CHAPTER 16USING ELECTRONIC MEDIA

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CHAPTER 16-USING ELECTRONIC MEDIA

• BROADCAST AND CABLE TELEVISION
• RADIO
• DIGITAL AND INTERACTIVE
• MASSIVE AUDIENCE APPEAL
• MOST AUTHORATATIVE-INFLUENTIAL AND EXCITING

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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

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

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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

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TV AUDIENCE MEASUREMENT

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

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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)

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BUYING TELEVISION TIME

• DETERMINE COST AND AVAILABILITY(COST PER RATING
  AND COST PER THOUSAND)
  
• NEGOTIATE PRICE
• REVIEW AFFIDAVITS OF PERFORMANCE

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MEDIUM OF RADIO

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

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TYPES OF RADIO ADVERTISING

• NETWORKS
• LOCAL
• SPOT RADIO
• DAYPARTS
• DIFFERENT RATES ARE NEGOTIABLE-

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SEVEN STEPS IN PREPARING A RADIO SCHEDULE

• PAGE 541
• FACTORS TO CONSIDER
• CUME
• FORMAT
• TIME PERIODS
• NEGOTIATED RATE

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