Using Electronic Media: Television and Radio, 508
The Medium of Television, 510
Broadcast TV, 510
Cable TV, 512
TV Audience Trends, 512
The Use of Television in IMC, 515
Types of TV Advertising, 515
TV Audience Measurement, 521
Rating Services: The Book, 521
Cable Ratings, 522
Defining Television Markets, 523
Dayparts, 523
Audience Measures, 524
Gross Rating Points, 524
Buying Television Time, 525
Requesting Avails, 525
Selecting Programs for Buys, 525
Negotiating Prices and Contracts, 526
Electronic Media Buying Software, 527
Other Forms of Television, 527
Advertising on Video Rentals, 527
The Medium of Radio, 528
Who Uses Radio?, 528
The Use of Radio in IMC, 528
Radio Programming and Audiences, 529
Buying Radio Time, 530
Types of Radio Advertising, 530
Radio Terminology, 531
The Seven Steps in Preparing a Radio Schedule, 535 |
