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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Summary
Television and radio, or the broadcast
media, are the most pervasive
media in most consumers’ daily
lives and offer advertisers the
opportunity to reach vast
audiences. Both broadcast media
are time- rather than spaceoriented
and organized similarly in
that they use a system of
affiliated stations belonging to a
network, as well as individual stations,
to broadcast their programs
and commercial messages. Advertising
on radio or TV can be done
on national or regional network
programs or purchased in spots
from local stations.
TV has grown faster than any
other advertising medium in
history and has become the
leading medium for national
advertisers. No other medium
offers its creative capabilities; the
combination of sight, sound, and
movement give the advertiser a
vast number of options for
presenting a commercial message
11. Evaluation of Broadcast
Media
Target Audience, Persons 18–49
© The McGraw−Hill
Companies, 2003
Monday–Friday Monday–Friday Weekend
3–7 P.M. 7 P.M.–Mid. 10 A.M.–7 P.M.
AQH CUME AQH AQH AQH CUME AQH AQH AQH CUME AQH AQH
(00) (00) RTG SHR (00) (00) RTG SHR (00) (00) RTG SHR
KCBQ
METRO 36 340 .3 1.4 6 138 .5 51 356 .4 2.4
TSA
KCBQ-FM
36 340 6 138 51 356
METRO 83 736 .6 3.2 23 354 .2 2.1 67 616 .5 3.2
TSA
KCEO
83 736 23 354 67 616
METRO 10 95 .1 .4 8 1 8
TSA
KFMB
10 95 8 1 8
METRO 141 1092 1.0 5.4 87 827 .6 7.9 92 567 .7 4.4
TSA 141 1092 87 827 92 567
with high impact. Television also
offers advertisers mass coverage
at a low relative cost. Variations in
programming and audience composition,
along with the growth of
cable, are helping TV offer more
audience selectivity to advertisers.
While television is often viewed as
the ultimate advertising medium,
it has several limitations,
including the high cost of producing
and airing commercials, a lack
of selectivity relative to other
media, the fleeting nature of the
message, and the problem of commercial
clutter. The latter two
problems have been compounded
in recent years by the trend toward
shorter commercials.
Information regarding the size
and composition of national and
local TV audiences is provided by
the A. C. Nielsen Co. The amount of
money networks or stations can
charge for commercial time on
their programs is based on its
audience measurement figures.
This information is also important
to media planners, as it is used to
determine the combination of
shows needed to attain specific
levels of reach and frequency with
the advertiser’s target market.
Future trends in television
include the continued growth of
cable, competition to local cable
operators from direct broadcast
satellite systems, and a resulting
increase in channels available to
television households. Changes
are also likely to occur in the measurement
of viewing audiences—
for example, continuous
measurement of audiences.
The role of radio as an
entertainment and advertising
medium has changed with the
rapid growth of television. Radio
has evolved into a primarily local
advertising medium that offers
highly specialized programming
appealing to narrow segments of
the market. Radio offers advertisers
the opportunity to build high
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