Outline Structure of the television industry Television advertising Television audience Structure of radio Radio advertising Radio audience Interactive.

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Presentation transcript:

Outline Structure of the television industry Television advertising Television audience Structure of radio Radio advertising Radio audience Interactive media Chapter 10 Broadcast and Interactive Online Media

Chapter 10: Broadcast and Interactive Online Media2 Public television Cable and subscription television –Who provides cable programs? –Cable scheduling Local television Specialty television Structure of the Television Industry

Chapter 10: Broadcast and Interactive Online Media3 Television syndication Interactive television Changes in broadcast television Structure of the Television Industry

Chapter 10: Broadcast and Interactive Online Media4 Television Advertising Forms of television advertising –Sponsorships –Participations –Spot announcements

Chapter 10: Broadcast and Interactive Online Media5 The Television Audience Measuring the television audience –Nielsen indexes –People meters –ClusterPLUS –Target TV: a new challenger

Chapter 10: Broadcast and Interactive Online Media6 Advantages and Disadvantages of Television Advantages –Cost efficiency –Impact –Buying time on TV Disadvantages –Expense –Clutter –Inflexibility

Chapter 10: Broadcast and Interactive Online Media7 Structure of the Radio Industry LPFM Public radio Web radio Satellite radio

Chapter 10: Broadcast and Interactive Online Media8 Radio Advertising Network radio Syndicated radio Spot radio

Chapter 10: Broadcast and Interactive Online Media9 Radio Audience Measuring the radio audience –Arbitron –RADAR Buying time on radio

Chapter 10: Broadcast and Interactive Online Media10 Advantages of Radio Target audiences Flexibility Affordability Mental imagery High level of acceptance

Chapter 10: Broadcast and Interactive Online Media11 Disadvantages of Radio Listener inattentiveness Lack of visuals Clutter Scheduling and buying difficulties Lack of control

Chapter 10: Broadcast and Interactive Online Media12 Internet Media Types of Internet advertising –World Wide Web home page –Banners – –Skyscrapers –Minisites, pop-ups, and superstitials –B2B

Chapter 10: Broadcast and Interactive Online Media13 Additional Issues Measuring online advertising effectiveness Buying time/space on the Internet

Chapter 10: Broadcast and Interactive Online Media14 Advantages and Disadvantages of Internet Advertising Advantages –Customizing messages –Merging databases –Excellent B2B sales leads or sales Disadvantages –Difficulty producing effective ads –Difficulty measuring effectiveness

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