TAILIEUCHUNG - Chapter 16: Using Electronic Media: Television and Radio

As a means of reaching the masses, no other medium today has the unique creative ability of television. Broadcast TV grew faster than any previous advertising medium because of the unique advantages it offered advertisers: mass coverage at efficient cost, impact,prestige,and social dominance. Television is a powerful creative tool, but the medium still has many drawbacks, including high actual cost, limited selectivity, brevity, clutter, and susceptibility to zipping and zapping. | chapter Using Electronic Media Television and Radio Factors to evaluate when considering the use of radio and television in the creative mix McGraw-Hill Irwin Contemporary Advertising 11e Copyright 2008 by the McGraw-Hill Companies Inc. All rights reserved. 16-3 Chapter 16 Objectives Describe advantages and drawbacks of broadcast TV as an ad medium Explain the process of buying cable and broadcast TV time Describe the process of TV audience measurement Analyze pros and cons of using radio in the creative mix Discuss advantages and drawbacks of cable TV as an ad medium Evaluate different types of TV advertising Discuss the main factors when buying TV time Explain major factors to consider when buying radio .

• Internet Marketing
• Advertising Media
• Supplemental Media
• Direct Mail
• Interactive Media
• Electronic Media
• Print Media
• Integrated marketing communications
• Advertising management
• Analyzing advertising media
• Creative advertising messages
• Traditional advertising media
• Consumer oriented promotions
• Marketing communications
• Lecture Advertising and promotion
• Media choices
• Evaluating media options
• Media engagement
• Ebook Advertising and promotion
• Theorizing advertising
• Promotional media
• Brand placement
• Integrated marketing communication
• Advertising brands internationally
• Direct marketing
• Consumer sales promotion
• Satellite media
• Print advertising
• Digital interactive media
• Media planning
• Promotional products
• Mass communication
• Truyền thông đại chúng
• Media in the digital age
• Mass media
• Communication process
• Consumer advertising industry
• Producing advertising
• Digital age
• Marcom targeting
• Marcom positioning
• Contemporary advertising
• Digital media production
• Using electronic media
• Personal selling
• Relationship building
• Contact strategy
• Media contacts
• Brand contact points
• Integrated marketing program
• Traditional advertising
• Interactive advertising
• Social media
• Aerial Advertising
• Mobile Billboards
• mobile advertising
• Trash cans
• Wall drawings
• Inside Cards