Padlet tuyệt hảo của tôi by Nguyen Quy Linh https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8 en-us 2023-10-13 03:18:03 UTC 2023-10-16 15:58:48 UTC hello@padlet.com Evaluate of media: TV and Radio linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744595640 2023-10-13 03:23:16 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744595640 Television linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744595895 2023-10-13 03:23:31 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744595895 Radio https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744616174 2023-10-13 03:43:52 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744616174 Radio Characteristics https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744620897 2023-10-13 03:48:45 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744620897 Advantages of Radio https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744621705 2023-10-13 03:49:39 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744621705 Television Characteristics linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744621720 2023-10-13 03:49:40 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744621720 Limitations of Radio https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744626475 2023-10-13 03:54:54 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744626475 Cost and Efficiency https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744627654 - Low production cost of an advertisement
- Low cost of airtime
-  Radio ads can be produced faster than TVs, and companies can run them more often.]]> 2023-10-13 03:56:09 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744627654 Receptivity https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744641002 - Studies have found that radio listeners have a unique relationship with radio as a medium because they are often more emotionally connected to the radio stations they listen to.]]> 2023-10-13 04:10:27 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744641002 Selectivity https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744647526 - Radio allows companies to focus their advertising on specialized audiences such as certain demographic and lifestyle groups.]]> 2023-10-13 04:18:12 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744647526 Limitations of TV linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744652524 2023-10-13 04:23:32 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744652524 Cost linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744652983 30-second spot average more than $350,000 and can reach over $1 million ]]> 2023-10-13 04:24:01 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744652983 Lack of Selectivity linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744653903 TV still does not offer as much audience selectivity

]]> 2023-10-13 04:24:51 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744653903 Fleeting Message linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744654238 Nothing tangible for the viewer to examine or consider]]> 2023-10-13 04:25:13 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744654238 Light TV audiences https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744654583 Light TV audiences spend significantly more time with radio than TV and are generally a high-end market in terms of income and educational attainment. ]]> 2023-10-13 04:25:34 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744654583 Light readers https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744655847 Light readers of magazines and newspapers also spend more time listening to the radio.]]> 2023-10-13 04:26:47 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744655847 Clutter linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744661880  the potential decline in effectiveness because of such clutter]]> 2023-10-13 04:32:32 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744661880 Flexibility https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744662544 - Advertising media is the most flexible because it has a very short closing time, meaning advertisers can change their message almost until it airs. 

- Produce and schedule on a very short notice. 

- Radio advertisers can easily tailor their messaging to local market conditions and marketing situations.]]> 2023-10-13 04:33:07 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744662544 Mental Imagery https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744665631 - Encourage listeners to use their imagination when processing a commercial message. 
- Take advantage of the absence of visual elements to allow consumers to create their own image of what is happening in a radio message.]]> 2023-10-13 04:35:55 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744665631 Limited viewer attention linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744672941 + Zipping: occurs when viewers fast-forward through commercials as they play back a previously recorded program
+ Zapping: Zapping refers to changing channels to avoid commercials.]]> 2023-10-13 04:42:30 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744672941 Integrated Marketing Opportunities https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744673372 - Used in conjunction with other media, including television, magazines, newspapers, the Internet, and social media, to provide advertisers with synergistic effects in creating awareness and communicating their messages.
- Used in conjunction with many other IMC tools such as sales promotion, event marketing, and marketing related to legitimate purposes.]]> 2023-10-13 04:42:58 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744673372 Creative Limitations https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744678310 - The absence of a visual image.
- Radio advertising resembles a TV ad, a message that is short and fleeting, out-paced and does not allow the receiver to control the speed of processing. ]]> 2023-10-13 04:47:32 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744678310 Distrust and Negative Evaluation linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744678654 viewers who believe it is offensive, uninformative, or shown too frequently or dislike its content]]> 2023-10-13 04:47:51 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744678654 Advantages of TV linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744680038 2023-10-13 04:49:04 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744680038 Fragmentation https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744680997 - The high level of audience fragmentation due to the large number of stations. 
- The percentage of the market tuned to any particular station is usually very small.]]> 2023-10-13 04:49:54 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744680997 Creativity and Impact linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744681724 2023-10-13 04:50:38 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744681724 Coverage and Cost Effectiveness linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744682094 2023-10-13 04:50:58 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744682094 Captivity and Attention linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744682242 2023-10-13 04:51:07 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744682242 Difficult Buying Procedures https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744684288 - Gathering information and assessing and contracting time with even a fraction of the 11,300 commercial stations operating nationwide can be very difficult and time-consuming. 

- This problem has eased somewhat in recent years as the number of radio networks and cooperative programs offering packages of several hundred stations has increased.]]> 2023-10-13 04:53:04 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744684288 Limited Research Data https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744689095 Most radio stations are small operations and lack revenue to support detailed studies of their audiences and most radio users are local companies that cannot support research on listening to radio in their market. ]]> 2023-10-13 04:57:54 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744689095 Buying television time linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744971166 2023-10-13 09:29:01 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744971166 Network versus Spot linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744972798 2023-10-13 09:30:40 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744972798 Syndicated Programs linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744974080 - Sold and distributed station by station:
+ Off-network syndication are “reruns”
+ First-run syndications are also featured
- Advertiser-supported or bartered:
+ Programs sold to stations in return for air time
]]> 2023-10-13 09:32:00 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744974080 Network advertising linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744976991 + Affiliated stations that are linked
+ Purchase transactions are simplified
]]> 2023-10-13 09:34:58 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744976991 Spot & Local Advertising linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744978065 + Commercials shown on local stations
+ May be local or “national spot” commercials
]]> 2023-10-13 09:36:03 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2744978065 Limited Listener Attention https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746004724 - Difficult to retain listener attention to commercials.]]> 2023-10-14 10:52:59 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746004724 Competition from Digital Media https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746007057 -  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.
-  Terrestrial radio is also being affected by the popularity of MP3 players like Apple's iPod as well as music services that are being streamed over the Internet like Pandora, Spotify and Apple Music.]]> 2023-10-14 10:58:19 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746007057 Clutter https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746008838 -  Some stations offer "no commercial" blocks of music to attract listeners.
- Advertisers must create ads that break up clutter or use heavy repeats to ensure their message reaches consumers.]]> 2023-10-14 11:02:38 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746008838 Buying Radio Time https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746009228 2023-10-14 11:03:28 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746009228 Network Radio https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746010801 - Advertising time on radio can be purchased on a network basis using one of the national networks. 
- An important trend in radio is the increasing number of radio networks and syndicated programs that offer advertisers a package of several hundred stations.]]> 2023-10-14 11:06:37 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746010801 Spot Radio https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746011575 - National advertisers can also use spot radio to purchase airtime on individual stations in various markets.]]> 2023-10-14 11:08:14 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746011575 Local Radio https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746012871 - By far the heaviest users of radio are local advertisers; nearly 79 percent of radio advertising time is purchased from individual stations by local companies.
- Auto dealers, retailers, restaurants, and financial institutions are among the heaviest users of local radio advertising.]]> 2023-10-14 11:10:35 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746012871 Time Classifications https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746013337 As with television, the broadcast day for radio is divided into various time periods or dayparts]]> 2023-10-14 11:11:36 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746013337 Audience Information https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746394259 The lack of audience information. 

- Nielsen Audio

- RADAR]]> 2023-10-14 22:49:14 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2746394259 Method of buying time linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2749116233 2023-10-16 15:54:44 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2749116233 Sponsorship linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2749119585 1. Advertiser assumes responsibility for the production and perhaps content
2. Sponsor has control and can capitalize on a show’s prestige]]> 2023-10-16 15:56:35 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2749119585 Participation linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2749120606 1. Participating sponsors share the cost
2. May occur regularly or sporadically
3. Advertiser doesn’t do production
4. Participants lack control over content
]]> 2023-10-16 15:57:09 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2749120606 Spot announcements linhnqhs170888_ https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2749123669 May be purchased by daypart or adjacency]]> 2023-10-16 15:58:35 UTC https://padlet.com/linhnqhs170888_/b4edv17xjum8d8f8/wish/2749123669