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Investigating the way Advertising methods are employed of the media.

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Introduction

Investigating the way Advertising methods are employed of the media: In advertising the term media refers to communication vehicles such as newspapers, radio and television. Advertisers use media to convey commercial messages to their target audiences, and the media depend to different degrees on advertising revenues to cover the cost of their operations. In 2001, U.K. advertising expenditure in media was estimated at �233.7 billon, of which television accounted for 22.5 percent, newspapers 19.3 percent, radio 7.7 percent, with other media accounting for the remainder. The media are usually classified into either mass or niche media. Television IS considered mass media because it delivers messages to a widespread, anonymous audience. ...read more.

Middle

Direct mail can be used to reach almost every consumer with personalized messages. Audience Measurement The audience size is the currency of advertising media. For national television ratings in the UK, Research uses a sample of more than 5,000 households containing over 13,000 people. Research technicians install metering equipment called "People Meters" on TV sets, VCRs, cable boxes, and even satellite dishes in each sample home. The meters automatically keep track of times when the sets are turned on and what they are tuned to. Each member of a sample household is required to push a button when he or she begins and stops watching television. Information from the meters is combined with set tuning records to generate TV ratings. ...read more.

Conclusion

Media Costs Advertising rates are more stable for print media than broadcast media largely because print media can adjust the number of advertising pages on an issue-to-issue basis while broadcast media have a fixed amount of daily programming hours. Thus, demand by advertisers has a stronger impact on the rates for broadcast time. Newspaper space is usually sold according to rate cards; buyers of large volumes get discounted rates. Advertising rates for radio and television are normally determined through negotiation and often vary by the time of day. A 30-second spot on network television costs the most in prime time (8:00 p.m. to 11:00 p.m.) and the least during daytime (10:00 a.m. to 4:00 p.m.). According to Optimum Media, in the third quarter of 1999, a 30-second commercial on UK network television cost �190,000 in prime time but �21,960 in daytime. Jeffrey Elahor Media Studies coursework 2 ...read more.

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