ADV 205 Lecture Notes - Lecture 12: Interactive Advertising, Low-Power Broadcasting, Product Demonstration
Document Summary
Chapter 11 the structure of the tv industry. There are several types of systems: networks. A network exists when two or more stations can broadcast the same program from a single source. Affiliates are privately owned stations that sign a contract to carry network programs during parts of the day. Discovery, espn, usa network, nickelodeon, the weather channel, etc. Pros: selectivity, audience demographics, low cost, flexibility, testability. Average us home viewers watch 4. 5 hours of tv per day. Cost-efficiency: networks reach a lot of people. Sponsorship of tv programs and televised sporting events. Advertiser assumes total financial responsibility for producing the program and providing the commercials. Where advertisers pay for 10, 15, 20, 30 or 60 seconds of commercial time during a program. Commercials that appear in the breaks between programs. Price is based on program rating and daypart. Forms: off-network 100 (now 88, seinfeld, big bang, first-run, barter. Plas combine the power of advertising, direct response and sales promotion.
