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Intro To Advertising > Chap12 > Flashcards

Chap12 Flashcards

1
Q

affidavit of performance

A

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

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2
Q

Audience composition

A

A

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3
Q

Audience share

A

A

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4
Q

audience composition

A

the distribution of an audience into demographic or other categories

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5
Q

audience share

A

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

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6
Q

average quarter-hour rating

A

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

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7
Q

average quarter-hour share

A

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

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8
Q

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

A

barter syndication

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9
Q

cost per rating point (CPP)

A

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

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10
Q

cost per thousand (CPM)

A

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

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11
Q

cume persons

A

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.

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12
Q

cume rating

A

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

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13
Q

daypart mix

A

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

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14
Q

designated market area (DMA)

A

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

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15
Q

TIVO is a type of what?

A

digital video recorder

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16
Q

What are “drive times” (hours)

A

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

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17
Q

first-run syndication

A

programs produced specifically for the syndication market

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18
Q

gross impressions

A

The total of all the audiences delivered by a media plan

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19
Q

gross rating points (GPRs)

A

The total of all the audiences delivered by a media plan

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20
Q

households using TV (HUT)

A

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

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21
Q

imagery transfer

A

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

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22
Q

infomercial

A

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

23
Q

inventory

A

commercial time for advertisers

24
Q

local time

A

radio spots purchased by a local advertiser

25
Q

makegoods

A

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

26
Q

network radio

A

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

27
Q

What about networks offers advertisers convenience and efficiency?

A

their ability to be broadcast simultaneously throughout the country

28
Q

off-network syndication

A

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

29
Q

participation

A

several advertisers share the sponsorship of a television program.

30
Q

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

A

preemption rate

31
Q

prime time, give the hours

A

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

32
Q

product placement

A

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

33
Q

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

A

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

34
Q

program rating

A

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

35
Q

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

A

programming format

36
Q

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

A

rating services

37
Q

run-of-station (ROS)

A

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

38
Q

sponsorship

A

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

39
Q

spot announcements

A

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

40
Q

spot radio

A

national advertisers’ purchase of airtime on individual stations

41
Q

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.

A

sweeps

42
Q

total audience

A

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

43
Q

total audience plan (TAP)

A

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

44
Q

TV households (TVHH)

A

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

45
Q

Who uses cost per point

A

media buyers

46
Q

How is CPP determined?

A

cost of the show/expected rating against the target audience

47
Q

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

A

75

48
Q

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

A

False

49
Q

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

A

True.

50
Q

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

A

TV specials

51
Q

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

A

in a situation of sponsorship

52
Q

What are “sweep” months

A

February, May, July and November

53
Q

Name 3 drawbacks of television advertising

A 
high actual cost
limited selectivity 
brevity
clutter 
susceptibility to zipping and zapping
54
Q

What are the 3 forms to purchase radio time?

A

local
spot
network

Intro To Advertising (8 decks)

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