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 (local)

markets. During the Q-and-A period, a client representative says: "We know

that network television viewers' loyalty is nothing like it was ten or even five

years ago because so many people now turn to cable, 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 in support of either increasing

or decreasing the use of broadcast advertising for this client.