Shared Flashcard Set

Details

Com 322, Advertising Media Planning
Chapter 12, media cost and buying problem
6
Marketing
Undergraduate 4
05/10/2009

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Cards

Term
Television Problems
Definition
  • major problem of Tv is perishabilty
  • fixed amount of time that must be sold
    • unlike mag it cannot be expanded to accommodate more ads to make up for slow Ad periods
Term
information Planners need for TV
Definition
  • Geographic Area
  • buying target audiance
  • commercial length
  • Day parts to be used in plan
    • (daytime, prime, news, late fringe, kid) 
  • Schedule Dates
    • typically a different CPP for each quarter)
  •  Special Buying instructions
Term
information Planners need for Magazines
Definition
  • Rate cards are issued by newspapers and magazine companies.
    • Rate cards cover future cost
    • no longer reliable, due to negotiated rates and package deals 
Term

information Planners need for Magazines


Categories

Definition
  • General Intrest, covers divise Aud
  • women servies
  • Home Magazines  
  • twenty somthing
Term
information Planners need for Newspaper
Definition
  • Run of paper (ROP)
    • is sold by column inch for a set of Standard Advertising Units (SAU) that ranges from a few inches to a full page
  • Supplements
    • perprinted inserts
  • Custom Inserts 
    • printed out side the firm and are stuffed into the paper. prices vary on quilty
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