Types of Broadcasting Advertising (Radio Commercials)

1. NETWORK APPROACH

           

- National network through telephone wires or satellites

- Provides simultaneous network programming

- Many local or regional stations belong to more than one network.

2. SPOT APPROACH

An advertiser places advertising with an individual station rather than through a network.

Although networks provide prerecording national ads, they also allow local affiliate open time to sell spot advertising.

1.                  PROGRAM SPONSOR APPROACH

An arrangement will be made in which the advertisers produce both the program and accompanying commercial.

Sponsorship has a powerful impact on the viewing public, especially because the advertiser can control the content and quality of the program as well as the placement and length of commercial.

4. Participation show

 A participation show is one in which a variety of sponsors place commercials within the body of the program that is after the first introduction of the program, during break and at that end of the program.

The 'Participation' here refers to advertisers participating in paying for the program as through they were actually sponsors when in fact, they have nothing to do with the production of the show itself.

5. Announcement Campaign

Announcement campaigns are a form of local advertising or spot broadcasting. The fundamental difference between these commercials and those within network program is that these announcements are sold only by local stations or their representative and are aired between regular programs rather than within them.

As much as commercial announcements placed between shows are isolated from the shows themselves. It is the disadvantage of such commercial.

6. The photograph approach

Photographs always lend authenticity. Every one knows that photographs can be as misleading as statistics, but nevertheless they are accepted, by and large, as authentic proof of facts and events.

Good photographs have compelling appeal that is absent in the words, that tell.

Photographs add to the interest and stimulate close attention.

7. Film as an Advertising media

Documentary films are a very powerful medium of publicity.

               Three fundamentals of film:

-    What is the object of the film?

-    For what audience is the film intended and can this audience be reached successfully?

-    How much money can be spent to better advantage in other ways?