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Evaluation of Media: Television and Radio

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Evaluation of Media: Television and Radio

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+ Create sight and sound makes possible dramatic, lifelike representations.
+ Telling a story about a brand to highlight its features and benefits or create an emotional attachment.

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Coverage and Cost Effectiveness

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Captivity and Attention

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Selectivity and Flexibility

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Cost

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Low selectivity

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Fleeting Message

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Cost and Efficiency

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Receptivity

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Clutter

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Selectivity

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Distrust

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Negative Evaluation

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Limited Attention

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Flexibility

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Zipping

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Zapping

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Mental Imagery

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Integrated Marketing

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Network

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Spot & Local

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Affiliated stations that are linked

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Purchase transactions are simplified

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Commercials shown on local stations

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May be local or “national spot” commercials

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Are time oriented media

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Are sold in time segments

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Have some network affiliates

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Have some independents

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Use the public airway

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Are regulated by the F.C.C.

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Are externally paced media

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Are passive, low-involvement