Advertising Chapter 14 – Flashcards

Reaches its audience by transmitting electromagnetic waves through the air across some geographic territory

Reaches its audience through wires, which may be strung from telephone poles or laid underground

On June 12, 2009, as mandated by Congress, the U.S. made the switch to this. It sends and receives moving images and sound by digital signals rather than the analog signals of Broadcast TV.

High visibility of TV forces the sponsor to create ads that people find interesting and that consistently reinforce the brand's strategic position

Historically, major U.S. advertisers purchased airtime from one of the national broadcast networks: ABC, CBS, NBC or Fox

An advertiser who underwrites the cost of a program

when the advertiser is responsible for both the program content and the cost of production

How most Network TV Advertising is sold; several advertisers buy 30 or 60 second segments within a program; costs range from a low of $29,374 to a high of over $502,900 for American Idol

National Advertisements that run in clusters between programs; less expensive than participations and more flexible than network advertising because they can be concentrated in specific regions of the country

Sale of programs on a station-by-station, market-by-market basis (producer deals directly with the stations, often through a distribution company, rather than going through the networks)

Former popular network programs (reruns) are sold to individual stations for rebroadcast Seinfeld, Friends

Involves original shows which are produced specifically for the syndication market Oprah, Extra

One of the fastest growing trends in TV, first run programs offered free for a reduced rate, but with some of the ad space presold to national advertisers Wheel of Fortune, Jeopardy

In 1992, independent presidential candidate Ross Perot sat in front of a TV camera for 30 minutes with homemade flip charts and a down-home pitch for the White House which drew 20 million viewers. Perot made advertising history by catapulting the ___ or ___.

The companies that measure the program audiences of TV and Radio Stations for advertisers and broadcasters. Companies will subscribe to a service and use it as a basis for planning, buying or selling media advertising

The Nielsen Station Index, the major rating service for Television, uses the term ___ ___ ___ (DMA's) for geographic areas (cities, counties) in which the local TV stations attract the most viewing.

Programs continue to run or are canceled depending on their ___.

Refers to the number of households that own TV sets in a particular market, indicating the size of the potential audience

Term used to express the percentage of homes in a given area that have one or more TV's turned on at any particular time; 1,000 TV's in the survey area, 500 turned on, HUT = 50%

Refers to the percentage of TV households in an area that are tuned in to a specific program

Percentage of homes with sets in use (HUT) tuned to a specific program

Total number of homes reached by some portion of a program

Distribution of the audience into demographic categories

total rating points a particular media schedule achieves over a specific period

1. Determine program availability 2. Analyze program efficiency 3. Negotiate price 4. Determine reach and frequency 5. Sign broadcast contracts 6. Review performance affidavits

Available Time Slots - To find out which programs are available, Media Buyers contact station's sales reps, gives them information about the Advertiser's media objective and Target Audiences, and asks the rep to supply a list of Avails along with prices and ratings

Lower because the advertiser agrees to be "bumped" (preempted) if another advertiser pays the higher, non-preemptive rate.

After the spots run, the stations returns these signed and notarized to the advertiser or agency, specifying when the spots aired and what Makegoods are available

Refer to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly, or because the program's ratings were substantially lower than guaranteed

Beams programs from space via satellites to satellite dishes

A microwave delivery system that can carry a dozen channels

Over - the -Air pay TV

Uses a satellite dish to capture signals for TV sets in apartment buildings and other complexes

Uses a broadband connection to deliver a digital TV service

Actively involves people and allows national companies to tie in to a local market and target the specific demographic group they want to reach.

Contemporary Hit Radio, Adult Contemporary, Country, Rock, News/Talk and so on.

Advertisers may use one of the national ___ to carry their messages to the entire national market simultaneously via stations that subscribe to the ___'s program

Affords advertisers greater flexibility in their choice of markets, stations, airtime, and copy.

Local time denotes radio spots purchased by a local advertiser or agency

Morning Drive, Daytime, Afternoon/Evening Drive, Nighttime, All Night

For the lowest rate; similar to ROP in newspaper advertising but leaves total control of spot placement up to the station

Most stations offer this package rate, which guarantees a certain percentage of spots in the better Dayparts if the advertiser buys the total package of time

Identifies the average number of people listening to a specific station for at least five minutes during a sixteen-minute period of any given Daypart

Expresses the AQH Persons as a percentage of the population

sum of all ratings points delivered by that schedule

Cumulative Estimates

Total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported Daypart

Cume Persons expressed as a percentage of the population being measured

1. Identify stations with the greatest concentration of the advertiser's Target Audience by Demographics 2. Identify stations whose format typically offers the highest concentration of potential buyers 3. Determine which Dayparts on those station offer the most potential buyers 4. Using the station's rate card, construct a schedule with a strong mix of best time periods 5. Assess the proposed buy in terms of reach and frequency 6. Determine the cost for each 1,000-target people the station delivers 7. Negotiate the placement and buy