- Station fans
- Largest segment of radio listeners
- A clear preference for one or two stations
- Radio fans
- May listen to four or five stations per week
- Show no preference for one particular station
- Music fans
- News fans
- Choose stations based on a need for news and information
- Have one or two favorite stations
Radio Advantages - Target audience
- Affordability
- Frequency
- Flexibility
- Mental imagery
- High level of acceptance
Disadvantages - Listener inattentiveness
- Lack of visuals
- Clutter
- Scheduling and buying difficulties
- Lack of control
Television - Television advertising is embedded in television programming
- Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences
- When two or more stations are able to broadcast the same program that originates from a single source
- Networks originate programs and provide them to local affiliates
Structure of the Television Industry - Network television
- Cable and subscription
- Local television
- Public television
- Provide highly targeted special-interest programming options
- Cable is most familiar example of subscription television
Structure of the Television Industry - Network television
- Cable and subscription
- Local television
- Public television
- Affiliated with a network
- Carry network programming and their own programs
- Independent stations
- Most advertisers are local retailers
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