Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
105 Cards in this Set
- Front
- Back
the most pervasive form of communication known
|
the TV commercial
|
|
has a profound ability to influence both habit and thought
|
the TV commercial
|
|
the most influential, authoritative, and exciting advertising medium
|
television
|
|
an American who reaches the age of 40 will have seen well over how many television commercials?
|
one million
|
|
the percentage of households with at least 1 television set was _____% in 1998
|
98.3
|
|
based on the concept of "can a TV network based on godliness and family values get good ratings?"
|
PAX TV
|
|
created by Lowell "Bud" Paxson
|
PAX TV
|
|
had the slogan "It's about entertainment. It's about drama. It's about family. It's about life. Get the spirit."
|
PAX TV
|
|
included non-threatening programming and attempted to touch into the church-based individuals they believed networks were avoiding
|
PAX TV
|
|
television accounts for _____% of all advertising dollars
|
25%
|
|
_____ accounts for 25% of all advertising dollars
|
television
|
|
Which medium garners the largest share of advertising dollars?
|
television (25%)
|
|
the primary attraction of television as an advertising medium is its
|
visual appeal
|
|
advantages of advertising on network television (11)
|
(1.) visual (2.) mass appeal (3.) variety (4.) lifestyle (5.) ubiquitous (6.) intrusive (7.) reach (8.) immediacy (9.) multilevel (10.) agency interest (11.) entertainment value
|
|
disadvantages of advertising on network television (9)
|
(1.) clutter (2.) poorly targeted (3.) production costs (4.) zipping, zapping. surfing (5.) audience erosion (6.) nonmobile (7.) not upscale (8.) limited avails (9.) fragmentation
|
|
a typical :30 second national spot costs _____ to produce
|
$300,000
|
|
the FCC defines a network as an entity providing more than _____ hours per week of prime time programming that reaches _____% of the nation's TV households
|
14/FOURTEEN; 75%/SEVENTY-FIVE PERCENT
|
|
The FCC considers prime time to be _____ PM Monday-Saturday and _____ PM on Sunday
|
8-11 PM; 7-11 PM
|
|
the three types of sales markets
|
(1.) the upfront market (2.) the scatter market (3.) the opportunistic market
|
|
about 70% of a network's prime time inventory and 50% of the inventory of other dayparts is sold in this market
|
upfront market
|
|
by pouring money into this, an advertiser gambles that the early cost will be less than it would be when the season begins
|
upfront market
|
|
in a _____, the network guarantees that the advertiser will reach a specified minimum audience level
|
upfront market
|
|
in upfront markets, advertisers buy fall advertising how much time in advance?
|
six months
|
|
the sale of the rest of network inventory not accounted for in the upfronts
|
scatter market
|
|
advertisers in the scatter market usually buy how much time in advance?
|
around sixty days
|
|
true or false? there are no audience guarantees in the scatter market
|
true
|
|
used by advertisers preferring to hold back that like to wait and see until the fall season starts to see which shows are successful before putting their money into them
|
scatter market
|
|
last-minute buying involving commercial inventory that has been created by programming changes or changes in advertiser's planning (like a move to another daypart)
|
opportunistic market
|
|
includes the vultures who swoop in and descend at the last minute to purchase whatever commercial time is out there
|
opportunistic market
|
|
advertisers in the opportunistic market usually buy how much time in advance?
|
as late as the day before the spot will air
|
|
true or false? most network orders, once placed, are non-cancelable
|
true
|
|
when an affiliate carries a network program, it is said to "_____" the program, hence the term _____
|
clear; clearance
|
|
advertisers who buy network time rely on _____ that deliver a huge combined audience of all the network's affiliated stations
|
clearance
|
|
if local management feels a program does not suit the local marketplace, they may make a local _____, which decreases the potential audience for a program and reduces the advertiser's reach and therefore the cost
|
pre-emption
|
|
local affiliates can pre-empt up to _____ hours of network programming per year from the network to carry something else
|
10/TEN
|
|
what are the two types of syndicated programming?
|
(1.) off-network and (2.) first-run
|
|
now 88% of TV syndication is _____ programming
|
first-run
|
|
_____ of TV syndication is first-run programming
|
first-run
|
|
a 28 and 1/2 minute program designed to motivate viewers to request more product information, place an immediate order, or purchase the product from a retail outlet
|
infomercial
|
|
a program that informs, entertains, builds credibility and brand awareness, explains product benefits, and addresses anticipated objections
|
infomercial
|
|
it can cost upward of _____ to air one 30 minute infomercial, and the cost to produce one is between _____ and _____
|
$2,000; $150,000 - $200,00
|
|
the first political candidate to use infomercials in a political manner
|
Russ Perot in 1996
|
|
what is the top product advertised on television?
|
food
|
|
what are the top five products advertised on television?
|
(1.) food (2.) automotives (3.) soft drinks/snacks (4.) medicines/drugs (5.) restaurants (sit-down)
|
|
the phenomenon of cable television began when
|
an appliance store owner was having difficulty selling TV sets because of poor reception in the area, so he created a distribution system charging $100 for installation and $2 per month for clear signals
|
|
cable television began in which state?
|
Pennsylvania
|
|
when was cable's breakthrough year?
|
summer of 1997
|
|
why is the summer of 1997 important?
|
summer of 1997 was the first time cable was watched by more people than broadcast television (cable drew a 40 share versus a combined 39 share for the Big Three)
|
|
cable is now in _____ of American homes
|
70%
|
|
the two original cable "brands" are _____ and _____
|
Nickelodeon and MTV
|
|
all broadcast networks (except CBS) are now trying to brand themselves the same way _____ and ______ have for years
|
MTV and Nickelodeon
|
|
what are the advantages of advertising on cable TV? (8)
|
(1.) variety (2.) early adopters (3.) (demographic) targetability, (4.) geographically targetable, (5.) affordable, (6.) visual, (7.) lifestyle (8.) intrusive
|
|
what are the disadvantages of advertising on cable TV? (5)
|
(1.) churn (2.) clutter (3.) doesn't reach national audience (4.) market penetration (5.) nonmobile
|
|
cable offers: (1.) the _____ of television, (2.) the _____ of magazines, (3.) the _____ of radio, and (4.) the _____ of newspapers
|
visualization; targeted formats and specialization; low unit costs and frequency; local interests and appeals
|
|
in large metropolitan areas, systems owned by different MSOs connected together to make buying local cable easier are called _____
|
local interconnects
|
|
make it possible for advertisers to do what amounts to one-stop cable shopping
|
local interconnects
|
|
when different cable systems work together and are linked to offer advertisers access to their inventory
|
local interconnects
|
|
"the cinderella of advertising media"
|
radio
|
|
radio only captures _____% of advertising dollars every year
|
7
|
|
_____ only captures 7% of advertising dollars every year
|
radio
|
|
people spend more time with _____ than any other medium
|
radio
|
|
"theater of the mind"
|
radio
|
|
"mind pictures"
|
radio
|
|
during the average quarter hour, _____ of full-time employees are listening to radio
|
40%
|
|
_____ formats do well in the workplace (type of radio format)
|
adult contemporary
|
|
almost _____ of respondents say that listening to radio while working improves their productivity
|
60%
|
|
the head count of HOW MANY PEOPLE are exposed to a message
|
reach
|
|
_____ is the head count of HOW MANY PEOPLE are exposed to a message
|
reach
|
|
the measure of HOW MANY TIMES the average person is exposed to a message
|
frequency
|
|
_____ is the measure of HOW MANY TIMES the average person is exposed to a message
|
frequency
|
|
radio is a _____ (reach/frequency) medium
|
frequency
|
|
before the erosion of TV shares, television was considered the _____ medium and radio the _____ medium
|
reach; frequency
|
|
advertising has long believed in the frequency of _____ theory
|
three (meaning that three exposures to a desired message achieves the desired effect)
|
|
from a technical standpoint, these two things mean the most to a station
|
(1.) height of the tower (2.) power/wattage level of the station
|
|
an early radio pioneer, the first to recognize what could be done with call letters in terms of branding a radio station
|
Gordon McLendon
|
|
recognized how important call letters could be to certain radio stations
|
Gordon McLendon
|
|
Billboard currently lists _____ different radio formats
|
17/SEVENTEEN
|
|
the most popular format on the radio is _____
|
country
|
|
the most popular format on the radio is _____
|
country
|
|
any electronic, interactive communications media that allow the user to request or receive delivery of information, entertainment, marketing materials, products, and services
|
new media
|
|
any electronic, interactive communications media that allow the user to request or receive delivery of information, entertainment, marketing materials, products, and services
|
new media
|
|
the internet was created in _____ by _____
|
1969; the Pentagon
|
|
the internet was created in _____ by _____
|
1969; the Pentagon
|
|
the internet was first created to do what?
|
link government and university computers
|
|
the internet was first created to do what?
|
link government and university computers
|
|
the internet took _____ years to reach an audience of 50 million (it took radio 30 years and television 13 years to do the same)
|
4/four
|
|
the internet took _____ years to reach an audience of 50 million (it took radio 30 years and television 13 years to do the same)
|
4/four
|
|
online traffic doubles every _____ days
|
100
|
|
online traffic doubles every _____ days
|
100
|
|
e-commerce is estimated to be a _____ dollar industry
|
$300 billion
|
|
e-commerce is estimated to be a _____ dollar industry
|
$300 billion
|
|
from 10 AM to 4:30 PM, internet households watched _____% (more/less) television than the total TV universe
|
25% less
|
|
television, like print, is a _____ medium; internet, like telephone, is a _____ medium
|
one-way; two-way
|
|
from 10 AM to 4:30 PM, internet households watched _____% (more/less) television than the total TV universe
|
25% less
|
|
television, like print, is a _____ medium; internet, like telephone, is a _____ medium
|
one-way; two-way
|
|
anything on a web page that drives traffic to another site
|
link
|
|
a horizontal rectangle that looks like a small billboard
|
banner
|
|
the most effective form of advertising on the internet
|
banner
|
|
responsible for 96% of ad awareness on the internet
|
banner
|
|
a type of internet advertising that allows the advertiser to get a sense of the results of the campaign rather than estimates that resemble radio or TV ratings
|
click-through
|
|
a linkable graphic in the tool bar area of a site that links to another site specified by advertisers
|
portals
|
|
"the only place where someone has to come to connect to anything or anybody in the world"
|
portals
|
|
flashes of imagery or branding information that appear between pages of a site; comparable to single frames of a TV commercial
|
interstitial
|
|
_____ involves any electronic, interactive communications media that allow the user to request or receive delivery of information, entertainment, marketing materials, products, and services
|
new media
|
|
new media is any electronic, interactive communications media that allow the user to _____ delivery of information, entertainment, marketing materials, products, and services
|
request or receive
|