television a broadcast media

TELEVISION

TELEVISIONABILITY TO COMBINE VISUAL IMAGES,

SOUND, MOTION, AND COLOUR PRESENTS

THE ADVERTISER WITH THE OPPORTUNITY TO

DEVELOP MOST CREATIVE AND IMAGINATIVE

APPEALS OF ANY MEDIUM.

ADVANTAGES OF TELEVISION

•CREATIVITY AND IMPACT

Sight + Sound= creative flexibility,

possible dramatic, lifelike representationsCovey good mood/image for a brand, develop emotional/entertaining appeals, make dull

product interesting

ADVANTAGES OF TELEVISION

•COVERAGE AND COST-EFFECTIVENESS

Regardless ofagesexincomeeducation

ADVANTAGES OF TELEVISION

•CAPTIVITY AND ATTENTION

repetitionexposurecatchy slogansjingles

ZippingZappingVCRsDVDsDVRsBluRayDiscsDownloads

ADVANTAGES OF TELEVISION

•SELECTIVITY AND FLEXIBILITY

Broadcast timeGeographic coverage Program content

ADVANTAGES OF TELEVISIONLIMITATIONS

LIMITATIONS OF TELEVISION

•LACK OF SELECTIVITY

Very specificSmall target segment

LIMITATIONS OF TELEVISION

•COSTS

Buying airtimeProducing quality commercial

LIMITATIONS OF TELEVISION

•FLEETING MESSAGE

Shorter adsNothing tangible to examine / consider

LIMITATIONS OF TELEVISION

•CLUTTER

LIMITATIONS OF TELEVISION

•DISTRUST AND NEGATIVE EVALUATIONOffensiveUninformativeToo frequentUnfavorable content

•NETWORK ADVERTISING• CONTRACTUALLY AGREE TO PRE-EMPT TIME DURING

SPECIFIED HOURS FOR PROGRAMMING PROVIDED BY THE NETWORKS AND TO CARRY THE NATIONAL ADVERTISING WITHIN THE PROGRAM

•SYNDICATING• BY ADVERTISING ON SHOWS THAT ARE SOLD OR

DISTRIBUTED ON A STATION-BY-STATION, MARKET- BY-MARKET BASIS.

MEASURING TV AUDIENCE

• PROGRAM RATING

rating=H.H tuned into showTotal H.H

MEASURING TV AUDIENCE

• SHARE OF AUDIENCE

Share=H.H tuned into showTotal H.H using TV

MEASURING TV AUDIENCE

•AUDI METER (AUDIENCE METER)• CONTINUOUSLY MEASURED THE CHANNELS TO WHICH THE

SET WAS TUNED

•PEOPLE METER• OLD STYLE AUDI METER THAT ALSO RECORDS WHO AMONG

THE 10000 HHS IS WATCHING