Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Advantages of Television Impact High Reach Frequency Potential Some Demographic Selectivity Demonstration

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Disadvantages of Television High Cost Clutter Lack of Target Market Selectivity Audience Fragmentation Lead Time (Network)

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Television Advertising Options 1.Network 2.National Spot (Selective spot) 3.Sponsorships 4.Local Station

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Influences on Television Ad Rates  Supply and Demand  Nature of Purchase  Type of Program  Daypart  Commercial Length

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Discounts Offered by Television  Frequency  Volume  Continuity  Seasonal  Package Plans  ROS

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Technologies Affecting Commercial Television  Pay TV and Specialty Networks  Internet and Web TV  PVRs  Virtual Advertising  Media Optimizers

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Radio Advertising FM is much more popular than AM. Radio audiences are largely determined by a station’s format. Adult Contemporary Country News / Talk Sports AOR Gold Top 40 Classical

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Advantages of Radio Target Market Selectivity Frequency Cost Flexibility

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Disadvantages of Radio Audience Fragmentation Message Retention Planning Considerations

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Influences on Radio Rates  Seasonal Rate Structures  Dayparts  Reach Plans  Type of Advertiser

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Buying Radio Time Rotation Plans Vertical Rotation Horizontal Rotation Reach Plan (Total Audience Plan) “The rotation of commercials through dayparts based on predetermined frequency.”

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Discounts Offered by Radio  Frequency  Volume  Continuity  Package Plans (Reach and Combination Rates)

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Technologies Affecting Radio  Digital Radio  Internet Radio