Broadcast Media

Television Strengths
Creativity for Cognitive and Creativity for Cognitive and Emotional Response Emotional Response Target Audience Coverage Target Audience Coverage Cost Efficiency Cost Efficiency Attention Attention Scheduling Flexibility Scheduling Flexibility Geographic Coverage Geographic Coverage Reach Reach Frequency Frequency Media Image Media Image

Television Weaknesses
Absolute Cost Absolute Cost Clutter Clutter Target Audience Selectivity Target Audience Selectivity Involvement Involvement Processing Time Processing Time Selective Exposure Selective Exposure Image Image

Buying Television Time

National or Regional Network National or Regional Network Spot Spot Sponsorship Sponsorship

Types of Television Advertising

Network Advertising Owned and operated stations and affiliates. Affiliates - independents who contractually preempt time during specified hours for network programming and to carry network advertising within the programming. Network shares advertising revenue with affiliate.

Network Advertising
Advantages Affiliated stations are linked Purchase is simplified Disadvantages Cost Time availability

Spot Advertising
Commercials shown on local TV stations.
Time is negotiated and purchased directly from the individual stations or their national station representatives.

Offers the national advertiser flexibility in adjusting to local market conditions.

Sponsorship Advertising
Advertiser assumes responsibility for the production and usually the content of the program as well as the advertising appearing within. Advantages:
Firm can capitalize on the prestige of a highquality program. Firm has control over number, placement, and content of its commercials.

Time Periods and Programs

TV time periods are broken down into dayparts ie specific segments of a broadcast day. Prime time attracts the the majority of per capita TV consumption. As such, the highest rates are attached to this period.

Specialty Television Advertising

Cable Technology FLOW Direct Broadcast Satellite (DBS) Signals are sent digitally from a satellite to homes equipped with a small dish. Direct TV

Specialty Networks
Many specialty channels exist. Has created audience fragmentation. Growth occurs at the expense of conventional networks. Advertising revenues for these networks are increasing. Have the ability to reach specific targets. Offer low cost and flexibility. FOX Soccer, HGTV, Food etc

Radio
There are a number of stations in T&T. Reaches a high percentage of all Trinis over the age of 12 each week. Has grown into a background to many activities:
Reading, driving, running, working, socializing.

Radio Strengths
Cost Efficiency and Absolute Cost Cost Efficiency and Absolute Cost Reach and Frequency Reach and Frequency Target Selectivity Target Selectivity Geographic Coverage Geographic Coverage Scheduling Flexibility Scheduling Flexibility Creativity for Cognitive Response Creativity for Cognitive Response

Radio Limitations

Creativity for Emotional Response Creativity for Emotional Response Amount of Processing Time Amount of Processing Time Target Audience Coverage Target Audience Coverage Attention Attention Selective Exposure Selective Exposure Clutter Clutter Low Involvement Low Involvement

Buying Radio Time

Network Radio
Many exists in T&T

Spot Radio
National advertisers can purchase airtime on individual stations in various markets. Best times for radio advertising are early morning and late afternoon. Why???

Factors Influencing the Budget Decision: 1. Market Size 2. Market Potential 3. Market Share Goals 4. Economies of Scale in Advertising 5. IMC Tools

Managerial Approaches in Budget Setting