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Radio and TV

Radio and TV. AGED 3142. Radio. The medium of the mind Radio forces listeners to visualize concepts and ideas Visualization causes people to internalize what they hear It also causes them to retain information. Benefits and uses of radio.

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Radio and TV

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  1. Radio and TV AGED 3142

  2. Radio • The medium of the mind • Radio forces listeners to visualize concepts and ideas • Visualization causes people to internalize what they hear • It also causes them to retain information

  3. Benefits and uses of radio • Radio is popular, local, and less expensive than television • Radio has a relatively small to medium channel capacity • Radio has a relatively large reach • Radio is especially effective at building public awareness

  4. Who’s who in radio • Station manager--the big boss • Program producer/director--coordinates programming • News director--coordinate local news broadcasts • Advertising sales reps--sell airtime • DJs, news anchors, other “talent”--have some say in programming

  5. Demographics and radio • Radio professionals know the exact demographics of their station • They even know the demographics for different portions of their programming • Most will be honest with you in selling airtime • You must know your target audience before talking to a radio professional

  6. Radio news • Positive news about your organization is low-cost advertising • News directors constantly search for interesting tidbits • News stories are typically 30 seconds long, so radio news releases should be short

  7. Radio PSAs • Radio stations perform PSAs as a community service • PSAs are usually announcements of events or new information • PSAs that attempt sell or advertise a product or service for profit will not be aired

  8. Television • TV is America’s most popular mass medium • The public sees TV news as being highly credible • With a channel capacity that is broader than radio, TV has a large reach, but can be expensive

  9. Benefits and uses of TV • Advertising on TV is highly effective for some companies • News that appears on TV news shows can be an outstanding form of PR • Advertising can be well-targeted demographically according to station programming

  10. Who’s who in TV • Same as in radio, but TV staffs are larger, especially on the creative side (photographers, videographers, editors)

  11. Pitfalls of TV • Subjects of news or advertising must be able to have a positive visual appearance • TV ads are expensive and time consuming to produce

  12. Getting feedback • Obtaining feedback for radio and TV efforts is extremely difficult • TV stations rely on Nielsen ratings, but even those don’t indicate how your message affected an audience • Radio has even fewer feedback mechanisms

  13. Feedback, cont’d • The best feedback may come from specific indicators: • Sales increases • Increases in participation • Increases in requests for information • Increased news coverage from other stations and other media

  14. Concluding Points • TV and radio are relatively expensive media in terms of production and advertising time • They can be highly effective, reaching large, targeted audiences • They have low to medium channel capacities • Advertising spots and news stories are about 30 seconds on average • Radio may reach audiences at times when TV is not an option • TV’s visual images are most memorable

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