It will give view how to evaluate the broadcasting advertisement or media

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. Advertising:
Any paid form of nonpersonal communication
about an organization ,Product, Services, or Idea
by an identified sponsor.
Like: TV, Radio, Magazine, News Paper
Advertisement Cost per 10 second of IPL:4.5lac-
10lac
Viewers of IPL : 200 million
Viewers of Soccer world cup: 1000 million

3. Broadcast Media:
TV & Radio are the two main component of
broadcast.
Television:
In India :
73% urban household have TV
21% of rural population have TV
500+ channels

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5. Television Advantages
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Creativity and Impact
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Coverage and Cost Effectiveness
Captivity and Attention
Selectivity and Flexibility

6. Creativity & Impact:
• Present the motion picture of the
advertisement
• High Impact
• With sound color & motion ad became more
attractive

8. Coverage & Cost Effectiveness:
Mass coverage: as most of the people owning
TV used to spent at least once in a day
High Reach: Some of the top rated show
increased its viewership more than double of
the normal show. Like: KBC, Big Boss etc
Pepsi & Coca Cola spent more than 80% of the
budget of ad in TV itself

9. Captivity & Attention:
Target audience of particular programme are
much cautious about their schedule. At the
time of watching the programme they
encounter several advertisement.
Every 1 of 3 audience take break from the
programme in commercial ad, but rest give
sharp attention

10. Viewer Involvement
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11. Selectivity & Flexibility:
Telecasting of programme have different target
audience
It became easier for advertiser to choose the
programme for advertisement
Some time is reserved for specific target audience
Like: Saturday & Sunday Morning: Children
Daytime( 1pm-3 pm) : largely dominated by Female
Evening( 8.30pm-10.30 pm) Dominated by Male

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13. Television Disadvantages
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. Fleeting
Cost
Message
Limited Low
Attention Selectivity
Negative
Zipping Factors
Clutter
Zapping
Negative
Distrust
Evaluation

14. Disadvantage of Television:
Cost:
Lack of selectivity:
Fleeting Message:
Limited viewers attention:
Distrust & negative Evaluation:

15. Cost:
• Average production cost of advertisement is
approx 1.75 cr for 30 sec.
• If include any celebrity than the cost will be
astronomical high
• Small company unable to afford it.

16. Lack of selectivity:
• TV target the mass people
• Local advertiser cannot advertise
Fleeting Message:
Minimum advt. time slot is 15s
Short length of ad

17. Limited viewers attention:
Survey shows at the time of break viewers used
to go for refreshment.
Zipping & Zapping is also a big problem
Zipping: F.F
Zapping: Channel changing

18. Distrust & negative Evaluation:
• Studies show that various forms of advertising
are distrust & highest in commercial ad.
• Some adult advertisement comes in prime
time which may create –ve image.

19. .
.Morning 7:00 AM - 9:00 AM Mon. - Fri.
Daytime 9:00 AM - 4:30 PM Mon. - Fri.
Early fringe 4:30 PM - 7:30 PM Mon. - Fri.
Prime-time access 7:30 PM - 8:00 PM Sun. - Sat.
Prime time 8:00 PM - 11:00 PM Mon. - Sat.
Prime time Sun. 7:00 PM - 11:00 PM Sun.
Late news 11:00 PM - 11:30 PM Mon. - Fri.
Late fringe 11:30 PM - 1:00 AM Mon. - Fri.

20. Buying Television Time:
• The purchase of TV time is the specialize
phase of advertisement business.
• Company who invest more money in
advertisement they required prime slot.
• On the basis of priority marketer book the
space
Cost of TV ad for 15 sec: 1.5 L onwards

21. Methods of Buying Time
.
Spot
Sponsorship Participations
Announcements
.
1. Advertiser 1. Participating 1. May be
assumes sponsors share the purchased
responsibility for cost by daypart
the production 2. May participate or adjacency
and perhaps regularly or
content sporadically
2. Sponsor has 3. Advertiser isn’t
control and can responsible for
capitalize on a production
show’s prestige
4. Participants lack
control over
content

22. Up- Front market:
This is buying period that occurs before the TV
season begin.
Traditionally, prime time commercial spots,
particularly on the popular shows are sold in
this type of market.
Scatter Market:
This is the buying period that runs through TV
season.

23. Spot Advertising:
It refers to commercial shown on local TV
stations, with time negotiated & purchased
directly from the individual station.
National Spot Advertising:
All nonnetwork advertising done by a national
advertiser is known as national spot
advertiser.

24. Syndication:
Advertiser may also reach TV viewers by
advertising in syndicated programme. Here
shows, movies are sold to particular channel
forever.
Like: 3 idiots, lagan to sat max, Hit movies of AB
to satmax.

25. Sponsorship:
Advertiser took all responsibility for advertising
& finance to the show or Film.
Like: Coca cola , Pepsi etc
Participants:
Due to unaffordable rate of advt some
advertiser book the small space in it. nearly
90% of advertiser are of this category.

26. Measuring the TV Audience
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Total Audience Program Rating
Share of Households Using
Audience TV

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28. Radio:
In India:
• 48% of adult listen radio
• 266 FM station
• 5% of total ad revenue comes from Radio
• In 2007 about 4800 million spent in radio ad
• In 2011 it is expected about 12000 m
• Growth rate is 48% in 2011

29. In US:
• 13,000 radio station
• 6213 commercial FM station
• Average American spent 3 hrs weekday &
5hrs in weekend
• 567m radios in use
• 74% reach in America
• Approx $20 billion industry

30. Advantages of Radio
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Cost and Efficiency
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Receptivity
Selectivity
Flexibility
Mental Imagery
Integrated Marketing

31. Advantage of Radio:
Cost & Efficiency:
Selectivity & Flexibility:
Mental Imaginary:

32. Cost & Efficiency:
Rs.9-12 lakhs need for ad in two week.
Most of the house in rural area have radio
Most effective in Rural area

33. Selectivity & Flexibility:
• According to target audience it is very easy in
radio to change the voice
• Here the advertiser can change ad & reproduce
new ad even before programme
Mental Imaginary:
• It encourage the listener to increase their
imagination power after listening ad.
• Listener always think about ad after listening.

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• Visual elements of television commercials are
transferred into the consumer’s mind by using a
similar audio track in radio commercials

36. Limitations of Radio
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Creative Limitations
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Audience Fragmentation
Chaotic Buying
Limited Research Data
Limited Listener Attention
Digital Media Competition
Clutter

37. Limitation(disadvantage) of Radio:
Creative Limitation:
• It is major drawback. Absence of visual effect
• One can not show or demonstrate the product
Fragmentation:
• Due to large number of radio station its audience
is high level of fragmentation
• Top rated radio station have nos of FM channel &
only attract 10% of the audience

38. Chaotic Buying Process:
• Nos of Radio station present which make the
buying process of ad much chaotic.
• No any strong parameter for all India ad
Limited research Data:
• Audience research data on radio are often
limited.
• Due to lack of fund unable to perform research
work
• Data available are mostly old.

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