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| Advertiser assumes the total financial responsibility for producing the program and providing the commercials |
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| Advertisers pay for 15, 30, or 60 seconds of commercial time during one or more programs |
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What type of media has the shortest closing period and offers high reach at a low cost |
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| Know what company provides the most frequently used measure of national TV audience |
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TV or radio programs purchased by local stations to fill open hours
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includes reruns
must have 88 episodes before it can be syndicated
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shows that did not meeting the minimum number of episodes
move into syndication even as they continue to produce new episodes
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| What is the document that presents the logic behind the ads message |
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| an advertisement that uses a more direct, forceful, and overt sales message |
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| an advertisement that uses a more subtle, casual, or friendly sales message |
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| Ad ad combining 2 unrelated items uses |
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| A person who writes the text for the ad |
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| Include the product name, product benefit or attribute |
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| Creates interest in the rest of the advertisement. Uses word play, curiosity, puns |
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| The most important display element in a print ad is a |
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| A small preliminary sketch of a different layout idea is called |
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| Formal balance in print ads |
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| symmetrical, with the items on one side of the screen being similar in shape, size and color to the items on the other side of the screen |
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| Informal balance in print ads |
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| usually asymmetrical, with several smaller items on one side being balanced by a large item on the other side, or smaller items being placed further away from the center of the screen than larger items |
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Commercial that last 30 or 60 minutes are called |
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| The person who supervises and coordinates all elements in the creation of a TV commercial is called |
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| What do you call a technique that uses figures sculpted from clay |
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