TV, morning and advertising uses and valuations

TV, morning and advertising uses and valuations - TV,...

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TV, morning and advertising: uses and valuations. Case Study: Placement versus advertising fringed 1 Arturo Arriagada I. School of Sociology, Universidad Diego Portales (10,923 words) August 30, 2006 arturo.arriagada @ I. INTRODUCTION a. Research Relevance The media, being subsystems immersed in the social system, they become in an industry that, through advertising, to generate revenue and profits for different supply and demand part of it. Thus, the role of television advertising as a means of communication becomes relevant in two perspectives. First, how content determines the construction television, considering that the largest amount of audience that has a program able to negotiate greater dissemination of advertising companies willing to pay for it. In Second, the use of television, but especially the kind of reception do TV audiences that consumed in Chile is one aspect that has not been investigated permanently, beyond the quantitative analysis of the behavior of audiences. These considerations become relevant from a sociological point of view, since the Because television is a mass medium that conveys symbolic content, the reception of those content by the audience, includes advertising as part of those messages. On the other hand, it plays a decisive role in the television industry as it is the source resources for the financing of television channels. TV consumption in Chile is high compared with other media communication. For example, from the standpoint of frequency, ie how often consumption is repeated in people, television ranked first with 85% in Santiago and 81% in other urban centers (NTV 2000). From the point of view magnitude, ie the time that is devoted to consumption, the television happens to occupy the second only to radio (Ibid 2000). The role of the audience becomes a determining factor When distributing advertising content via television, as well as receiving it by the mass public. The impact that advertising in the hearings, especially in determining consumption patterns is a phenomenon that since the 1 This article is the result of the Workshop of Practice of the School of Sociology at the Universidad Diego Portales, conducted between March and July 2006. The results of this research were presented Canal 13 and BBDO. I appreciate the comments and information provided by Marcela Vergara, Natalia Amenábar and Stefan Tomicic. Page 2
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2 making sociology relevant to the cultural and socialization processes that generated through advertising in today's society. b. Approach the research problem In 2000, the advertising investment in Chile reached U.S. $ 580 million, representing 0.83% of national GDP (NTV 2001). In this context, the total investment in media, 42.8% were for television (Ibid 2001). The TV ad spending has grown exponentially. For example, in the year 1969 spending was $ 7 million, while 10 years later the figure reached U.S. $ 300 million (Hurtado 1987: 144). The role that television plays in the stage of advertising investment in Chile has two
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This note was uploaded on 07/21/2011 for the course BUS 10001 taught by Professor All during the Spring '11 term at Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology.

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TV, morning and advertising uses and valuations - TV,...

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