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Evaluation of Media: Television and Radio

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Evaluation of Media: Television and Radio

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Often viewed as old-school

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Creativity and Impact

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Primarily local advertising medium

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Fleeting message

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Broadest mass reach among all media

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Offers advertisers narrow targeting capabilities

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Cost

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Considered a pervasive medium

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Coverage and Cost Effectiveness

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Low selectivity

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Captivity and Attention

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Creative Limitations

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Cost and efficiency

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Clutter

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Audience Fragmentation

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Chaotic Buying

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Selectivity and Flexibility

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Distrust

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Limited Research Data

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Receptivity

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Selectivity

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Limited Listener Attention

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Flexibility

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Mental imagery

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Negative evaluation

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Integrated marketing opportunities

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Digital Media Competition

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Limited attention

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Clutter

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Radio commercials are cheap to produce. They require only a script that is read by the radio announcer or a prerecorded message that can be broadcast.

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zipping

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zapping

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Consumers perceive radio advertising to be more personally relevant to them than ads on television or the Internet.

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Companies can focus their ads on specialized audiences, such as certain demographic and lifestyle groups

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It is the most flexible of all media, because it has a very short closing period. Ads can be changed almost up to the time they go on the air.

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A major drawback of radio as an advertising medium is the absence of a visual image

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Radio and TV similarities

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It encourages listeners to use their imagination when processing a commercial message. Radio may also reinforce TV messages through image transfer.

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It can be used in conjunction with other media, including TV, magazines, and newspapers, to provide synergistic effects.

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Use the public airway

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Are regulated by the F.C.C

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Are time oriented media

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the high level of audience fragmentation due to the large number of stations, usually very small.

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Are sold in time segments

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Are externally paced media

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Have some network affiliates

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Are passive,low-involvement

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Network radio : Purchased on a network basis using a national network

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Have some independents

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Spot radio provides:

•Greater flexibility in selecting markets, individual stations, and airtime.

•Ability to adjust message

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Dayparts

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Size of listening audience varies across dayparts

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Local radio : Purchased from individual stations by local companies

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Advertising rates vary across many factors

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Dayparts

Number of spots or type of audience plan purchased

Supply and demand of time available in local market

Ratings of individual station

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Little audience information available to guide a purchase, compared to other media.

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Radio programming is often the background to some other activity and may not receive the listeners’ full attention.

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Acquiring information and evaluating and contracting can be very difficult and time-consuming.

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Satellite radio and streaming music services

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As much a problem with radio as with other advertising media