lecture 3 broadcast_media.pptVIP

Broadcast Media Key Points Describe the structure of radio, how it is organized, its use as an advertising medium, its audience, and its advantages and disadvantages Explain the structure of television, how it is organized, its use as an advertising medium, the TV audience, and its advantages and disadvantages Outline how advertisers use film and video Identify advantages and disadvantages of using product placements 9 - * Broadcast Media Transmit sounds or images electronically Include radio and television Broadcast engages more senses than reading and adds audio as well as motion for television 9 - * Radio Structure of the Industry AM/FM Public radio Cable radio Satellite radio Web radio Radio Advertising Relies on the listener’s mind to fill in the visual element Delivers a high level of frequency Radio commercials lend themselves to repetition 9 - * Radio Advantages Target audience Affordability Frequency Flexibility Mental imagery High level of acceptance Disadvantages Listener inattentiveness Lack of visuals Clutter Scheduling and buying difficulties Lack of control 9 - * Television Television advertising is embedded in television programming Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences 9 - * Structure of the Television Industry Network television Cable and subscription Local television Public television When two or more stations are able to broadcast the same program that originates from a single source Networks originate programs and provide them to local affiliates 9 - * Structure of the Television Industry Network television Cable and subscription Local television Public television Provide highly targeted special-interest programming options Cable is most familiar example of subscription television 9 - * Structure of the Television Industry Network television Cable and subscription Local television Public television Affiliated with a network Carry n