# data[].attributes.body
Creative Limitations

# data[].attributes.body
Chap 11: Television and Radio

# data[].attributes.body
2, Limititons of Televition

# data[].attributes.body
A: TELEVISION

# data[].attributes.body
B: BUY TELEVISION TIME

# data[].attributes.body
1. Advantages television

# data[].attributes.body
1. network versus spot

# data[].attributes.body
2. Methods of buying time

# data[].attributes.body
3. selecting time periods & programs

# data[].attributes.body
4. Cable Televison

# data[].attributes.body
5. measuring the TV audience

# data[].attributes.body
a, Costs: The high costs of producing and airing commercials often price small and medium-size advertisers out of the market.

# data[].attributes.body
6. advertising of radio

# data[].attributes.body
b, Lack of Selectivity: TV still does not offer as much audience selectivity as radio, magazines, direct mail, or online ads for reaching precise segments of the market.

# data[].attributes.body
7. Limitation of radio

# data[].attributes.body
c, Fleeting Message: Most television commercials last only 30 seconds or less. These shorter ads make up more than a third of all online advertising and about 15% of offline advertising.

# data[].attributes.body
8. buy radia time

# data[].attributes.body
d, Clutter: Advertisers' use of shorter commercials contributed to the problem, but clutter also increased as individual networks and stations ran promotional messages for their programming.

# data[].attributes.body
9. Time classific

# data[].attributes.body
10. Audience information

# data[].attributes.body
e, Limited Viewer Attention

# data[].attributes.body
Zipping

# data[].attributes.body
Zapping

# data[].attributes.body
a, creativity & impact : the interaction of sight and sound offers tremendous creative flexibility and opportunities for the advertising message

# data[].attributes.body
f, Distrust and Negative Evaluation

# data[].attributes.body
b, Coverage and Cost-Effectiveness : TV can reach large audiences cost effectively

# data[].attributes.body
c, Captivity and Attention: commercials impose themselves on viewers as they watch their favorite programs and are likely to be seen unless some effort is made to avoid them

# data[].attributes.body
d, Selectivity and Flexibility: audiences vary by program content, broadcast time, and geographic coverage; cable television offers additional selectivity

# data[].attributes.body
Audience Fragmentation

# data[].attributes.body
Chaotic Buying

# data[].attributes.body
Limited Research Data

# data[].attributes.body
Limited Listener Attention

# data[].attributes.body
Digital Media Competition

# data[].attributes.body
Clutter

# data[].attributes.body
The Growth of Cable

# data[].attributes.body
Radio Audience Fragmentation:

Radio has a challenge in gathering audience information due to the large number of radio stations, leading to small and fragmented audiences.

The diversity of stations makes it economically challenging to conduct detailed audience measurement.

# data[].attributes.body
Advertising on Cable

# data[].attributes.body
Limitations of Cable

# data[].attributes.body
The Future of Cable

# data[].attributes.body
Audience Measures

# data[].attributes.body
National Audience Information

# data[].attributes.body
Network

# data[].attributes.body
Local Audience Information

# data[].attributes.body
Affiliated stations that are linked

# data[].attributes.body
Developments in Audience Measurement

# data[].attributes.body
Purchase transactions are simplified

# data[].attributes.body
Radio as Background Entertainment:

Radio often serves as incidental or background entertainment for listeners, making it hard to pinpoint who is listening at different time periods and for how long.

# data[].attributes.body
Nielsen Audio:

Nielsen Audio is a major ratings service that provides audience information for both local radio stations and network audiences.

This service helps stations and advertisers understand their listener demographics and behaviors.

# data[].attributes.body
Spot and local

# data[].attributes.body
Television Households

# data[].attributes.body
Commercials shown on local stations

# data[].attributes.body
May be local or “national spot” commercials

# data[].attributes.body
Program Rating

# data[].attributes.body
Households Using Television

# data[].attributes.body
Share of Audience

# data[].attributes.body
People meter

# data[].attributes.body
Audience Variability Across Dayparts:

The size of the radio listening audience can significantly differ throughout the dayparts.

Peak audience times are typically during the early morning and late afternoon drive times.

# data[].attributes.body
Advertising Rate Determinants:

Radio advertising rates are influenced by several factors:

Number of spots purchased.

Type of audience plan chosen.

Local market supply and demand for advertising time.

The ratings of individual radio stations.

# data[].attributes.body
Rate Information Sources:

Advertisers can obtain rate information directly from radio stations.

The SRDS's Radio Advertising Source is a valuable resource that provides details about radio formats, demographics, spot radio rates, and more for both local stations and radio networks.