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MKT 395 Exam #3 > Chapter 11 > Flashcards

Chapter 11 Flashcards

(44 cards)

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1
Q

zipping

A

occurs when viewers fast-forward through pre-recorded commercials

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2
Q

zapping

A

when a view changes the channel to avoid the commercial

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3
Q

television network

A

assembles a series of affiliated local TV stations, or affiliates

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4
Q

affiliates

A

to which a television network supplies programming and services

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5
Q

up-front market

A

a buying period that occurs before the TV season begins

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6
Q

scatter market

A

tv time that runs through the TV season

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7
Q

spot advertising

A

refers to commercials shown on local tv stations, with time negotiated and purchased directly from the individual stations

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8
Q

national spot advertising

A

a national advertiser responsible for all non-network advertising

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9
Q

local advertising

A

airtime sold to local firms such as retailers, restaurants, banks, and auto dealers

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10
Q

station reps

A

individuals who act as sales representatives for a number of local stations in dealings with national advertisers

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11
Q

syndicated programs

A

another way for advertisers to reace TV viewers–shows that are sold or distributed on a station-by-station, market-by-market basis

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12
Q

sponsorship

A

an arrangement where advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it

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13
Q

participations

A

90 percent of network advertising sold – several advertisers buying commercial time or spots on a particular program

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14
Q

adjacencies

A

spot announcements that are brought from the local stations and appear during time periods adjacent to network programs

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15
Q

dayparts

A

division of TV time periods into segments of a broadcast day

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16
Q

cable television

A

TV delivered to remote areas via coaxial wire that usually does not have access to broadcast signals

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17
Q

superstations

A

independent local stations that sent their signals nationally via satellite to cable operators to make their programs available to subscribers

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18
Q

interconnects

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A

a number of cable systems and networks in a geographic area are joined for advertising purposes

19
Q

narrowcasting

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A

the opportunity for television advertisers to reach a specialized market via cable

20
Q

multiplexing

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A

transmitting multiple channels from one network

21
Q

television households

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A

correspond the the number of households in a given parket

22
Q

program rating

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A

the percentage of households tuned to a specific program during a specific time period

23
Q

ratings point

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A

represents 1 percent of all the television households in a particular area tuned to a specific program

24
Q

households unsing television (HUT)

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A

the percentage of homes in a given area where TV is being watched during a specific time period

25
share of audience
the percentage of households using TV in a specified time period that are tuned to a specific program
26
total audience
the total number of homes viewing any five-minute part of a telecast
27
Nielsen Television Index
Led by Nielsen Media Research -- a TV ratings service which provides daily and weekly estimates of the size and composition of the national viewing audiences for programs aired on the broadcast and major cable networks
28
people meter
an electronic measuring device that incorperates the technology of the old-style audimeter in a system that records not only what is being watched but also by whom in 10,000 households
29
designated market areas (DMAs)
nonoverlapping areas used for planning, buying, and evaluating TV audiences and are generally a group of counties in which stations located in a metropolitan or central area achieve the largest audience share
30
sweeps
measurements made 4 times a year during ratings periods
31
commercial ratings
known as "C3" -- includes measures of the average viewership of the commercial both live and up to three days after the ads are played back on a DVR
32
engagement
the focused mental and emotional connection betweena consumer, a media vehicle, and a brand's message
33
image transfer
images of the TV commercial are implanted into a radio spot
34
average quarter-hour (AQH) figure
espresses the average number of people estimated to have listened to a station for a minimum of five minutes during any quarter-hour in a time period
35
cume
"cumulative audience" -- the estimated total number of different people who listened to a station for at least five minutes in a quarter-hour period within a reported daypart
36
average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population
37
average quarter-hour share (AQH SHR)
is the percentage of the total listening audicence tuned to each station
38
portable people meter
is a wearable pager-sized device that electronically tracks what consumers listen to on the radio by detecting inaudible identification codes that are embedded in the programming
39
advantages of television (4)
(1) creativity and impact (2) coverage and cost effectiveness (3) captivity and attention (4) selectivity and flexibility
40
limitations of television (6)
(1) costs (2) lack of selectivity (3) fleeting message: not tangible/uninvilved with the audience (4) clutter (5) limited viewer attention: zipping/zapping (6) distrust and negative evaluation
41
methods of buying air time (3)
(1) sponsorship (2) participations (3) spot announcements
42
advantages of radio (6)
(1) cost and efficiency (2) receptivity (3) selectivity (4) flexibility (5) mental imagery (6) integrated marketing opportunities: can be used to compliment other varients of advertisements
43
limitations of radio (7)
(1) creative limitations (2) fragmentation (3) chaotic buying procedures (4) limited research data (5) limited listener attention (6) competition from digital media (7) clutter
44
types of radio ad time (3)
(1) network radio: national networks on major radio networks (2) spot radio: national radio on individual stations in various markets (3) local radio: 79% of radio advertising -- individual local stations

MKT 395 Exam #3 (4 decks)

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