文档介绍：Evaluation of Media
1
7 Media Evaluation
Television Advantages
Creativity and Impact
High Impact
Sight-Sound-Motion
Creative flexibility
Coverage and Cost Effectiveness
Mass Coverage / High Reach
Low Cost per Exposure
Attention-getting Medium
High Prestige
2001/1102
2
7 Media Evaluation
Television Disadvantages
Cost
High absolute cost
High production cost
Lack of selectivity
Short message life
Clutter
Limited viewer attention and captivity
Distrust and negative evaluation
2001/1102
3
7 Media Evaluation
Use TV Only If . . .
The budget is large enough to produce high mercials.
The media budget is sufficient to generate and sustain the number of exposures needed.
The market is large enough and reachable efficiently through a work, station, or program.
There’s a genuine need for a medium with high creative potential to exert a strong impact.
2001/1102
4
7 Media Evaluation
Cost and Efficiency
low cost to product and purchase
selectivity-programming and geography
Flexibility
short lead time
Mental Imagery
Integrated bined with promotions
Advantages of Radio
2001/1102
5
7 Media Evaluation
Limitations of Radio
Creative limitations
Audience plex buying process
Limited research data
Limited listener attention and captivity
Clutter
2001/1102
6
7 Media Evaluation
Both Media . . .
Radio and TV Similarities
Are sold in time segments
Are externally paced media
Are passive, low-involvement
2001/1102
7
7 Media Evaluation
Special Magazine Features
Bleed Pages
Cover Positions
Inserts
Gate Folds
Creative Space Buys
2001/1102
8
7 Media Evaluation
Advantages of Magazines
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Involvement
High information content
Services
2001/1102
9
7 Media Evaluation
Disadvantages of Magazines
Costs
Limited Reach and Frequency
Long Lead Time
Clutter petition
2001/1102
10
7 Media Evaluation