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Evaluation of Media: Television and Radio

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Evaluation of Media: Television and Radio

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Television Advantages

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Creativity and Impact

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Television Limitations

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Coverage and cost effectiveness

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Fleeting Message

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Buying airtime and producing TV commercials is highly expensive

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Fails to offer selectivity for advertisers seeking a very specific and small target audience

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Shorter commercials that are increasing in number lead to clutter.

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Distrust

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The pervasiveness of TV commercials and their intrusiveness, as well as the content used, create problems.

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Zipping: Fast-forward through commercials when playing back a previously recorded program.

Zapping: Changing channels to avoid commercials

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Network versus Spot

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Network

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Spot & Local