Chapter 10 Broadcast and Interactive Online Media Broadcast not bounded by space, but by time Involves more than visuals Interactive Online media can incorporate print with sound and motion Can be transmitted anywhere More involving

Structure of the Television Industry Networks and Affiliates Public television Cable and subscription television Local television Television syndication Interactive television Changes in broadcast television

Television Advertising & Audience Forms of television advertising Sponsorships Participations Spot announcements Buy upfront, scatter or opportunistic Measuring the television audience Nielsen indexes People meters ClusterPLUS

Advantages and Disadvantages of Television Influential Cost efficiency Impact Expense Clutter Selectivity Inflexibility

Structure of the Radio Industry AM / FM LPFM Public radio Web radio Satellite radio

Radio Advertising & Audience Network radio Syndicated radio Network or spot radio advertising Measuring the radio audience Arbitron RADAR Timing is important

Advantages and Disadvantages of Radio Target audiences Flexibility Affordability Mental imagery High level of acceptance Listener inattentiveness Lack of visuals Clutter Scheduling and buying difficulties Lack of control

Types of Internet advertising Internet Media Types of Internet advertising World Wide Web home page Banners Button ads Skyscrapers Sponsorships Minisites, pop-ups, and superstitials E-mail B2B Networks

Internet Advertising Effectiveness Measuring online advertising effectiveness Ad views Impressions Click-through Click-through rate Charging for online advertising Hits Cost per click Cost per lead/sale Tracking with cookies Buying time/space on the Internet

Advantages and Disadvantages of Internet Advertising Customizing messages Merging databases Affordability Rich media Difficulty producing effective ads Difficulty measuring effectiveness Clutter and Negativity