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Allocating their TV media budgets to network versus local or spot announcements

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In addition to deciding whether to use network versus spot advertising, advertisers must decide whether to sponsor an entire program, participate in a program, or use spot announcements between programs

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The cost of TV advertising time varies depending on the time of day and the particular program, since audience size varies as a function of these two factors

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A common way advertisers disseminate their messages is by purchasing airtime from a television network

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Spot advertising refers to commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations

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- TV advertising is expensive due to the cost of buying airtime and producing commercials.
- The high cost of TV advertising can make it difficult for small and medium-sized businesses to compete with larger companies.

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It provides for presenting the advertising message

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Advertisers may also reach TV viewers by advertising on syndicated programs, shows that are sold or distributed on a station-by-station, market-by-market basis

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Under a sponsorship arrangement, an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears within it

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Most advertisers either cannot afford the costs of sponsorship or want greater flexibility than sole sponsorship permits

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Spot announcements are bought from the local stations and generally appear during time periods adjacent to network programs (hence the term adjacencies), rather than within them

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Makes it possible to reach large audiences

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-Intrusive in that commercials impose themselves on viewers as they watch their favorite programs
-Effect on consumers simply through heavy repetition and exposure to catchy slogans and jingles.

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Cable, or CATV (community antenna television), which delivers TV signals through fiber or coaxial wire rather than the airways, was developed to provide reception to remote areas that couldn’t receive broadcast signals

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Advertising on Cable Like broadcast TV, cable time can be purchased on a national, regional, or local (spot) level

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A primary one is selectivity. Cable subscribers tend to be younger, more affluent, and better educated than nonsubscribers and have greater purchasing power.

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While cable has become increasingly popular among national, regional, and local advertisers, it still has some drawbacks. One major problem is that cable is still somewhat overshadowed by the major networks

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Some selectivity is possible due to variations in the composition of audiences as a result of program content, broadcast time, and geographic coverage

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Cable TV should continue to grow as its audience share increases and advertisers spend more money to reach cable viewers

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Nielsen has a national TV ratings service that provides daily and weekly estimates of the size and composition of the national viewing audiences for programs aired on the broadcast and major cable networks.

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cost saving, high efficiency, easy to update, profitable

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- TV commercials are getting shorter because of increasing media costs and advertisers' desire to reach a larger audience.
- Shorter commercials can deliver a message just as effectively as longer spots for much less money.

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attracts attention, creates emotions, influences mood and behavior, varies across time and circumstances

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NSI reports

Viewing times

Programs watched

Audience size estimates

Demographics

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audience selectivity, geographical suitability, characteristics and interests, channel and format diversity

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New digital technologies are leading to major changes with regard to when, where, and how people watch television

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- TV advertising clutter is a problem because it makes it difficult for viewers to pay attention to ads.
- The networks are reluctant to cut back on clutter because they need the revenue from advertising.

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flexible adaptation, short time, easy to change, using different techniques

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TV advertising lacks selectivity and may not be the best medium for advertisers seeking to reach a very specific target audience.

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stimulates imagination, increases memory and recognition, creates emotional bonds and engagement, illustrates benefits and features

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- TV commercials are often distrusted by consumers, who feel defenseless against the barrage of ads and believe that some ads are uninformative, offensive, or shown too frequently.

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complements and strengthens other media, increases coverage and frequency, increases brand awareness and recall, creates traffic for other channels, creates synchronization with other media

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Consumers dislike TV advertising when they believe it is offensive, uninformative, or shown too frequently or when they do not like its content.

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lack of images, multimedia, creative limitations

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- Zipping: is a serious problem for TV advertisers because it allows viewers to skip their ads.
Zapping :is the act of changing channels to avoid commercials. It is a problem for TV advertisers because it allows viewers to skip their ads.

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audience fragmentation, difficulty choosing channels, reduced efficiency

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complex, time consuming, costly, risky

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lack of data, difficult to measure, evaluate, and adjust

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difficulty attracting and keeping attention, switching channels, missing out, distortion

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competition with digital media, advantages over radio

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many ads in a row, reduced distinction, emphasis, boredom

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6:00-10:00 AM

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10:30AM-3:00PM

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3:00-7:00P.M

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7:00PM-12:00AM

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12:00-6:00A.M