Outline

1
Chapter 10Broadcast and Interactive Online Media

• Outline
• Structure of the television industry
• Television advertising
• Television audience
• Structure of radio
• Radio advertising
• Radio audience
• Interactive media

2
Structure of the Television Industry

• Public television
• Cable and subscription television
• Who provides cable programs?
• Cable scheduling
• Local television
• Specialty television

3
Structure of the Television Industry

• Television syndication
• Interactive television
• Changes in broadcast television

4
Television Advertising

• Forms of television advertising
• Sponsorships
• Participations
• Spot announcements

5
The Television Audience

• Measuring the television audience
• Nielsen indexes
• People meters
• ClusterPLUS
• Target TV a new challenger

6
Advantages and Disadvantages of Television

• Advantages
• Cost efficiency
• Impact
• Buying time on TV
• Disadvantages
• Expense
• Clutter
• Inflexibility

7
Structure of the Radio Industry

• LPFM
• Public radio
• Web radio
• Satellite radio

8
Radio Advertising

• Network radio
• Syndicated radio
• Spot radio

9
Radio Audience

• Measuring the radio audience
• Arbitron
• RADAR
• Buying time on radio

10
Advantages of Radio

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

11
Disadvantages of Radio

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

12
Internet Media

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

13
Additional Issues

• Measuring online advertising effectiveness
• Buying time/space on the Internet

14
Advantages and Disadvantages of Internet
Advertising

• Advantages
• Customizing messages
• Merging databases
• Excellent B2B sales leads or sales
• Disadvantages
• Difficulty producing effective ads
• Difficulty measuring effectiveness