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Advertising
The Business
What is it that broadcasters
sell?
Broadcasters are in the business
of selling AUDIENCES
Programming
Integral part of advertising
Helps draw an audience to the
commercials
How do ratings help?
Ratings tell us how many in
audience
Ratings data are broken down into
usable demographics
Age group distinction
Persons 2+ (no M/F)
12-24, 12-34 (M/F)
18-34, 18-49
35-64, 50+
Adv. of B/cast Advertising
Pervasiveness
Entertainment Value
Attention Getting/Holding
Status Value
Adv. of B/cast TV
Creative Flexibility
Product can be shown/demonstrated
Massive Coverage
Cost Efficiency
Limitations of Broadcast TV
Limited Selectivity
Audience erosion
High entry costs
Limitations of Broadcast TV
Clutter
Brevity
Limited viewer attention
Avoidance
Advantages of Cable Ads
Increased Selectivity
Lower entry cost
Limitations of Cable Ads
Limited Reach
Audience Fragmentation
Advantages of Radio Ads
Low Cost
Wide Exposure
Audience selectivity
Flexibility
Potential for powerful imagery
Limitations of Radio Ads
Lack of visuals
Short life span
Audience fragmentation
Clutter
Adv.of Network Advertising
National Exposure
Ad will be seen at desired time
and program environment
Prestige
Disadv. Network Advertising
High cost
Competition for desirable time
periods
Adv.National/Regional Spot
More time available than on
networks
Most convenient for regional
advertisers
Disadv. Nat./Regional Spot
Must rely on individual stations
to properly run ad
Local Advertising
Co-op Advertising
Trade-outs
Barter
© B.L. Yates 2000
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