Chapter 16: Using Electronic Media: Television and Radio

As a means of reaching the masses, no other medium today has the unique creative ability of television. Broadcast TV grew faster than any previous advertising medium because of the unique advantages it offered advertisers: mass coverage at efficient cost, impact,prestige,and social dominance. Television is a powerful creative tool, but the medium still has many drawbacks, including high actual cost, limited selectivity, brevity, clutter, and susceptibility to zipping and zapping.