MC11Evaluation Of Media Television And Radio
Chapter11 Evaluation of Media: Television and Radio
11.1 Television
1. It has often been said that television is the ideal advertising medium. Its ability to combine visual images, sound, motion, and color presents the advertiser with the opportunity to develop the most creative and imaginative appeals of any medium.
2. Advantages of Television
a) Creativity and Impact
i. TV provides for presenting the advertising message. ii. Television is also an excellent medium for demonstrating a product or service as well as telling a story about a brand to highlight its features and benefits or create an emotional attachment.
b) Coverage and Cost Effectiveness
i. Television advertising makes it possible to reach large audiences. ii. Marketers selling products and services that appeal to broad target audiences find that TV lets them reach mass markets, often very cost-efficiently. iii. Because of its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.
c) Captivity and Attention
i. Television is basically intrusive in that commercials impose themselves on viewers as they watch their favorite programs. ii. However, the remaining viewers are likely to devote some attention to many advertising messages.
d) Selectivity and Flexibility
i. Some selectivity is possible due to variations in the composition of audiences as a result of program content, broadcast time, and geographic coverage. ii. With the growth of cable TV, advertisers refine their coverage further by appealing to groups with specific interests such as sports, news, history, the arts, or music, as well as specific demographic groups. iii. Advertisers can also adjust their media strategies to take advantage of different geographic markets through local or spot ads in specific market areas.
3. Limitations of Television
a) High Cost
i. Despite the efficiency of TV in reaching large audiences, it is an expensive medium in which to
11.1 Television
1. It has often been said that television is the ideal advertising medium. Its ability to combine visual images, sound, motion, and color presents the advertiser with the opportunity to develop the most creative and imaginative appeals of any medium.
2. Advantages of Television
a) Creativity and Impact
i. TV provides for presenting the advertising message. ii. Television is also an excellent medium for demonstrating a product or service as well as telling a story about a brand to highlight its features and benefits or create an emotional attachment.
b) Coverage and Cost Effectiveness
i. Television advertising makes it possible to reach large audiences. ii. Marketers selling products and services that appeal to broad target audiences find that TV lets them reach mass markets, often very cost-efficiently. iii. Because of its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.
c) Captivity and Attention
i. Television is basically intrusive in that commercials impose themselves on viewers as they watch their favorite programs. ii. However, the remaining viewers are likely to devote some attention to many advertising messages.
d) Selectivity and Flexibility
i. Some selectivity is possible due to variations in the composition of audiences as a result of program content, broadcast time, and geographic coverage. ii. With the growth of cable TV, advertisers refine their coverage further by appealing to groups with specific interests such as sports, news, history, the arts, or music, as well as specific demographic groups. iii. Advertisers can also adjust their media strategies to take advantage of different geographic markets through local or spot ads in specific market areas.
3. Limitations of Television
a) High Cost
i. Despite the efficiency of TV in reaching large audiences, it is an expensive medium in which to