Differentiation of Products
Price
Service
Features (product)
Benefits (end user) - same if products are similar
Many products are basically the same, and differentiation in the market place is difficult
Effectiveness of Promotion
To be effective, promotion must be specific to the program - or even to an episode (TV).
To be effective, promotion must engage audience
Kinds of program content
Television-program focused
Radio - Format focused
Functions of Promotion
Attracting new listeners
Extending listening or viewing
Retaining listeners or viewers
Targets of Promotion
Audiences
Advertisers
Affiliates
Push
promotion spots in programs with similar audiences
Pull
information sought on web pages
Three Audience Goals
Attract new listeners (acquisitions)
Keep current listeners (maintenance)
Encourage current listeners to return to later daypart (recycling)
Aspect Ratio
Newspaper: Column inches
Newspaper: Display adds
Billboards: Paper
Billboards: Electronic/Painted
Television: HD
On-Air Promotions
Promos
Signatures
Liners
Sweepers
Jingles
Ratings Terminology
AQH
TSL
Rating
Share
Cume
Radio Act of 1927 and Communication Act of 1934 and Telecommunication Act of 1996
Public Owns the Airwaves
Private operation and financial support of broadcasting
Stations licensed to operate in public interest convenience and necessity
1. What is "co-op" promotion?
2.What is an "availability?"
3.For what do the letters "EPK" stand?
4.For what do the letters "HUT" stand?
What does TVHH mean
5.Name one of the viewer benefits identified by promotion consultant Graeme Newell in this chapter
1.is the sharing of costs for locally placed advertising between a retailer or wholesaler and a manufacturer. Many manufacturers have a set amount of cooperative advertising funds available per year, distributed as opportunities for collaboration arise.
2
6.Name one of three aspects of Variance Reports.
7.What type of station devotes a larger percentage of budget to promotions and marketing?
8.Basic accounting rules require that a budget plan include three items. Name one.
9.Name one of the four sample mea
6. Explain why an item is under/over planned budget
Note unusual circumstances that affected performance
Allows management to keep tabs on expenses
7.Usually affiliates or O&O stations
8.Inclusion of current year's budget information
Estimates of how clos
11.Differentiate between advertisement, promotion, and public relations.
12. Name one of the three cautions about promotions.
13.Name one of the qualities of a remote at an event.
14.What is difference between lottery and sweepstakes.
15.What is the key t
11.External
No Payment
Little, if any, control
Send press releases or VPR - cannot control where, or if, it appears
12.Consistent with brand and image
Produce only short-run success
Prepare station for sale (staging)
Need short term income
Increased audie
16.Name a type of on-air promotion.
17.Name a qualifier of a lottery.
18.Define AQH.
19.Why is aspect ratio a concern in non-TV advertising?
16.Promos
Signatures
Liners
Sweepers
Jingles
17.Prize
Chance
Consideration
18.Average Quarter-Hour
19.Advertisement needs to fit on various media with different aspect ratios
Newspaper: Column inches
Newspaper: Display adds
Billboards: Paper
Billboards: E