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Unformatted text preview: Chapter 11 TELEV ISION ADVANTAGES OF TELEV ISION o Creativity and Impact o Coverage and Cost Effectiveness Use TV if (slide) The production budget is large enough to produce high quality commercials (average $400,000K in production costs). The media budget is sufficient to generate and sustain the number of exposures needed. The market is large enough and reachable efficiently through a specific network, station, or program. Theres a genuine need for a medium with high creative potential to exert a strong impact . o Captivity and Attention o Selectivity and Flexibility L I M I TAT IONS OF TELEV IS ION o Costs o Lack of Selectivity o Fleeting Message o Clutter o Limited Viewer Attention-Zipping- occurs when viewers fast-forward through commercials as they play back a previously recorded program.-Zapping- refers to changing channels to avoid commercials. BUYING TELEV ISION T I M E NE TWORK VERSUS SPOT o Network Advertising-Affiliates- network assembles a series of affiliated local TV stations, or affiliates, to which it supplies programming and services.-Up-front market- buying period that occurs before the TV season begins.-Scatter market- TV time that is purchased and runs through the TV season. o Spot and Local Advertising-Spot Advertising- refers to commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations.-National Spot Advertising- airtime sold to local firms such as retailers, restaurants, banks, and auto dealers-Station reps- individuals who act as sales representatives for a number of local stations in dealing with national advertising o Syndication-Syndicated programs- shows that are sold or distributed on a station-by-...
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- Fall '08