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Common Television Dayparts
Prime Time Access
Late News
Morning
Early Fringe
Late Fringe
Prime Time
Daytime
Late Night
P M
2
3
4
5
11
7
10
9
8
A M
6
12 12
1 1
2
3
4
6
11
7 5
10
9
8
Other TV Vehicles
Independent local stations that broadcast nationally via satellite through CATV - Bazar TV, Korzinka.uz
Superstations
Delivers signals through fiber or coaxial wire rather than the airways
Cable
Cable Television (CATV)
Advantages
- Highly selective “narrowcasting.”
- Reaches
specialized markets.
- Low cost and flexibility.
Characteristics
- National, regional, and local available.
- Targets specific geographic areas.
Limitations
- Overshadowed by major networks.
- Audience is fragmented.
- Lacks penetration in major markets.
Measuring TV Audiences
Television
Households
Program
Rating
Share of Audience
Audience
Measures
Households Using TV
Radio and TV Similarities
Are time oriented media
Are sold in time segments
Have some network affiliates
Have some independents
Use the public airway
Are regulated by government
Are externally paced media
Both Media…
Are passive, low-involvement
Motel 6’s First TV Ad Was Similar to a Radio Spot Radio Differs from TV
Is More Limited Communication.
Costs Much Less to Produce.
Costs Much Less to Purchase.
Offers Only an Audio Message.
Has Less Status and Prestige.
Advantages and Limitations of Radio
Audience Fragmentation
Limited Research Data
Creative Limitations
Chaotic Buying
Limited Listener Attention
Cost and Efficiency
Selectivity
Flexibility
Mental Imagery
Integrated Marketing
Clutter
Integrated Marketing
Advantages Disadvantages
Dayparts for Radio
Nighttime
Afternoon/Evening Drive Time
Morning Drive Time
Daytime
All Night
P M
12
1
2
3
4
5
11
7
10
9
8
A M
6
12
1
2
3
4
5
6
11
7
10
9
8
Buying Radio Time
Over 100 Regional/Area Networks
Three National Networks
A Multitude of Syndicated Programs
About 20% of All Spots
Allows Great Flexibility, Targeting
Purchase Transaction Can Be Difficult
Nearly 80% of Advertisers Are Local
Local CATV Is Becoming Competitive
Network Radio
National Spot
Local Radio
Evaluation of Print Media: Magazines, newspapers, flyers, newsletters, scholarly journals and other materials that are physically printed on paper are print media.
The Secret Life of Walter Mitty
Classifications of Magazines
By Geography
By Content
- Consumer Magazines
- Farm Magazines
- Business Magazines
By Size
- Large
- Standard
- Small or Pocket
Consumer Magazines Target Specific Interests
The Mag : a magazine about fashion, style, people, success stories and interesting events in Uzbekistan.
An Example of a Farm Publication
Beef : a magazine read by many cattle ranchers
– a farm publication
Magazines Targets Professions or Industries
Trade journals enable advertisers reach specific types of professionals with particular interests
Advantages and Disadvantages of Magazines
Limited Reach
Long Lead Time
Costs
Limited Frequency
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Involvement
Advantages Disadvantages
Consumers Rely on Magazines for Information Special Magazine Features
Pop-Ups
Bleed Pages
Cover
Positions
Inserts
Island Halves
Gate Folds
Pop-Ups Grab Attention Magazine Space Combinations
Staircase units and double space units on a single page
Facing horizontal half-pages - dominates
Vertical halves across the gutter - dominates
Checkerboard facing
a half-page ad
Staggered horizontal half-pages
Outside halves of a spread
Checkerboard (multiple small spaces on a single page)
Island spread
Magazine Circulation Concepts
Primary
Circulation
Pass-Along
Readership
Guaranteed
Circulation
Circulation
Verification
Total
Audience
Controlled
Circulation
The Future of Magazines
Database Marketing
Advances in Technology
Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Mag. & Media Deals
Electronic Delivery Methods
Trends, Trends, Trends…
Magazines Go Online
Newspapers
Newspaper Classifications
Ethnic, Religious, Etc.
Daily
Weekly
Standard
Tabloid
Business, Financial, Etc.
Special-Audience
National
Supplements
Publication Frequency
Type
Size
Audience Type
Unique Newspaper Features
Mass audience
Cross-section of population
Wide range of content, subjects
Timely coverage, daily issues
Readership concentrated in time
Selective readership by area
Permanent, durable record
Local geographic coverage
College Newspapers Are an Effective Way to Reach Students
Newspaper for university applicants
Newspaper Advertising
Rates Based on Size, Duration
General (Often National)
Local (Mostly Retail)
Paid Reading Notices (Editorial Look)
Small Items Arranged by Topic
Classified Display - Combination
Notices by People, Organizations
Legal Notices - Public Reports
Financial Reports
Prepared Separately by Advertisers
Display Ads
Classified Ads
Public Notices
Printed Inserts
Newspaper Advantages and disadvantages
They Have a Short Life Span
Production Quality May Be Low
Not Psychographically Selective
Not Demographically Selective
There's Heavy Ad Competition
Extensive Penetration
Flexibility
Geographic Selectivity
Involvement, Acceptance
Services Offered
Potentially Poor Placement
Advantages Disadvantages
May Be Overlapping Circulation
Services Offered
Newspaper Characteristics
Readers Look at Over 3/4 of All Pages
Few Limitations on Ad Size
Read by Almost All Consumers
Many Shapes, Sizes, Paper, & Printing
Read Daily in an Ordered Way
Spot and Full Color Available
Wide Audience
Offer Flexibility
Threats to Print Media - Print media are the most threatened of major media by Internet magazines & newspapers
- A wide range of consumers are comfortable using the Internet for reading books, magazines, and newspapers
- Consumers with home Internet access are less likely to use print media as a primary information source when shopping for cars, financial services, travel, & fashion
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