TO PRESENT THE IMPORTANT factors advertisers need to evaluate when considering the use of radio and television in the creative mix. Each medium has its own characteristics, advantages, and drawbacks. Advertisers must be able to compare their merits and understand the most cost-effective ways to buy advertising time.
After studying this chapter, you will be able to:
Describe the advantages and drawbacks of broadcast television as an advertising medium.
Discuss the advantages and drawbacks of cable television as an advertising medium and explain how it differs from broadcast television.
Explain the process of buying cable and broadcast TV time.
Evaluate the different types of television advertising available.
Describe the process of TV audience measurement.
Discuss the main factors to consider when buying television time.
Analyse the pros and cons of using radio in the creative mix.
Explain the major factors to consider when buying radio time.
