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Transcript of 11-1 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion...
11-1Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Chapter 11
Media choices: evaluating media options
11-1
11-2Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Learning objectives
1. To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program.
2. To consider the advantages and limitations of each media channel.
3. To explain how audiences are measured and how rates are determined.
4. To consider future trends and how they will influence the use of media channels in IMC programs.
11-3Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Branded entertainment
Newspapers
TV
Media choices
Audience measurement
Product placement
and computer games
Digital impact
Radio
Out-of-home
Media buying
BroadcastPromotional
products
Future trends
Advantages and imitations
Social media
Cinema
Magazines
11-4Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Media engagement
11-5Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Share of advertising expenditure by main media: Australia
% share
11-6Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Share of advertising expenditure by main media: New Zealand
Source: Advertising Standards, New Zealand, 2011
29.3
28.4
10.2
% share
11-7Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Branded entertainment
Newspapers
TV
Media choices
Audience measurement
Product placement
and computer games
Digital impact
Radio
Out-of-home
Media buying
BroadcastPromotional
products
Future trends
Advantages and imitations
Social media
Cinema
Magazines
11-8Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Television penetration and reach
90% of TV households own VCR90% of TV households own VCR
68% of TVs are digital68% of TVs are digital
Approx 13.5 million people watch TV on any given dayApprox 13.5 million people watch TV on any given day
The average Australian watches approx 3 hours of TV per dayThe average Australian watches approx 3 hours of TV per day
11-9Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Television advantages
Selectivity and flexibilitySelectivity and flexibility
Captivity and attentionCaptivity and attention
Coverage and cost effectivenessCoverage and cost effectiveness
Creativity and impactCreativity and impact
11-9
11-10Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Television disadvantages
Lowselectivity
Lowselectivity
FleetingmessageFleetingmessage CostCost
ClutterClutter
DistrustDistrustNegativeevaluationNegative
evaluation
Negativefactors
Negativefactors
LimitedattentionLimited
attention
ZippingZipping
ZappingZapping
11-11Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Top 10 network TV advertisers:Australia 2009
11-12Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Top 10 TV advertisers, New Zealand 2009
Company/ Brand TV Spend ($millions)
Reckitt Benckiser NZ 37.16
Unilever Australasia 32.54
BrandWorld 26.36
NZ Lotteries Commission 23.79Harvey Norman 23.58L'Oreal 22.18The Warehouse 20.48
Progressive Enterprises 19.43NZ Transport Agency 19.09Telecom Corp Of NZ 18.67Mitre 10 NZ 18.16
Source: Nielsen Media Research, New Zealand, AIS Data, 2009
11-13Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Foxtel advertising
11-14Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Television formats: Australia
Public broadcastersPublic broadcasters
TV formats
TV formats
Metropolitan: (FTA)Metropolitan: (FTA)
Regional: (FTA)Regional: (FTA)
Subscription: (STV)Subscription: (STV)
Community TVCommunity TV
Digital transmissionDigital transmission
11-15Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Television formats: New Zealand
Public broadcaster (TVNZ)Public broadcaster (TVNZ)
Pay televisionPay television
Private networksPrivate networks
Regional and niche broadcasters
Regional and niche broadcasters
Maori TVMaori TV
TV formats
TV formats
11-15
11-16Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Buying TV advertising time
National: Spots purchased across major networks
National: Spots purchased across major networks
Local: Commercials shown on local stations
Local: Commercials shown on local stations
Sponsor entire programSponsor entire program
Spot announcements between programs
Spot announcements between programs
Spot buying
Spot buying
Sponsor-ship
Sponsor-ship
11-17Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
TV dayparts
11-17
11-18Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Subscription TV: national report
11-19Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Measuring the TV audience: key measures
HH (or PPL) tuned to show
HH (or PPL) using TVShare =
Share of audience
HH (or PPL) tuned to show
Total HH (or PPL)Rating =
Program rating
11-20Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Measuring the TV audience: key measures (cont.)
Target audience ratings points (TARPs)
TARP =
Number of PPL in a target audience reached by a media buy
Potential target audience for media buy
x 100
11-21Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The future of TV: new delivery modes
Personal video recorders enable recording and storing of TV programs for subsequent viewing
Personal video recorders enable recording and storing of TV programs for subsequent viewing
PVRs/VODPVRs/VOD
Superior viewing experience and increased variety of promotional opportunities and audience engagement
Superior viewing experience and increased variety of promotional opportunities and audience engagement
DigitalDigital
Continued growth of subscription TVContinued growth of subscription TVSubscriptionSubscription
Interactive TV allows audiences to interact with program in real time via phone or internet connections
Interactive TV allows audiences to interact with program in real time via phone or internet connections
InfomercialsInfomercials
11-22Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Radio penetration and reach
261 Australian radio stations (110 AM + 151 FM)
261 Australian radio stations (110 AM + 151 FM)
37 million radios in use37 million radios in use
89% of households have 3+ radios, and 99 % of cars have a radio
89% of households have 3+ radios, and 99 % of cars have a radio
Radio reaches 61% of all Australians each day and 77% every weekRadio reaches 61% of all Australians each day and 77% every week
Commercial breakfast radio attracts audiences of over 6.6 million p.w.
Commercial breakfast radio attracts audiences of over 6.6 million p.w.
11-23Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Radio advertising
11-24Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Advantages and limitations of radio
Audience fragmentationAudience fragmentation
Limited research dataLimited research data
Creative limitationsCreative limitations
Chaotic buyingChaotic buying
Limited listener attentionLimited listener attention
Cost and efficiencyCost and efficiency
SelectivitySelectivity
FlexibilityFlexibility
Mental imageryMental imagery
Integrated marketing opportunities
Integrated marketing opportunities ClutterClutter
AdvantagesAdvantages DisadvantagesDisadvantages
11-25Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Commercial Radio Australia
11-26Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Radio survey: Sydney 2010
11-27Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Radio survey: Melbourne 2010
11-28Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Buying radio time
Three national networks(Austereo, Australian Radio Network and
DMG)
Three national networks(Austereo, Australian Radio Network and
DMG)
Over 217 regional networksOver 217 regional networks
The majority of radio advertisers are local
The majority of radio advertisers are local
Network radio
Network radio
Local radio
Local radio
11-29Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Radio dayparts
11-30Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Branded entertainment
Newspapers
TV
Media choices
Audience measurement
Product placement
and computer games
Digital impact
Radio
Out-of-home
Media buying
BroadcastPromotional
products
Future trends
Advantages and imitations
Social media
Cinema
Magazines
11-31Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Magazines: penetration and reach
230 million+ magazines are purchased annually (13 mags for every person aged 14+).
230 million+ magazines are purchased annually (13 mags for every person aged 14+).
8 in 10 people read 1+ magazines (84% of females & 76% of males).8 in 10 people read 1+ magazines (84% of females & 76% of males).
Combined reach of the top 5 magazines is 53% of all females aged 14+.
Combined reach of the top 5 magazines is 53% of all females aged 14+.
Growth in digital magazine advertising expected as consumers adopt tablets.Growth in digital magazine advertising expected as consumers adopt tablets.
Source: Magazine Publishers Association of Australia
11-32Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Classifications of magazines
By audienceBy audience
• Consumer magazines
• Business magazines
• Custom magazines
• Consumer magazines
• Business magazines
• Custom magazines
By delivery By delivery
• Newspaper inserted magazines
• Street press
• Newspaper inserted magazines
• Street press
11-33Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Business magazines
11-34Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Custom magazines
11-35Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Advantages and disadvantages of magazines
Limited reachLimited reach
Long lead timeLong lead time
CostsCosts
Limited frequencyLimited frequency
ClutterClutter
SelectivitySelectivity
Reproduction qualityReproduction quality
Creative flexibilityCreative flexibility
PermanencePermanence
PrestigePrestige
Receptivity & involvementReceptivity & involvement
ServicesServices
AdvantagesAdvantages DisadvantagesDisadvantages
11-36Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
High reach consumer magazines: Australia 2010Rank, Magazine Title Circulation Readership (000s)1 Australian Women’s Weekly 486,179 2,2082 Woman’s Day 385,016 2,0123 Better Homes & Gardens 384,512 1,9384 New Idea 316,527 1,4845 Reader’s Digest 266,173 7786 That’s Life 261,311 1,1027 Superfood Ideas 255,256 1,0248 Take 5 217,281 8439 TV Week 187,822 85410 Cosmopolitan 150,346 54411 Masterchef Magazine 150,000 86812 Delicious 134,242 53613 Who 131,229 63914 Woolworths Good Taste 127,528 68515 Recipes+ 126,007 43316 Australian Geographic 120,835 40517 Family Circle 120,532 *18 NW 116,260 32719 Cleo 110,081 41120 Australian House & Garden 108,098 660
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11-37Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
High reach consumer magazines: New Zealand 2010Rank Magazine Title
(ranked on circulation)Circulation Readership
(000s)
1 AA Directions 542,242 9012 SKYWATCH 535,591 1,0403 TV Guide 147,956 659
4 New Zealand Woman's Day 105,127 814
5 New Zealand Woman's Weekly 80,439 834
6 Australian Women's Weekly (NZ edn) 80,032 656
7 Reader's Digest (NZ) 67,986 4048 New Zealand Listener 63,930 2699 Cuisine 54,882 40710 New Idea 50,563 462
11 Healthy Food Guide 50,182 35512 NZ House & Garden 48,752 56113 New Zealand Gardener 48,699 34414 Next 46,489 37015 Foodtown Magazine 45,754 33916 That's Life! 39,004 29717 Simply You 35,118 11318 Your Home and Garden 34,163 30719 Mindfood 31,551 15320 Taste 28,613 215
11-38Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creative flexibility with magazines
11-39Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Receptivity and involvement
11-40Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Magazine circulation and readership
PrimarycirculationPrimary
circulation
Pass-alongreadership
Pass-alongreadership
ReadershipReadership
Circulationaudit
Circulationaudit
CirculationCirculation
ControlledcirculationControlledcirculation
11-41Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Purchasing magazine advertising space
Inserts, gatefolds, tip-ons, cover mounts, etc.Inserts, gatefolds, tip-ons, cover mounts, etc.
Spot colour (black plus one other colour)Spot colour (black plus one other colour)
Mono (black ink on stock paper)Mono (black ink on stock paper)
Four colourFour colour
Contract ratesContract rates
Casual insertionCasual insertion
Magazine networksMagazine networks
Size Size
ColourColour
Purchase frequency &
volume
Purchase frequency &
volume
Inserts & otherInserts & other
11-41
Full page (PF)Full page (PF)
Half page, quarter pageHalf page, quarter page
11-42Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The future of magazines
Database marketingDatabase marketing
Advances in technologyAdvances in technology
Cross-magazine and media dealsCross-magazine and media deals
Circulation managementCirculation management
Stronger editorial platformsStronger editorial platforms
Declining ad revenuesDeclining ad revenues
Online delivery methodsOnline delivery methods
Magazinetrends
11-43Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Magazines and technology
11-44Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Newspapers: penetration and reach
Australians spent approx $1.3 billion buying newspapers in 2010Australians spent approx $1.3 billion buying newspapers in 2010
In Melbourne, the two daily papers enjoy a reach 72% p.w. In Sydney, the two dailies reach 61% p.w.
In Melbourne, the two daily papers enjoy a reach 72% p.w. In Sydney, the two dailies reach 61% p.w.
One million Australians have downloaded newspaper branded apps.
One million Australians have downloaded newspaper branded apps.
Growth in digital newspaper advertising expected as consumers adopt tablets.Growth in digital newspaper advertising expected as consumers adopt tablets.
Source: Newspaper Publishers Association of Australia
11-45Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Newspaper types
BroadsheetBroadsheet
TabloidTabloid
SizeSize
General news, business/ financeGeneral news, business/ finance
Specialist: e.g. agriculturalSpecialist: e.g. agriculturalAudienceAudience
WeeklyWeeklyPublication frequency
Publication frequency
DailyDaily
RegionalRegional
NationalNational
CommunityCommunity
CoverageCoverage
11-45
11-46Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Newspaper advertising
Run of paper (ROP)Run of paper (ROP)
Page advertisingPage advertising
Preferred positionsPreferred positions
Contract ratesContract rates
By negotiationBy negotiationInserts, tip-ons,
etc.Inserts, tip-ons,
etc.
Size and position
Size and position Column centimetre (SCC)Column centimetre (SCC)
Combination ratesCombination rates
Casual ratesCasual rates
VolumeVolume
11-47Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Unique newspaper features
Extensive penetrationExtensive penetration
FlexibilityFlexibility
Reader involvement and acceptanceReader involvement and acceptance
Geographic selectivityGeographic selectivity
11-48Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Flexibility
11-49Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Creative placement
11-50Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
The future for newspapers
Attracting and retaining readersAttracting and
retaining readers
Competition from other media
Competition from other media CirculationCirculation
Digital news & fee for service
Digital news & fee for service
Challenges for newspaper publishers
Challenges for newspaper publishers
11-51Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Branded entertainment
Newspapers
TV
Media choices
Audience measurement
Product placement
and computer games
Digital impact
Radio
Out-of-home
Media buying
BroadcastPromotional
products
Future trends
Advantages and imitations
Social media
Cinema
Magazines
11-52Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Support media
Out-of-home media
Out-of-home media
Promotional products
Promotional products
CinemaCinema
Branded entertainment
Branded entertainment
Product placementProduct
placement
Point-of-purchase Point-of-
purchase
Support & alternative media
Support & alternative media
11-53Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
OOH: penetration and reach
Research findings suggest that OOH results in sustained and persistent brand awareness
Research findings suggest that OOH results in sustained and persistent brand awareness
Out-of-home advertising is growing at 19% per annumOut-of-home advertising is growing at 19% per annum
Outdoor provides a continuous 24/7 presence.Outdoor provides a continuous 24/7 presence.
OOH, when used to complement TV, results in 30% improvement in recall of TV advertisingOOH, when used to complement TV, results in 30% improvement in recall of TV advertising
Source: Outdoor Media Association of Australia
11-54Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Out-of-home media
11-55Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Out-of-home (cont.)
11-56Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Out-of-home (cont.)
11-57Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Promotional products
11-58Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Cinema: penetration and reach
In an average month, 29% of Australians will attend the cinema. In an average month, 29% of Australians will attend the cinema.
People aged 14-17 years have the highest cinema participation rates (46%).
People aged 14-17 years have the highest cinema participation rates (46%).
Australia has 1,994 cinema screens plus 452 digital screens with a collective seating capacity of 453,000 seats.Australia has 1,994 cinema screens plus 452 digital screens with a collective seating capacity of 453,000 seats.
Source: Screen Australia
11-59Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Advantages and disadvantages of cinema
IrritationIrritation
CostsCostsExposureExposure
RecallRecall
MoodMood
Lack of clutterLack of clutter
Cost efficiencyCost efficiency
ProximityProximity
SegmentationSegmentation
AdvantagesAdvantages DisadvantagesDisadvantages
11-60Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Advantages and disadvantages of branded entertainment
Time of exposureTime of exposure
High absolute costs High absolute costs ExposureExposure
FrequencyFrequency
Support for other mediaSupport for other media
Source associationSource association
Cost efficiencyCost efficiency
RecallRecall
Bypassing regulationsBypassing regulations
AdvantagesAdvantages DisadvantagesDisadvantages
AcceptanceAcceptance
TargetingTargeting
Limited appealLimited appeal
Lack of controlLack of control
Public reactionsPublic reactions
Competition and clutterCompetition and clutter
Negative placementsNegative placements
11-61Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Summary and conclusions
Advertisers must select the optimal way to reach and involve audiences from a very wide array of media and channels.
To evaluate different media, advertisers consider a range of quantitative and qualitative aspects including:
reach frequency cost efficiency media environment geographic and demographic selectivity media engagement and involvement.