1. Issues in Traditional Media
(Broadcast Media)
Michael Lassiter C. Aaron Westbrook

2. Media Impact
 “Measure of the effect a medium has on its
audience”
 Media Effectiveness
 Extent to which an activity fulfills its intended
function or purpose
 Media Effectiveness Research
 Insight on which medium is most effective for
their specific needs

3. Media Effectiveness
 Inter-Media Effectiveness
 Intra-Media Effectiveness
 Media Mix

4. Media Effectiveness Research
% Total Adults
Learn Most Most Most Most
Medium Products Persuasive Authoritative Influence Exciting
Television 53 70 49 79 78
Radio 5 6 10 3 5
Newspapers 10 11 22 7 4
Magazines 16 9 12 4 6
Internet 17 5 6 7 7
Total 101 101 99 100 100

5. Traditional Media
 Advantages v. Disadvantages
 Television
 Radio
 Newspapers
 Magazines
 Out of Home

6. Television
Advantages Disadvantages
 Mass reach  High cost
 Selective reach  Declining cost
 Multi-sensory effectiveness
 Intrusiveness  Intrusiveness
 Media flexibility  Zapping
 Creative flexibility  Geographic coverage
 Purchase funnel impact
http://www.adweek.com/video/advertising-branding/six-
questions-will-big-super-bowl-spot-ever-die-146996?auto

7. Super Bowl Ratings
 108.41 Million Viewers
 3rd Highest TV rating ever…
 Super Bowl XLV ranks 2nd
 Where do other mediums rank?
 Radio – Rush Limbaugh (14.75 million weekly listeners)
 Newspaper circulation – USA Today (2.5 mill. Circulation)
 Magazine circulation – AARP (22.4 mill. Circulation)
 Out of Home – I-405 San Diego, CA (AADT of 378,000)

8. Radio
Advantages Disadvantages
 Targeting  Advertising exposure
 Cost efficiency  Non-visual
 Tighter geographic  Non-intrusiveness
targeting  Commercial positioning
 Affordability
 Creative Impact
 Imagery transfer
 Research Findings

9. Newspapers
Advantages Disadvantages
 Editorial context  Declining quality
 God reach  Perceived editorial bias
 Shopping comparison  Cost efficiency
 Geographic targeting  Rate inequities
 Ad clutter
 Declining audiences
 Production quality
 Logistics

10. Magazines
Advantages Disadvantages
 Communication  Selective perception
 Long issue life  Lack of immediacy
 Targeting  Cost efficiency
 Context  Slow to build reach
 Excellent color  Imprecise geographic
 Promotion targeting
 Prestige
 Competitive edge
 Enhanced media mix

11. Out of Home
Advantages Disadvantages
 Large audience potential  Glance medium
 Measurement system  Distorted size perception
 Simple awareness  Location, location, location!
 Geographic flexibility  Obstructions
 Ethnic group targeting  Limited availabilities
 Fit in media mix  Problematic creative
 Low CPMs

12. Trouble…
Trouble…
TROUBLE!!!

13. Questions?