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CHAPTER 16-USING ELECTRONIC MEDIA

CHAPTER 16-USING ELECTRONIC MEDIA. BROADCAST AND CABLE TELEVISION RADIO DIGITAL AND INTERACTIVE MASSIVE AUDIENCE APPEAL MOST AUTHORATATIVE-INFLUENTIAL AND EXCITING. TELEVISION ADVERTISING. PROS AND CONS PAGE 519 MASS COVERAGE-LOW COST-SOME SELECTIVITY,CREATIVITY-SOCIAL DOMINANCE

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CHAPTER 16-USING ELECTRONIC MEDIA

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  1. CHAPTER 16-USING ELECTRONIC MEDIA • BROADCAST AND CABLE TELEVISION • RADIO • DIGITAL AND INTERACTIVE • MASSIVE AUDIENCE APPEAL • MOST AUTHORATATIVE-INFLUENTIAL AND EXCITING

  2. TELEVISION ADVERTISING • PROS AND CONS PAGE 519 • MASS COVERAGE-LOW COST-SOME SELECTIVITY,CREATIVITY-SOCIAL DOMINANCE • DISADVANTAGES-COST-PRODUCTION AND AIR TIME-BREVITY-CLUTTER-LIMITED SELECTIVITY

  3. BROADCAST TV • CABLE TV • DISH TV • TV CONSIDERED MOST AUTHORITATIVE,PERSUASIVE AND INFLUENTIAL

  4. TYPES OF ADVERTISING • NETWORK ADVERTISING-SPONSORSHIP OR PARTICIPATION • SPOT ANNOUNCEMENT-SOLD NATIONALLY AND LOCALLYSYNDICATION(OFF-NETWORK, FIRST RUN,BARTER SYNDICATION) • PROGRAM LENGTH ADS( INFORMERCIALS)LOCAL ADVERTISING

  5. TV AUDIENCE MEASUREMENT • RATING SERVICES • NIELSON,ARBITRON • SMART-TV ( SYSTEMS FOR MEASURING AND REPORTING TELEVISION) • SIMMONS MARKET RESEARCH AND MEDIAMARK RESEARCH

  6. DEFINING TELEVISION MARKETS • DESIGNATED MARKET AREAS( DMAS) • DAYPART MIX • PRIME TIME MORE EXPENSIVE • AUDIENCE MEASURES(TVHH) • HUT(HOUSEHOLD USING TV) • PROGRAM RATING • AUDIENCE SHARE(HUT)

  7. BUYING TELEVISION TIME • DETERMINE COST AND AVAILABILITY(COST PER RATING AND COST PER THOUSAND) • NEGOTIATE PRICE • REVIEW AFFIDAVITS OF PERFORMANCE

  8. MEDIUM OF RADIO • PERSONAL.MOBILE • ADAPTABLE TO MOODS • SELECTIVE, LOW BUGET • RADIO PROGRAMMING AND AUDIENCE • PROS AND CONS OF RADIO ADVERTISING (P 538)

  9. TYPES OF RADIO ADVERTISING • NETWORKS • LOCAL • SPOT RADIO • DAYPARTS • DIFFERENT RATES ARE NEGOTIABLE-

  10. SEVEN STEPS IN PREPARING A RADIO SCHEDULE • PAGE 541 • FACTORS TO CONSIDER • CUME • FORMAT • TIME PERIODS • NEGOTIATED RATE

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