OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options

<< NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION

UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE >>

Advertising and Promotion (MKT621)

Lesson 34

OTHER ADVERTISING MEDIUM

OVERVIEW

Magazines are also an important medium of advertising amongst the print media the students

will be explained as to who should use magazines for their advertisements and cost to be

incurred thereon. Besides this a traditional yet effective electronic media like radio and its

usage and its utility will be discussed. The students will also be explained the criteria and

essentials of making a good spot to be released on radio. Like radio television has assumed lot

of importance as a very effective advertising media and with the advent of many channels it

gives a great opportunity for the advertisers to use this very illustrative and effective medium.

In this context students will know about producing TV spots, a typical TV script and the

process of choosing a production company to prepare outstanding TV advertisements.

HOW TO USE MAGAZINES:

Who should use magazines?

Magazines are primarily directed at a broad market like newspapers but our directed at specific

audiences therefore there are an excellent medium for advertisers who's potential market is

highly targeted and / or scattered over a vide geographical area with their long slow publication

schedules magazines are for those advertisers who are more interested in building long term

business than generating rapid sales. To elaborate further following is the classification of

advertisers who should use magazines.

· Whose potential market is highly targeted and / or scattered over a wide geographical

area.

· For advertisers with a broader target and a more narrow geographic range.

· For advertisers who have patience & generally for those more interested in building long

term business than in generating rapid sales

Cost of magazine advertising:

Generally the cost of magazines advertising vary based on following criteria.

1. Types of magazines.

2. Circulation.

3. Positioning.

4. Strength.

HOW TO USE RADIO:

Who should use Radio?

Following are different components of consumers who can effectively use this medium for

immediate response for their sales or promotion.

· Almost any business serving a consumer market can use Radio.

· Radio can bring immediate response for your sale & promotion.

· It is equally good at increasing awareness of your business.

Costs:

The costs vary based on following factors.

· An excellent radio spot can be produced from nothing to several thousand Rupees.

· Air time depends upon coverage and Size of the market.

· Radio station rates are based on 3 Factors.

i. Length of spot.

100

Advertising and Promotion (MKT621)

ii. No of spots bought in a given time.

iii. Time of day the daypart.

Daypart buying options:

The chunks and spots costs vary based on the part of the day and the position of the ad with

regard to the timing and program results in variation of costs thereby resulting in different day

part buying options. Following are three different day part buying options.

Buying by specific daypart: Specific dayparts that are at the precise time in which they

want their ads to be heard.

Buying package: Buying a package of spots at a flat rate & the station decides when

the spots will run.

Buying sponsorships or adjacencies: Associating your company name with a specific

program. Adjacency is next to sponsorship just before or just after the program.

Producing a Radio Spot:

In order to produce a good and effective ratio spot following three basic elements should be

kept in mind.

Good Voice

· Using local radio talent.

· Using amateur voice

· Hiring professional voice talent.

Good Music

· Can produce original music

· Use free music from station's library.

· Buy canned music by popular music composers etc.

Good background Effects.

· Many available on line, and on radio etc.

Radio Copy Tips:

There are three things a radio spot (or any advertising needs to do.

Grab the attention of listeners in less than 7 SECONDS.

Make an offer.

Give the listener all the Information he or she needs to act on the offer.

AUDIO LOGOS:

If you cannot afford a jingle then there is inexpensive alternative. If you have a slogan than the

announcer can read it at the end of every single spot you ever produce this is called an audio

logo.

HOW TO USE TELEVISION:

Television is ideal for advertisers who need to demonstrate their product. As they say "Look

the customer in the eye" and creates sense of excitement. Many advertisers consider television

to the most powerful of all advertising media because it can give the viewer a sense of what it

is likely to actually own, use and experience what is being advertised. It is a complex, often

expensive medium that can demand more of your time, thought and budget than any other.

101

Advertising and Promotion (MKT621)

HOW TV STATIONS DIVIDE DAYS & RATES:

As with radio the TV stations also divide their day in to dayparts although these time divisions

may differ from place to place area to area yet a typical day looks something like given below:

Morning 6 AM to 9 AM

· Programs like news, weather, interviews etc.

· Typical Audience --- people getting ready for work

MID day. -------- 9 AM to 4 PM

· Programs like Dramas, game shows ,movies, some talk shows.

· Typical Audience ------ housewives etc.

Early Fringe. ------- 4 PM to 7 PM

· After school kid's shows, local national news etc.

· Typical Audience ---- Children, people coming back from work.

Prime Access. ----- 7 PM to 8 PM

· Game shows and entertainment etc.

· Typical Audience ---- General.

Prime. ------ 8 PM to 11 PM

· News , comedies, dramas and movies

· Typical Audience ---- General

Late Fringe.---- 11 PM to 1 AM

· News, Talk shows, Dramas, music shows, movies.

· Typical Audience ---- Adults, Teens etc.

Late Night. ----- 1 AM till 6 AM or sign off.

· Movies, Dramas.

· Typical Audience --- Adults, Teens

PRODUCING TV SPOTS

· FORMING CONCEPT: A good TV concept should be simple and the advertiser should

not try to say too much and show too much as such ads are confusing and cluttered.

WHAT MAKES A GOOD CONCEPT: The adds should be very simple, very

memorable, very effective and should be able to deliver the message about your business,

basically look for effectively communicative messages that will appeal to your target.

THE SCRIPT: The usage of the script while producing your commercial TV spot is

essential. A good strip at the end helps in preparing an effective television commercial.

Following is a typical TV script

102

Advertising and Promotion (MKT621)

TYPICAL TV SCRIPT

Video

Audio

FADE IN

Establishing shot of typical

Office; young mother at

Computer looks at watch.

Tight Shot

Announcer Voice Over

Face of young mother, Looking off to

camera left & Preoccupied.

She turns to look directly Into camera; Woman At home. Aren't they?

concerned

CUT to Medium shot of 8 Year girl Announcer: Sure, that's where you told

idling along street cars go by, one them to be, but kids Are kids, wouldn't

slows.

you rather be certain?

Tight

shot:

Woman's

hands

at Woman (ironically) Sure. I will just quit

keyboard, she gestures Helplessly.

my Job and stay home.

TWO SHOT

(no audio)

Child talks to shadowy

Male driver inside car.

Announcer: But now there's a way

even struggling single moms can afford

good, safe, after school child care....

LIVE VIDEO or SLIDES: Another way to save money for producing TV spots is to use

slides or art work instead of "live" film or video action. If used creatively slides or art

work can create an attractive, captivating spot.

CHOOSING PRODUCTION COMPANY: You can have two major options for getting

your TV spots produce:

Either let the TV station produce it

Or Hire an independent production co.

103

Advertising and Promotion (MKT621)

Appraise Production Company as under

When choosing a production company, keep following important points in mind:

1.See what they have done so far.

2.Check their experience for your type.

3.Ensure co. has broadcast quality equipment.

4.Beware of a co. bragging about equipment.

5.Know about co. charges before hand.

Tape or Film:

Hiring Talent:

104

Table of Contents: