Wells09_Basic - Broadcast Media Part 3: Effective...

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Broadcast Media Part 3: Effective Advertising Media Chapter 9
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9 - 2 Chapter Outline I. Chapter Key Points II. Broadcast Media III. Radio IV. Television V. Film and Video VI. Product Placement VII. Using Broadcast Advertising Effectively
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9 - 3 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
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9 - 4 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
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9 - 5 Radio Structure of the Industry AM/FM Public radio Cable radio Satellite radio LPFM Web radio Radio Advertising Relies on the listener’s mind to fill in the visual element Delivers a high level of frequency Radio commercials lend themselves to repetition
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9 - 6 Revenue Categories Network Spot Syndicated 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
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9 - 7 Revenue Categories Network Spot Syndicated 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
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This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

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Wells09_Basic - Broadcast Media Part 3: Effective...

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