乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter11a.pptVIP

Evaluation of Broadcast Media Television Advantages Reaching Large Audiences via Program Television Disadvantages Viewer Involvement DVRs are Impacting Television Top 10 Network TV Advertisers Clever TV Ads Entertain, Inform, and Retain Network versus Spot The CW Network Test Your Knowledge Syndicated Programs Top 10 Syndicated Programs Methods of Buying Time Weekday Television Dayparts Cable Television (CATV) ESPN is One of the Most Popular Cable Networks SportsCenter Spots The Future of Cable Test Your Knowledge Measuring the TV Audience TV Audience Measures National Audience Information Local Audience Information Sweeps Periods Developments in Audience Measurement Radio and TV Similarities Radio Differs From TV Advantages of Radio Mental Imagery Visual elements of television commercials are transferred into the consumer’s mind by using a similar audio track in radio commercials Burger King Uses Radio Creatively Radio Gives Customers a Clearer Picture Limitations of Radio Buying Radio Time Dayparts for Radio Test Your Knowledge Audience Information Media Planner Responsibilities Relation to text This slide relates to material on p. 373 and IMC Perspective 11-3. Summary Overview This slide shows a collateral piece for KFMB TV, which is promoting the station’s first place sweeps rating for the local news. The text of the piece lists local competing stations and the HH Rating for each. Sweeps are the four time periods per year when Nielsen Media Research measures TV station audiences in 210 local markets. The numbers gathered during the sweeps periods are used as guideposts in the buying and selling of TV commercial time during the rest of the year, and are extremely important to local television stations. Use of this slide This slide can be used as part of a discussion of sweeps. Relation to text This slide relates to material on pp. 373-375 and IMC Perspective 11-3. Summary Overview For years, the advertising industry has called for changes in the way TV viewing