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Intro To Advertising > Chap12 > Flashcards

Flashcards in Chap12 Deck (54):
1

affidavit of performance

a signed and notarized form sent by a television station to an advertiser or agency indicating what spots ran and when

2

Audience composition

A

3

Audience share

A

4

audience composition

the distribution of an audience into demographic or other categories

5

audience share

the percentage of homes with TV sets in use tuned to a specific program

6

average quarter-hour rating

the average quarter-hour person estimate expressed as a percentage of the estimated population

7

average quarter-hour share

the radio station's audience expressed as a percentage of the total radio listening audience in the area

8

WHAT'S THE TERM? Marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space ahas been pre-sold to national advertisers

barter syndication

9

cost per rating point (CPP)

a simple computation used to determine which broadcast programs are the most efficient in relation to target audience.

10

cost per thousand (CPM)

the of cost reaching 1,000 people in a medium's audience.

11

cume persons

The total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or daypart.

12

cume rating

the estimated numer of cume persons expressed as a percentage of the total market population.

13

daypart mix

media scheduling strategy based on the TV usage levels reported by the rating services

14

designated market area (DMA)

the geographical areas in which TV stations attract most of their viewers

15

TIVO is a type of what?

digital video recorder

16

What are "drive times" (hours)

Radio use Mon-Fri 6-10a and 3-7p

17

first-run syndication

programs produced specifically for the syndication market

18

gross impressions

The total of all the audiences delivered by a media plan

19

gross rating points (GPRs)

The total of all the audiences delivered by a media plan

20

households using TV (HUT)

The percentage of homes in a given area that have one or more TV sets tuned on at any particular time.

21

imagery transfer

when advertisers run a schedule on TV and then convert the audio portion to radio commercials

22

infomercial

a long TV commercial that gives consumers detailed information about a product or service

23

inventory

commercial time for advertisers

24

local time

radio spots purchased by a local advertiser

25

makegoods

tv spots that are aired to compensate for spots that were missed or run incorrectly

26

network radio

provides national and regional advertisers with simple administration and low effective net cost per station

27

What about networks offers advertisers convenience and efficiency?

their ability to be broadcast simultaneously throughout the country

28

off-network syndication

the availability of programs that originally appeared on networks to individual stations for rebroadcast

29

participation

several advertisers share the sponsorship of a television program.

30

WHATS THE TERM?: lower TV advertising rates that stations charge when the advertiser agrees to allow the station to sell its time to another advertiser willing to pay a higher rate

preemption rate

31

prime time, give the hours

highest level of TV viewing (8pm to 11pm)

32

product placement

paying a fee to have a product prominently displayed in a movie or TV show

33

Define program-length ad (PLA) , how long can it run? and what is another name for it?

A long-form tv commercial that may run as long as an hour; informercial

34

program rating

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

35

the genre of music or other programming style that characterizes and differentiates radio station from each other is called...

programming format

36

NAME THE TERM: These services measure the program audiences of TV/radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners

rating services

37

run-of-station (ROS)

leaving placement of radio spots up to the station in order to achieve a lower ad rate

38

sponsorship

the presentation of a radio or TV program or an event by a sole advertiser

39

spot announcements

an individual commercial message run between programs but having no relationship to either.

40

spot radio

national advertisers' purchase of airtime on individual stations

41

NAME THE TERM: The 4 month long periods each year when rating services measure all TV markets for station viewing habits and devices measure all TF markets for viewing habits and demographic information for the purpose of setting advertising rates.

sweeps

42

total audience

the total number of homes reaches by some portion of a TV program.

43

total audience plan (TAP)

a radio advertising package rate that guarantees a certain percentage of spots in the better day parts.

44

TV households (TVHH)

the number of households in a market area that own television sets

45

Who uses cost per point

media buyers

46

How is CPP determined?

cost of the show/expected rating against the target audience

47

In imagery transfer, fully ___% of consumers reply video in their minds when they hear the radio spot.

75

48

T/F a "participating" sponsor has control of the program content

False

49

T/F with regards to participation, Partnership commitment is usually limited to a relatively short period.

True.

50

Because of the high cost, sponsorship is usually limited to what kind of programs?

TV specials

51

When is the advertiser is often responsible for the program content and the cost of production, as well as advertising.

in a situation of sponsorship

52

What are "sweep" months

February, May, July and November

53

Name 3 drawbacks of television advertising

high actual cost
limited selectivity
brevity
clutter
susceptibility to zipping and zapping

54

What are the 3 forms to purchase radio time?

local
spot
network