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Belch: Advertising and
Promotion, Sixth Edition
reach and frequency into their
media schedules and to reach
selective audiences at a very efficient
cost. It also offers opportunities
for integrated marketing
programs such as place-based promotions
and event sponsorships.
Key Terms
split-30s, 356
zipping, 356
zapping, 356
television network, 358
affiliates, 358
up-front market, 358
scatter market, 358
spot advertising, 361
national spot
advertising, 361
local advertising, 361
station reps, 361
388
V. Developing the
Integrated Marketing
Communications Program
11. Evaluation of Broadcast
Media
The major drawback of radio is
its creative limitations owing to the
absence of a visual image. The
short and fleeting nature of the
radio commercial, the highly fragmented
nature of the radio audience,
and clutter are also problems.
syndicated programs,
361
sponsorship, 363
participations, 363
adjacencies, 364
dayparts, 364
cable television, 364
superstations, 365
interconnects, 367
narrowcasting, 367
multiplexing, 370
Discussion Questions
1. The opening vignette to the chapter
discusses how personal video
recorders (PVRs) being marketed
by companies such as TiVo and
SONICblue are becoming more popular.
Discuss how these products
are impacting the way people watch
television. What are the implications
for television’s traditional
advertising business model?
2. Discuss the advantages of
television as an advertising
medium and the importance of
these factors to major advertisers
such as automobile companies or
packaged-goods marketers.
3. IMC Perspective 11-1 discusses
how some major companies are no
longer advertising on the Super
Bowl. Discuss the pros and cons of
advertising during the Super Bowl.
Do you feel that paying more than
$2 million for a 30-second spot on
the big game is a good investment?
Why or why not?
4. Explain what is meant by zipping
and zapping and how they affect
television viewing behavior. Dis-
direct broadcast
satellite (DBS)
services, 370
television households,
372
program rating, 372
ratings point, 372
households using
television (HUT), 372
share of audience, 372
total audience, 373
audimeter, 373
cuss some of the ways advertisers
can deal with the zapping problem.
5. Discuss how the growth of
Spanish-language television networks
in the United States such as
Univision and Telemundo is likely
to affect the media strategy of
marketers targeting the Hispanic
market.
6. IMC Perspective 11-3 discusses
how ESPN is changing its strategy
and adding more entertainment
programs such as variety shows,
reality shows, and original movies.
Discuss the reasons ESPN is making
these changes in its programming.
Do you think these changes
will be successful in increasing the
viewing audience for ESPN?
7. Discuss the various reasons
reality programs such as The
Osbournes, Survivor, The Bachelorette,
and American Idol have
become so popular. How is the
growing popularity of these shows
impacting the television viewing
audience?
© The McGraw−Hill
Companies, 2003
As with TV, the rate structure
for radio advertising time varies
with the size of the audience delivered.
The primary sources of audience
information are Arbitron for
local radio and its RADAR studies
for network audiences.
people meter, 373
designated market
areas (DMAs), 374
sweeps, 374
image transfer, 378
average quarter-hour
(AQH) figure, 385
cume, 385
average quarter-hour
(AQH RTG) rating, 386
average quarter-hour
(AQH SHR) share, 386
8. Evaluate the use of sweeps
ratings periods as a method for
measuring local television viewing
audiences. Do you think sweeps
ratings provide reliable and valid
estimates of local television viewing
audiences? How might they be
improved?
9. Discuss the advantages and
disadvantages of advertising on
radio. Discuss how radio advertising
might be used by national versus
local advertisers.
10. IMC Perspective 11-6 discusses
how companies such as XM and
Sirius are trying to market satellite
radio. Discuss how satellite
radio might impact traditional
radio and the business model for
radio advertising if it is successful.
Do you think satellite radio will
be successful? Why or why not?
11. Discuss how the concept of
image transfer can be used in
radio advertising. Find an example
of a radio campaign that is using
this concept and evaluate it.