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