Broadcast advertising reports and audience studies are critical to the development and implementation of effective media strategy.

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Broadcast advertising reports and audience studies are critical to the development and implementation of effective media strategy. As with print media, advertisers have a set of “staple” companies and reports they regularly use to help plan and implement their broadcast media buys. Visit the following syndicated and independent broadcast media companies’ Web sites and answer the questions that follow:
■ Arbitron: www.arbitron.com
■ Bureau of Broadcast Measurement (BBM): www.bbm.ca
■ Cabletelevision Advertising Bureau (CAB): www.onetvworld.org 
■ Nielsen Media Research: www.nielsenmedia.com
■ Radio Advertising Bureau: www.rab.com
■ Radio Marketing Bureau (RMB): www.rmb.ca
■ Television Bureau of Advertising: www.tvb.org
■ Television Bureau of Canada (TVB): www.tvb.ca
■ TV RunDown: www.tvrundown.com
a. What type(s) of broadcast media information does the company specialize in and what specific services, products, or publications does the company offer?
b. What industries/companies would be best suited to utilize the company’s media resources?
c. Does the company represent syndicated or independent research?
d. How useful do you feel the company is for gathering broadcast media information? Why?

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Related Book For  answer-question

Contemporary Advertising And Integrated Marketing Communications

ISBN: 9780073530031

13th Edition

Authors: William Arens, Michael Weigold, Christian Arens

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