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Advertising Media
This table contains a specimen to illustrate how the broadcast stations both in radio and television classify
the day into segments called Daypart. Each radio or television station may have varied versions of daypart
classification based on their individual peculiar nature of broadcasting service; the underlying concept
is usually the same with every broadcast station targeting identified market segments.
PRIME TIME: refers to dayparts having the greatest potential for attracting interest or customers. It is
very useful to advertisers and it costs more than other dayparts.
wEEKEND: weekend and public holidays are regarded as separate time classifications. Their costs vary
with the daypart segments.
The prime time for television dayparts may vary slightly from that of radio because of different television
audience time. Daypart time classification makes targeting of advertisements easier to achieve. An
advertiser may select a segment of the dayparts for its target audience and expose its advertisements to
the planned target receivers and audiences, thus reaching the desired market segments at the right time
which has been included in its promotion strategy with adequate message exposure.
ADVANTAGES OF RADIO
- TIMING OF MESSAGE wITH NEwS:
Radio programmes provide timelessness and the opportunity for making an advertisement
appear as news. Advertisements can be tied-in almost immediately, with such events. - PERSONIFIED MEDIUM:
Radio represents a personal medium that depends upon the warmth and friendliness of the
human voice. - wIDELY AVAILABLE MEDIUM:
The mass use of radio by consumers both in urban and rural areas enhances a wide reach.
The availability of portable radio sets even on mobile phones has enabled radio to become a
medium which can be used anywhere. - SPEED AND GEOGRAPHIC FLEXIBILITY:
Radio has a high degree of message delivery speed and geographic flexibility. Advertiser can
spot markets wherever there is a commercial station and copy can be submitted up to air time. - AUDIENCE SELECTIVITY:
Radio offers the advertiser audience selectivity through programme choice and time of
broadcast. Radio is more selective than television because most local stations have different
programme formats that are designed to attract specific market segment.