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                                    TELEVISION

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                                    TELEVISION

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- The interaction of audio and visual, flexibility.
- Demonstrating a product or service as well as telling a story about a brand to highlight its features.

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- The absence of a visual image
- Advertiser cannot show the product, demonstrate it, or use any type of visual appeal or information
- Radio commercial: short-lived, fleeting message, not allow the receiver to control the rate
=> Many companies tend to ignore radio

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- Several digital-based technologies
- Satellite radio
- MP3 players
- Apple’s iPod
-  Pandora, Spotify, and Apple Music

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- Very difficult and time-consuming
- This problem has diminished as the number of radio networks and of syndicated programs offering a package of several hundred stations increases

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- Small operations and lack the revenue to support detailed studies of their audiences
- Media planners do not have as much audience information available to guide them in their purchase of radio time

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- Difficult to retain listener attention to commercials
- A more captive audience is in cars
- Radio stations are often involved in local community events
- The high penetration of mobile phones

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-  One of the main strengths of radio as an advertising medium is its low cost

- The low cost of radio means advertisers can build more reach and frequency into their media schedule within a certain budget

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-  The high level of audience fragmentation
- The percentage of the market tuned very small
- Attract less than 10 percent of the total listening audience

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-  “Commercial-free” blocks of music
-  Results in more commercials being aired in a short time period

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-  often provides advertisers with a very receptive environment for their advertising messages.

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- Purchasing airtime from a television network
- The three traditional major networks are NBC, ABC, and CBS

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- this is an advantage of radio is the high degree of audience selectivity available through the various program formats and geographic coverage of the numerous stations

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- it has a very short closing period, which means advertisers can change their message almost up to the time it goes on the air.
- Radio commercials can usually be produced and scheduled on very short .

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-  it encourages listeners to use their imagination when processing a commercial message. Because there are no illustrations or videos, only voice

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-  It can be used in combination with other media, including television, magazines, newspapers, the Internet, and social media, to provide advertisers with synergistic effects in generating awareness and communicating their messag.
- Radio can also be used in conjunction with a variety of other IMC tools such as sales promotion, event marketing, and cause-related marketing

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-the simplification of the purchase process
-reach a large audience

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-High cost

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- Spot advertising -  refers to commercials shown
on local TV stations
- National spot advertising - done by national advertisers
- Local advertising - airtime sold to local companies

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- Makes it possible to reach large audiences.
- Widespread distribution and availability of products and services to deliver their advertising messages at a very low cost per thousand reached.

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Commercials impose themselves on viewers as they watch their favorite programs.

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- There may be selectivity due to differences in audience, program content, and broadcast time.
- Advertisers can also tailor their media strategies to take advantage of different geographic markets.

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- Off-network syndication
- First-run syndication
- Advertiser-supported or barter syndication

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- Advertiser assumes responsibility for the production and perhaps content

- Sponsor has control and can capitalize on a show’s prestige

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- Participating sponsors share the cost

- May occur regularly or sporadically

- Advertiser doesn’t do production

- Participants lack control over content

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May be purchased by daypart or adjacency

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Selecting the right period and program for the advertiser’s commercial messages

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- It is an expensive means of advertising.
- Many advertisers are using creative media-based strategies that drive up costs.
- High costs of producing and broadcasting advertisements force advertisers out of the market.

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- Some selectivity is available in television through variations in programs and cable TV.
- Geographic selectivity can be a problem for local advertisers.
- Audience selectivity is improving as advertisers target certain groups of consumers.

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Reach a large number of viewers nationwide
National advertising gradually shifted to local advertising
Increase audience size

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- TV commercials only last about 30 seconds or less
- Advertisements have become shorter as the need for limited airtime increases and advertisers strive to get more impressions from their media budgets.

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- Morning drive time : 6.00-10.00am
- Daytime: 10.00am - 3.00pm
- Afternoon/ evening drive time: 3.00pm - 7.00pm
- Nighttime: 7.00pm - 12.00am
- All night: 12.00 - 6.00am

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-Since ads are becoming shorter and there are several messages shown during ad breaks, it can be difficult to get noticed.
-Clutter increases as networks and individual stations run promotional announcements for their programs, spending more time on commercials and reallocating time to popular programs

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-Getting consumers to pay attention to commercials has become an even greater challenge in recent years as many houses have the ability to zip and zap through commercials.

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- Three national networks
- Over 100 regional/area networks
- A multitude of syndicated programs

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-There is too much criticism about advertising
-Consumers seem defenseless against the barrage of television advertising, as they cannot control the delivery of the message and what appears on their screens.

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- About 20% of all spots
- Allows great flexibility, targeting
- Purchase transactions can be difficult

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- Nearly 80% of advertisers are local
- Local CATV is becoming competitive