NHÓM 1 CHƯƠNG 11 by Vũ thị vân anh https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq en-us 2023-10-13 06:11:53 UTC 2023-10-13 07:38:56 UTC hello@padlet.com TELEVISION anhvtvhs170065_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744766736 2023-10-13 06:15:57 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744766736 Limitations anhvtvhs170065_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744767568 2023-10-13 06:16:47 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744767568 Advantages luongphhe163070_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744767788 1) Creativity and Impact
2) Coverage and Cost Effectiveness
3) Captivity and Attention
4) Selectivity and Flexibility


]]> 2023-10-13 06:17:01 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744767788 Negative Factors anhvtvhs170065_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744775024 Fleeting Message
Cost
Low Selectivity
Clutter
Distrust
Negative
Evaluation













]]> 2023-10-13 06:24:35 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744775024 Network vs Spot nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744775871 2023-10-13 06:25:17 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744775871 Limited Attention anhvtvhs170065_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744776053 Zipping
Zapping

]]> 2023-10-13 06:25:29 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744776053 Network nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744777046 Affiliated stations that are linked
Purchase transactions are simplified]]> 2023-10-13 06:26:32 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744777046 Spot & Local nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744777633 Commercials shown on local stations
May be local or “national spot” commercials]]> 2023-10-13 06:27:11 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744777633 Syndicated Programs nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744781497 2023-10-13 06:31:13 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744781497 Sold and distributed station by station nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744782370 Off-network syndication are “reruns”
First-run syndications are also featured]]> 2023-10-13 06:32:08 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744782370 Advertiser-supported or bartered luongphhe163070_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744782807 Programs sold to stations in return for air time]]> 2023-10-13 06:32:34 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744782807 Methods of Buying Time nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744785167 2023-10-13 06:35:10 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744785167 Sponsorship nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744786016 1. Advertiser assumes responsibility for the production and perhaps content
2. Sponsor has control and can capitalize on a show’s prestige
]]> 2023-10-13 06:36:00 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744786016 Advertising on Cable Television luongphhe163070_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744786542 2023-10-13 06:36:31 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744786542 Participations nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744786831 1. Participating sponsors share the cost
2. May occur regularly or sporadically
3. Advertiser doesn’t do production
4. Participants lack control over content
]]> 2023-10-13 06:36:45 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744786831 Advantages luongphhe163070_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744788300
  • National, regional, and local available
  • Highly selective “narrowcasting”
  • Low cost
  • Flexibility
    • ]]>     2023-10-13 06:38:00 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744788300     Spot Announcements nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744788410 1. May be purchased by daypart or adjacency]]> 2023-10-13 06:38:07 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744788410 Limitations luongphhe163070_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744788760
  • Overshadowed by major networks
  • Audience fragmentation
  • Lacks penetration in major markets
    • ]]>     2023-10-13 06:38:28 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744788760     Common Television Dayparts nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744790021 2023-10-13 06:39:47 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744790021 TV Audience Measures phuongttvhs163294_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744791582 2023-10-13 06:41:14 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744791582 Share of Audience nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744794020 2023-10-13 06:42:41 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744794020 Program Rating nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744795526 2023-10-13 06:44:04 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744795526 Local Audience Information nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744796514
  • NSI reports
    • Viewing times
    • Programs watched
    • Audience size estimates
    • Demographics
    • ]]>     2023-10-13 06:45:00 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744796514     Radio Time Classifications phuongttvhs163294_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744796613  ]]> 2023-10-13 06:45:06 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744796613 Radio nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744801071 2023-10-13 06:49:19 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744801071 Both media nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744802992 Are time oriented media
    Are sold in time segments
    Have some network affiliates
    Have some independents
    Use the public airway
    Are regulated by the F.C.C.
    Are externally paced media
    Are passive, low-involvement
    ]]>     2023-10-13 06:51:05 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744802992     Advantages of Radio nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744804003 Cost and Efficiency 
    Receptivity
    Selectivity
    Flexibility
    Mental Imagery
    Integrated Marketing]]>     2023-10-13 06:52:05 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744804003     Limitations of Radio nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744808656 Creative Limitations
    Audience Fragmentation
    Chaotic Buying 
    Limited Research Data 
    Limited Listener Attention
    Digital Media Competition 
    Clutter ]]>     2023-10-13 06:55:20 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744808656     Buying Radio Time nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744818723 2023-10-13 07:04:41 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744818723 Network Radio nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744819740 Three national networks
    Over 100 regional/area networks
    A multitude of syndicated programs
    ]]>     2023-10-13 07:05:37 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744819740     Spot Radio nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744822006 About 20% of all spots
    Allows great flexibility, targeting
    Purchase transaction can be difficult]]>     2023-10-13 07:07:36 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744822006     Local Radio nhituhs170106_ https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744823852 Nearly 80% of advertisers are local
    Local CATV is becoming competitive]]>     2023-10-13 07:09:00 UTC https://padlet.com/anhvtvhs170065_/fh78bc7a0s7nbsyq/wish/2744823852