促銷管理整合營銷學(xué)chapter

1、Chapter 8Broadcast mediacontentTVRadioMedia Vs VehiclesMedia/ medium- TV, MagazineVehicle- BBC, TimesTVTypesNetwork TV adsCompanies that market products nationally often use network TVExpensive in terms of per-unit cost but cost efficient to reach mass audienceSpot TV adsPlaced or spotted only in se

2、lected marketsTVSyndication TV adsA TV show is marketed to as many network-affiliated or cable TV stations as possible and shown as rerunsSyndication is the sale of the right to broadcast radio or TV shows by multiple TV or radio stations without going through a broadcast network. though the process

3、 of syndication may conjure up structures like those of a network itself, by its very nature. A syndicated program is licensed to stations for cash (the stations purchase rights to insert some or all of the ads at their level); given to stations for access to airtime (wherein the syndicators get the

4、 ad revenue); or the combination of both. TVSubscription TV adsRequire users to subscribe to a Pay TV provider to receive signals via satellite （eg.高爾夫網(wǎng)球頻道）Reach more finely targeted audiences; high network ad. Prices and declining audiences; demographic composition of the audiencesInfomercials (專題廣

5、告片)Long commercials (often 28-30 minutes) often run on subscription TV combing product news and entertainmentFit for technologically complicated productsDemands for marketing accountabilityStrengths and limitations of TV adsStrengthsDemonstration abilityIntrusion valueAbility to generate excitementO

6、ne on one reachAbility to use humorEffective with sales force and tradeAbility to achieve impactLimitationsCostAudience fractionalizationsZipping and zappingClutterBrand or product placementBrand mention in the scriptProduct seen in shotProduct seen being usedProduct used and mentionedNegative place

7、mentEmbedded Commercials in TV programs廣告投放策略舉例廣告投放的策略模式要不斷根據(jù)實(shí)情調(diào)整。廣告投放不單單是廣告排期那么簡單，對(duì)于欄目廣告的投放、電視劇廣告的投放、綜藝類節(jié)目廣告的投放，應(yīng)該因節(jié)目的差異而確定廣告的排期和廣告的暴露頻次。創(chuàng)維投放鳳凰衛(wèi)視鏹鏹三人行采用節(jié)目贊助的形式而沒有采用投放廣告的形式，原因在于鏹鏹三人行的目標(biāo)受眾是高收入人群，他們對(duì)該節(jié)目具有廣泛的興趣，但不會(huì)每集都收看，具有偶然性，所以采用欄目贊助的形式將最大程度保證受眾的廣告實(shí)際有效達(dá)到率。創(chuàng)維對(duì)于C C T V - 3 同一首歌欄目采用的廣告形式是節(jié)目中插播廣告，該節(jié)目觀眾收視習(xí)

8、慣固定，比較于欄目贊助，采用廣告插播也可以迅速達(dá)到廣告目的，但比欄目贊助廣告成本更低。如何評(píng)估電視欄目的廣告投放價(jià)值收視表現(xiàn)頻道覆蓋欄目收視率收視趨勢- 收視穩(wěn)定性和成長性欄目品質(zhì)包括欄目權(quán)威性、獨(dú)特性、內(nèi)容專業(yè)性、觀眾認(rèn)可度等多個(gè)方面。受眾構(gòu)成欄目受眾與廣告目標(biāo)受眾的吻合程度, 仍是企業(yè)媒體選擇的重要參 考依據(jù), 但廣告目標(biāo)受眾不僅應(yīng)該包括產(chǎn)品的直接使用者, 還應(yīng)包括 產(chǎn)品購買者、決策者、意見影響者等購買過程中的各種參與角色。廣告環(huán)境這里的廣告環(huán)境是指狹義的欄目廣告競爭環(huán)境。優(yōu)良廣告環(huán)境會(huì) 使企業(yè)品牌信息得到充分展示, 同時(shí)帶來觀眾高記憶度TV audience measurementPeo

9、ple Meter- a hand-held device slightly larger than a typical TV channel selector that has eight buttons for family members and two additional for visitorsThe rating processEstablishing surveyThe Panel households selectedThe People meter usedTransmission of collected data from the meterProduction sof

10、tware controlling the data processingProgram database built by feeding broadcast logs into the production softwareUsers PC to download the data and analyze itRadio adsStrengthsAbility to reach segmented audiencesIntimacyEconomyShort lead timesTransfer of imagery from TVUse of local personalitiesLimitationsClutterNo VisualsAudience fractionalizationBuying difficultiesRadi