Answer to Question 1
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Answer to Question 2
Network Television Advertising. Companies that market products nationally often use network television to reach potential customers throughout the country. The advertiser, typically working through an advertising agency, purchases desired time slots from one or more of the networks and advertises at these times on all local stations that are affiliated with the network. Network advertising is inefficient, and in fact infeasible, if the national advertiser chooses to concentrate efforts only on select markets.
Spot Television Advertising. The national advertiser's alternative to network advertising is spot advertising, which is advertising placed (spotted) only in selected markets. This is desirable when a company rolls out a new brand market by market before it achieves national distribution, when a marketer needs to concentrate on particular markets due to poor performance in these markets or because of aggressive competitive efforts, when a company's product distribution is limited to one or a few geographic markets, and for those advertisers who use network advertising but need to supplement the national coverage with greater amounts of advertising in select markets that have particularly high brand potential.
Syndicated Advertising. Syndicated programming occurs when an independent company markets a TV show to as many network-affiliated or cable television stations as possible. Because an independent firm markets syndicated programs to individual television stations, the same syndicated program can appear on different network-affiliated stations.
Cable Advertising. Cable television requires users to subscribe to a cable service and buy their sets specifically wired to receive signals via satellite or other means. Only in recent decades have advertisers turned to cable as a valuable advertising medium as cable television's household penetration has increased to about 84 percent of U.S. households. Cable advertising is attractive to national advertisers because they are able to reach more finely targeted audiences, avoid high network prices and declining audiences, and the demographic composition of cable audiences.
Local Television Advertising. Local advertisers advertising on local stations and local cable.
Transporters that function as pumps.
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