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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 network affiliates

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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

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•Excellent creativity and impact: TV commercials can be used to convey a mood or image for a brand as well as to develop emotional or entertaining appeals that help make a dull product appear interesting.

•High coverage and more cost-effectiveness: The average
prime-time TV show reaches 4.6 million homes. Because of its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.

•High captivity and attention: TV ads have an effect on consumers simply through heavy repetition and exposure to catchy slogans and jingles.

•Selectivity and flexibility: Television has often been criticized for being a nonselective medium, since it is difficult to reach a precisely defined market segment through the use of TV advertising. But some selectivity is possible due to variations in the composition of audiences as a result of program content, broadcast time, and geographic coverage.

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1. High Costs: Production costs for a national brand 30-second spot average more than $350,000 and can reach over $1 million for more elaborate commercials.

2. Limited Targeting: TV still does not offer as much audience selectivity as radio, maga-zines, direct mail, or online ads for reaching precise segments of the market.

3. Intrusiveness

4. Short Duration

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Cost and Efficiency: The low cost of radio means advertis-ers can build more reach and frequency into their media schedule within a certain budget.

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Receptivity: Radio often provides advertisers with a very receptive environment for their advertising messages.

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Selectivity: Another major 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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Flexibility: Radio advertisers can easily adjust their messages to local market conditions and marketing situations.

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Mental Imagery: A potential advantage of radio that is often overlooked is that it encourages listeners to use their imagination when processing a commercial message.

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Integrated Marketing: Opportunities Radio provides marketers with a variety of integrated marketing opportunities. 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 message.

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Creative Limitations: Don't allow more creative content

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Audience Fragmentation: the extent to which audiences are distributed across media offerings.

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Chaotic Buying: can't not control

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Limited Research Data: Most users of radio are local companies that cannot support research on radio listenership in their markets.

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Limited Listener Attention: difficult to retain listener attention to commercials. Radio programming, particularly music, is often the background to some other activity and may not receive the listeners’ full attention.

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Digital Media Competition: A major source of competition for conventional broadcast radio is the growth of satellite radio, which bounces signals off satellites stationed over the East and West Coasts and back down to receivers that encode the signals digitally.