07-08-2014, 03:52 PM
Broadcast Media
[attachment=66715]
Broadcast Media
Transmit sounds or images electronically
Include radio and television
Broadcast engages more senses than reading and adds audio as well as motion for television
Radio
Advantages
Target audience
Affordability
Frequency
Flexibility
Mental imagery
High level of acceptance
Disadvantages
Listener inattentiveness
Lack of visuals
Clutter
Scheduling and buying difficulties
Lack of control
Television
Advantages
Pervasiveness
Cost efficiency
Impact
Disadvantages
Production costs
Clutter
Wasted reach
Inflexibility
Intrusiveness
Using Broadcast Advertising
Use Movie Ads If…
National brand
Have budget to do high-quality commercials
Want to associate brand with movie stars
Movie audience matches brand’s target audience
Substantial visual impact and quality production
Use Placement If…
Want to associate brand with stars and story
Viewing audience matches brand’s target audience
Natural fit between product and storyline
Opportunity for brand as star
Appeals to stakeholders
Supporting ad campaign