The Advertising Media: Broadcast

11. Manila Broadcasting Company is a radio and television network owned by the
FJE Group of Companies in the Philippines. Its AM flagship station, DZRH is
the oldest radio station in the country while its FM flagship station, Love Radio
is the current #1 station in FM radio ratings in Metro Manila and several key
cities.
MBC's corporate headquarters and studios are located at MBC Building, Sotto
St., CCP Complex, Pasay City. The current president is Ruperto Nicdao Jr.
MBC owns over 500 radio stations throughout the Philippines and the largest
radio network in Asia. The company has seven different brands and most well
known of which are DZRH Nationwide, Aksyon Radyo, Love Radio, Yes FM,
Hot FM, Easy Rock, and Radyo Natin. The number "500" is in question as
according to the NTC, there are only 580 licensed FM stations and 375 AMs in
the country.
Aside from radio, it has returned into TV broadcasting with its cable TV channel
(DZRH News Television) and five affiliate regional TV channels.

12.  Radio advertising is an
innovative way to reach
thousands, and sometimes
millions of listeners, and to
therefore reach a broad
audience.

Reach individuals when
they are in their homes, in
their cars, while they are on
the Internet, and can even
reach them in a public
setting .

14. The following are the practical steps in producing radio advertisements:
1. The advertiser selects a producer or agency.
2. The producer or agency prepares bill of materials or cost estimates.
3. The producer or agency selects a recording studio.
4. The producer or agency selects talents.
5. The producer or agency selects a musical director and background
music.
6. A rehearsal is schedule.
7. The studio records music and sound separately.
8. The studio combines musical scoring and sound track with voices.
9. The producer or agency prepares several copies taken from master
tape for distribution to radio stations or programs.
10. The advertisement is now ready on the air!

15. 1. STRAIGHT ANNOUNCER TECHNIQUE
- an announcer or personality delivers the entire script.
2. TWO-ANNOUNCER TECHNIQUE
- two announcers alternate delivering sentences or groups of
sentences of advertising copy.
3. ANNOUNCER-ACTOIR TECHNIQUE
- includes actor or actress voice giving reactions to the line
delivered by the announcer.

16. 4. SLICE-OF-LIFE TECHNIQUE
- a dialogue which reenacts a true-to-life scene involving the
listener or talent in a problem situation where possible solution
is the advertised product or service.
5. JINGLE-ANNOUNCER TECHNIQUE
- a part of the copy is musical sound or song, combined with a
line delivered by the announcer which sets the product different
from other advertisements on radio.
6. CUSTOMER INTERVIEW TECHNIQUE
- the announcer may talk to an actual customer in the field or
within his studio booth, relating his experiences about the
product or service advertised.

17. 1. SIMPLICITY
2. COHERENCE
3. RAPPORT
4. BELIEVABILITY
5. INTEREST
6. DISTINCTIVENESS
7. COMPULSION

18. BROADCASTING:TELEVISION
The introduction of commercial television marked the beginning of one of the
most powerful and successful advertising media ever created.
*Tv became a mass medium by 1948
*1948 to about 1960 network tv shows were sold to sponsors . While local
station in u.s accepted both sponsorship and spot commercial.
*Frequently,to save money , two advertisers shared a given program through
a plan of alternative - week sponsorship.
*1960 , 60 second commercial became the basic advertising unit(practice of
of piggybacking )
Today, advertisers have virtually abandoned networked program sponsorship
except for specials, and 30 second spot has become the standard unit.
*during early years of television, commercial produce and perform live.

19. *1st commercial TV broadcaster sa ASIA!:
[ABSCBN: (1953) / GMA: (1975)]
*1st tv station inbtroduce color television1960s:
[ABSCBN: (1966) / GMA: (1979)]
*1st tv station introduce TV LOGO:
[ABSCBN: Sarimanok (1967) / GMA: Rainbow duce Satellite (1988)]
*Unang Tv station na nag-live transmittion sa buong mundo via Satellite!:
[ABSCBN: Apollo 11, Moon Landing (1969) / GMA: Papal Visit '95 (1995)]
*Unang TV company na nag-introduce ng OB (Outside Broadcast) Van:
[ABSCBN: (1973) / GMA: (1989)]
*Unang TV station na gumamit ng Satellite broadcasting sa Pilipinas:
[ABSCBN: Sarimanok Satellite (1990) / GMA: Republic Broadcasting Grp.
(1998)]

20. *Unang TV station na nag-exclusive ng international broadcast right:
[ABSCBN: Barcelona Olympic '92 (1992)
*Unang TV station na nag-introduce ng terrestial network sa Pilipinas.
[ABSCBN: TFC The Filipino Channel (1994) / GMA: GMA Pinoy TV (2003)]
First TV Station
Alto Broadcasting System (ABS) Channel 3, the first television station in the co
untry, went on the air in 1953.
First TV Station
Alto Broadcasting System (ABS) Channel 3, the first television station in the
country, went on the air in 1953.

21. •ABS- CBN (1953)
•People’ s television network (1974)
•Associated Broadcasting Corporation ABC5 / TV 5 (1960/1992/2008)
•GMA network (1961)
•Radio Philippines Network / Solar entertainment (1969 frequency used
by CBN from 1958-69)
• Intercontinental Broadcasting Corporation (1960)

22. •The company traces beginnings to June 12 1946 when James
Linderberg , an American engineer established the Bolinao Electronics
Corporation (BEC) which specialized in assembling transmitter.
• First license tv station in Congress of the Philippines then became
radio station due to scarcity of raw materials and import controls
• In 1952 Antonio Quirino brother –then of late President Elpidio
Quirino ,he was interested for tv station and choose to bought 70% of
BEC and called ALTO BROADCASTING NETWORK
•ALTO from Antonio Quirino’s wife Aleli and his nick name Tony
•October 23 !953 was the first aired
• September 21 1972 Marcos Administration closed down the network
• !987 , revived ABS CBN

23. •Former Loreto F. De Hemedez Inc to RBS (Republic Broadcasting
System) 1961-1972
• Loreto F. De Hemedez Inc through RBS’ DZBB which is started airing its
radio broadcast on march 1 1950 and officially launched as local radio
station in Manila in June 14 1950
•Robert La Rue “Uncle Bob Stewart (1943) an American Coresspondent
who owned RBS. And started its television station through DZBB TV
channel 7 which is composed of foreign program from USA and later
produced local programs.
• Loreto Feliciano is wife of Uncle Bob
•Martial law september 21 1972 , local tv station alleged “communist
propaganda “
•In 1984 Imee Marcos attempted to take GMA network but Jimenez and
Gozon fight for it.

24. Loreto F.
De
Hemedez
Inc
RBS
(Republic
Broadcastin
g System)
GMA Greater
Manila Area
GMA
Global
Media Arts

25. • Ultimate advertising
medium for many
businesses
• Combines all creative
elements: sight, sound,
action and color
• Most T.V. ads are 30 or 60
second spots

26. Elements of Television Communication
 Visual elements- emphasize good visual and
attractiveness in the eyes of viewers(movement)
 Talent- Commercial presenter,deliver sales
messages
 Props- Presentation and display
 Sets-Relevant to scene or messages
 Audio Elements- to deliver messages well and
give energy in commercial.

27. Script for television advertisement is called the storyboard.
This is divided into two parts:
• The right side is the audio, and the left side is the video; or another way is:
the upper frame is the video, and the bottom frame is the audio. The
video includes the camera action, scenes; whereas, the audio includes the
spoken words, the sound effects, and music.
Scenes on the typical storyboard are sketched in frames by the
art director, and the audio printed on the right or underneath of each scene.
This will help the advertising agency and the client visualize the concept ,
estimate the expense, present to management for approval and final guide
for shooting. This is final vision of what the advertisement will look like.
Television advertisement goes beyond the use of words, but also n
believability, credibility, and relevance.

29. DAVID OGILVY points out the following principles in television
advertising:
 The opening should be a short, compelling attention getter – a visual
surprise, compelling in action, drama, humor or human interest.
 The demonstrations should be interesting and believable-authentic and
true to life’ they should never appear to be a camera trick.
 The commercial should be ethical, be in good taste, and of offend local
mores
 The entertainment should be a means to an end and not interfered with
the message.
 The legal general structure of the commercial and the copy should be
simple and easy to follow. The video should carry most of the weight, but
the audio must support it.
 The characters should be the living symbol of your product – they
should be appeal in , believable, and most of all, relevant.

30. Further, COURTLAND BOVEE and WILLIAM ARENS
offered this checklist for creating effective television
commercials:
1. The opening should be pertinent, and relevant. It should
permit a smooth transition to the balance or the commercial.
2. The situation should lend itself naturally to the sales story-without
the use of extraneous, distracting gimmicks.
3. The situation should be high in human interest.
4. The viewer should be able to identify with the situation.
5. The number of elements should be held to a minimum.
6. The sequence of ideas should be kept simple.
7. The words should be short, realistic, and conversational.

31. 8. Words should interpret the picture and prepare the viewer for the next scene.
9. Audio and video should be synchronized.
10. The audio copy should be concise-without wasted words. Fewer words are
needed for TV than for radio. Fewer than two words per second is effective for
demonstrations. Sixty-second commercials with 101 to 110 words are most
effective. Those with more than 170 words are the least effective.
11. Five or six seconds should be allowed for the average scene, with none less
than three seconds.
12. Enough movement should be provided to avoid static scenes.
13. Scenes should offer variety without ‘jumping’.
14. The commercial should look fresh and new.
15. Any presenters should be properly handled-identified, compatible, authoritative,
pleasing, and nondistracting.
16. The general video treatment should be interesting.

32. SPOKESPERSON
- Uses a ‘presenter’ standing infront of the camera delivering the
copy directly to the viewer. It should be somebody who is likable and
believable but not so powerful as to attract attention away from the
product. The product should still be the hero.
TESTIMONIAL
- This should use a well known celebrity who is believable; or a
satisfied customer. The testimony should sound natural that the name of
the product comes across well. People are often persuaded by the
opinions of individuals they respect.

33. DEMONSTRATION
- This should show how the product works and how to
use it. It should be relevant. This technique is popular for
some types of product.
CLOSE – UPS
- A voice over is used than a presentation by someone on the
screen, where a close – up or focus is done on the product alone.
STORY-LINE
- This is similar to making a miniature movie, except that the
narration is done off-screen.
SLICE-OF –LIFE
- This is a little play that portrays a real-life situation. This is
based on the pattern of presenting a ‘predicament-solution-happiness’.

34. CUSTOMER INTERVIEW
- This involve non-professionals, an interviewer or off – screen
voice asking a housewife about her experience in using the product
advertised.
VIGNETTES AND SITUATIONS
- This may use computer – generated graphics and simulations,
or cartoonist technique with puppets or photo animation.
STOP MOTION
- Objects and animals, or the product itself is given life in this
technique. This makes the product walk, run, dance and do live tricks.
The object is photographed in series of different positions or movement.
ROTOSCOPE
- Animated and live action sequences are produced separately
and then opticals are combined.

35. Producing a television commercial involves three stages or
steps: pre-production, production and post-production.
 PRE-PRODUCTION phase includes all the work prior to the actual
day of filming the preparation of storyboard, selection of talents and
casting, choosing and arranging the locations for indoor and outdoor
scenes, estimating costs, finding props and costume.
 PRODUCTION is the actual shooting of the advertisement which can
be very long and tedious. Shooting encompasses the work of filming or
videotaping the scenes. Scenes are not necessarily shot in order. All
indoor scene must be shoot first, then followed by all the outdoor
scenes. Between the shooting of the scene, a long interval may be
required to move the camera, reset the lights, reposition the actors, and
pick up the action, sound, and look to match the other scene.

36.  POST-PRODUCTION phase is where the commercial is actually
put together. Scenes are edited, music and sounds effect are added,
voices are dubbed and other last minute changes. External sound is
recorded, which includes the actor’s voices, the announcer, the music
track, the singers and sound effects.
With the rising costs of commercial production, ROMAN and
MAAS list these factors:
1. Superstar talent
2. Location shooting
3. Large cast – people and animals
4. Animation
5. Opticals, special effects, stop motion
6. Studio shooting
7. Set decoration
8. Photographic equipment
9. Legal requirements
10. Night, week-end filming

37. In buying television time, the advertisers determine available
programs and rates, evaluate programs ratings, negotiate for the price,
determine reach and frequency, sign the contracts, and, finally, review the
affidavits of performance to be sure the commercials ran as agreed.
Availability of programs can be determine by media buyers thru the sales
representative for the stations they are considering for placement of the
advertisement.
The media buyers provides the sales representative the data about
the advertiser’s media objectives target audience and requests for the list of
available time slots along with the price and programs ratings. The list is
called the avails, which include all the data requested based on the last
ratings.

38. To determine most efficient program, cost per rating point
(CPP) and the cost per thousand (CPM) must be computed as
follows:
Where: Cost per Rating Point = Cost/Rating
Cost per Thousand = Cost/Thousands of People
Supposing the program “Deal or No Deal” has a rating of 5,
reaches 400,000 people in the audiences, and cost Php 30,000 for a
30-second spot on Channel 2. Then:
Cost per Rating Point = Php 30,000/5
= Php 6,000.00
Cost per Thousand = Php 30,000/400,000
= Php 75

39. Obviously, the lower the cost per thousand, the more efficient
the show is against the target audience. The buyer may negotiate lower
rates by working out a package deal, may take advantage of
preemptive rates, which allows the station to sell the spot for a higher
price to another advertiser, or can receive a lower rate by accepting
run-of-schedule positioning, which means the station chooses when
to run the commercial.
After running the spots, a notarized form is given back to the
advertiser, indicating when spots were aired and ‘make-goods’ are
available to compensate for spots the station missed or rank incorrectly.
• An affidavit of performance is an evidence that the commercials
were aired as paid for.

41. Media planners define television station’s audience and
efficiency in various ways. The TV households (TVHH) is the
number of households that own television sets.
• The percentage of homes in a given area that have one or
more TV sets turned on at any particular time is called
households using television (HUTV); and the percentage
of TV households in an area turned on to a specific program is
the program rating or the share of audience.
Such that, if there are 1,000 households with television
and 500 are turned on, HUT is 50% (500/1,000). From the
500, 80 are turned on the Channel X, then 16% is the
program rating (80/500).

45. Prepared by:
GROUP 2 