Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 11 - George E. Belch, Michael A. Belch

Chapter 11
Evaluation of 
Media: 
Television 
and Radio

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Advantages of Television
Excellent creativity and impact
High coverage and more costeffectiveness
High captivity and attention

Selectivity and flexibility
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Limitations of Television
Costs
Lack of selectivity
Fleeting message
Clutter
Limited viewer attention
• Zipping: Occurs when viewers fast-forward through commercials as they play
back a previously recorded program
• Zapping: Changing channels to avoid commercials

Distrust and negative evaluation
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Network Advertising
Advantages
Simplifies the purchase process

Disadvantages
Cost of advertising on prime time is very high
Availability of time slots
 Up­front market: Buying period that occurs before the 
TV season begins
 Scatter market: Buying period that occurs throughout 
the season
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Spot and Local Advertising
Advantages
• Offers flexibility to national advertisers
• Growth in syndication

Disadvantages

• Difficult to acquire
• Greater variations in the pricing policies and discount
structure of individual stations
• Station reps: Individuals who act as sales representatives for a
number of local stations in dealings with national advertisers

• Subject to more commercial clutter
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5


Network versus Spot
Network

Affiliated stations 
that are linked
Purchase transactions 
are simplified

Spot &
Local

Commercials shown 
on local stations
May be local or “national spot” 
commercials

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Syndicated Programs
Sold and 
distributed station 
by station

Advertiser­
supported or 
bartered

Off-network syndication
are “reruns”
First-run syndications
are also featured

Programs sold to stations in
return for air time

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Syndication
Syndicated programs
• Shows that are sold or distributed on a station-by-station or
market-by-market basis

Types

• Off-network syndication - Reruns of network shows that are bought
by individual stations
• First-run syndication - Shows produced specifically for the
syndication market
• Advertiser-supported or barter syndication
• Shows are sold to stations in return for a portion of the commercial time in
the show
• Offers both off-network and first-run syndicated programs
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Methods of Buying Time
Sponsorship
1. Advertiser 
assumes 
responsibility 
for the 
production and 
perhaps 
content
2. Sponsor has 
control and 
can capitalize 
on a show’s 
prestige

Participations

1. Participating 
sponsors share 
the cost
2. May occur 
regularly or 
sporadically

Spot 
Announcements
1. May be 
purchased 
by daypart 
or adjacency

3. Advertiser 
doesn’t do 
production
4. Participants lack 
control over 
content

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TV Advertising Buying Decisions
Network Versus 
Spot

Reach is the primary consideration but 

ease of purchase is important.

National Versus 
Local Spot

Considerations are the geographic markets 
and ability to acquire airtime.

Sponsor, 
Participate,
or Spot

Method of buying affects cost, commitment, 
and identification.

Specific Daypart 
and Weeks

Scheduling depends on reach and 
frequency requirements.

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Common Television Dayparts

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Advertising on Cable Television
Advantages
1. National, regional, and 
local available
2. Highly selective 
“narrowcasting”
3. Low cost

Limitations
1. Overshadowed by 
major networks
2. Audience 
fragmentation
3. Lacks penetration in 
major markets

4. Flexibility

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Television Audience Measures 
Size and composition measured by ratings
services
Television household
• Home with at least one operable TV or monitor with the ability to
deliver video

Program rating
• Percentage of TV households in an area that are tuned to a specific
program during a specific time period
• Ratings point: Represents 1 percent of all the television households
in a particular area tuned to a specific program
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Measuring the TV Audience
Total Audience

Program Rating  

Share of 
Audience

Households 
Using TV

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Radio and TV Similarities
Are time oriented media

Both 
Both 

Media…
Media…

Are sold in time segments
Have some network affiliates
Have some independents
Use the public airway
Are regulated by the F.C.C.
Are externally paced media
Are passive, low­involvement

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Advantages of Radio
 Cost and efficiency
 Receptivity
 Selectivity
 Flexibility
 Mental imagery
 Image transfer: Images of a TV commercial are 
implanted into a radio spot

 Integrated marketing opportunities
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Limitations of Radio
Creative limitations
Fragmentation
Chaotic buying procedures
Limited research data
Limited listener attention
Competition from digital media
Clutter
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Buying Radio Advertising Time
 Network radio ­ Purchased on a network basis 
using one of the national networks
 Spot radio provides:
 Greater flexibility in selecting markets
 Individual stations
 Airtime and a chance to adjust the message for local 
market conditions

 Local radio ­ Purchased from individual stations by 
local companies
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Figure 11.7 ­ Dayparts for Radio

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