MKT304_MKT1812_Mindmap_Nhóm 1 by Thảo Thu https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa en-us 2023-10-12 06:09:17 UTC 2023-10-12 10:08:44 UTC hello@padlet.com Television daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743096188 2023-10-12 06:27:53 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743096188 Advantages daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743117669 2023-10-12 06:44:01 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743117669 Limitations daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743118714 2023-10-12 06:44:54 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743118714 RADIO thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743119027 2023-10-12 06:45:09 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743119027 Advantages of Radio thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743119568 2023-10-12 06:45:36 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743119568 Creativity and Impact daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743120206 - The greatest priority is given to the presentation of advertising messages.
- Interactive visual and audio cappabilities.
- Introducing products, telling a brand story, and creating emotional attachment.]]> 2023-10-12 06:46:07 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743120206 Limitations of Radio thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743120583 2023-10-12 06:46:24 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743120583 Buying Radio Time thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743121570 2023-10-12 06:47:03 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743121570 Coverage and Cost Effectiveness daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743121759 - Television advertising makes it possible to reach large audiences.
+ With nearly 77% of the population over 18 years old watching television, the coverage is wide and regardless of audience.
- Television advertising is an effective at a reasonable cost.
+ Average advertising costs are approximately $24 for networks and $5.85 for daytime programming.]]> 2023-10-12 06:47:08 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743121759 Time Classifications thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743122267 2023-10-12 06:47:33 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743122267 Captivity and Attention daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743122433 - Television is basically intrusive in that commercials.
- Most of us are exposed to thousands of them each year. 
- TV ads have an effect on consumers simply through heavy repetition and exposure to catchy slogans and jingles.]]> 2023-10-12 06:47:42 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743122433 Audience Information thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743123040 2023-10-12 06:48:13 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743123040 Selectivity and Flexibility daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743123562 - Television have some selectivity based on program content, broadcast time, and geographic coverage.
- Cable TV further refines targeting by appealing to specific interests and demographic groups.]]> 2023-10-12 06:48:37 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743123562 Cost and Efficiency vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743142894 - One of the main strengths of radio as an advertising medium is its low cost
- The low relative costs of radio make it one of the most efficient of all advertising media]]> 2023-10-12 07:00:28 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743142894 Network Radio vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743143891 2023-10-12 07:01:13 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743143891 Spot Radio vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743144329 2023-10-12 07:01:31 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743144329 Local Radio vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743144812 2023-10-12 07:01:50 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743144812 vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743147266 Three national networks
Over 100 regional/area networks
A multitude of syndicated programs]]> 2023-10-12 07:03:28 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743147266 vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743148289 About 20% of all spots
Allows great flexibility, targeting
Purchase transaction can be difficult]]> 2023-10-12 07:04:21 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743148289 thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743148728 Creative Limitations
+ A major drawback of radio is the absence of a visual image
+ Can't show or use any type of visual appeal or information
+ Because of these creative limitations many companies tend to ignore radio]]> 2023-10-12 07:04:45 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743148728 vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743148862 Nearly 80% of advertisers are local
Local CATV is becoming competitive]]> 2023-10-12 07:04:51 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743148862 quynhndhs173339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743156209 The broadcast day for radio is divided into various time periods or dayparts and advertising rates follow accordingly:
- Morning drive time 6:00–10:00 A.M. 
- Midday 10:00 A.M.–3:00 P.M. 
- Afternoon/evening drive time 3:00–7:00 P.M. (the largest  radio audiences )
- Nighttime 7:00 P.M.–12:00 A.M. 
- All night 12:00–6:00 A.M ]]> 2023-10-12 07:10:09 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743156209 quynhndhs173339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743164265 Radio advertising prices vary according to many factors: the number of advertising spots and schedules, supply and demand in the local market, and the station's ratings.]]> 2023-10-12 07:15:48 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743164265 thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743177613 Fragmentation
+ The high level of audience fragmentation 
+ Percentage of the market tuned to any particular station is usually very small. 
+ The top-rated radio attract less than 10 percent of the total listening audience]]> 2023-10-12 07:25:29 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743177613 Receptivity vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743178433 - Radio often provides advertisers with a very receptive environment for their advertising messages
- Radio listeners have a unique relationship with radio as a medium]]> 2023-10-12 07:26:10 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743178433 Selectivity vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743185607 - Another major advantage of radio is the high degree of audience selectivity available

]]> 2023-10-12 07:31:43 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743185607 thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743186490 Difficult Buying Procedures
+ Media planning and purchasing process  
+ Difficult and time-consuming
+ Decrease when radio networks and syndicated programs increases]]> 2023-10-12 07:32:20 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743186490 Flexibility vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743188008 - The most flexible of all the advertising media because it has a very short closing period]]> 2023-10-12 07:33:30 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743188008 thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743193579 Limited Research Data
+ Audience research data on radio are often limited, particularly compared with TV, magazines, or newspapers. 
+ Small operations, lack the revenue to support detailed studies 
+ Don't have as much audience information available]]> 2023-10-12 07:37:41 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743193579 Mental Imagery vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743193686 - Encourages listeners to use their imagination when processing a commercial message]]> 2023-10-12 07:37:46 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743193686 daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743197000 Sports programming, watched live, is popular for reaching male audiences, and events like college football and basketball have become lucrative for marketers and universities.]]> 2023-10-12 07:40:32 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743197000 Integrated Marketing vypphs170024_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743197321 - Provides marketers with a variety of integrated marketing opportunities
- Combination with other media, including television, magazines, newspapers, the Internet, and social media]]> 2023-10-12 07:40:47 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743197321 Nielsen Audio quynhndhs173339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743198845 - Nielsen Audio covers 300 radio markets with multiple ratings reports annually.
- Audience estimates are derived from seven-day radio listening logs and are reported by time period and demographics.
- The radio ratings report includes three key estimates: Person estimates (number of listeners), Rating (percentage of local population), and Share (percentage of the total listening audience).
- Average Quarter-Hour represents the average number of listeners within a specific time period
- Cume is the total number of different listeners during a reported daypart.
- Average quarterly ratings and quarter-hour share measure station-listener interaction.
- In 2008, Arbitron introduced the Portable People Meter for more precise radio listener measurement by tracking encoded signals.
- Nielsen Audio now uses PPM to measure radio audiences in the top 50 markets, with plans to expand its usage to other markets in the coming years.]]> 2023-10-12 07:42:01 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743198845 Negative Factors daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743200051 •Costs—Buying airtime and producing TV commercials is highly expensive.
•Lack of selectivity— Fails to offer selectivity for advertisers seeking a very specific and small target audience.
•Fleeting messages—Most TV commercials are 30 seconds or less and eave consumers with nothing tangible to examine.
•Clutter—Shorter commercials that are increasing in number lead to clutter.
•Limited attention—Viewers avoid commercials by zipping and zapping or by simply not paying attention to them.
•Distrust and negative evaluation—The pervasiveness of TV commercials and their intrusiveness, as well as the content used, create problems.]]> 2023-10-12 07:42:58 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743200051 thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743201727 Limited Listener Attention
+ One environment where radio has a more captive audience is in cars 
+ Many consumers spend time on their phones while driving 
+ Listen to music stored on their phones or through streaming services]]> 2023-10-12 07:44:16 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743201727 RADAR quynhndhs173339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743211394 - Nielsen owns RADAR National Network Ratings, supported by broadcast networks, media companies, and advertisers.
- RADAR measurements come from a sample of 200,000 respondents aged 12 and above, collecting data on radio listening over a one-week period, including dates, times, locations, and demographics.
- RADAR releases reports quarterly, offering network audience measurements and audience estimates across various time periods and segments,
- Media buyers use ratings data to evaluate radio station value and optimize costs when buying airtime to reach their target audiences.

]]> 2023-10-12 07:51:48 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743211394 thuthaolee2003_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743216039 Competition from Digital Media 
+ A major source of competition for conventional broadcast radio is the growth of satellite radio, which bounces signals off satellites 
+ Popularity of MP3 players such as iPod as well as music services that are being streamed over the Internet such as Pandora, Spotify, and Apple Music
]]> 2023-10-12 07:55:36 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743216039 Network versus Spot daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743233626 2023-10-12 08:11:01 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743233626 Syndicated Programs daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743234344 2023-10-12 08:11:42 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743234344 Methods of Buying Time daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743236062 2023-10-12 08:13:15 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743236062 Advertising on Cable Television daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743237303 2023-10-12 08:14:12 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743237303 Local Audience Information daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743238590 2023-10-12 08:15:13 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743238590 Network daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743240737 - Affiliated stations that are linked.
- Purchase transactions are simplified.]]> 2023-10-12 08:16:52 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743240737 Spot & Local daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743241160 - Commercials shown on local stations.
- May be local or “national spot” commercials.]]> 2023-10-12 08:17:12 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743241160 Sold and distributed station by station daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743246935 - Off-network syndication are “reruns”.
- First-run syndications are also featured.]]> 2023-10-12 08:21:43 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743246935 Advertiser-supported or bartered daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743247263 - Programs sold to stations in return for air time.]]> 2023-10-12 08:21:59 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743247263 Sponsorship daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743250666 1. Advertiser assumes responsibility for the production and perhaps conten.
2. Sponsor has control and can capitalize on a show’s prestige.

]]> 2023-10-12 08:24:37 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743250666 Participations daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743251429 1.Participating sponsors share the cost.
2. May occur regularly or sporadically.
3. Advertiser doesn’t do production.
4. Participants lack control over content.
]]> 2023-10-12 08:25:11 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743251429 Spot Announcements daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743252474 May be purchased by daypart or adjacency]]> 2023-10-12 08:25:59 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743252474 Advantages daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743259880
  • National, regional, and local available
  • Highly selective “narrowcasting”
  • Low cost
  • Flexibility
    • ]]>     2023-10-12 08:31:30 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743259880     Limitations daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743260305
  • Overshadowed by major networks
  • Audience fragmentation
  • Lacks penetration in major markets
    • ]]>     2023-10-12 08:31:54 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743260305     NSI reports daotac339_ https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743264387 - Viewing times
    - Programs watched
    - Audience size estimates
    - Demographics]]>     2023-10-12 08:35:21 UTC https://padlet.com/thuthaolee2003_/y3r1ucx213lllnfa/wish/2743264387