ADPR 3100 Lecture 9: TV test 2

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3100
• Professor: Evans

Document Summary

Strengths: high reach as a medium (varies based on the show) 99% of all households, creative flexibility (color, sound, motion, delivers large, national markets. Drawbacks: clutter (1/4 ads, many 15 sec. , audience smaller and fragmented; lower income, viewer avoidance & cost, ephemeral (brief) messages requires higher frequency, recent trend of cable cutting . National campaigns addressing large audiences/markets: brand message (brand identity, good for awareness & attitude development/change, positioning (re-positioning, good for competitive considerations. Network: national advertisers buy time from national network (nbc, abc, network sends to all network affiliates to show. Cable: national advertisers buy time from cable provider (mtv, espn, comedy. Central: unlike network cable delivers niche and predictable audiences. Spot (network: national or local advertisers, buy from individual local stations; shown only on those stations. Spot (cable: national or local, buy from cable provider than shown only in selected dma (designated market area)