Broadcast not bounded by space, but by time

1
Chapter 10Broadcast andInteractive Online Media

• Broadcast not bounded by space, but by time
• Involves more than visuals
• Interactive Online media can incorporate print
  with sound and motion
• Can be transmitted anywhere
• More involving

2
Structure of the Television Industry

• Networks and Affiliates
• Public television
• Cable and subscription television
• Local television
• Television syndication
• Interactive television
• Changes in broadcast television

3
Television Advertising Audience

• Forms of television advertising
• Sponsorships
• Participations
• Spot announcements
• Buy upfront, scatter or opportunistic
• Measuring the television audience
• Nielsen indexes
• People meters
• ClusterPLUS

4
Advantages and Disadvantages of Television

• Influential
• Cost efficiency
• Impact

• Expense
• Clutter
• Selectivity
• Inflexibility

5
Structure of the Radio Industry

• AM / FM
• LPFM
• Public radio
• Web radio
• Satellite radio

6
Radio Advertising Audience

• Network radio
• Syndicated radio
• Network or spot radio advertising
• Measuring the radio audience
• Arbitron
• RADAR
• Timing is important

7
Advantages and Disadvantages of Radio

• Target audiences
• Flexibility
• Affordability
• Mental imagery
• High level of acceptance

• Listener inattentiveness
• Lack of visuals
• Clutter
• Scheduling and buying difficulties
• Lack of control

8
Internet Media

• Types of Internet advertising
• World Wide Web home page
• Banners
• Button ads
• Skyscrapers
• Sponsorships
• Minisites, pop-ups, and superstitials
• E-mail
• B2B Networks

9
Internet Advertising Effectiveness

• Measuring online advertising effectiveness
• Ad views
• Impressions
• Click-through
• Click-through rate
• Charging for online advertising
• Hits
• Cost per click
• Cost per lead/sale
• Tracking with cookies
• Buying time/space on the Internet

10
Advantages and Disadvantages of Internet
Advertising

• Customizing messages
• Merging databases
• Affordability
• Rich media

• Difficulty producing effective ads
• Difficulty measuring effectiveness
• Clutter and Negativity