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Evaluation of Broadcast Media
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Television Advantages
¾Creativity and Impact ③High Impact
③Sight-Sound-Motion
¾Coverage and Cost Effectiveness ③Mass Coverage
③High Reach
¾Captivity and Attention ③Attention Getting ③Favorable Image
¾Selectivity and Flexibility ③High Prestige
③Low Exposure Cost
This TV commercial gives viewers the sensation of driving a sports car
Television Disadvantages
¾Cost
¾Lack of Selectivity
¾Fleeting Message
¾Clutter
¾Limited Viewer Attention
¾Distrust and Negative Evaluation
Top 10 Network Advertisers - 2001
1. General Motors 2. Procter & Gamble
3. Johnson & Johnson 4. Philip Morris Cos. 5. AOL Time Warner 6. Pfizer
7. GlaxoSmithKline 8. PepsiCo.
9. Walt Disney Co. 10. Ford Motor Co.
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