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EI Radio > The Big Test > Flashcards

The Big Test Flashcards

1
Q

Def. Average Quarter- Hour Persons

A

The average number of persons listening to a particular station for at least five consecutive minutes during a 15 minute period.

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2
Q

Def. Average Quarter-Hour Rating

A

The Average Quarter-Hour Persons estimate is expressed as a percentage of the measured population.

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3
Q

Def. Audience Turnover

A

it is the number of times an audience is replaced by new listener within a daypart.

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4
Q

Avail

A

The commercial position in a program or between programs on a given station or network is available for purchase by an advertiser.

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5
Q

Def. Cluster

A

A cluster is a group of stations in the same market under common ownership or sales management. This usually refers to three or more AM and/or FM stations, or at least two stations on the same band, FM or AM. Groups of one AM and one FM are usually referred to as combos. A spot cluster refers to all commercials that run in the same commercial break.

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6
Q

Def. Close of Business

A

COB refers to any arrangement that is due or becomes valid or invalid end of business day.

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7
Q

Cost Per Point

A

The cost of reaching an Average Quarter-Hour person audience equivalent to one percent of the population in a given demographic group.

Formula:
1. Commercial cost divided by AQH Persons x 1000 = CPP or
2. Cost of schedule divided by GRP (Gross Ratings Points)= CPP

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8
Q

Def. Cost Per Thousand (CPM)

A

The cost of delivering 1,000 gross impressions.

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9
Q

Def. Cume Persons

A

The total number of different persons who listen to a Radio station during a daypart for at least five consecutive minutes.

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10
Q

Def. Cume Rating

A

percentage of all persons estimated to be in the specific demographic group.

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11
Q

Def. Daypart

A

The time segments into which a day is divided for the purpose of selling advertising time.

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12
Q

Flight

A

A scheduling tactic that alternates periods of advertising activity with periods of no activity.

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13
Q

Flight Dates

A

The start and end dates of a schedule including the weeks on and off air.

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14
Q

Frequency

A

The average number of times the same person will hear a commercial.

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15
Q

Gross Impressions

A

The total number of times a commercial will be heard over the course of a schedule.

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16
Q

Gross Rating Points (GRPs)

A

The sum of all rating points achieved for a particular commercial schedule.

Formula: AQH Rating x the number

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17
Q

ISCI Code (International Standard Coding Identification)

A

A code previously used to identify specific radio and television commercials. This coding system has been replaced by the Ad-ID system. (See Ad-ID)

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18
Q

Def. Makegood

A

Comparable commercial time or space given to an advertiser at no additional cost when advertising is pre-empted, omitted or airs in an unfit condition.

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19
Q

Midday

A

The late morning/early afternoon broadcast time period for Radio is most often represented by Monday through Friday 10 AM-3 PM as defined and reported by Arbitron.

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20
Q

Net Reach

A

The number of different people that will hear the commercial at least one time.

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21
Q

No Charge

A

Commercials provided to the advertiser at no charge, usually in return for commercials purchased in other dayparts at higher rates.

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22
Q

PM Drive

A

Also known as afternoon drive, this is the late afternoon broadcast time period for Radio, most often represented by Monday through Friday from 3-7 PM as defined and reported by Arbitron.

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23
Q

Political Rate

A

Stations are required to provide discounted rates for advertisements aired by candidates under certain circumstances during the prescribed “windows” before primary and general elections.

24
Q

Pre-emption and Pre-emptible

A

Pre-emption refers to the displacement of a scheduled commercial announcement by the station of a network in favor of a higher-priced commercial or for some other reason. Pre-emptible refers to a class of commercial announcements that are usually purchased at a lower rate with the understanding that the placement may be changed by the station if other commercials are subsequently sold at higher prices.

25
Q

Run of Schedule (ROS)

A

(M-F 6A-7P)
commercials are scheduled to run across multiple dayparts within a broad daypart parameter.

26
Q

Rotation

A

distribution of commercials across days and hours within the purchased time period.

27
Q

Four Types of Personalities

A

Driver
Amiable
Expressive
Analytic

28
Q

Assertive/Driver

A

Assertive personality types are goal-oriented and competitive. Results are more important than personal relationships to these prospects.

Spot them by listening for declarative sentences rather than asking questions.

Sell by:
Professionalism; assertiveness; emphasis on solutions; ignite competitive streak.

29
Q

Amiable

A

Value relationships and want to trust those they do business with. They like creative solutions.

They are great listeners, and ask more personal questions in an attempt to get to know you outside of your professional role.

Sell by:
-Pitch a vision; take time to establish rapport; take the role of expert.

30
Q

Expressive

A

Sometimes called humanists. Personal relationships are very important to them. They are concerned with other people’s well-being. They are creative, outgoing, spontaneous, and rely on their intuition.

Present case studies; emphasize ongoing relationships; don’t focus on too much data.

31
Q

Analytic

A

Love data, facts, and figures. No-nonsense. They are less expressive.

Don’t rush them. Assume they are prepared and have done their research. Avoid high-level claims. Provide detailed information. Don’t try to force a relationship that is not there.

32
Q

Three Reasons to Listen to Radio

A
  1. Discovery of New Music
  2. Local Connection
  3. Free and Convenient
33
Q

Types of Advertising

A
  1. Normal Commercial Schedule
  2. Feature ie Make Up or Break Up
  3. Promotional (Focus on the listener)
  4. Endorsement
34
Q

Value of Promotional

A

Promotional focus on the listener and provides them with an opportunity. ie, They can win tickets.

35
Q

Four Keys to Successful Advertising

A
  1. Reach
  2. Frequency
  3. Consistency
  4. Message
36
Q

Four Steps to Close a Sale

A
  1. Rapport
  2. Discovery
  3. Solution
  4. Execution
37
Q

Four Ways to Spend Time

A
  1. Prospecting
  2. Presentation
  3. Follow Up/Close
  4. Account Maintenance
38
Q

Three Blocks of Radio Air Time

A
  1. Music Blocks
  2. Programming
  3. Commercials
39
Q

AQH

A

Average Quarter Hour

Average # of listeners at any given moment on any of our radio stations.
The statistic that measures broadcast radio listenership.

40
Q

Share

A

% of total listening audience tuned in.

41
Q

TSL

A

Average hours of listening ea. week. Or time spent listening.

42
Q

AQH Rating

A

% of the total population listening at any given moment within a demographic.

43
Q

EAV Equation

A

330 Million Citizens in USA

44
Q

People and Roles

A

Star- Graphics
Andrea- HR, Reporting, Invoices, New Accounts
Jill- Traffic and Front Desk
Jade-

45
Q

Client Approval is required

A

to move forward with creating or airing content.

46
Q

New Client Packet

A

Andrea enters it; Star puts it in the payment portal and categorizes the competitor code to prevent pairing like business on air at the same time.

47
Q

We cannot extend credit to:

A

New Businesses
Bars
Small Local Restaurants
Anyone Advertising for an event

48
Q

When extending credit we must collect ______ weeks in advance.

A

6

49
Q

When we create commercials, Riverbend owns:

A

Voice/Talent
Music
Sound Effects

The client must have written consent to use it elsewhere.

50
Q

Endorsement

A

On-air influencers will not be forced to do endorsements. Must be approved by Bill.

51
Q

What is the most powerful product we sell?

A

On-air influencers endorsement.

52
Q

Number of weeks that on-air influencer endorsements run

A

Min. 13 weeks

53
Q

Def. DAR

A

Daily Activity Report

54
Q

Av. Number of Songs per Hour

A

8-10

55
Q

What is the listener engagement order?

A
  1. Music
  2. Programming
  3. Commercials
56
Q

What is the value of promotional mention?

A

Programming has a medium interest. When an on-air influencer mentions a promotional, it is similar to a referral from a friend.

57
Q

Ads are _______ Marketing is _________

A

Inbound; Outbound

EI Radio (3 decks)

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