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Broadcast,Broadcast,Interactive and Interactive and

AlternativeAlternative

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AlternativeAlternativeMediaMedia

M. Larry Litwin, APR, Fellow PRSAM. Larry Litwin, APR, Fellow PRSACopyright 2009Copyright 2009

The The Networked Networked

AgeAgeAgeAge

M. Larry Litwin, APR, Fellow PRSAM. Larry Litwin, APR, Fellow PRSACopyright 2008Copyright 2008

Portions tPortions taken from…aken from…

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Portions tPortions taken from…aken from…

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The Media IndustryThe Media Industry

• Advertising media is a huge industry with almost $275 billion in spending

• Is this ad clutter?

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Ad Spending by Medium (Table 8.1)

Media 2002 (in million $) 2003 (in million $) % Change % of Media

Newspapers

Local newspaper

National newspapers

Free-standing inserts

Classifieds

$45,341

20,994

7,210

1,239

15,898

$46,256

21,341

7,797

1,317

15,801

2.0

1.7

8.1

6.3

-0.6

23.8

Magazines

Consumer magazines

B-to-B magazines

Sunday magazines

Local magazines

26,047

17,254

7,227

1,264

311

27,280

18,347

7,227

1,331

325

4.7

6.3

0.7

5.3

4.6

14.0

Directories 13,776 14,370 4.1 7.3

Television 52 666 54 462 3 4 28 0

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Television

Network TV

Spot TV

Cable TV

National syndication

Spanish-language network TV

52,666

20,016

17,165

10,593

2,946

1,946

54,462

20,375

16,244

12,251

3,396

2,196

3.4

1.8

-5.4

15.6

15.3

12.8

28.0

Radio

Local radio

Network radio

National spot radio

9,993

6,575

966

2,452

10,368

6,732

1,001

2,635

3.8

2.4

3.6

7.5

5.3

Outdoor 2,475 2,673 8.0 1.3

Internet 5,613 6,495 15.7 3.3

Other 30,730 32,320 4.9 16.6

Total: $165,144 $175,048 6.0

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The Networked AgeThe Networked Age

• Radio• Television• Internet (and Interactive – Web 2.0/Blogs/Wikis)• iPod® (Podcasts, etc.)• Vcasts®

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• Vcasts• Cell Phone• iPhone®

• Digital Signage• Aroma Marketing• WOMM• Silent Publicity

The Networked Age The Networked Age ––The Mobile Decade The Mobile Decade –– 1:11:1

• Cross Platform– Print

– Digital Signage*

Wireless*

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– Wireless*

– Broadband*

– TV

• Convergence of Distribution*Formerly referred to as “Alternative Media”

The Networked AgeThe Networked Age

• Cross Platform

• News/Media Convergence

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– Print

– Digital Signage*

– Wireless*

– Broadband*

– TV*Formerly referred to as “Alternative Media”

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Apple® Tops The Charts with Apple® Tops The Charts with Digital MusicDigital Music

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A Drugstore Goes OnlineA Drugstore Goes Online

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The The BigBig IdeaIdea

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Mags Catch PlusMags Catch Plus--Size Fever Size Fever –– for for Better or WorseBetter or Worse

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Glamour’sGlamour’s BigBig IdeaIdea

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Basic Media ConceptsBasic Media Concepts

• Media mix– The way various types of media are

strategically combined in an advertising plan

• Media vehicle

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• Media vehicle– A specific TV program, newspaper, magazine,

or radio station or program

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Basic Media ConceptsBasic Media Concepts

• Media planning• Media buying• Reach and frequency• Impressions

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p• Media key players

Broadcast MediaBroadcast Media

• Transmit sounds or images electronically

• Include radio and television

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Include radio and television

• Broadcast engages more senses than reading

The Structure of RadioThe Structure of Radio

8-18

Figure 9.1

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Radio AdvertisingRadio Advertising

• Relies on the listener’s mind to fill in the visual element

• Delivers a high level of

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gfrequency

• Radio commercials lend themselves to repetition

Radio CategoriesRadio Categories• Network Radio

• Spot Radio

• Syndicated Radio

• Satellite Radio (SIRIUS/XM®)

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Spot AnnouncementsSpot Announcements

• Can run 10, 15, 20, 30 or 60 seconds

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Public Service AnnouncementsPublic Service Announcements

• PSAs can run 10, 15, 20, 30 or 60 seconds

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The Radio AudienceThe Radio Audience

• Radio fans

• Station fans

• Music fans

N f

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• News fans

• Sports fans

• Talk fans

Clear Channel RadioClear Channel Radio®®

Makes it All About The FansMakes it All About The Fans

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Radio DaypartsRadio Dayparts

M-F 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.;

5 a.m. – 10 a.m.

Morning Drive

Standard Radio Dayparts

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8 a.m. – MidnightSunday

8 a.m. – MidnightSaturday

11 p.m. or Midnight – 5 a.m. or 6 a.m.Overnights

M-F 6 – 11 p.m. or 6 – MidnightEvenings

M-F 3 – 7 p.m. or 3 – 8 p.m.Afternoon Drive

M-F 10 a.m. – 2 p.m. or 10 a.m. – 3 p.m.Mid-Day

Table 9.3

Advantages of RadioAdvantages of Radio

• Target audience

• Affordability

• Frequency

• Flexibility

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• Flexibility

• Mental imagery

• High level of acceptance

Disadvantages of RadioDisadvantages of Radio

• Listener inattentiveness

• Lack of visuals

• Clutter

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Clutter

• Scheduling and buying difficulties

• Lack of control

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Measuring the Radio AudienceMeasuring the Radio Audience

• Dayparts

• Coverage

• Ratings

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• Ratings

ArbitronArbitron®® Radio Ratings and Radio Ratings and Media Research InformationMedia Research Information

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ArbitronArbitron®® Portable People MeterPortable People Meter

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TelevisionTelevision

• Television advertising is embedded in television programming

• Most of the attention in media buying, and in measuring effectiveness focuses on

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in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences

The Structure of the TV IndustryThe Structure of the TV Industry

8-32Figure 9.2

Programming OptionsProgramming Options

• Specialty television

• Pay-per-view

• Program syndication

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• Interactive (Web) TV*

• High-Definition TV

• Digital Video Recorders

• *Internet enabled TV

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Forms of Television AdvertisingForms of Television Advertising

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SponsorshipsSponsorships

• Advertiser assumes total financial responsibility for producing the program

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and providing the commercials

Spot AnnouncementsSpot Announcements

• Commercials that appear in the breaks between programs

Price is based on program rating and daypart

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• Price is based on program rating and daypart

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Participations/SpotsParticipations/Spots

• Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program

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Public Service AnnouncementsPublic Service Announcements

• PSAs can run 10, 15, 20, 30 or 60 seconds

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TV DaypartsTV Dayparts

M-Sa 8:00pm-11:00pm

Su 7:00pm-11:00pm

Prime time

M-F 7:30pm-8:00pmPrime access

M-F 4:30pm-7:00pmEarly fringe

M-F 9:00am-4:30pmDaytime

M-F 7:00am-9:00amEarly morning

Standard Television Dayparts

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Note: All Times are Eastern Standard Time (EST).

Sa-Su 1:00pm-7:00pmWeekend afternoon

Sa 8:00am-1:00pmSaturday morning

M-Su 11:30pm-1:00amLate night

M-Su 11:00pm-11:30pmLate news

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Measuring the Measuring the Television AudienceTelevision Audience

• Rating points

• Share of audience

• Gross Rating Points

• People meters

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• People meters

A. C. NielsenA. C. Nielsen®®: : Better Marketing DecisionsBetter Marketing Decisions

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Advantages of TelevisionAdvantages of Television

• Pervasiveness

• Cost-efficiency

• Impact

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Disadvantages of TelevisionDisadvantages of Television

• Production costs

• Clutter

• Wasted reach

• Inflexibility

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• Inflexibility

• Intrusiveness

Film and VideoFilm and Video

• Trailers

• Videocassette and DVD distributors also placing ads before movies

P ti l id t k i t

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• Promotional video networks in stores, offices, truck stops, etc.

Advantages of Film and VideoAdvantages of Film and Video

• Play to a captive audience

• Attention level is higher than for almost

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gany other form of commercials

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Disadvantages of Film and VideoDisadvantages of Film and Video

• Captive audience resents intrusion of ads

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Product PlacementProduct Placement

• When a company pays to have visual brand exposure in a movie or TV program

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Product IntegrationProduct Integration

• When a company pays to have a verbal mention of its brand or product in a movie or TV program

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Advantages of Product Advantages of Product Placement/IntegrationPlacement/Integration

• Demonstrates product usage in a natural setting by celebrities

• Catches audience when resistance to ads is low

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Disadvantages of Disadvantages of Product Placement/IntegrationProduct Placement/Integration

• May not be noticed

• Not a match between product/movie/ audience

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Alternative Media*Alternative Media*• Radio

• Television

• Internet

• iPod® (Podcasts, etc.)

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( , )

• Vcasts

• Cell Phone

• Digital signage• *Networked Age

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Alternative Media*Alternative Media*

• Cross Platform – Multiple Platform

• News/Media Convergence

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• *Networked Age

AppleApple®® Tops The Charts with Tops The Charts with Digital MusicDigital Music

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A Drugstore Goes OnlineA Drugstore Goes Online

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Web AdvantagesWeb Advantages

• Reaches the millions who have access to computers at home, work, in libraries, cyber cafes and other Wi-Fi locations

• Relative ease of using e-mail• Rapidly expanding use of web pages

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p y p g p g• Discussion groups, message boards and IMing• Web pages that offer links to immediate information about

your company or organization• Blogs – Citizen created content. Bloggers use their expert

knowledge based on categories.• Podcasts• Vodcasts, Vidcasts, Vcasts

Web DisadvantagesWeb Disadvantages• Outdated information• Driving audiences to Web site• Difficult to navigate• Looks unprofessional• Failure to include contact information

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Failure to include contact information• Broken links• Sometimes unexpectedly not available• Security• Available only to individuals who have computers

PodcastsPodcasts

• Internet-distributed audio programs

• Self-styled audio productions recorded in digital format and downloaded to computers iPods® or other digital music

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computers, iPods® or other digital music players.

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Vcast/Vidcast/VodcastsVcast/Vidcast/Vodcasts

• Video podcast sometimes shortened to vidcast or vodcast.

• Online delivery of video on demand video clip content.

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p• Usually distributed as a file or as a stream• Vlog

M AC Triad

M

+P+T

A C

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M =M essage A=Audience C =C hannel P=Purpose T=T im ing

MAC Triad Plus cont.MAC Triad Plus cont.

• Informization– Disseminating information (message) to target

audience through the proper channel at the best possible time.

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p

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“Infodemic”“Infodemic”

A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites; and “informal” media – wireless phones, text messaging, wikis twitters pagers faxes and e mail all transmitting

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wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda.

David RothkopfChairman and CEO of The Rothkopf Group

“The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.”

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y y

Edward R. Murrow

“To be persuasive, we must be “To be persuasive, we must be believable; to be believable we believable; to be believable we must be credible; to be credible, must be credible; to be credible, we must be truthful.”we must be truthful.”

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Edward R. MurrowEdward R. Murrow

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Ogilvy’s Advertising TenetsOgilvy’s Advertising Tenets

• A reminder – some advertising tenets that David Ogilvy offers:

– “Never write an advertisement you wouldn’t want your f il t d ”

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own family to read.”– “The most important decision is how to position your

product.”– If nobody reads or looks at the ads, “it doesn’t do much

good to have the right positioning.”– “Big ideas are usually simple ideas.”– “Every word in the copy must count.”

Questions ???Questions ???

M. Larry Litwin, APR, Fellow PRSAlarry@larrylitwin.com

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y@ ywww.larrylitwin.com

© 2009