Successful Television And Radio Advertising

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This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet. Under its new title, Media Promotion and Marketing for Broadcast, Cable and the Internet, 5ed it takes a fresh look at the industry and the latest strategies for media promotion and marketing. The book explores the scope and goals of media production from the perspectives of network and local television, cable, Internet and radio, including public broadcasting. Topics include: goals of promotion; research in promotion; on-air, print, and Web message design; radio promotion; television network and station promotion and new campaigns; non-commercial radio and television promotion; cable marketing and promotion; research and budgeting for promotion; syndicated program marketing; global and international promotion and marketing; and online marketing and promotion.

Seminar paper from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Tubingen, language: English, abstract: Since people started to invent and sell products to others, advertising became more and more important as the diversity of products and brands grew. Advertisers use many different ways to convince their target audience to buy the product e.g. the wide variety of media such as TV, radio, Print or Internet. The first media used for advertising as we know it today were printed media such as bills, newspapers and magazines. As those media only attracted the eye of people, everybody was thrilled by the possibility the new invention radio offered: Advertisers were able to reach their target audience through their ears. Today radio doesn’t seem to be that startling anymore compared to inventions like TV or Internet. They both combine seeing and hearing and the Internet also allows users to become active themselves. Due to the widespread meaning that advertising is more effective reaching the eye of clients than only their ear, radio is used the least as an advertising medium. The opportunities radio offers, because it’s only made for the ear aren’t seen by advertisers and companies and over the years radio became the “Stiefkind der Werbung” (Goldhammer, 1998, p. 17). The little usage of radio as an advertising media is not adequate compared to the position it has for people, because in Germany is a nearly full supply of radios and most of the house-holds even own more than one radio. Because of that drawback the present essay focuses on the question why radio should be used more as an advertising media by pointing out the advantages it offers to advertisers, whereupon some pros only can be given by radio and not by any other media. For some background information the essay gives a short summary of the history of radio ad-vertising (chapter 2). Chapter 3 makes the difference between the usage of radio by publics and by advertisers clear. After that analysis chapter 4.1 describes some more advantages radio offers as an advertising medium besides the results of the Media-Analysis. On the basis of all those chapters some hints for a good commercial are given in chapter 4.2. Chapter 5 is about the effect radio commercials have on listeners. At first it’s explained how radio commercials are processed by the human brain, while chapter 5.2 to 5.4 interpret a research for the company DasÖrtliche to explain how radio Mono-Campaigns, strategies with a mixture between radio and TV, and campaigns with three different media work.

Praise for "How to Produce Effective TV Commercials" Hooper White is unique in the world of television production. In addition to being a great creative, he understands the business side of production. He has produced some of the all-time great commercials and has helped us through the intricacies of the cost of television commercials." -- John E. Ruhaak, Vice President Advertising and Promotion, United Airlines Hooper White is indeed a rare avis . . . a commercial producer who is neither an agency salesman/an apologist nor a client cost-cutting crusader. His book is excellent for both the novice and the experienced practitioner." -- Rob Klugman, Vice President Corporate Development, Adolph Coors Brewing Company "For many years Hooper White has enhanced the impact and cost-effectiveness of our TV commercials. The latest edition of his book is very comprehensive, readable, up-to-the-minute, and based on years of hands-on experience. It's simply the best reference of its kind." -- Jay Qualman, General Director of Advertising Buick Motor Division, General Motors Corporation

First published in 1991, this book presents a comprehensive annotated bibliography of radio broadcasting. Its eleven chapter-categories cover almost the entire range of radio broadcasting — with the exception of radio engineering due to its technical complexity although some of the historical volumes do encompass aspects, thus providing background material. Entries are primarily restricted to published books although a number of trade journals and periodicals are also included. Each entry includes full bibliographic information, including the ISBN or ISSN where available, and an annotation written by the author with the original text in hand.