Marketing Communications

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Marketing Communications
Advertising Media

The disadvantage in FM wave is that they travel in straight line only. They cannot go around obstacles
nor beyond the horizon which limits their usefulness for car radios. To an advertiser seeking the drive
time audience, this presents a disadvantage. Research is still going on trying to improve this limitation.

Digitalization of broadcast equipment and stations which is to be accomplished by all countries of the
world by 2015 and Nigeria by 2012 will certainly enhance reception of signals.

NETwORK ADVERTISING ON RADIO AND TELEVISION

Networks are groups of broadcasting stations that are interconnected for the simultaneous transmission of
television or radio broadcasts. A network programme originates in a network studio and is simultaneously
broadcast by microwave links or coaxial cables to the stations belonging to the network. An advertiser
has a wide reach of their audience in network advertisements.

Network broadcasting are useful to National Advertisers for these reasons:

1. To secure a large nationwide audience.


2. To identify a branded product with a network show in order to enhance the prestige of
   the advertiser.


3. To introduce new products quickly.

ADVANTAGES OF PURCHASING NETwORK TIME

1. EXCELLENT TIME AVAILABILITIES: the networks have virtual control over the prime-
   time programming. The advertiser who wishes to reach a truly vast nationwide audience at
   one time must necessarily buy time from the networks during prime-time hours.


2. SIMPLICITY OF ARRANGEMENTS: the time purchase is greatly simplified when
   network programmes are used. The process of purchasing time on spot announcement
   can become cumbersome and costly.

DISADVANTAGES OF PURCHASING NETwORK TIME

1. COSTS: network advertising is difficult for many advertisers because of costs involved.
   Also commitments must be made well in advance and modifications can be made only
   with great difficulty.


2. AVAILABILITIES: It may be difficult for companies to buy prime-time on network
   programmes because it is not available at the needed period, particularly if the network
   program is highly-rated by the audience. The competition among advertisers to use high
   rated programme on network is very stiff as every advertiser will want to use the best
   programmes existing on air that can provide maximum exposure for their messages.