Reading task #1

Source: Belch, G., Belch, M., Guolla, M. (2003) McGraw-Hil Ryerson Limited, Canada Toronto, Advertising & Promotion

Summary

“Television Media” is a section from the text book” Advertising & Promotion” which was published in Canada (2003,p230). In this section, the authors, Belch, G., Belch, M. and Guolla, M., introduce the strategies of television media. First of all, the authors explain that TV is the most important media of advertising because it combine “visual images, sound, motion, and color presents”. In addition, the authors expose that television media has several advantages, such as “strengths, impact, coverage, cost effectiveness, captivity attention, selectivity and flexibility” (2003, p232, p234). However, the authors stress that TV media also has some limitations that are “cost, lack of selectivity, fleeting message, clutter, limited viewer attention and distrust & negative evaluation” (2003, p235, p237). Moreover, the authors focus on three main types of buying television advertising time which are network advertising, spot advertising sponsorship advertising and two specialty television advertising that mention “cable & satellite technology” and “specialty network” (2003, p242, p242). Finally, the authors indicate that when advertisers purchase time on a program, they have to know the size and the characteristics of the audience who watch the program; therefore, measuring the TV audience is quit necessary. In conclusion, in this section, the authors state the advantages and disadvantages of TV media. Also he indicate several types of TV advertising and the way to measuring the TV audience that are the basic strategies of TV media.