https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm en-us 2023-10-12 00:55:24 UTC 2023-10-12 02:37:24 UTC hello@padlet.com xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742678742 Chap 11: Television and Radio]]> 2023-10-12 00:59:56 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742678742 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742714589 2, Limititons of Televition]]> 2023-10-12 01:23:10 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742714589 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742719950 A: TELEVISION]]> 2023-10-12 01:26:34 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742719950 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742720978 B: BUY TELEVISION TIME]]> 2023-10-12 01:27:13 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742720978 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742722721 1. Advantages television ]]> 2023-10-12 01:28:23 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742722721 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742723902 1. network versus spot]]> 2023-10-12 01:29:09 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742723902 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742724850 2. Methods of buying time ]]> 2023-10-12 01:29:42 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742724850 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742726011 3. selecting time periods & programs ]]> 2023-10-12 01:30:28 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742726011 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742727603 4. Cable Televison ]]> 2023-10-12 01:31:33 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742727603 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742728851 5. measuring the TV audience ]]> 2023-10-12 01:32:19 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742728851 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742729557 a, Costs: The high costs of producing and airing commercials often price small and medium-size advertisers out of the market.]]> 2023-10-12 01:32:49 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742729557 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742729566 6. advertising of radio]]> 2023-10-12 01:32:49 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742729566 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742730975 b, Lack of Selectivity: TV still does not offer as much audience selectivity as radio, magazines, direct mail, or online ads for reaching precise segments of the market.]]> 2023-10-12 01:33:50 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742730975 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742731196 7. Limitation of radio ]]> 2023-10-12 01:33:59 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742731196 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742731650 c, Fleeting Message: Most television commercials last only 30 seconds or less. These shorter ads make up more than a third of all online advertising and about 15% of offline advertising.]]> 2023-10-12 01:34:20 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742731650 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742731978 8. buy radia time ]]> 2023-10-12 01:34:36 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742731978 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742732602 d, Clutter: Advertisers' use of shorter commercials contributed to the problem, but clutter also increased as individual networks and stations ran promotional messages for their programming.]]> 2023-10-12 01:35:04 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742732602 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742732800 9. Time classific ]]> 2023-10-12 01:35:10 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742732800 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742733349 10. Audience information]]> 2023-10-12 01:35:35 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742733349 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742733383 e, Limited Viewer Attention ]]> 2023-10-12 01:35:37 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742733383 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742734619 Zipping ]]> 2023-10-12 01:36:32 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742734619 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742735255 Zapping ]]> 2023-10-12 01:37:01 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742735255 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742738270 2023-10-12 01:39:04 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742738270 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742739715 a, creativity & impact : the interaction of sight and sound offers tremendous creative flexibility and opportunities for the advertising message]]> 2023-10-12 01:40:09 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742739715 nguyetntmha170052_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742740413 f, Distrust and Negative Evaluation ]]> 2023-10-12 01:40:38 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742740413 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742743312 b, Coverage and Cost-Effectiveness : TV can reach large audiences cost effectively]]> 2023-10-12 01:42:49 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742743312 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742743982 c, Captivity and Attention: commercials impose themselves on viewers as they watch their favorite programs and are likely to be seen unless some effort is made to avoid them]]> 2023-10-12 01:43:21 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742743982 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742745003 d, Selectivity and Flexibility: audiences vary by program content, broadcast time, and geographic coverage; cable television offers additional selectivity]]> 2023-10-12 01:44:11 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742745003 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742753857 Creative Limitations]]> 2023-10-12 01:51:10 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742753857 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742755506 Audience Fragmentation]]> 2023-10-12 01:52:21 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742755506 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742756047 Chaotic Buying]]> 2023-10-12 01:52:46 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742756047 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742756816 Limited Research Data]]> 2023-10-12 01:53:24 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742756816 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742757178 Limited Listener Attention]]> 2023-10-12 01:53:40 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742757178 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742757772 Digital Media Competition]]> 2023-10-12 01:54:09 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742757772 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742758017 Clutter]]> 2023-10-12 01:54:19 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742758017 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742759839 2023-10-12 01:55:38 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742759839 xuanttths170777_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742766673 2023-10-12 02:00:59 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742766673 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742767569 The Growth of Cable]]> 2023-10-12 02:01:41 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742767569 lanttnhs180586_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742769865 Radio Audience Fragmentation:

• Radio has a challenge in gathering audience information due to the large number of radio stations, leading to small and fragmented audiences.
• The diversity of stations makes it economically challenging to conduct detailed audience measurement.

]]> 2023-10-12 02:03:11 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742769865 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742770326 Advertising on Cable ]]> 2023-10-12 02:03:29 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742770326 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742771924 Limitations of Cable ]]> 2023-10-12 02:04:35 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742771924 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742772652 The Future of Cable ]]> 2023-10-12 02:05:04 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742772652 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742774629 Audience Measures ]]> 2023-10-12 02:06:28 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742774629 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742775635 National Audience Information ]]> 2023-10-12 02:07:09 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742775635 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742776102 Network]]> 2023-10-12 02:07:27 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742776102 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742776327 Local Audience Information ]]> 2023-10-12 02:07:36 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742776327 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742776756 Affiliated stations that are linked]]> 2023-10-12 02:07:53 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742776756 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742777358 Developments in Audience Measurement ]]> 2023-10-12 02:08:16 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742777358 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742777745 Purchase transactions are simplified]]> 2023-10-12 02:08:30 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742777745 lanttnhs180586_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742778507 Radio as Background Entertainment:

• Radio often serves as incidental or background entertainment for listeners, making it hard to pinpoint who is listening at different time periods and for how long.

]]> 2023-10-12 02:09:00 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742778507 lanttnhs180586_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742780278 Nielsen Audio:

• Nielsen Audio is a major ratings service that provides audience information for both local radio stations and network audiences.
• This service helps stations and advertisers understand their listener demographics and behaviors.

]]> 2023-10-12 02:10:04 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742780278 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742780447 Spot and local]]> 2023-10-12 02:10:10 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742780447 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742780488 Television Households ]]> 2023-10-12 02:10:12 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742780488 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742781701 Commercials shown on local stations]]> 2023-10-12 02:10:54 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742781701 hoanglonghb123z https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742783030 May be local or “national spot” commercials]]> 2023-10-12 02:11:41 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742783030 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742785270 Program Rating ]]> 2023-10-12 02:13:02 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742785270 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742786488 Households Using Television ]]> 2023-10-12 02:13:40 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742786488 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742787628 Share of Audience ]]> 2023-10-12 02:14:19 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742787628 maiducanh2712_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742789970 People meter ]]> 2023-10-12 02:15:49 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742789970 lanttnhs180586_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742791470 Audience Variability Across Dayparts:

• The size of the radio listening audience can significantly differ throughout the dayparts.
• Peak audience times are typically during the early morning and late afternoon drive times.

]]> 2023-10-12 02:16:45 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742791470 lanttnhs180586_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742793709 Advertising Rate Determinants:

• Radio advertising rates are influenced by several factors:
  • Number of spots purchased.
  • Type of audience plan chosen.
  • Local market supply and demand for advertising time.
  • The ratings of individual radio stations.

]]> 2023-10-12 02:17:54 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742793709 lanttnhs180586_ https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742796183 Rate Information Sources:

• Advertisers can obtain rate information directly from radio stations.
• The SRDS's Radio Advertising Source is a valuable resource that provides details about radio formats, demographics, spot radio rates, and more for both local stations and radio networks.

]]> 2023-10-12 02:19:36 UTC https://padlet.com/xuanttths170777_/3lgc769uv4gp07vm/wish/2742796183