3. ADVANTAGES OF TELEVISION
• CREATIVITY AND IMPACT
Sight + Sound
= creative flexibility, possible
dramatic, lifelike representations
Covey good mood/image for a brand, develop emotional/entertaining appeals, make dull product interesting

4. ADVANTAGES OF TELEVISION
• COVERAGE AND COST-EFFECTIVENESS
Regardless of age
sex
income
education

5. ADVANTAGES OF TELEVISION
• CAPTIVITY AND ATTENTION Zipping
Zapping
repetition VCRs
exposure DVDs
DVRs
catchy slogans BluRayDiscs
jingles Downloads

6. ADVANTAGES OF TELEVISION
• SELECTIVITY AND FLEXIBILITY
Broadcast time
Geographic coverage
Program content

7. ADVANTAGES OF TELEVISION
LIMITATIONS

8. LIMITATIONS OF TELEVISION
• LACK OF SELECTIVITY
Very specific
Small target segment

9. LIMITATIONS OF TELEVISION
• COSTS
Buying airtime
Producing quality
commercial

10. LIMITATIONS OF TELEVISION
• FLEETING MESSAGE
Shorter ads
Nothing tangible to
examine / consider

11. LIMITATIONS OF TELEVISION
• CLUTTER

12. LIMITATIONS OF TELEVISION
• DISTRUST AND NEGATIVE EVALUATION
Offensive
Uninformative
Too frequent
Unfavorable
content

13. • 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.

14. MEASURING TV AUDIENCE
• PROGRAM RATING
H.H tuned into show
rating= Total H.H

15. MEASURING TV AUDIENCE
• SHARE OF AUDIENCE
H.H tuned into show
Share= Total H.H using TV

16. 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