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Related Flashcards
Related Topics
Cards In This Set
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Advantages of Television
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1. Creativity and Impact 2. Coverage and Cost effectiveness 3. Captivity and Attention 4. Selectivity and Flexibility
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Television Disadvantages
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Fleeting message, Cost, Low Selectivity, Clutter, Distrust, Negative Evaluation, Limited Attention (zipping and zapping)
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TV Advertising Works best when:
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1.The budget is large enough to produce high quality commercials. 2. budget is sufficient to sustaining the number of exposures needed. 3.The market is large enough and easily reachable through a specific network, station, or program. 4. there is a need for a medium with high creative potential to exert a strong impact
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Network vs. Spot
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Network: affiliated stations are linked, purchase transactions are simplified
Spot and Local: commercials shown on local stations, maybe local or 'national spot' commercials |
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Network:
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A network assembles a series of affiliated local tv stations
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Spot/local
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Commercials shown on local tv with time purchased from individual stations
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What is a national spot?
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Non-network advertising done by a national advertiser
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Methods of Buying Time:
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Sponsorship, participations, spot announcements
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Sponsorship
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Advertiser assumes responsibility for the production and usually content of the program and the advertising that appears with it. Sponsor can control and capitalize on the prestige associated with a show
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Participation
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Many different advertisers buy commercial time on a particular program. participating sponsors share cost, participate regularly and spordically, advertiser isn't responsible for production, participants lack control over content, 90% of advertising is sold this way
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Spot Announcements
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Bought from local stations and ads generally appear during time periods adjacent to network programs rather than within them, may be purchased by daypart or adjacency
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TV advertising buying decisions:
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Network vs. spot, national vs. local spot, sponsor participate or spot, specific daypart and weeks
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Network vs. spot buying decision
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Reach is the primary consideration but ease of purchase is important
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National vs. local spot buying decisions
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Considerations are the geographic markets and ability to acquire airtime
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Sponsor, participate, or spot
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Method of buying affects cost, commitment, and identification
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