Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 11 - George E. Belch, Michael A. Belch
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 11 - George E. Belch, Michael A. Belch
Chapter 11 - Evaluation of media: Television and radio. After completing this unit, you should be able to: To examine the structure of the television and radio industries and the role of each medium in the advertising program; to consider the advantages and limitations of TV and radio as advertising media; to explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined;...