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Unit 5 Television and Radio Advertising
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Ad Buzz - Commercial television stations began broadcasting in the 1940s. - Modern television advertising shows a trend toward shorter advertisements, with lots of hard cuts (rapid shifting from one image to another) and music. - Old television and radio advertisements would sometimes last a minute or more; now, there many advertisements that last only ten seconds.
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Ad Buzz - Many advertisements try to appeal to impulsive decisions by people who are on the road – for example, for a fast food restaurant, a coffee place, a convenience store, and so on. - There are over 4,700 commercial radio stations on the AM band and over 6,000 stations on the FM band in the United States. - There are over 1,300 commercial broadcast television stations in the United States.
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The Hard Cut - A hard cut occurs when the televised image or scene on the screen abruptly changes to another, possibly very different, image. - A thirty-second television ad twenty years ago may have had only one or two cuts. Today, a thirty second ad may have dozens of hard cuts.
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Lights! Cameras! Tunes! - Jingles are short songs written for an ad which usually names the product in the song and contains lyrics about the value on that product. - Advertisers have begun to rely more heavily on popular songs that have previously been preformed by well-known artists. - Microsoft paid the Rolling Stones $12 million to use their songs Start Me Up when the company introduced Windows 95.
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Television Commercials and Settings - The location of where the activity occurs in a television commercial is called the setting. - Many advertisers today emphasize experiential marketing. This means that they don’t focus on the product being sold, but on how the product (supposedly) can make the consumer feel.
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MTV and You - MTV uses some of its employees to do “cool hunting”. Cool hunters go out into different communities to talk to teenagers about what’s cool right now and what’s not.
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Product Placement and Positive Attitudes - Advertisers are putting more attention into product placement. Advertisers pay the producers of television programs to show the characters on those programs using the advertisers’ products. - You will not see a bad guy use the “placed” product.
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