Week 6 Assignment

W6 Reading Marketing

· Arrazola, M., de Hevia, J., Reinares, P., & Reinares Lara, R. (2013). Do new forms of television advertising occasion better recall than traditional advertising spots? International Journal Of Advertising, 32(2), 281-300. doi:10.2501/IJA-32-2-281-300 ( HERE )

· ROMANIUK, J. (2012). Lifting the Productivity of TV Advertising. Journal Of Advertising Research, 52(2), 146-148. doi:10.2501/JAR-52-2-146-148 ( HERE )

· http://www.tvb.org/media/file/TV_Basics.pdf

· Riebe, E., & Dawes, J. (2006). Recall of radio advertising in low and high advertising clutter formats. International Journal Of Advertising, 25(1), 71-86. ( HERE )

· Lee, J., & Ahn, J. (2012). Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach. International Journal Of Electronic Commerce, 17(1), 119-137. ( HERE )

· About.com. (2013). Social media in marketing. http://video.about.com/marketing/Use-Social-Media-in-Marketing.htm#vdTrn

· Schlinke, J., & Crain, S. (2013). Social media from an integrated marketing and compliance perspective. Journal of Financial Service Professionals, 67(2), 85-92. ( HERE )

· The great ecommerce opportunity. (2011). Marketing (00253650), 41-43. ( HERE )

· BLIGH, K. (2012). A Case of Cooking Up Enterprise Email Marketing. Econtent, 26-28. ( HERE )

· Brodowsky, G. H., & Belch, G. (2006). AS SEEN ON TV, AND NOW IN A MARKETING CLASSROOM NEAR YOU: THE INFOMERCIAL. Marketing Education Review, 16(1), 23-27. ( HERE )

· Taylor, C. R., Franke, G. R., & Hae-Kyong, B. (2006). USE AND EFFECTIVENESS OF BILLBOARDS. Journal Of Advertising, 35(4), 21-34. ( HERE )

· http://www.brandchannel.com/brandcameo_films.asp?movie_year=2012

· http://images.businessweek.com/ss/09/04/0423_tv_product_placements/

Lectures 1 and 2

Traditional Advertising Media

This week, we will focus mainly on the different forms of advertising media.

1. First, we will look at the more traditional media including television, radio, magazines, and newspapers.

2. Our second lecture will discuss the more current and newer media including social media and electronic media such as email.

Television

Most of the households in the United States currently have at least one television.

In 1950, only 9% of US households had a television, but by 1965, it grew to 92.6%.

As of 2012, 114,700,000 or 97% had at least one television and 84% have two or more sets ("TV Basics," 2012).

Televisions reach the majority of the market, but at the same time, it is expensive and technology has made it easy for consumers to skip advertisements.

As of 2012, Nielsen estimates that 43% of US households have a Digital Video Recorder (DVR) and in 2009, Americans spent an average of over 8 hours watching television each day ("TV Basics," 2012).

For television (and radio) programming, the 24-hour day is broken down into dayparts. 

Dayparts are the time segments used to divide the day for programs and advertising scheduling. These dayparts are further grouped into three main areas: daytime, fringe time, and prime time. 

Each daypart has an associated demographic for a target market. For example, daytime viewers are usually women, mature consumers, people working from home, and at certain times children. 

While the dayparts can vary slightly depending on the market, below is a general listing according to Nielsen:

Advertisers have several choices when it comes to television: network advertising (national ABC, CBS, NBC, Fox), spot advertising (by market), cable advertising (ESPN, MTV, Discovery), syndicated (individual stations buying programs-often reruns), and local advertising (local markets).

Large businesses that have national products often use network or spot advertising.

· Network advertising allows these companies to purchase time slots from the networks for the mass audiences.

· Spot advertising is similar, but the advertising is limited to selected markets.

· Cable and local advertising is focused on a more specific target market by geodemographics, demographics, or psychographics.

· Television reaches mass markets, can be flexible, and the creativity possibility is almost endless. However, marketers need to payattention to the target market because television advertising is expensive.

According to analysis by New York independent media agency TargetCast tcm, the average price of a 30-second spot in the first quarter of 2011 was $108,956, up 5 percent from the year-ago period. The percentage increase translates to an average hike of $5,000 per ad (Crupi, 2011, para.2). 

Finally, with the advent of the Digital Video Recorder (DVR), the number of consumers viewing television ads is eroding. Before, advertisers only had to worry about viewer going to the kitchen during an ad, now they are battling with the fast forward button.

Radio

About 92% Americans, aged 12 and older listen to the radio each week ("Radio Today," 2013). That is a large audience to hear a company's advertisement.

Radio advertisers have several points to consider: the daypart (similar to TV) and the station format. Radio dayparts are broken into morning and afternoon drive times, midday, evening, and late night.

The station format focus on the type of programming aired (classic rock, news, sports). See http://www.arbitron.com/radio_stations/formats.htm for a complete list of station formats.

Radio is able to reach a specific target market through the daypart and station format. It is generally cheaper than television advertisements and able to be produced rather quickly.

Radio, like TV, relies on the consumer's recall for the advertisement to be effective. However, unlike television, radio does not have a visual aspect so often the radio is "background noise" whether in the car or at home.

Magazines and Newspapers

There are over 3000 magazines currently in print and Sunday circulation of newspapers hovered around 50 million in 2012 (Edmonds, Guskin, Mitchell, & Jurowitz, 2013). However, those numbers continue to decline as consumers use Smartphones and apps for information usually found in print. 

· Consumers continued to cut back on print magazines in 2011, although the decline eased slightly from previous years. Overall print magazine circulation was down 1% in the last audited period (final six months of 2011), according to PEJ’s analysis of data from the Audit Bureau of Circulations.

On the other hand, there are some data emerging that the demand for magazines on tablets and smartphones may provide a boon to the industry. (Matsa, 2012, para. 1).

The same holds true for newspapers as well. While there is an overall decline in print media, the magazines and newspapers are taking advantage of electronic medium.

· Like radio, both magazines and newspapers are able to reach a specific target market.

· If in print, they are also tangible--so the consumer can tear out a page and tack it to the refrigerator as a constant reminder.

· However, both require lead times (which vary according to the frequency of print) and can be overlooked easily by someone flipping through the pages.

References

Arbitron. (2013). Radio Today 2013 executive summary. Retrieved from http://www.arbitron.com/study/grt.asp Crupi, A. (2011, June 22).

In their prime: Broadcast spot costs soar. Gap between network and cable CPMs remains vast. Retrieved from http://www.adweek.com/news/television/their-prime-broadcast-spot-costs-soar-132805

Edmonds, R., Guskin, E., Mitchell, A., & Jurowitz, M. (2013). Newspapers: By the numbers. Retrieved from http://stateofthemedia.org/2013/newspapers-stabilizing-but-still-threatened/newspapers-by-the-numbers/ 

Matsa, K.E. (2012). Magazines: By the numbers. Retrieved from http://stateofthemedia.org/2012/magazines-are-hopes-for-tablets-overdone/magazines-by-the-numbers/

Slate V. (2007). Ad Report Card: The 12 Master Formats. http://link.brightcove.com/services/player/bcpid271557392?bctid=1119288350

TVB. (2012). TV basics. Retrieved from http://www.tvb.org/media/file/TV_Basics.pdf

Internet and Social Media

Click on this link for some interesting facts about social media marketing. http://www.l2thinktank.com/research/social-platforms-2013

Baker, S. (2003). POP-UP ADS HAD BETTER START PLEASING. Businessweek, (3861), 40. 

IAB. (2013). First quarter 2013 internet ad revenues set new high, at $9.6 billion. Retrieved from http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_rele ase/pr-060313

Lee, J., & Ahn, J. (2012). Attention to banner ads and their effectiveness: An eye-tracking approach. International Journal of Electronic Commerce, 17(1), 119-137. 

Lee, K. (n.d.). Introduction to search engine marketing. Retrieved from http://www.sempo.org/?page=intro_to_sem

Naylor, R., Lamberton, C., & West, P. M. (2012). Beyond the "Like" button: The impact of mere virtual presence on brand evaluations and purchase intentions in Social Media settings. Journal of Marketing, 76(6), 105-120.

TVB. (2012). TV basics. Retrieved from http://www.tvb.org/media/file/TV_Basics.pdf