You are a major agency media director who has just finished a presentation to a prospective client in convenience food marketing where you recommend increasing the use of local radio and television advertising in spot markets. During the question-and-answer period, a client representative says, “We know that network television viewers’ loyalty is nothing like it was 10 or even five years ago because so many people now turn to cable, DVRs, and the web. There are smaller audiences per program each year, yet television time costs continue to rise. Do you still believe we should consider commercial television as a primary medium for our company’s advertising?” Another member of the client team questions whether broadcast is effective given the clutter on both radio and television with long commercial pods.

“Why shouldn’t we decrease our use of broadcast advertising?”

How would you answer? Develop an argument either in support of increasing or decreasing the use of broadcast advertising for this client.

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