Chapter 11 - Evaluation of Media: Television and Radio by Nguyễn Thị Hải Yến https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9 en-us 2023-10-13 08:38:31 UTC 2023-10-13 10:27:38 UTC hello@padlet.com https://padlet.net/icons/png/1f353.png 1. TELEVISION yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744937693 2023-10-13 08:57:53 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744937693 Advantages yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744944492 2023-10-13 09:04:16 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744944492 4. Selectivity and lexibility yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744961696 Viewers can select what they want to watch and when they want to watch it]]> 2023-10-13 09:20:23 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744961696 Limitations yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744963499 2023-10-13 09:22:00 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744963499 1. Cost yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744965735 Television production and advertising can be very expensive.
2. Lack of selectivity
3. Fleeting message
4. Clutter
5. Limited viewer attention
+ Zipping 
+ Zapping 
6. Distrust and negative evaluation]]> 2023-10-13 09:24:19 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744965735 BUYING TELEVISION TIME yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744967310 2023-10-13 09:25:31 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744967310 Network versus Spot yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744968459 2023-10-13 09:26:33 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744968459 yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744970283 1. Network advertising 
2. Spot and local advertising
3. Syndication

]]> 2023-10-13 09:28:08 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744970283 Methods of buying time yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744971485 2023-10-13 09:29:20 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744971485 3. RADIO sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744972228 2023-10-13 09:30:05 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744972228 yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744972503 1. Sponsorship
2. Participations
3. Spot announcements]]> 2023-10-13 09:30:23 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744972503 Selecting Time Periods and Programs yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744973674 2023-10-13 09:31:34 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744973674 Cable Television yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744974502 2023-10-13 09:32:31 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744974502 Advantages sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744974534 2023-10-13 09:32:33 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744974534 limitations sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744975348 2023-10-13 09:33:17 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744975348 yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744976979 1. The growth of cable
2. Advertising on cable
3. Advantages of cable
4. Limitations of cable
5. The future of cable]]> 2023-10-13 09:34:57 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744976979 Measuring the TV Audience yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744978091 2023-10-13 09:36:05 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744978091 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744979085 1.Cost and Efficiency 
2.Receptivity 
3.Selectivity
4.Flexibility
5.Mental Imagery
6.Integrated Marketing]]> 2023-10-13 09:37:00 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744979085 1. Audiance measures yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744979505 2023-10-13 09:37:27 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744979505 yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744980847 1. Television households
2. Program rating
3. Households using television
4. Share of audience

]]> 2023-10-13 09:38:48 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744980847 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744980908 1. Creative Limitations
2. Audience Fragmentation
3. Chaotic Buying
4. Limited Research Data
5. Limited Listener Attention
6. Digital Media Competition
7. Clutter
]]> 2023-10-13 09:38:52 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744980908 2. National Audience Information yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744982242 2023-10-13 09:40:14 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744982242 Buying Radio Time sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744983889 2023-10-13 09:42:02 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744983889 3. Local Audience Information yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744984436 2023-10-13 09:42:32 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744984436 4. Developments In Audience Measurement yennthha176017_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744985020 2023-10-13 09:43:10 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744985020 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744985365 Network Radio
Spot Radio
Local Radio


]]> 2023-10-13 09:43:32 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744985365 Future of radio sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744994891 1.     Digital Transformation
2.     Personalization
3.     Convergence]]> 2023-10-13 09:52:59 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2744994891 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745000981 Radio advertising can be more affordable than television or print advertising, making it an attractive option for businesses with limited budgets.]]> 2023-10-13 09:59:03 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745000981 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745002639 Creating radio ads often costs less than producing television commercials normally, especially when considering visual elements.]]> 2023-10-13 10:00:44 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745002639 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745004576 Targeted Audiences: Radio stations often cater to specific demographics and niches. Advertisers can select stations that align with their target audience, ensuring their message reaches the right people.
Geographic Targeting: Advertisers can choose specific geographic areas where they want their message to be heard.]]> 2023-10-13 10:02:54 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745004576 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745005438 Timely Advertising: Radio allows for quick response advertising, enabling businesses to promote sales, events, or time-sensitive offers.
Message Variety: Advertisers can change their message more easily and frequently compared to print or TV ads, allowing for adaptability and experimentation.]]> 2023-10-13 10:03:57 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745005438 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745006757 Theater of the Mind: Radio engages the listener's imagination as they create mental images based on the sounds and voices they hear. This can lead to a more emotionally resonant connection with the message.]]> 2023-10-13 10:05:21 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745006757 1. Creativity and impact ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745007033 Television allows for a wide range of creative expression and can have a powerful impact on viewers.]]> 2023-10-13 10:05:41 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745007033 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745007624 Complementing Other Channels: Radio can be used as part of an integrated marketing strategy, working alongside other advertising methods, such as social media, print, or television, to reinforce the message and enhance brand consistency.
It's important to note that the effectiveness of radio advertising can vary depending on the target audience, the quality of the ad, and the timing of the campaign. Advertisers should carefully consider their goals and the preferences of their target audience when choosing the best advertising medium for their products or services.

]]> 2023-10-13 10:06:05 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745007624 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745013205 Radio is primarily an audio medium, which limits the use of visuals and other sensory experiences. Creativity is often confined to audio storytelling and sound effects, making it challenging to convey certain messages or complex narratives. ]]> 2023-10-13 10:11:27 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745013205 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745014278 Traditional radio stations typically have a limited geographical reach. This can restrict the potential audience size, especially for smaller or community-based stations. - **Demographic Constraints**: Different radio stations cater to specific demographics, which can limit the diversity of the audience they can reach. ]]> 2023-10-13 10:12:28 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745014278 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745014809 Advertisers often struggle with scheduling ads at specific times and on particular shows to reach their target audience effectively. This can be challenging and sometimes chaotic. ]]> 2023-10-13 10:12:57 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745014809 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745016063 Radio lacks the detailed and real-time listener data that digital media provides. This makes it harder to track the effectiveness of advertising or the preferences of the audience. - **Audience Feedback**: Getting immediate and comprehensive feedback from radio audiences can be challenging, limiting the ability to adjust content or advertisements based on audience reactions. ]]> 2023-10-13 10:14:13 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745016063 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745016564 Radio listeners may have shorter attention spans, which can make it difficult to engage them for extended periods, especially when compared to other forms of media.]]> 2023-10-13 10:14:43 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745016564 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745017120  Radio faces significant competition from digital media platforms such as streaming services, podcasts, and social media. These platforms offer a wider range of content options and greater interactivity, which can divert audiences away from traditional radio. ]]> 2023-10-13 10:15:16 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745017120 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745017700 Radio often features a high volume of advertisements, which can lead to commercial clutter and listener fatigue. This can affect the overall listening experience and make it harder for advertisers to stand out. Despite these limitations, radio remains a valuable and influential medium, particularly for local and niche content, and it continues to adapt to changing technological and audience dynamics. Stations can mitigate some of these limitations by leveraging online streaming, integrating digital marketing strategies, and focusing on niche content to engage specific audiences effectively]]> 2023-10-13 10:15:55 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745017700 2. Coverage and Cost Effectiveness ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745018838 Television can reach a large audience at a relatively low cost.]]> 2023-10-13 10:17:07 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745018838 3. Captivity and Attention ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745019837 Television can be very captivating and hold viewers' attention for long periods of time.]]> 2023-10-13 10:18:13 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745019837 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745021371 Radio has been undergoing a significant digital transformation. Internet radio, podcasts, and streaming services have become increasingly popular. This trend is likely to continue, with more traditional radio stations offering online streaming and podcast content.]]> 2023-10-13 10:19:53 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745021371 NSI reports anhttvhs171461_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745022055 2023-10-13 10:20:33 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745022055 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745022272 As technology advances, listeners expect more personalized experiences. Radio services may use AI and data analytics to tailor content to individual preferences, creating a more engaging and relevant experience.]]> 2023-10-13 10:20:46 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745022272 sktjhint1_ https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745022673 The lines between traditional radio, streaming, and podcasting are blurring. Many radio stations now offer on-demand content and podcasts, while podcast platforms experiment with live broadcasts. This convergence is likely to continue, offering a more diverse range of content to listeners.]]> 2023-10-13 10:21:12 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745022673 2. Lack of selectivity ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745023120 Viewers are limited to the programs that are available on their local channels or streaming services]]> 2023-10-13 10:21:42 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745023120 3. Fleeting message ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745023802 Television commercials and programs are often short and quickly forgotten]]> 2023-10-13 10:22:21 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745023802 4. Clutter ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745025352 Television screens can be cluttered with commercials, logos, and other distractions]]> 2023-10-13 10:23:39 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745025352 5. Limited viewer attention ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745026252 Viewers are often distracted or multitasking while watching television]]> 2023-10-13 10:24:38 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745026252 Zipping ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745026961 Viewers quickly switch between channels to avoid commercials or to find something they want to watch]]> 2023-10-13 10:25:23 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745026961 Zapping ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745028273 Viewers frequently change channels while watching a program, which can reduce their comprehension and enjoyment]]> 2023-10-13 10:26:41 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745028273 6. Distrust and Negative Evaluation ngocvmhs170988 https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745028987 Television is often criticized for its negative content and its influence on viewers]]> 2023-10-13 10:27:29 UTC https://padlet.com/yennthha176017_/p6qw8kpmm9dbgx9/wish/2745028987