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wells09_webreview - Chapter 9 Broadcast Media WEB REVIEW...

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212 Chapter 9 Broadcast Media WEB REVIEW QUESTIONS 1. What are the six types of radio stations and how are they different? AM/FM: Traditional radio that serve a primarily local market. Public radio: Usually an affiliate of National Public Radio (NPR). These stations are considered non-commercial and rely on listener support and corporate sponsorships for funding. Cable radio: Uses cable television receiver to deliver static-free music via wire plugged in to cable subscribers’ stereos. Satellite radio: Delivers your favorite radio stations throughout the United States. Low-power FM (LPFM): These nonprofit, noncommercial stations serve a small market, with a reach of three to five miles. The FCC does not allow these stations to carry advertising. Web radio: Provides webcasting, which is audio streaming through a Website. 2. What’s the difference among network, syndicated, and spot radio advertising? Network radio advertising: Radio advertising can be bought from national networks who distribute programming and advertising to their affiliates. Network radio is a group of local affiliates connected to one or more national networks through telephone wires and satellites. Many advertisers view network radio as a viable national advertising medium. Spot radio advertising: An advertiser places an advertisement with an individual station rather than through a network. With so many stations available, spot messages can be tailored for particular audiences. Local stations offer flexibility through their willingness to run unusual ads, allow last-minute changes, and negotiate rates. Syndicated radio advertising: Program syndication has benefited network radio because it offers advertisers a variety of high-quality, specialized, and usually original program. Syndicated radio is original radio programming playing on a large number of affiliated stations. Advertisers value syndicated programming because of the high level of loyalty of its audience. 3. How is the radio audience measured? Advertisers considering radio are most concerned with the number of people listening to a particular station at a given time. The typical radio programming day is divided into five segments called dayparts .
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Chapter 9: Broadcast Media 213 The 6–10 a.m. segment is called morning drive time and it is the period when the most number of listeners are tuned to radio.
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