Outline
• Structure of the television industry• Television advertising• Television audience• Structure of radio• Radio advertising• Radio audience• Interactive media
Chapter 10
Broadcast and Interactive Online Media
Chapter 10: Broadcast and Interactive Online Media 2
• Public television• Cable and subscription television
– Who provides cable programs?
– Cable scheduling
• Local television• Specialty television
Structure of the Television Industry
Chapter 10: Broadcast and Interactive Online Media 3
• Television syndication• Interactive television• Changes in broadcast television
Structure of the Television Industry
Chapter 10: Broadcast and Interactive Online Media 4
Television Advertising
• Forms of television advertising– Sponsorships
– Participations
– Spot announcements
Chapter 10: Broadcast and Interactive Online Media 5
The Television Audience
• Measuring the television audience– Nielsen indexes
– People meters
– ClusterPLUS
– Target TV: a new challenger
Chapter 10: Broadcast and Interactive Online Media 6
Advantages and Disadvantages of Television
• Advantages– Cost efficiency– Impact– Buying time on TV
• Disadvantages– Expense– Clutter– Inflexibility
Chapter 10: Broadcast and Interactive Online Media 7
Structure of the Radio Industry
• LPFM• Public radio• Web radio• Satellite radio
Chapter 10: Broadcast and Interactive Online Media 8
Radio Advertising
• Network radio• Syndicated radio• Spot radio
Chapter 10: Broadcast and Interactive Online Media 9
Radio Audience
• Measuring the radio audience– Arbitron
– RADAR
• Buying time on radio
Chapter 10: Broadcast and Interactive Online Media 10
Advantages of Radio
• Target audiences• Flexibility• Affordability• Mental imagery• High level of acceptance
Chapter 10: Broadcast and Interactive Online Media 11
Disadvantages of Radio
• Listener inattentiveness• Lack of visuals• Clutter• Scheduling and buying difficulties• Lack of control
Chapter 10: Broadcast and Interactive Online Media 12
Internet Media
• Types of Internet advertising– World Wide Web home page
– Banners
– Skyscrapers
– Minisites, pop-ups, and superstitials
– B2B
Chapter 10: Broadcast and Interactive Online Media 13
Additional Issues
• Measuring online advertising effectiveness
• Buying time/space on the Internet
Chapter 10: Broadcast and Interactive Online Media 14
Advantages and Disadvantages of Internet
Advertising
• Advantages– Customizing messages
– Merging databases
– Excellent B2B sales leads or sales
• Disadvantages– Difficulty producing effective ads
– Difficulty measuring effectiveness
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