ADVANTAGES OF TELEVISION

CREATIVITY AND IMPACT

Sight + Sound
= creative flexibility, possible dramatic, lifelike representations
Covey good mood/image for a brand, develop emotional/entertaining appeals, make dull product interesting

ADVANTAGES OF TELEVISION

COVERAGE AND COST-EFFECTIVENESS

Regardless of age sex income education

ADVANTAGES OF TELEVISION

CAPTIVITY AND ATTENTION

repetition exposure catchy slogans jingles

Zipping Zapping VCRs DVDs DVRs BluRayDiscs Downloads

ADVANTAGES OF TELEVISION

SELECTIVITY AND FLEXIBILITY

Broadcast time Geographic coverage Program content

ADVANTAGES LIMITATIONS OF TELEVISION

LIMITATIONS OF TELEVISION

LACK OF SELECTIVITY

Very specific Small target segment

LIMITATIONS OF TELEVISION

COSTS

Buying airtime Producing quality commercial

LIMITATIONS OF TELEVISION

FLEETING MESSAGE

Shorter ads Nothing tangible to examine / consider

LIMITATIONS OF TELEVISION

CLUTTER

LIMITATIONS OF TELEVISION

DISTRUST AND NEGATIVE EVALUATION

Offensive Uninformative Too frequent Unfavorable content

 NETWORK ADVERTISING

CONTRACTUALLY AGREE TO PRE-EMPT TIME DURING SPECIFIED HOURS FOR

PROGRAMMING PROVIDED BY THE NETWORKS AND TO CARRY THE NATIONAL ADVERTISING WITHIN THE PROGRAM

SYNDICATING

BY ADVERTISING ON SHOWS THAT ARE SOLD OR DISTRIBUTED ON A STATION-BYSTATION, MARKET- BY-MARKET BASIS.

MEASURING TV AUDIENCE
PROGRAM RATING

H.H tuned into show rating= Total H.H

MEASURING TV AUDIENCE
SHARE OF AUDIENCE

H.H tuned into show Share= Total H.H using TV

MEASURING TV AUDIENCE

AUDI METER (AUDIENCE METER)

PEOPLE METER
WATCHING

CONTINUOUSLY MEASURED THE CHANNELS TO WHICH THE SET WAS TUNED

OLD STYLE AUDI METER THAT ALSO RECORDS WHO AMONG THE 10000 HHS IS