Chapter 11 - Evaluation of media: Television and radio. After completing this unit, you should be able to: To examine the structure of the television and radio industries and the role of each medium in the advertising program; to consider the advantages and limitations of TV and radio as advertising media; to explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined;. | Chapter 11 Evaluation of Media: Television and Radio Advantages of Television Excellent creativity and impact High coverage and more cost-effectiveness High captivity and attention Selectivity and flexibility Limitations of Television Costs Lack of selectivity Fleeting message Clutter Zipping: Occurs when viewers fast-forward through commercials as they play back a previously recorded program Zapping: Changing channels to avoid commercials Limited viewer attention Distrust and negative evaluation Network Advertising Simplifies the purchase process Cost of advertising on prime time is very high Availability of time slots Up-front market: Buying period that occurs before the TV season begins Scatter market: Buying period that occurs throughout the season Advantages Disadvantages Spot and Local Advertising Advantages Offers flexibility to national advertisers Growth in syndication Disadvantages Difficult to acquire Greater variations in the pricing policies and discount structure of individual stations Station reps: Individuals who act as sales representatives for a number of local stations in dealings with national advertisers Subject to more commercial clutter Network versus Spot May be local or “national spot” commercials Network Spot & Local Purchase transactions are simplified Affiliated stations that are linked Commercials shown on local stations Syndicated Programs Off-network syndication are “reruns” First-run syndications are also featured Advertiser-supported or bartered Sold and distributed station by station Programs sold to stations in return for air time Syndication Syndicated programs Shows that are sold or distributed on a station-by-station or market-by-market basis Types Off-network syndication - Reruns of network shows that are bought by individual stations First-run syndication - Shows produced specifically for the syndication market Advertiser-supported or barter syndication Shows are sold to . | Chapter 11 Evaluation of Media: Television and Radio Advantages of Television Excellent creativity and impact High coverage and more cost-effectiveness High captivity and attention Selectivity and flexibility Limitations of Television Costs Lack of selectivity Fleeting message Clutter Zipping: Occurs when viewers fast-forward through commercials as they play back a previously recorded program Zapping: Changing channels to avoid commercials Limited viewer attention Distrust and negative evaluation Network Advertising Simplifies the purchase process Cost of advertising on prime time is very high Availability of time slots Up-front market: Buying period that occurs before the TV season begins Scatter market: Buying period that occurs throughout the season Advantages Disadvantages Spot and Local Advertising Advantages Offers flexibility to national advertisers Growth in syndication Disadvantages Difficult to acquire Greater variations in the pricing policies .
