11 Flashcards
1
Q
Television Advantages and Disadvantages
A
advantages: coverage creativity and impact Disadvantages: fleeting messages(limited amt of time to say message) Clutter
advantage/disadvantage
captivity and attention
cost
selectivity ( audience varies, during diff tv shows, and time)
2
Q
How to Overcome Zipping and Zapping?
A
- Make ad unskippable
- be interactive
- product placement
- branded entertainment
3
Q
Network vs Spot
A
Network:
- affiliated stations are linked
- purchase transactions are simplified
Spot and local:
- commercials shown on local stations
- may be local or national spot commercials
4
Q
Measuring TV Audiences
A
Nielsen television index
-Provides daily and weekly estimates of the size and composition of the national viewing audiences
•For programs aired on the broadcast and major cable networks
•Ratings are gathered in two ways:oSweepsoPeople meters
5
Q
Advantages in radio
A
Mental Imagery
Cost
Selectivity
6
Q
Limitations of radio
A
Creative limitation
Limited listener attention
Clutter
7
Q
Network radio
A
•Purchased on a network basis using one of the national networks
8
Q
Local radio
A
Accounts for 79% of radio time sold
9
Q
Arbitron Provides
A
- Person estimates - Estimated number of people listening
- Rating - Percentage of listeners in the survey area population
- Share - Percentage of the total estimated listening audience
