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the beginning of 2000, there were 1,248 commercial television stations and 10,220 commercial radio stations in the U.S. The wide coverage of the mass media makes them ideal vehicles for advertisers who need to reach a large audience.

Advertising media such as cable television and direct mail are often viewed as "niche" media because they reach a narrowly defined audience with unique demographic characteristics or special interests. With 54 or more cable channels available in 62.1 percent of U.S. wired cable subscriber households in 2000, for example, audiences can tune in to CNN for continuous coverage of events around the world, to Home & Garden TV for information on home improvement, or to Cartoon Network for children's programming. Direct mail, the second largest advertising medium in the U.S. in 2001, offers more flexibility in terms of precision targeting and content customization. Direct mail can be used to reach almost every consumer with personalized messages.

The Internet has emerged as a medium for marketing and advertising since 1994. The Internet is different from conventional advertising media in several respects. First, it can serve as not only a communications channel but also a transaction and distribution channel. Consumers can get information and make purchases and payments all through the Internet. No other medium can accomplish these marketing functions instantly, without resorting to other means. Second, the Internet is by nature interactive. Users can initiate a shopping process by visiting a Web site and then clicking on hyper-linked text for more information. It is a two-way communication, with the Internet serving as a provider of customized content that meets an individual's needs. Third, it has the capacity for multimedia content. It can carry not only text and graphics but also audio and video content. The multimedia nature of the Internet is suitable for high-impact advertising. The Internet has become an integral part of the media mix for many advertisers, and new forms of advertising have filled the World Wide Web landscape, including animated banner ads, sponsor logos, interstitials, "advertorials," "advertainment," and 3-D visualization.

Audience Measurement:

The audience size is the currency of advertising media. For national television ratings in the U.S., Nielsen Media Research uses a sample of more than 5,000 households containing over 13,000 people. Nielsen technicians install metering equipment called "People Meters" on TV sets, VCRs, cable boxes, and even satellite dishes in each sample home. The meters automatically keep track of times when the sets are turned on and what they are tuned to. Each member of a sample household is required to push a button when he or she begins and stops watching television. Information from the meters is combined with set tuning records to generate Nielsen TV ratings. A rating point represents 1,022,000 households, or 1 percent of the estimated 102.2 million TV homes in the U.S. To measure audiences for local television stations, Nielsen gathers information using diaries for a sample of TV viewers to record their viewing behavior during a measurement week. The diary measurement is conducted in all 210 TV markets in the U.S. four times a year, during "sweep" months-February, May, July, 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。