketers to use as its not cost effective Not as effective as magazines or direct mail for reaching precise segments of the market

Limitations of TV
Fleeting Message

TV Commercials last for 30 seconds so theres nothing tangible for the viewer Commercials are becoming shorter and shorter Spiraling inflation in media costs Some reasons why 15 second slots did not work

Creative considerations Lower prices for networks Network clutter

Limitations of TV

Clutter
Happening due to shorter commercials Multiple channels

Limitations of TV

Limited Viewer Attention

Zipping: Fast forward commercials in prerecorded programs Zapping: Changing channels to avoid commercials

Cable

TV and multiple channels is a major cause No specific way to stop zapping

Limitations of TV

Distrust and Negative Evaluation

Since TV is pervasive and intrusive, it is often singled out by critics Consumers are defenseless and they are not in control Viewers dislike TV advertising when they find it offensive, uninformative and shown too frequently

Buying Media Time

Network Advertising
Purchase airtime from a particular network Advantage

Simple

purchase process (deal with only one party to advertise nationwide)

Disadvantage
High

cost of time Preplanning required (Up-front market) Scatter market: becoming popular

Buying Media Time

Spot & Local Advertising

Refers to commercials shown on local TV stations Airtime sold to local firms such as restaurants, retailers are called local advertising. Offers the flexibility to cater to the local market

Buying Media Time

Syndication
An independent company markets a TV show to as many network-affiliated or cable TV stations as possible. They can be first time shows or reruns Eg. Buena Vista selling Friends

Radio
Advantages of Radio
Cost Efficiency Only a script is required Higher Reach

Radio

Selectivity
High degree of selectivity Focus on audiences based on geographics and lifestyle. Light readers of magazines and newspapers also use the radio Due to increased importance of segmentation, radio will also gain importance

Radio

Mental Imagery
Since its open ended, users are free to imagine the interpret the message Absence of visual element is often used to create a mental picture Image Transfer

IMC Opportunities

Integral part of IMC

DJs and RJs become popular figures Works effectively with POP Event Marketing

Limitations of Radio
Creative Limitations Fragmentation Chaotic Buying Procedures Limited Research Data Limited Listener Attention Clutter