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Television and radio advertising are forms of mass marketing that reach a large audience. Advertisers pay for airtime, and broadcasters must ensure that ads meet FTC standards. Public service announcements are also aired. Large companies tend to advertise on TV or radio, but local channels may be better for smaller companies. Budget is a major concern, and marketing consultants can help determine ROI.
Television advertising is radio and television advertising. Broadcast media reaches a large audience. Radio and television marketing is known as mass marketing since it is possible to reach a national or even worldwide audience. Advertising is one of the components of marketing. Marketing promotes services, products and ideas through specific channels.
Radio advertising convinces consumers of the benefits of advertisers’ brands. Organizations like the Federal Trade Commission (FTC) monitor TV and radio commercials to make sure advertisers and broadcasters aren’t making false claims that could mislead consumers into buying their products. Radio and television stations must ensure that advertisements meet FTC standards before broadcasting them.
Advertisers pay broadcasters for a seat. Typically, a commercial is 30 seconds long on both radio and television, although occasionally it can be as long as 60 seconds. While most television advertising is paid, free public service announcements are typical television and radio airtime rates. Broadcasters allow nonprofit groups and the government a limited number of free spots to promote messages and information for the general public’s safety. Public service announcements may include anti-drug messages or information about what to do if an outbreak occurs.
The widespread use of television advertising dates back to the 1920s. Radio shows and then TV shows started to be popular. Companies that sold products began sponsoring programs by paying broadcasters to get their promotional messages out to consumers. Early on, the advertiser’s name was often used with the show’s title to indicate airtime they purchased for their promotion, such as the 1920s and 1930s radio show, “The Champion Spark Plug Hour.” .
Today, radio advertising agencies create and produce radio and/or television advertisements for broadcast. Their clients are companies with products or services to promote. In general, large companies and not small ones tend to advertise on television or radio. However, this changes for local channels. Broadcast advertising agencies consult with clients to inform them whether local or national broadcasting would be the best marketing strategy for the client’s product and budget.
Budget is a major concern in advertising dissemination. Companies often hire marketing consultants to determine the return on investment (ROI) chances of spending on television or radio commercials. Ad market researchers can run sample commercials for test audiences to determine their response to ads before the customer chooses to run them.
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