Retailing And Merchandising In Textiles And Appare

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 19 : Sales Promotion Techniques

Time Buys

Purchased by media buyers, the cost of air-time is determined by the length of the commercial, the time of day and the day of the week it is to be shown, and the size of the audience. Prime time, the most expensive, is between 7:00 and 11:00 p.m. when the greatest number of adult viewers is watching. Air-time in a large city with a large viewing audience is much more expensive than air-time in a smaller city or town. Media selection is based on how successful stations are at reaching viewers as measured by subjective gross rating points.