ADVERTISING MANAGEMENT
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Radio advertising concentrates only as a particular message because of the time constraints. In many countries, the medium is owned by the government which does not permit all types of advertising. Radio advertising cannot be used for reference.
ii) TELEVISION Television has become an important medium of advertising. It has been functioning since 1950. In many countries, the expenditure on television
advertisement
has
increased
tremendously.
Television
advertisements are carefully and judiciously selected to avoid wastage and high cost because a television programme, set once, cannot be discontinued easily.
Television is used to demonstrate the methods of use of the product. It may be technically complicated but visually easy to follow. It is scheduled in regular network shows, spot announcements and spot programming. The sponsorship of a programme may be by any company or manufacturer, who may sponsor the whole or a part of programme. The programme may be sponsored at two or three strategic positions. Many advertisers share the sponsorship of programme with other advertisers.
Station selection, station frequency and market areas are considered for advertising purposes. With the introduction of Community Antenna Television (CATV) cable television, pay cable and superstitions have become important forms of television advertising. Television advertising are network, spot and local advertising. The network strategy covers the entire country or a part of the country. The network may be divided into local, regional and national categories. The national network covers almost the entire or a very large part of the country. The cost of
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