Broadcast Media Chapter Outline - Chapter Key Points
- Broadcast Media
- Radio
- Television
- Film and Video
- Product Placement
- Using Broadcast Advertising Effectively
Key Points - Describe the structure of radio, how it is organized, its use as an advertising medium, its audience, and its advantages and disadvantages
- Explain the structure of television, how it is organized, its use as an advertising medium, the TV audience, and its advantages and disadvantages
- Outline how advertisers use film and video
- Identify advantages and disadvantages of using product placements
Broadcast Media - Transmit sounds or images electronically
- Include radio and television
- Broadcast engages more senses than reading and adds audio as well as motion for television
Radio Structure of the Industry - AM/FM
- Public radio
- Cable radio
- Satellite radio
- LPFM
- Web radio
- Relies on the listener’s mind to fill in the visual element
- Delivers a high level of frequency
- Radio commercials lend themselves to repetition
- Group of local affiliates connected to one or more national networks
- Viable national medium for food and beverages, cars, and over-the-counter drugs
- Growth has contributed to increase in syndicated radio
Revenue Categories - When an advertiser places an ad with an individual station rather than a network
- Makes up nearly 80% of all radio advertising
- Messages can be tailored for particular audiences
Revenue Categories - Offers advertisers a variety of high-quality, specialized, and usually original programs
- Advertisers value syndicated programming because of the high level of audience loyalty
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