04:189:102 Lecture Notes - Lecture 1: Alan Freed, Syndication Exclusivity

• School: Rutgers University
• Department: Communication and Informatio
• Course: 04:189:102
• Professor: MILLER, STEVEN

Document Summary

Advantages of network radio and tv advertising: centralized control, more sophisticated audience research, one transaction, prestige of advertising on a national network. Advantages of new media advertising: cheaper, reach worldwide audience in a global economy, text advertising: anytime, anywhere, everyone has it. Ways to present your message: sponsorship: one sponsor per show, participatory: many sponsors for one show, network co-op: permits affiliates to place ads during network time. Network spot advertising: an alternative to network advertising, reaches a national audience in a cheaper way. An ad-hoc collection of nonconnected stations chosen to suit the advertisers needs . Where do you place an ad: natural break, converived break, station break, public service announcements, back announcements. Radio day parts: morning drive 6-10 am (most profitable, midday 10-3, afternoon drive 3-7 pm, evening 7-12, overnight 12-6 am. Subclasses: fixed position- guaranteed slot, run-of-schedule- anywhere in a time period, preemptibility- cut-rate opening.