TELEVISION
TELEVISIONABILITY TO COMBINE VISUAL IMAGES,
SOUND, MOTION, AND COLOUR PRESENTS
THE ADVERTISER WITH THE OPPORTUNITY TO
DEVELOP MOST CREATIVE AND IMAGINATIVE
APPEALS OF ANY MEDIUM.
ADVANTAGES OF TELEVISION
•CREATIVITY AND IMPACT
Sight + Sound= creative flexibility,
possible dramatic, lifelike representationsCovey good mood/image for a brand, develop emotional/entertaining appeals, make dull
product interesting
ADVANTAGES OF TELEVISION
•COVERAGE AND COST-EFFECTIVENESS
Regardless ofagesexincomeeducation
ADVANTAGES OF TELEVISION
•CAPTIVITY AND ATTENTION
repetitionexposurecatchy slogansjingles
ZippingZappingVCRsDVDsDVRsBluRayDiscsDownloads
ADVANTAGES OF TELEVISION
•SELECTIVITY AND FLEXIBILITY
Broadcast timeGeographic coverage Program content
ADVANTAGES OF TELEVISIONLIMITATIONS
LIMITATIONS OF TELEVISION
•LACK OF SELECTIVITY
Very specificSmall target segment
LIMITATIONS OF TELEVISION
•COSTS
Buying airtimeProducing quality commercial
LIMITATIONS OF TELEVISION
•FLEETING MESSAGE
Shorter adsNothing tangible to examine / consider
LIMITATIONS OF TELEVISION
•CLUTTER
LIMITATIONS OF TELEVISION
•DISTRUST AND NEGATIVE EVALUATIONOffensiveUninformativeToo frequentUnfavorable 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-BY-STATION, MARKET- BY-MARKET BASIS.
MEASURING TV AUDIENCE
• PROGRAM RATING
rating=H.H tuned into showTotal H.H
MEASURING TV AUDIENCE
• SHARE OF AUDIENCE
Share=H.H tuned into showTotal H.H using TV
MEASURING TV AUDIENCE
•AUDI METER (AUDIENCE METER)• CONTINUOUSLY MEASURED THE CHANNELS TO WHICH THE
SET WAS TUNED
•PEOPLE METER• OLD STYLE AUDI METER THAT ALSO RECORDS WHO AMONG
THE 10000 HHS IS WATCHING