the fourth week broadcast media1

BroadcastMedia KeyPoints Describethestructureofradio howitisorganized itsuseasanadvertisingmedium itsaudience anditsadvantagesanddisadvantagesExplainthestructureoftelevision howitisorganized itsuseasanadvertisingmedium theTVaudience anditsadvantagesanddisadvantagesOutlinehowadvertisersusefilmandvideoIdentifyadvantagesanddisadvantagesofusingproductplacements 9 2 BroadcastMedia TransmitsoundsorimageselectronicallyIncluderadioandtelevisionBroadcastengagesmoresensesthanreadingandaddsaudioaswellasmotionfortelevision 9 3 Radio StructureoftheIndustryAM FMPublicradioCableradioSatelliteradioLPFMWebradio RadioAdvertisingReliesonthelistener smindtofillinthevisualelementDeliversahighleveloffrequencyRadiocommercialslendthemselvestorepetition 9 4 Radio AdvantagesTargetaudienceAffordabilityFrequencyFlexibilityMentalimageryHighlevelofacceptance DisadvantagesListenerinattentivenessLackofvisualsClutterSchedulingandbuyingdifficultiesLackofcontrol 9 5 Television TelevisionadvertisingisembeddedintelevisionprogrammingMostoftheattentioninmediabuying andinmeasuringeffectiveness focusesontheperformanceofvariousshowsandhowtheyengagetheiraudiences 9 6 StructureoftheTelevisionIndustry NetworktelevisionCableandsubscriptionLocaltelevisionPublictelevision WhentwoormorestationsareabletobroadcastthesameprogramthatoriginatesfromasinglesourceNetworksoriginateprogramsandprovidethemtolocalaffiliates 9 7 StructureoftheTelevisionIndustry NetworktelevisionCableandsubscriptionLocaltelevisionPublictelevision Providehighlytargetedspecial interestprogrammingoptionsCableismostfamiliarexampleofsubscriptiontelevision 9 8 StructureoftheTelevisionIndustry NetworktelevisionCableandsubscriptionLocaltelevisionPublictelevision AffiliatedwithanetworkCarrynetworkprogrammingandtheirownprogramsIndependentstationsMostadvertisersarelocalretailers 9 9 StructureoftheTelevisionIndustry NetworktelevisionCableandsubscriptionLocaltelevisionPublictelevision Manyconsiderpublictelevisiontobecommercial freeStationscanairprogramsponsorshipadsReachestheaffluent 9 10 TelevisionAdvertising SponsorshipsParticipationsSpotannouncements AdvertiserassumestotalfinancialresponsibilityforproducingtheprogramandprovidingthecommercialsAdvertisercancontrolthecontentandqualityoftheprogramandtheplacementandlengthofcommercials 9 11 TelevisionAdvertising SponsorshipsParticipationsSpotannouncements Whereadvertiserspayfor10 15 20 30 or60secondsofcommercialtimeduringaprogramProvidesmoreflexibilityinmarketcoverage targetaudiences scheduling andbudgeting 9 12 TelevisionAdvertising SponsorshipsParticipationsSpotannouncements CommercialsthatappearinthebreaksbetweenprogramsLocalaffiliatessellthesetoadvertiserswhowanttoshowtheiradslocally 9 13 Television AdvantagesPervasivenessCostefficiencyImpact DisadvantagesProductioncostsClutterWastedreachInflexibilityIntrusiveness 9 14 FilmandVideo Trailers 预告片 VideocassetteandDVDdistributorsalsoplacingadsbeforemoviesPromotionalvideonetworksinstores offices truckstops etc AdvantagesPlaytoacaptiveaudienceAttentionlevelishigherthanforalmostanyotherformofcommercialsDisadvantagesCaptiveaudienceresentsintrusionofads 9 15 ProductPlacement WhenacompanypaystohaveverbalorvisualbrandexposureinamovieorTVprogram AdvantagesDemonstratesproductusageinanaturalsettingbycelebritiesCatchesaudiencewhenresistancetoadsislowDisadvantagesMaynotbenoticedNotamatchbetweenproduct movie audience 9 16 AWorldwithoutThieves天下无贼 MobilephoneVsfilm belongstoNokia BingbingLiisStealingamobilephonewhichisNokia2300in2004 Nokiainthefilm AndyLiuiscompetingwithBingbing Undoubtedlyhewon AndyLiuiswritingSMSwithNokia7270 Thescreengivesitaprofileforseveralseconds Someotherfamiliarbrands SINOPEC 中石化 in HPnotebookPCin I RobotandConverse Atthebeginningofthefilm WillSmithdeclareloudly Ionlywear2004Converse Weareclosertothefilmeventhestoryhappenedin2035 Notonlytheshoes manyfamiliarbrandscanbefoundeverywherein Forexample FedExExpress Audi WillSmith car JVC WillSmith Audio Sony therobotdogintheshopwindow UsingBroadcastAdvertising UseRadioIf LocalbusinessHighlytargetedaudienceSmallbudgetTimingconsiderationAligninterestswithprogramPersonalmessagewithhumanvoiceWorksinmusicalformorstronginmentalimageryNeedremindermessage UseTelevisionIf WantwidermassaudienceAligninterestswithprogramGoodbudgetProductneedsbothsightandsoundProvesomethingtoaudienceHaloeffectCreateorreinforcebrandimageandpersonality 9 22 UsingBroadcastAdvertising UseMovieAdsIf NationalbrandHavebudgettodohigh qualitycommercialsWanttoassociatebrandwithmoviestarsMovieaudiencematchesbrand stargetaudienceSubstant