ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

ELECTRONIC MEDIA MANAGEMENT
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FIGURE 6.3 A talk station includes its unambiguous positioning statement in all its
promotions, including billboard advertising. (Courtesy WGOW-FM.)
BROADCAST Broadcast advertising refers to the use of radio advertising
by a television station or television advertising by a radio station. It does not
include the use of one’s own station, an activity known as promotion and discussed
later in the chapter. Using audience demographic information for particular
television programs or dayparts, a radio station can direct its television
advertising to the kinds of people who are most likely to listen to the format
or program being promoted. The television medium’s combination of sight,
sound, color, and motion can be very persuasive and influence people to sample
the product.
Many stations avoid television because of what they consider the relatively
high cost of producing and airing commercials. However, some stations
are reducing the production cost problem by using syndicated spots for their
format and a tag line or other device to draw attention to their call letters and
frequency.
Radio’s mobility means that advertisements on radio can reach people
virtually everywhere, no matter what they are doing. Radio stations attract
specific demographics, and television stations can reach the sought-after
audience by placing advertisements on stations whose formats attract those
demographics.
Many television stations consider radio stations particularly effective during
the evening drive-time period to advertise their early evening news programs.
Some use their anchors to give headlines and invite listeners to view.
The advertising media described above are not the only ones available.
Additional outlets or locations include station vehicles, telephone directories,
the sides of buildings, malls and shopping centers, shows, displays, conventions,
ballparks, time and temperature displays, skywriting, and direct
mail.
Publicity and Public Relations As used here, the term publicity
refers to space in print publications or air time on other broadcast stations in