MRTS 4435 Media Branding

Research shows this ad medium is still the 'king'

TV

In the 1980's broadcast has shown that when the number of channels grow over time

the number of channels viewers actually watch increases as well.,False

The purpose of a product or station promotion is to simply reinforce the overall image of the brand.

True

Branding deals primarily with

A product's reputation

Communicating the product's reputation to the consumer

The consumer and their needs/wants

Someone who produces and edits their own spots is called a

Preditor

Name 5 of the 10 TV station departments

Promotion

Engineering

Production

Accounting

Manager

Public Relations

Traffic

Programming

Digital

Sales

Concerning Sales promotions the 'brand' of the station must be conveyed to the sales staff so they can properly convey it to

the business community who may buy ad time on the station

Branding a product using an already established brand name is an example of:

Brand Extension

Give a real-world example of Brand Extension

Bud Light Seltzer

Brand Positioning is the image of a brand as it relates to a:

Competitor

The initial purchase or experience of a product which is also known as 'sampling' is...

Brand trial

Which of the following are techniques for effective promos that hold attention?

Utilizing the human face in promos

Use visual techniques like fades, flashes and dust to black to help with retention

Change up the pacing of the spot with several tracks of music and SFX

If we want to prove on-air that we followed through with what we as a station have promised we would do then we would air a ___________ spot.

proof of performance

Broadcast television and radio stations are almost identical in the way they are formatted and branded; which makes them easier to cross promote.

False

ProMax

Creative individuals who would advertise shows and help establish the brand of the network, station, or channel

Getting attention in Promos

-start with statement of parody

-find element in process

-own it

-using visuals

-reality tv: let the cameras roll

who is in charge of execution?

- Aka: Promotion manager, creative services director, advertising and marketing director, audience development director, etc
- No matter what title they have, the ones in charge have to start somewhere

jargon of brand management

- Branding: Process of naming a product or business to distinguish it from its category competitors
- Brand Extension: Branding a new product with an already-established brand name
- Brand Awareness: simple recall or recognition of a brand within its own category
- Brand involvement: the degree of 'consumer energy' invested in the purchase or viewing of a product, station or show
- Brand Image: goes beyond image and deals with the meaning or reputation of the brand. Also known as 'brand associations'
- Brand Attitude: asks the consumer what their appraisal of the brand is
- Brand Preference: positive brand attitude towards a station, content provider or product
- Brand Positioning: image of a brand as it relates to its market competitors
- Brand Trial: also known as sampling. The initial purchase or experience of a product or show
- Brand Equity: the power of a brand name

sales promotion as branding

- The brand must be communicated to all employees and understand the brands vision, core values, etc
- Brands are being conveyed not only to viewers, but to the business community as well
- station client promotions must be carefully considered

learning from radio

- Radio people are masters at 'positioning' their stations in relation to the other stations. They know who they are and what they want to be
- 'The more unique and superior your programming content, the more likely a radio station will achieve listener loyalty
- properly branded radio stations tend to remain prosperous over the long run.

Which states have no billboards

Alaska, Hawaii, Maine, Vermont

cheats to being creative

- Don't force yourself to have a great idea or concept.
- Distract yourself into it.
- Keep a cheat sheet/notebook of random ideas
- Take a 'literal' approach ('how to keep fresh fruit from dying')
- work/brainstorm as a team

building brand equity

Brand equity is good because successful consumer brands tend to remain successful

what builds brand awareness/equity/image

- Simplicity of execution (most famous logos are simple)
- Most people are aware of these brands, but can give little feedback on what they are about

- Relevancy: for cars, MPG vs safety. Which one is more important in this ad?
- Emotion: good branding determines what the audience thinks and feels?

building tv brand equity

- Proper positioning builds brand image (showing difference with your competition)
- Primacy/'being first' builds brand image (think of when 'live doppler radars were new)
- Borrowing an established brand name builds image (must help the new brand and not harm the established brand)
- Appreciate your loyal customers/viewers
- Manage change. Must change with the times without losing connection to your loyal audiences. Don't change just for change's sake
- Switching brands. Going after your competition's audience. They must be convinced there are obvious and important differences in the media/TV station brands

measuring tv brand equity

- Now we know what brand equity is, we have to find ways to measure its success for failure
- Garbage in/garbage out: doing 'bad' research is worse than doing no research at all
- Attitude vs behavior: what people say isn't always what they do in a survey (ie - good news brands)
- Would you rather see friendly, non-hyped news that's safe for the whole family or coverage that has more of a 'bleeds it leads' mentality?
- bad data interpretation leads to bad management decisions
- always best to hire a research pro

key ways to measure tv brand equity

- Measure awareness (simple channel name, slogans)
- Watch the set

how market share is used to measure brand equity

- Ratings: a tv shows ratings refers to the number of households who tuned in to watch the content
Rating = (number of viewers/total universe of potential viewers)
- Share: a percentage of the audience that was actually watching tv at the time.
Share = (number of viewers/total number of tv watchers)

In DFW, one rating point is equal to about 80,000 viewers

the streaming world

- In the streaming world, we measure success largely by impressions
- In the simplest form, an impression is when an ad appears in front of a viewer providing a chance to be seen
- Impressions are not a measure of whether an advertisement has been clicked on, but how many times it was displayed or had potential "eyeballs" on it, which leads many to debate how accurate the metric is, it is the base.... CPM (Cost Per Mille - Thousand)
- CTV~ a connected tv: is any tv set connected to the internet
- OTT~ over the top: refers to streaming services that deliver content via the internet. The service that provides internet enabled content to a device, and often those devices are CTV's