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Chap11 Evaluation Of Broadcast Media
Television and radio provide advantages for advertisers but also have limitations. Television allows for high production quality commercials with sight, sound and motion to reach a mass audience, but has high costs and limited attention spans. Radio has lower costs but also has creative and audience fragmentation limitations. Both media are sold in time segments and have network and local options. New technologies like DVRs, cable, satellite and online media are changing how consumers experience traditional broadcast media.
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Introduction to the evaluation of broadcast media with insights on television advantages and disadvantages.