Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 11, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 53914 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 11, Problem Additional_Discussion_Questions 1 : 14.Television is often described as a mass medium...

14.Television is often described as a mass medium that offers little selectivity to advertisers. Do you agree with this statement? What are some of the ways selectivity can be achieved through TV advertising? (L02)


Step-By-Step Solution


For many years television was essentially a mass medium as there were only three major networks which accounted for over 90 percent of the prime-time viewing audience. However, some selectivity has always been available due to variations in program content, broadcast time and geographic areas. For example, Saturday morning cartoon shows appeal primarily to children while weekend sports programs are watched primarily by males. Geographic selectivity is possible through local of spot ads in specific markets. With the growth of cable TV television has become less of a mass medium. The major networks now account for less than 50 percent of the prime-time viewing audience and the market has become very fragmented. The selectivity of TV has increased significantly as advertisers can reach groups with specific interests such as sports, news, music, the arts or business on cable channels. There is even greater segmentation within these television programming categories. For example, the Golf Channel is a new cable network devoted entirely to the sport. There are cable networks devoted to a variety of music genres, such as MTV, VH1 and Country Music Television, as well as to business and financial news (CNBC) and home decorating and gardening (Home and Garden Television).


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