Chap12 Flashcards
affidavit of performance
a signed and notarized form sent by a television station to an advertiser or agency indicating what spots ran and when
Audience composition
A
Audience share
A
audience composition
the distribution of an audience into demographic or other categories
audience share
the percentage of homes with TV sets in use tuned to a specific program
average quarter-hour rating
the average quarter-hour person estimate expressed as a percentage of the estimated population
average quarter-hour share
the radio station’s audience expressed as a percentage of the total radio listening audience in the area
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
cost per rating point (CPP)
a simple computation used to determine which broadcast programs are the most efficient in relation to target audience.
cost per thousand (CPM)
the of cost reaching 1,000 people in a medium’s audience.
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.
cume rating
the estimated numer of cume persons expressed as a percentage of the total market population.
daypart mix
media scheduling strategy based on the TV usage levels reported by the rating services
designated market area (DMA)
the geographical areas in which TV stations attract most of their viewers
TIVO is a type of what?
digital video recorder
What are “drive times” (hours)
Radio use Mon-Fri 6-10a and 3-7p
first-run syndication
programs produced specifically for the syndication market
gross impressions
The total of all the audiences delivered by a media plan
gross rating points (GPRs)
The total of all the audiences delivered by a media plan
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.
imagery transfer
when advertisers run a schedule on TV and then convert the audio portion to radio commercials
infomercial
a long TV commercial that gives consumers detailed information about a product or service
inventory
commercial time for advertisers
local time
radio spots purchased by a local advertiser
makegoods
tv spots that are aired to compensate for spots that were missed or run incorrectly
network radio
provides national and regional advertisers with simple administration and low effective net cost per station
What about networks offers advertisers convenience and efficiency?
their ability to be broadcast simultaneously throughout the country
off-network syndication
the availability of programs that originally appeared on networks to individual stations for rebroadcast
participation
several advertisers share the sponsorship of a television program.
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
prime time, give the hours
highest level of TV viewing (8pm to 11pm)
product placement
paying a fee to have a product prominently displayed in a movie or TV show
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
program rating
the percentage of TV households in an area that are tuned into a specific program
the genre of music or other programming style that characterizes and differentiates radio station from each other is called…
programming format
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
run-of-station (ROS)
leaving placement of radio spots up to the station in order to achieve a lower ad rate
sponsorship
the presentation of a radio or TV program or an event by a sole advertiser
spot announcements
an individual commercial message run between programs but having no relationship to either.
spot radio
national advertisers’ purchase of airtime on individual stations
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
total audience
the total number of homes reaches by some portion of a TV program.
total audience plan (TAP)
a radio advertising package rate that guarantees a certain percentage of spots in the better day parts.
TV households (TVHH)
the number of households in a market area that own television sets
Who uses cost per point
media buyers
How is CPP determined?
cost of the show/expected rating against the target audience
In imagery transfer, fully ___% of consumers reply video in their minds when they hear the radio spot.
75
T/F a “participating” sponsor has control of the program content
False
T/F with regards to participation, Partnership commitment is usually limited to a relatively short period.
True.
Because of the high cost, sponsorship is usually limited to what kind of programs?
TV specials
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
What are “sweep” months
February, May, July and November
Name 3 drawbacks of television advertising
high actual cost limited selectivity brevity clutter susceptibility to zipping and zapping
What are the 3 forms to purchase radio time?
local
spot
network
