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Advertising Media
Spot advertisers may sponsor programmes or utilise spot announcements, depending on their advertising
budget and strategy. When targeting a geographical area or spot, using programme sponsorship, the
advertiser will select a popular programme which promotes values of the target spot and usually, such
programmes are always exposed in the area during its prime-time. Thus, the message will have a chance
of reaching many people or achieving a higher level of exposure within the geographical area that has
been targeted.
National spot advertising has some specific uses:
- It is well suited for introducing new products.
- It can be used as a sustaining advertising device to give continuous exposure in as many or
as few markets as the advertiser prefers. - It can be timed to coincide almost exactly with seasonal sales patterns or other periods of
above average sales potentials. - It can be bought to start in a short-time period, especially when spot announcements
are used. These can be effectively used to counteract the advertising of a competitor who
introduces a new product or increases his advertising for other reasons.
LOCAL ADVERTISING ON RADIO AND TELEVISION
Local television and radio stations produce programmes in their studios for essentially local consumption,
such as news, local sports and events broadcasts that are beamed at local citizens. These programmes
are usually of great interest and rich in the culture of the inhabitant in the local area. The programmes
are received in a large number of homes in the immediate vicinity.
SPOT ANNOUNCEMENT ON RADIO AND TELEVISION
Spot announcements are messages transmitted in between a popular programme by an advertiser to a
target audience.
An advertiser may buy spot announcements on radio or television instead of buying a programme.
These announcements are sold in time units of 10, 20 or 30 seconds, or one minute. Their costs are a
small fraction of programme costs, when properly sandwiched between popular programmes, they enjoy
large audiences. Spot announcements can be bought on a network, spot or local basis.