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The Price is Right

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Running head: ARTICLE RESPONSE 1
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ARTICLE RESPONSE 2
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The Price is Right: What Advertising Does to TV by Nussbaum E. (2015)
The article The Price is Right: What Advertising Does to TV by Nussbaum (2015), shows
the changing dynamics and shift of power in the television industry. The industry, which was
once controlled and influenced by powerful media owners is now at the mercy of commercial
promoters and rival information and communication systems. In fact, television company owners
currently do not have a significant say on how this industry operates.
Initially, the television shows used to have a lot of direct advertisements that used to
appear in between the show. Generally, these advertisements had a clear and elaborate
advertisement break of about 6 minutes per hour. Currently, advertisements usually run for about
fifteen minutes. Further, various businesses promote these shows by funding their production. In
turn, these shows integrate the organization products in their scenes. For instance, if a promoter
is a designer clothes company, the actors may be required to wear the promoters cloths. As a
result, the entire company indirectly markets this business, a scenario known as product
integration. As a consequence, television companies do not have the control on how
advertisements will be aired. In fact, the entire show is simply a marketing campaign.
Further, the existence of various media systems such as smart phones, cable television,
the internet, and DVDs has watered the manner in which contemporary television companies
earn their income. While these company’s used to have control on the shows that will be aired,
currently, shows that fail to get a chance in these companies use alternative forms of media such
as the internet. In turn, this has brought a lot of competition in this industry which has led to a
decline in advertisement incomes by these firms. Although television companies may try to
argue that promoters are underpaying for their services, the use of product integration, the

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Running head: ARTICLE RESPONSE 1 Article Response Student’s Name Institution Affiliation ARTICLE RESPONSE 2 Article Response The Price is Right: What Advertising Does to TV by Nussbaum E. (2015) The article The Price is Right: What Advertising Does to TV by Nussbaum (2015), shows the changing dynamics and shift of power in the television industry. The industry, which was once controlled and influenced by powerful media owners is now at the mercy of commercial promoters and rival information and communication systems. In fact, television company owners currently do not have a significant say on how this industry operates. Initially, the television shows used to have a lot of direct advertisements that used to appear in between the show. Generally, these advertisements had a clear and elaborate advertisement break of about 6 minutes per hour. Currently, advertisements usually run for about fifteen minutes. Further, various businesses promote these shows by funding their production. In turn, these shows integrate the organization products in their scenes. For instance, if a promoter is a designer clothes company, the actors may be required to wear the promoters cloths. As a re ...
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