List the principles of effective broadcast-based advertising.

Broadcast media typically refers to radio and television. An effectiveradio spot immediately grabs the attention of the listener. It seeks totalk to the listener as if the announcer were in the same room. Radiospots should be carefully proofread prior to broadcast, should besummarized near the end of the spot, and most important, must standout from other ads.

The best television ads are professionally produced and are placed onnetworks and programs that reflect the target markets of the operation beingadvertised. Managers using this medium understand reach and frequency aswell as the importance of using creative imagery to produce memorablecommunication pieces.