MCC-UE 1010 Chapter 11: Chapter 11: Evaluation of Media: Television & Radio
19 Mar 2017
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Document Summary
Said to be the most ideal advertising medium. Interaction of sight & sound offers creative flexibility & makes possible dramatic, lifelike representations of products & services. Tv commercials can convey a mood or image for a brand as well as to develop emotion or entertaining appeals. Demonstrates a product or service as well as telling a story about a brand to highlight its features & benefits or create an emotional attachment. For products that appeal to broad target audiences, tv reaches mass markets cost efficiently. Avg prime time show reaches 4. 6 million homes. Cpm (cost per thousand) homes reached for network evening shows. & . 01 for daytime weekly shows in 2012. Popular medium among companies selling mass-consumption products. Widespread distribution & availability of their products & services. Viewers are forced to watch ads as they watch their favorite programs. Tv ads have an effect on consumers through heavy repetition & exposure to catchy slogans & jingles.
