The increase in the number of advertising minutes in a typical broadcast is an example of

Abstract

In theory, free entry can lead to social inefficiency. We study the radio industry in a first attempt to quantify this inefficiency. Using cross-sectional data on advertising prices, the number of stations, and radio listening, we estimate the parameters of listeners' decisions and of firms' profits. Relative to the social optimum, our estimates imply that the welfare loss (to firms and advertisers) of free entry is 45% of revenue. However, the free entry equilibrium would be optimal if the marginal value of programming to listeners were about three times the value of marginal listeners to advertisers.

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Marketing clutter refers to the normally excessive amount of ad messages consumers are exposed to on a daily basis. To cut through the clutter, you must try to find the right time and place to connect with target customers and deliver impacting, creative messages for your small business.

Broadcast Clutter

1. Television and radio are the two common broadcast media used for marketing. TV ad clutter refers to the prevalence of a number of ads in a given show or commercial segment. In a typical 30-minute television show, only about 22 minutes is actual show. The rest is commercials. Each commercial break usually lasts around two minutes. Similarly, radio programming is routinely interrupted with commercial breaks. Even more challenging on radio is that you have to dig through the clutter without the benefit of a visual component. Jingles, slogans and gimmicky scripts are common techniques used by companies attempting to do so.

Print Clutter

1. Magazines and newspapers are common print media. In a typical local newspaper, you might find 100 to 200 small box ads and numerous classified business ads. A larger ad size, full color and an insert are methods to stand out. Magazines also have a number of full-page ads. One advantage of well-placed magazine ads is that your products may blend in well with the theme of the publication. A tech company advertising in a computer magazine can present an ad that appeals to the audience's interests.

Online

1. The Internet has rapidly evolved as a prominent advertising forum in the 21st century. Box ads, widgets, text link ads and pop-up ads are all over the web. Due to the cluttered environment, Internet users are largely desensitized to ad messages. The click-through rate on typical online ads is well under 5 percent. Affordable ad rates and repeat exposures can offset the limited impact of each ad impression.

Mailers and Handouts

1. Companies also use direct mail postcards, letters, brochures, pamphlets, leaflets and fliers. Typical homeowners get multiple direct mail pieces in their mailboxes each day. Often, you have to spend extra money to deliver a unique piece that breaks through the mail clutter. Otherwise, your piece joins the many other direct mailers that wind up in the trash can. Colorful, informative and helpful mailers and print pieces help.

What impact does increasing the number of points of distribution have on the quality of media programming?

Which of the following are examples of media convergence quizlet?

Which of the following refers to the process by which the audience becomes less of a mass audience and its individual segments become more narrowly defined?

What is the best definition of media multitasking?