Question

Discuss the advantages and disadvantages of the broadcast media

Answer 1

Advantages Benefits:

• Wide geographic coverage & broad audience reach (appeals to most demographics)

• Perceived accountability with well accepted audience

• Relative ease of buying and post-buy maintenance

• Proven Success record for promoting mass consumer products

Disadvantages of broadcast media

• Audience share is generally declining due to fragmented audiences

• Increasing use of DVR’s diminishing the impact of commercials (people can record their shows and skip the commercials)

• Typically high CPM costs and rising production costs (most expensive)

• Many television shows skew older and lower income

• increasing ad clutter as commercial pods lengthen (people don’t want to watch commercials because they are taking more time away from their shows)

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