Broadcast Media

Contents
I. II. III. IV. V.

Introduction Types & Evolution Radio Television Using Broadcast Advertising Effectively

Types of Media
Print media y Broadcasting media y Electronic media
y

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Broadcast Media
y Transmit

sounds or images electronically y Include radio and television y Broadcast engages more senses than reading and adds audio as well as motion for television

Evolution of Broadcast media.

RADIO y 1906 the first radio program of voice and music is broadcast in the US TELEVISISON y Started in the 1950s y Really took off in the 1980s

Radio
Structure of the Industry AM/FM Public radio Radio Advertising y Relies on the listeners mind to fill in the visual element y Delivers a high level of frequency y Radio commercials led themselves to repetition

y y

Measuring the Radio Audience

y

Dayparts
Typical radio programming day is divided into five segments called dayparts

Coverage
The number of homes in a geographic area that are able to pick up the station clearly

Ratings
The percentage of homes actually tuned in to a particular station

Radio
y y y y y y

Advantages Target audience Affordability Frequency Flexibility Mental imagery High level of acceptance

y y y y y

Disadvantages Listener inattentiveness Lack of visuals Clutter Scheduling and buying difficulties Lack of control

Television
Television advertising is embedded in television programming y Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences
y

Rapid Growth In Television Penetration

Television
y y y

Advantages Combines sight, sound & motion. Appealing to the senses. High attention & reach.

y y y

Disadvantages High Production costs Cluttering Intrusiveness

Measuring the Television Audience

y

Rating points
The percentage of all the households with television tuned into a particular program

Share of audience
The percentage of viewers based on the number of sets turned on

Gross Rating Points

The sum of the total exposure expressed as a percentage of the audience population

Using Broadcast Advertising

y y y y y y y y

Use Radio If Local business Highly targeted audience Small budget Timing consideration Align interests with program Personal message with human voice Works in musical form or strong in mental imagery Need reminder message

y y y y y y y

Use Television If Want wider mass audience Align interests with program Good budget Product needs both sight and sound Prove something to audience Halo effect Create or reinforce brand image and personality

Legal & Social Issues related to Broadcast Media

Alcoholic beverages & cigarettes are not permitted on television. y No advertisement should promise magical cure. y Advertisements shall not make unjustifiable use of the name or initials of any other firm, company or institution. y Restriction in comparative advertisements.
y

Continues
Advertisements should contain nothing which is in breach of the law. y Advertisements addressed to minors shall not contain anything which might result in their physical, mental or moral harm
y