24210 Chapter Notes - Chapter 11-13: Smart Tv, Smartphone, Branded Content
Document Summary
Media: broadcast media, tv, radio, print media, newspaper: daily, weekly (small towns), national, special-audience, magazines, support media. Both: are time oriented, are sold in time segments, have some network affiliates, have some independents, use the public airway, are regulated, are externally paced media, are passive, low-involvement. Advantages of radio: cost and efficiency, receptivity, selectivity, flexibility, potential for mental imagery. Limitations of radio: creative limitations, audience fragmentation, chaotic buying procedures, limited research data, limited listener attention, competition from digital media, clutter. Role and value of magazines and newspapers: prese(cid:374)t detailed i(cid:374)for(cid:373)atio(cid:374) that (cid:272)a(cid:374) (cid:271)e pro(cid:272)essed at the reader"s ow(cid:374) pa(cid:272)e, high-involvement media, not intrusive, selective audience, high readership. Advantages of magazines: selectivity, reproduction quality, creative flexibility, permanence, prestige, consumer receptivity and engagement, services. Disadvantages of magazines: costs, limited reach and frequency, long lead time, clutter and competition. Advantages of newspapers: market penetration, flexibility, geographic selectivity, reader involvement and acceptance, services offered.
