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1、 2010 South-Western,a part of Cengage LearningAll rights reserved.,Traditional Advertising Media,CHAPTER 12,INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION,Describe the four major traditional advertising media(newspapers,magazines,radio,and television).Discuss newspaper advertising
2、and its strengths and limitations.Evaluate magazine advertising and its strengths and limitations.Describe radio advertising and its strengths and limitations.Discuss television advertising and its strengths and limitations.Appreciate the research methods that are used for each ad medium to determin
3、e the size of the audience exposed to advertising vehicles.,Chapter ObjectivesAfter reading this chapter you should be able to:,2010 South-Western,a part of Cengage Learning.All rights reserved.,122,2010 South-Western,a part of Cengage Learning.All rights reserved.,123,Major Mass Advertising Media,S
4、pending in mass advertising media in the United States totaled approximately$190 billion in a recent year.Spending percentages by media type:,2010 South-Western,a part of Cengage Learning.All rights reserved.,124,Which Advertising Medium Is“Best”?,2010 South-Western,a part of Cengage Learning.All ri
5、ghts reserved.,125,Newspapers,Readership:53 million U.S.households during week and nearly 55 million on Sundays.Historically leading medium but in constant declineBuying Newspaper SpaceStandardized Advertising Unit(SAU)system1 column:21/16 inches2 columns:41/4 inches3 columns:67/16 inches4 columns:8
6、5/8 inches5 columns:1013/16 inches6 columns:13 inchesSpace depth:1 inch to 21 inchesSpace rates apply to ROP(run of press)Premium rates for preferred space positioning,2010 South-Western,a part of Cengage Learning.All rights reserved.,126,Newspaper Advertisings Strengths and Limitations,Table 12.1,2
7、010 South-Western,a part of Cengage Learning.All rights reserved.,127,Magazines,Special Interest MagazinesConsumer-orientedBusiness-orientedStandard Rate and Data Service(SRDS Media Solutions)Tracks information on standardized ad rates,contact information,reader profiles,and other information,which
8、facilitates media planning and buying.,2010 South-Western,a part of Cengage Learning.All rights reserved.,128,Magazines(contd),Buying Magazine SpaceSelecting magazines that reach the target marketSources for cost considerationsMedia KitsDemographic composition of magazines readershipRate cardsCPM(Co
9、st-per-thousand)InformationMediamark Research,Inc.(MRI)Simmons Market Research Bureau(SMRB),2010 South-Western,a part of Cengage Learning.All rights reserved.,129,Golf Digests Demographic Profile,Figure 12.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,1210,Partial Rate Card fo
10、r Sports Illustrated(Rate base=3,150,000),Figure 12.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,1211,Magazine Advertisings Strengths and Limitations,Table 12.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,1212,Magazines(contd),Magazine Audience Measurem
11、entMagazine subscriptions and the number of people who read a magazine are not equivalent:Variety of intermediaries collecting subscription makes it difficult to obtain an accurate count of subscribersSingle copy purchases and publicly available copies thwart identification of readersSubscribers who
12、 share magazines with othersSimmons and MRI ReportsSpecialists in measuring magazine readership and determining audience size.Each uses different research methods,2010 South-Western,a part of Cengage Learning.All rights reserved.,1213,Illustration of a MRI Report for Imported Beer/Ale(Based on all a
13、dults indicating whether they have drunk imported beer/ale within the last six months),Table 12.3,2010 South-Western,a part of Cengage Learning.All rights reserved.,1214,Magazines(contd),Selecting the Magazine The size of the potential audience that a vehicle might reach The attractiveness of its co
14、verage as revealed by the total product purchasers exposed to that vehicle and compared with other mediaIts cost compared with other vehiclesIts appropriateness for the advertised brand,2010 South-Western,a part of Cengage Learning.All rights reserved.,1215,Radio,Market CoverageNearly 14,000 commerc
15、ial radio stations in the United StatesAlmost 100 percent of all homes have radios;mosthomes have severalVirtually all cars have a radioMore than 50 million radios are purchased in the United States each yearRadio broadcasting in the United States reaches about 93 percent of all people age 12 or old
16、er.,2010 South-Western,a part of Cengage Learning.All rights reserved.,1216,Radio(contd),Factors in Buying Radio TimeMatching station format with target marketChoosing a station with geographic coverage in areas of dominant influence(ADIs)Day part choiceMorning drive:5 AM to 10 AMMidday:10 AM to 3 P
17、MAfternoon drive:3 PM to 7 PMEvening:7 PM to MidnightLate night:Midnight to 7 AM,2010 South-Western,a part of Cengage Learning.All rights reserved.,1217,Radio Advertisings Strengths and Limitations,Table 12.4,2010 South-Western,a part of Cengage Learning.All rights reserved.,1218,Radio(contd),Radio
18、Audience Measurement FirmsArbitronIs the major company involved with measuring listenership and audience demographics.Owns RADAR(Radios All Dimension Audience Research)Uses a paper-based diary approach to measure listener behavior and is introducing pager-like meters(Portable People Meters)to its da
19、ta collection process,2010 South-Western,a part of Cengage Learning.All rights reserved.,1219,Television,TelevisionIs in over 98%of all households have televisionsIs a uniquely personal and demonstrative mediumIs expensive to produce and broadcastTelevision Programming DaypartsEarly morning:5 AM to
20、9 AMDaytime:9 AM to 4 PMEarly fringe:4 PM to 7 PMPrime access:7 PM to 8 PMPrime time:8 PM to 11 PMLate fringe:11 PM to 2 AMOvernight:2 AM to 5 AM,2010 South-Western,a part of Cengage Learning.All rights reserved.,1220,Average Prime-Time Audience(in millions)for Four Major Networks,Table 12.5,2010 So
21、uth-Western,a part of Cengage Learning.All rights reserved.,1221,Types of Television Advertising,2010 South-Western,a part of Cengage Learning.All rights reserved.,1222,Television Messages,2010 South-Western,a part of Cengage Learning.All rights reserved.,1223,The 10 Highest Priced TV Programs,20072
22、008(price per 30-second commercial),Table 12.6,2010 South-Western,a part of Cengage Learning.All rights reserved.,1224,Television Advertisings Strengths and Limitations,Table 12.7,2010 South-Western,a part of Cengage Learning.All rights reserved.,1225,Top-10 Prime-Time Broadcast TV Programs,Table 12
23、.8,2010 South-Western,a part of Cengage Learning.All rights reserved.,1226,Television Advertising(contd),InfomercialsWere introduced in the early 1980sAre essentially a long commercial(28 to 30 minutes)Are expensive to produceAre an especially effective promotional tool for moving merchandise,2010 S
24、outh-Western,a part of Cengage Learning.All rights reserved.,1227,Television Advertising(contd),Brand Placements in TV ProgramsCan be very effective provided brand is displayed in a context that appropriately matches the brands image.Are the result of advertisers fear that TV advertising is no longe
25、r as effective as it used to beRequire that brand managers pay to get prominent placement for their brands in popular programs,2010 South-Western,a part of Cengage Learning.All rights reserved.,1228,Television Advertising(contd),Television Audience MeasurementHigher rated programs command higher ad
26、pricesRatings are difficult to come by accuratelyNational(Network)Audience MeasurementNielsens People Meter TechnologyLocal Audience MeasurementNielsens Diary PanelsNielsens Local People MetersChallengesCounting away-from-home viewers and listenersAudience undercounts,2010 South-Western,a part of Cengage Learning.All rights reserved.,1229,Nielsen People Meter,Figure 12.3,
