Radio and TV AGED 3142

Radio The medium of the mind The medium of the mind Radio forces listeners to visualize concepts and ideas Radio forces listeners to visualize concepts and ideas Visualization causes people to internalize what they hear Visualization causes people to internalize what they hear It also causes them to retain information It also causes them to retain information

Benefits and uses of radio Radio is popular, local, and less expensive than television Radio is popular, local, and less expensive than television Radio has a relatively small to medium channel capacity Radio has a relatively small to medium channel capacity Radio has a relatively large reach Radio has a relatively large reach Radio is especially effective at building public awareness Radio is especially effective at building public awareness

Whos who in radio Station manager--the big boss Station manager--the big boss Program producer/director--coordinates programming Program producer/director--coordinates programming News director--coordinate local news broadcasts News director--coordinate local news broadcasts Advertising sales reps--sell airtime Advertising sales reps--sell airtime DJs, news anchors, other talent--have some say in programming DJs, news anchors, other talent--have some say in programming

Demographics and radio Radio professionals know the exact demographics of their station Radio professionals know the exact demographics of their station They even know the demographics for different portions of their programming They even know the demographics for different portions of their programming Most will be honest with you in selling airtime Most will be honest with you in selling airtime You must know your target audience before talking to a radio professional You must know your target audience before talking to a radio professional

Radio news Positive news about your organization is low-cost advertising Positive news about your organization is low-cost advertising News directors constantly search for interesting tidbits News directors constantly search for interesting tidbits News stories are typically 30 seconds long, so radio news releases should be short News stories are typically 30 seconds long, so radio news releases should be short

Radio PSAs Radio stations perform PSAs as a community service Radio stations perform PSAs as a community service PSAs are usually announcements of events or new information PSAs are usually announcements of events or new information PSAs that attempt sell or advertise a product or service for profit will not be aired PSAs that attempt sell or advertise a product or service for profit will not be aired

Television TV is Americas most popular mass medium TV is Americas most popular mass medium The public sees TV news as being highly credible The public sees TV news as being highly credible With a channel capacity that is broader than radio, TV has a large reach, but can be expensive With a channel capacity that is broader than radio, TV has a large reach, but can be expensive

Benefits and uses of TV Advertising on TV is highly effective for some companies Advertising on TV is highly effective for some companies News that appears on TV news shows can be an outstanding form of PR News that appears on TV news shows can be an outstanding form of PR Advertising can be well-targeted demographically according to station programming Advertising can be well-targeted demographically according to station programming

Whos who in TV Same as in radio, but TV staffs are larger, especially on the creative side (photographers, videographers, editors) Same as in radio, but TV staffs are larger, especially on the creative side (photographers, videographers, editors)

Pitfalls of TV Subjects of news or advertising must be able to have a positive visual appearance Subjects of news or advertising must be able to have a positive visual appearance TV ads are expensive and time consuming to produce TV ads are expensive and time consuming to produce

Getting feedback Obtaining feedback for radio and TV efforts is extremely difficult Obtaining feedback for radio and TV efforts is extremely difficult TV stations rely on Nielsen ratings, but even those dont indicate how your message affected an audience TV stations rely on Nielsen ratings, but even those dont indicate how your message affected an audience Radio has even fewer feedback mechanisms Radio has even fewer feedback mechanisms

Feedback, contd The best feedback may come from specific indicators: The best feedback may come from specific indicators: Sales increases Sales increases Increases in participation Increases in participation Increases in requests for information Increases in requests for information Increased news coverage from other stations and other media Increased news coverage from other stations and other media

Concluding Points TV and radio are relatively expensive media in terms of production and advertising time TV and radio are relatively expensive media in terms of production and advertising time They can be highly effective, reaching large, targeted audiences They can be highly effective, reaching large, targeted audiences They have low to medium channel capacities They have low to medium channel capacities Advertising spots and news stories are about 30 seconds on average Advertising spots and news stories are about 30 seconds on average Radio may reach audiences at times when TV is not an option Radio may reach audiences at times when TV is not an option TVs visual images are most memorable TVs visual images are most memorable