WEB EXERCISE 7 Evaluation of Broadcast and Print Media Focus: Chapters 11 & 12 Discussion Questions 1. Discuss the advantages and limitations of television as an advertising medium. 2. Discuss how rad

Week 7 Plan Chapter 11: Evaluation of Broadcast Media Key Learning Objectives:  To examine the structure of the television and radio industries and the role of each medium in the advertising program.  To examine the advantages and limitations of television and radio as advertising media.  To explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined.  To consider future trends in TV and ra dio and how they will influence the use of these media in advertising.  To examine the structure of the magazine and newspaper industries and the role of each medium in the advertising program. New Vocabulary: Chapter 11 Affiliates Up -front market Scat ter market Spot advertising National spot Local advertising Syndicated programs Participations Zapping Zipping Narrowcasting Infomercials People Meter Designated market areas Sweeps Period Daypart Image Transfer Chapter 12: Evaluation of Print Media Key Learning Objectives:  To examine the advantages and limitations of magazines and newspapers as advertising media.  To examine the various types of magazines and newspapers and the value of each as an advertising medium.  To ex amine how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.  To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media. New Vocabulary: Chapter 1 2 Consumer magazines Farm publications Business publications Selectivity Split runs Selective binding Ink -jet imaging Circulation Readership Magazine networks Flat rates vs. Open Rates Run -of-paper Preferred position Standard Advertising Units Deliverables:  Read and understand Chapters 11 & 12; review the PowerPoints if you find them helpful  Complete Quiz 7 (due before midnight on Saturday )  Complete Web Exercise 7 (due before midnight on Saturday )