notesaretakenfromi)marketingcommunication,blythej(.docVIP

Notes are taken from i)Marketing Communication, Blythe J (chapter 4), (1999), Prentice Hall ii)Advertising, Wright R (chapter 7), (2000), Prentice Hall Active Media 1. Introduction to active media. Active media are active because they actually do something. Whilst not truly interactive like the telephone or the web, they capture and hold attention. Radio and television are a fact of our lives in the West. Television watching has replaced conversation in its scale. (When was the last time you spoke to someone for more than three hours?) Television has become the most dominant entertainment medium. Radio is particularly popular in that people can carry on working while listening to radio. But unlike the press television and radio are volatile media. While on air everything is clear and explained, but once off air its message is soon forgotten. Radio does have the advantage of portability. People may listen to the radio through an ear piece as they walk about doing something else. In that sense it is portable like a newspaper, magazine or book. Cinema, like television, shows products in its advertisements that engage sight and sound to a captive audience. One can never be sure that a television audience is captive. Even during a top football match there is no guarantee that those watching the football will remain to watch the advertisements. They may well go and stretch their legs or make a cup of tea. 2. Television advertising. 2.1 Advantages of television advertising. Television is a powerful mass medium for communication. The ownership of television sets is widespread. Apart from Italy and Portugal, the percentage of homes owning at least one television set is 97% or more. Television programming guides are amongst the biggest sellers in most countries. Advantages of television advertising are: Advantages Explanation Realism It is possible to show the product in use in a realistic setting. This helps position the product so the audience can see the