IMC304-MKT318m by Nguyen Kieu Anh QP1861 https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5 en-us 2023-10-12 06:09:14 UTC 2023-10-13 14:44:52 UTC hello@padlet.com TELEVISION anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743087898 2023-10-12 06:21:21 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743087898 Evaluation of Media: Television and Radio anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743092632 2023-10-12 06:25:10 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743092632 Advantages https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743093377 •Excellent creativity and impact.
•High coverage and more cost-effectiveness.
•High captivity and attention.
•Selectivity and flexibility.
]]> 2023-10-12 06:25:41 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743093377 Limitations anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743144889 •Costs.
•Lack of selectivity.
•Fleeting message.
•Clutter.
•Limited viewer attention.
]]> 2023-10-12 07:01:54 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743144889 Buying Television Time anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743147116 2023-10-12 07:03:20 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743147116 RADIO anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743148469 2023-10-12 07:04:31 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743148469 Network versus Spot anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743150841 2023-10-12 07:06:34 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743150841 Cable Television https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743153235 2023-10-12 07:08:08 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743153235 Network advertising. anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743154226 •Spreading messages by purchasing airtime from a television network.
•Television network: Assembles a series of affiliates to which it supplies programming and services.
•Affiliates: Allied local TV stations.
•NBC, ABC, CBS, FOX, CW, Univision, Telemundo.
•Networks have affiliates throughout the nation for complete national coverage.
]]> 2023-10-12 07:08:31 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743154226 Sponsorship https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743162138 2023-10-12 07:14:03 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743162138 Radio Characteristics anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743162433 •Often viewed as old-school.
•Primarily local advertising medium. 
•Broadest mass reach among all media.
•Offers advertisers narrow targeting capabilities.
•Considered a pervasive medium.
]]> 2023-10-12 07:14:18 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743162433 tranths170071_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743165588
  • Advantages:
    • Advertisers can easily reach large audiences through a simple purchase process with one network.
    •  Disadvantages:
     face high prime time advertising costs, limited time slots, and a scatter market.
    • Up-front market: Buying period before TV season begins.
    • Scatter market: Buying period throughout the season.
    ]]>     2023-10-12 07:16:55 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743165588     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743168603 Take advantage of high quality reputation
    Have more control over their advertising.]]>     2023-10-12 07:18:52 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743168603     Advantages anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743168938 •Cost and efficiency.
    •Receptivity.
    •Selectivity.
    •Flexibility.
    •Mental imagery.
    •Image transfer: Images of a TV commercial implanted into a radio spot.
    •Integrated marketing opportunities.
    ]]>     2023-10-12 07:19:05 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743168938     Participations https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743169906 2023-10-12 07:19:50 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743169906 Limitations anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743172700 •Creative limitations.
    •Fragmentation.
    •Difficult buying procedures.
    •Limited research data.
    •Limited listener attention.
    •Competition from digital media.
    •Clutter.
    ]]>     2023-10-12 07:21:36 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743172700     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743172812 . Delivers TV: fiber or coaxial wire.
    . Revenues of Cable networks and channels: ads and subscriber fees.
    . Audience fragmentation : expanded viewing options.]]>     2023-10-12 07:21:42 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743172812     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743172971 Advertiser has no long-term commitment to program.
    Can adjust expenditures to buy spots that fit within budget.
    Provides greater reach in the media schedule.]]>     2023-10-12 07:21:49 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743172971     Advertising on cable. https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743174899 2023-10-12 07:23:20 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743174899 Buying Radio Time https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743175335 - Network radio—Purchased on a network basis using a national network.
    Spot radio provides:
    + Greater flexibility in selecting markets, individual stations, and airtime.
    + Ability to adjust message for local market conditions.
    - Local radio—Purchased from individual stations by local companies. ]]>     2023-10-12 07:23:42 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743175335     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743176301 Increased revenues steadily.]]> 2023-10-12 07:24:29 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743176301 tranths170071_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743176678
  • Spot and local advertising.
  • Spot advertising: Commercials shown on local TV stations.
  • National spot advertising: Nonnetwork advertising done by a national advertiser.
  • Local advertising: Airtime sold to local firms.

    • ]]>     2023-10-12 07:24:45 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743176678     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743178135 Advertiser has little control over placement of ads.
    Availability may be limited.]]>     2023-10-12 07:25:55 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743178135     Time Classifications anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743178899 Dayparts:
    •Size of listening audience varies across dayparts.
    Advertising rates vary across many factors:
    •Dayparts.
    •Number of spots or type of audience plan purchased.
    •Supply and demand of time available in local market.
    •Ratings of individual station.
    ]]>     2023-10-12 07:26:34 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743178899     Spot Announcements https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743179781 2023-10-12 07:27:14 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743179781 https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743180917 National advertisers advertising on local cable systems.
    * Reach specific geographic markets.
    * Interconnects: Joined for advertising purposes.]]>     2023-10-12 07:28:06 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743180917     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743186558 Purchased from local stations, appear during adjacencies.
    Adjacencies: Time periods adjacent to network programs.]]>     2023-10-12 07:32:24 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743186558     Audience Information anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743200116 2023-10-12 07:43:01 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743200116 Nielsen Audio anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743201832 Covers nearly 265 local radio markets with two to four ratings reports per year.
    Nielsen Topline Radio Rating report:
    •Person estimates: Estimated number of people listening.
    •Rating: Percentage of listeners in the survey area population.
    •Share: Percentage of total estimated listening audience.
    •Average quarter-hour (AQH) figure: Average number of people estimated to have listened to station for a minimum of five minutes during any quarter-hour in a time period.
    •Cume: Total number of different people who listened to station for at least five minutes in a quarter-hour period within a reported daypart.
    •Average quarter-hour rating (AQH RTG): Estimated number of listeners as a percentage of the survey area population.
    •Average quarter-hour share (AQG SHR): Percentage of total listening audience tuned to each station.
    •PPM is a wearable device that electronically tracks what consumers listen to on the radio.
    ]]>     2023-10-12 07:44:21 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743201832     Selecting Time Periods and Programs https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743202050 2023-10-12 07:44:30 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743202050 https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743204048 Cost of TV advertising time varies depending on:
    Time of day.
    Particular program.
    TV time periods are divided into dayparts.
    Dayparts: Specific segments of a broadcast day.
    Advertising rates depend on size and popularity of dayparts.

    ]]>     2023-10-12 07:46:02 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743204048     RADAR. anhnkhs173386_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743208412 •Radio’s All Dimension Audience Research.
    •Measures national radio listening and audiences for network radio stations and syndicated radio shows.
    ]]>     2023-10-12 07:49:36 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743208412     tranths170071_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743209878 Advantages:
    National advertisers benefit from flexibility and growth in syndication.
    Disadvantages:
    Acquisition is difficult, pricing policies vary among stations, and station reps reduce sales.]]>     2023-10-12 07:50:36 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743209878     tranths170071_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743211951
  • Syndicated programs: Sold and distributed station by station.
  • Types:
  • Off-network syndication—Reruns.
  • First-run syndication—Shows produced specifically for syndication market.
  • Advertiser-supported or barter syndication—Shows sold to stations in return for portion of commercial time.
  • Offers both off-network and first-run syndicated programs.
    • ]]>     2023-10-12 07:52:15 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743211951     tranths170071_ https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743214161
  • Advantages:
    • Saves money.
    Broadens reach for national advertisers.
    Targets specific audiences.
    • Disadvantages:
    Audiences are often rural and older.
    Syndicators do not supply much research information.
    ]]>     2023-10-12 07:53:59 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2743214161     Measuring the TV Audience https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745300650 2023-10-13 14:18:48 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745300650 National audience information https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745308362 2023-10-13 14:24:06 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745308362 Local audience information https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745308986 2023-10-13 14:24:33 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745308986 Developments in audience measurement https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745310121 2023-10-13 14:25:13 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745310121 Audience measures https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745316457 2023-10-13 14:29:49 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745316457 https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745325390 Size and composition 
    Television household
    Program rating
    Households using television (HUT)
    Share of audience
    Total audience]]>     2023-10-13 14:36:12 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745325390     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745328142 Nielsen ratings
    People meter

    ]]>     2023-10-13 14:38:16 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745328142     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745331113 Portable People Meter (PPM)
    Sweeps
    designated market areas (DMAs)]]>     2023-10-13 14:40:23 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745331113     https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745333583 linear TV
    commercial ratings
    Total Audience Measurement system
    Total Use of Television 
    Total Ad Ratings report]]>     2023-10-13 14:42:04 UTC https://padlet.com/anhnkhs173386_/djfe3slm585tkwi5/wish/2745333583