When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
LO 1 | To examine the structure of the television and radio industries and the role of each medium in the advertising program. |
LO 2 | To consider the advantages and limitations of TV and radio as advertising media. |
LO 3 | To explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined. |
LO 4 | To consider future trends in TV and radio and how they will influence the use of these media in advertising. |