Marketing Communications

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Marketing Communications
Advertising Media

Spot announcements are very valuable when used in the following ways:

1. To stretch a limited advertising budget. The advertiser pays only for the time period in
   which his commercial is run.


2. To secure repetition and frequency of contractor exposure. Repetition and frequency can
   be increased, because no programme costs are paid.


3. To secure maximum scheduling flexibility, since spot announcements can be scheduled on
   a time available basis or cancelled overnight.


4. To put maximum pressure on a market during the product’s peak selling season.

Many of the disadvantages of network television can be overcome through use of spot announcements
on local radio or television stations purchased on a market-by-market (not network) basis.

ADVANTAGES OF SPOT ANNOUNCEMENT

1. GEOGRAPHIC AND TIME FLEXIBILITY: the problem of purchasing network programme
   time is the commitment of the message to appear in nearly all markets where the programme
   is transmitted, despite the difference in market potentials. Spot announcements are an
   effective alternative when the creative advantages are desired. Total costs are usually reduced
   through minimization of waste coverage.


2. RESELLER SUPPORT: spot announcement can be used effectively in cooperative advertising
   programmes, for identification of local dealers, and in other ways, to achieve dealer support.

DISADVANTAGES OF SPOT ANNOUNCEMENT

1. CHAOTIC BUYING PROCEDURE: when local time is purchased, the buying situation
   can become chaotic. There is little uniformity in rates or in quantity discount plans. In
   addition, favoured advertisers receive desirable time periods, and a personal relationship,
   also difficult negotiations may be necessary to achieve the best time purchase.


2. COMMERCIAL CLUTTER: an excess of commercials can occur with a station having to
   crowd various messages within the time of exposure, thus leading to a problem of lower
   recall of brand advertised.


3. STATION BREAK PERIODS: because the station will frequently interrupt the local
   programme to insert spot announcement, the audience or viewership number may tend to
   reduce as many people may stay away when the spot announcement interruptions come
   on air.

TIME CLASSIFICATION INTO DAYPARTS ON RADIO AND TELEVISION

The broadcast day is divided into time periods called DAYPARTS, with each part of the day’s air time
targeted at various market segments identified through research.