Embedded Advertising through Radio Programming – A Case Study of the Restaurant Owners for the Asia Radio Network

• Main Authors: Miao-Ni Chung, 鍾妙妮
• Other Authors: Gt-Zu Chuan
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/2p7ngu

碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 97 === Since 1999, the overall commercial productions of the five major media in Taiwan have been decreased each year. In order to survive, the media seek ways to reduce the cost and enhance their productivities. Competitions among radio stations are especially acute due to the mushroom of new stations. The use of product placement helps secure the advertisers’ budget by evading the government’s restriction on the amount of second placed on commercials. Comparing to traditional means of advertising, product placement has a variety of ways of presentations and channels, lower cost. and better effect. As a result, it catches more attention from the media managers, advertisers, and the field of marketing researches. The purpose of this research is to study what elements the advertisers value most when they choose product placement as a means of advertisement. The subjects of this study are the restaurant owners who have buy commercial time from the Asia Radio Network. The researcher conducts a comparative-causal analysis by cross-examining the advertisers’ “types of businesses,” “types of advertisers,” and “years of business with the Networks” with “placement program,” “placement methods,” and “placement effectiveness.” This study utilizes a questionnaire survey as the instrument for data collections. The questionnaires were sent to 118 targeted restaurant owners in October 2008. A total of 102 survey questionnaires were returned, rendering a response rate of 86.4%. Among them 91 are considered valid. The research finds that: 1) The advertisers consider the following elements, in order, are the most important: program listening rate, program airing schedule, the host, the targeted audience, and public goods. The image of the radio station and program are considered as second important, but still valued more than the frequency and the broadcasting time the brand name mentioned during the program. 2) Significant differences in “explosion method: conversation” and “explosion method: unit” are seen among different “types of advertisers” and “cooperation years” groups. From the researcher’s empirical experience, in early days during commercial interviews, the business owners preferred peddler-like style commercial campaign. They demanded their products being mentioned more frequent and more airing time. However, the result of from the survey shows the business owners have learned the lessons that the product placement advertising would be more effective if it adopts methods of presentation that are more sympathy to the audience concerns. Keywords: product placement, radio station management, radio commercials, Asia Radio Station, restaurant