Chapter 11

 Creativity and Impact

 Captivity and Attention
 Coverage and Cost Effectiveness
 Selectivity and Flexibility
 Cost
 Lack of Selectivity
 Fleeting Message
 Limited Viewer Attention
 Distrust and Negative Evaluation
 Network Versus Spot
 Network Advertising
 Spot and Local Advertising
 Syndication
 Sponsorship
 Participations
 Spot Announcements
 Dayparts:
 Morning : 7.00 A.M – 9.00 A.M
 Daytime : 9.00 A.M – 4.30 P.M
 Early Fringe : 4.30 P.M – 7.30 P.M
 Prime-Time Access: 7.30 P.M – 8.00 P.M
 Prime Time : 8.00 P.M – 11.00 P.M
(Sunday) 7.00 P.M – 11.00 P.M
 Late News : 11.00 P.M – 11.30 P.M
 Late Fringe : 11.30 P.M – 1.00 A.M
 The Growth of Cable
 Advantages of Cable
 The Future of Cable
 Audience Measures
 Television Households
 Program Rating
 Household Using Television
 Share of Audience
 The People Meter
 Local Audience Information
 Development in Audience Measurement
 Creative Limitation
 Fragmentation
 Chaotic Buying Prosedures
 Limited Research Data
 Limited Listener Attention
 Clutter
 Network Radio
 Spot Radio
 Local Radio
 Cost and Efficiency
 Selectivity
 Flexibility
 Mental Imagery
 Integrated Marketing Opportunities
Dayparts for Radio :
 Morning Drive Time : 6.00 – 10.00 A.M
 Daytime : 10.00 – 3.00 P.M
 Afternoon/evening: 3.00 – 7.00 P.M

drive Time
 Nighttime : 7.00 – 12.00 A.M
 All Night : 12.00 – 6.00 A.M
 Arbitron
3 basic estimates in the Arbitron reports:
 Person Estimates
 Rating
 Share
 RADAR ( Radio’s All-Dimension Audience
Research)
Televisi dan Radio, atau media siar, adalah media
yang paling meresap dalam kehidupan sehari-
hari kebanyakan konsumen dan menawarkan
peluang untuk menjangkau sangat banyak
audience. Tetapi walau gitu banyak tantangan
yang besar dalam penggunaan kedua media
siar ini, tanpa strategi yang tepat maka tingkat
keefetifanya akan berkurang, yang berarti
penghamburan biaya yang sangat besar.Untuk
itu perlu ada pengukuran yang tepat, untuk
bergerak secara efektif dalam iklan di kedua
media ini.