Evaluation of Media: Television and Radio

These flashcards cover key concepts related to the evaluation of media, specifically focusing on television and radio as advertising mediums.

Advantages of Television

Offers creativity through sign and sound, reaches large audiences, is cost-effective, and provides high audience captivity.

Limitations of Television

High costs, lack of selectivity, fleeting messages, clutter, limited viewer attention, zipping, zapping, and skepticism.

Buying Television Time

The process of acquiring airtime for advertisements either through network or spot advertising.

Spot Advertising

Commercials shown on local TV stations, negotiated and purchased directly from individual stations.

Syndication

Programs sold and distributed station by station, including off-network reruns and first-run syndicated shows.

Addressable TV Advertising

A method allowing different commercials to be shown to different households watching the same program.

Average Quarter-Hour (AQH) figure

Average number of people estimated to have listened to a radio station for a minimum of five minutes during a quarter-hour.

Nielsen Ratings

Provide daily and weekly estimates of the size and composition of national viewing audiences across broadcast and major cable networks.

Portable People Meter (PPM)

A wearable device that electronically tracks what consumers listen to on the radio, providing detailed audience measurement.

Narrowcasting

The practice of targeting very specialized markets through specific advertising.