Telecom Management
Advertising concepts
• Advertising business model- attracts and retains audiences that can be sold to advertisers.
• Advertising time is like inventory in a store.
-Perishable product –unsold time is gone forever.
like selling fresh fruit vs hammer
- Amount of ad time limited by what audience will tolerate
- Too much time clutter.
Types of Advertising-
• Network- ads on broadcast and cable network to reach a national audience.
• Local- broadcast stations and local cable insertions
• Bought by businesses located in same market.
Car dealers, grocery stores, furniture stores.
• National spot advertising – national advertisers reaching particular geographic areas by
purchasing spots from local stations.
National rep firms
• Advertisers may only want to talk to audiences in regions of the country where they market their
products
- Advertisers snow blowers on Miami, fl stations?
• Food products distributed in just a few states
• National rep firm acts as a broker between local stations and advertisers
• Extension of local stations sales staff.
Book: Head’s Broadcasting in America
Notes are a part of Matt Pierce’s lecture
