It will give view how to evaluate the broadcasting advertisement or media
Citation preview
1. .. ....
2. .. Advertising: Any paid form of nonpersonal communication
about an organization ,Product, Services, or Idea by an identified
sponsor. Like: TV, Radio, Magazine, News Paper Advertisement Cost
per 10 second of IPL:4.5lac- 10lac Viewers of IPL : 200 million
Viewers of Soccer world cup: 1000 million
3. Broadcast Media:TV & Radio are the two main component of
broadcast.Television:In India :73% urban household have TV21% of
rural population have TV500+ channels
4. ..
5. Television Advantages . Creativity and Impact. Coverage and
Cost Effectiveness Captivity and Attention Selectivity and
Flexibility
6. Creativity & Impact: Present the motion picture of the
advertisement High Impact With sound color & motion ad became
more attractive
7. Coverage & Cost Effectiveness:Mass coverage: as most of
the people owning TV used to spent at least once in a dayHigh
Reach: Some of the top rated show increased its viewership more
than double of the normal show. Like: KBC, Big Boss etcPepsi &
Coca Cola spent more than 80% of the budget of ad in TV itself
8. Captivity & Attention:Target audience of particular
programme are much cautious about their schedule. At the time of
watching the programme they encounter several advertisement.Every 1
of 3 audience take break from the programme in commercial ad, but
rest give sharp attention
9. Viewer Involvement ..
10. Selectivity & Flexibility:Telecasting of programme have
different target audienceIt became easier for advertiser to choose
the programme for advertisementSome time is reserved for specific
target audienceLike: Saturday & Sunday Morning:
ChildrenDaytime( 1pm-3 pm) : largely dominated by FemaleEvening(
8.30pm-10.30 pm) Dominated by Male
13. Disadvantage of Television:Cost:Lack of
selectivity:Fleeting Message:Limited viewers attention:Distrust
& negative Evaluation:
14. Cost: Average production cost of advertisement is approx
1.75 cr for 30 sec. If include any celebrity than the cost will be
astronomical high Small company unable to afford it.
15. Lack of selectivity: TV target the mass people Local
advertiser cannot advertiseFleeting Message:Minimum advt. time slot
is 15sShort length of ad
16. Limited viewers attention:Survey shows at the time of break
viewers used to go for refreshment.Zipping & Zapping is also a
big problemZipping: F.FZapping: Channel changing
17. Distrust & negative Evaluation: Studies show that
various forms of advertising are distrust & highest in
commercial ad. Some adult advertisement comes in prime time which
may create ve image.
19. Buying Television Time: The purchase of TV time is the
specialize phase of advertisement business. Company who invest more
money in advertisement they required prime slot. On the basis of
priority marketer book the spaceCost of TV ad for 15 sec: 1.5 L
onwards
20. Methods of Buying Time . Spot Sponsorship Participations
Announcements. 1. Advertiser 1. Participating 1. May be assumes
sponsors share the purchased responsibility for cost by daypart the
production 2. May participate or adjacency and perhaps regularly or
content sporadically 2. Sponsor has 3. Advertiser isnt control and
can responsible for capitalize on a production shows prestige 4.
Participants lack control over content
21. Up- Front market:This is buying period that occurs before
the TV season begin.Traditionally, prime time commercial spots,
particularly on the popular shows are sold in this type of
market.Scatter Market:This is the buying period that runs through
TV season.
22. Spot Advertising:It refers to commercial shown on local TV
stations, with time negotiated & purchased directly from the
individual station.National Spot Advertising:All nonnetwork
advertising done by a national advertiser is known as national spot
advertiser.
23. Syndication:Advertiser may also reach TV viewers by
advertising in syndicated programme. Here shows, movies are sold to
particular channel forever.Like: 3 idiots, lagan to sat max, Hit
movies of AB to satmax.
24. Sponsorship:Advertiser took all responsibility for
advertising & finance to the show or Film.Like: Coca cola ,
Pepsi etcParticipants:Due to unaffordable rate of advt some
advertiser book the small space in it. nearly 90% of advertiser are
of this category.
25. Measuring the TV Audience .. Total Audience Program Rating
Share of Households Using Audience TV
26. ..
27. Radio:In India: 48% of adult listen radio 266 FM station 5%
of total ad revenue comes from Radio In 2007 about 4800 million
spent in radio ad In 2011 it is expected about 12000 m Growth rate
is 48% in 2011
28. In US: 13,000 radio station 6213 commercial FM station
Average American spent 3 hrs weekday & 5hrs in weekend 567m
radios in use 74% reach in America Approx $20 billion industry
29. Advantages of Radio . Cost and Efficiency. Receptivity
Selectivity Flexibility Mental Imagery Integrated Marketing
30. Advantage of Radio:Cost & Efficiency:Selectivity &
Flexibility:Mental Imaginary:
31. Cost & Efficiency:Rs.9-12 lakhs need for ad in two
week.Most of the house in rural area have radioMost effective in
Rural area
32. Selectivity & Flexibility: According to target audience
it is very easy in radio to change the voice Here the advertiser
can change ad & reproduce new ad even before programmeMental
Imaginary: It encourage the listener to increase their imagination
power after listening ad. Listener always think about ad after
listening.
33. .. Visual elements of television commercials are
transferred into the consumers mind by using a similar audio track
in radio commercials
34. Limitations of Radio . Creative Limitations. Audience
Fragmentation Chaotic Buying Limited Research Data Limited Listener
Attention Digital Media Competition Clutter
35. Limitation(disadvantage) of Radio:Creative Limitation: It
is major drawback. Absence of visual effect One can not show or
demonstrate the productFragmentation: Due to large number of radio
station its audience is high level of fragmentation Top rated radio
station have nos of FM channel & only attract 10% of the
audience
36. Chaotic Buying Process: Nos of Radio station present which
make the buying process of ad much chaotic. No any strong parameter
for all India adLimited research Data: Audience research data on
radio are often limited. Due to lack of fund unable to perform
research work Data available are mostly old.