Chapter 11 - Broadcast, cable, and satellite media: Television and radio. After completing this chapter, students will be able to: Describe the advantages and disadvantages of broadcast television as an advertising medium, discuss the various options for advertising on television, explain how to measure television audiences and select the best programs to buy,. | Chapter Eleven Broadcast, Cable, and Satellite Media: Television and Radio Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Describe the advantages and disadvantages of broadcast television as an advertising medium Discuss the various options for advertising on television Explain how to measure television audiences and select the best programs to buy Learning Objectives Describe the advantages and disadvantages of radio as an advertising medium Review the options for advertising on radio and how radio audiences are measured Pros and Cons of Broadcast TV Advertising Advantages Mass coverage Low cost per exposure Some selectivity Impact Creativity Prestige Social dominance Disadvantages High production cost High airtime cost Limited selectivity Brevity Clutter Zipping and zapping Types of TV Advertising Network advertising Networks, sponsorship, and participation Spot announcement Syndication Inventory, off-network, first-run, and barter Program-length advertisement (PLA) TV Audience Measurement Rating services and sweeps Cable ratings Defining television markets and dayparts Audience measurements TV households, households using TV, program rating, audience share, total audience, and audience composition Gross rating points (GRPs) Buying Television Time Selecting programs for buys Cost per rating point (CPP Cost per thousand (CPM) Ways to negotiate lower rates Run-of-schedule positioning Preemption rate Affidavit of performance Makegoods Radio Programming and audiences FM stations have better sound, more program variety, and fewer commercials AM stations have more news, talk, or sports programs Stations have a specific programming format that appeals to a demographic Programming formats: Genre of music or other programming style that characterizes and differentiates radio stations from each other Types of Radio Advertising | Chapter Eleven Broadcast, Cable, and Satellite Media: Television and Radio Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Describe the advantages and disadvantages of broadcast television as an advertising medium Discuss the various options for advertising on television Explain how to measure television audiences and select the best programs to buy Learning Objectives Describe the advantages and disadvantages of radio as an advertising medium Review the options for advertising on radio and how radio audiences are measured Pros and Cons of Broadcast TV Advertising Advantages Mass coverage Low cost per exposure Some selectivity Impact Creativity Prestige Social dominance Disadvantages High production cost High airtime cost Limited selectivity Brevity Clutter Zipping and zapping Types of TV Advertising Network advertising Networks, .
