Term
| What are the advantages of radio advertising? |
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Definition
-relatively low cost to buy time
-relatively low production
-ability to target message to demographics -flexible change of copy on short notice |
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Term
| What are the advantages of TV advertising? |
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Definition
| -immediate exposure to a large audience -production techniques to enhance product -product can be shown/demonstrated |
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Term
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Definition
| reaches entire network audience simultaneously |
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Term
| national/regional spot advertising |
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Definition
| advertiser buys time on a number of local stations nationally or in a region |
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Term
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Definition
| advertiser serving a single market |
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Term
| What are the advantages and disadvantages of network advertising? |
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Definition
-advantages: convenient national exposure, assured ad will be seen at desired time and program environment, prestige
-disadvantages: high cost, competition for desirable time periods, only useful for national advertisers |
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Term
| What are the advantages and disadvantages of national/regional spot advertising? |
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Definition
advantages: more time available than on networks, match ad buys with marketing strategies, most convenient for regional advertisers
-disadvantages: little control over time and program environment, must rely on station to properly run the ad |
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Term
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Definition
| the ad will be cheaper than waiting until the last minute, being planned |
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Term
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Definition
| affects price of advertising because it is very last minute; more expensive |
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Term
| Run Of Scedule (ROS) advertising |
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Definition
| preemptible package of spots that can be moved wherever a station or system desires and is sold at lower rates, more felxible |
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Term
| fixed-position advertising |
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Definition
| guarentee to televise a commercial at the precise time requested by the advertiser |
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Term
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Definition
| spots added or re-scheduled when a television station or network fails to air them properly or to deliver a CPM guaranteed to the sponsor |
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Term
| What is co-op advertising? |
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Definition
| it is an agreement between local retailers and manufacturers to share advertising expenses |
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Term
| what is barter syndication? |
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Definition
| contract with local stations buying a syndicated program in exchange for an agreement to run spots it contains |
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Term
| What is a trade-out deal? |
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Definition
| deal for sponsors products or services in exchange for advertising time |
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Term
| Why might trade-out deals cause problems? |
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Definition
| the principal danger is that such deals can jeopardize the station’s cash flow, undermining its payroll and schedule of debt payments |
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Term
| What do account executives do? |
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Definition
| sales people who serve as liaisons between agencies and clients, coordinating the specialists working on the account |
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Term
| What do national reps do for local TV stations? |
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Definition
| they sell time for local stations to national advertisers |
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Term
| What does the term inventory represent? |
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Definition
| total amount of advertising both sold and unsold from a station |
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Term
| What does frquency mean in advertising? |
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Definition
| usually an estimate of how many times the audience has been exposed to a spot |
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Term
| What does reach mean in advertising? |
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Definition
| estimate of the percentage of the total audience exposed to a message, spot, or program at least once during its run |
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Term
| What are program length commercials? (PLCs) |
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Definition
| 30 to 60 minute programs, usually called infomercials, that promote a single sponsor or product |
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Term
| What role does the Federal Trade Commission play in regulating broadcast advertising? |
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Definition
| content: false or deceptive advertising |
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Term
| What is the practice of double-billing? |
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Definition
| it is an illegal advertising practice in which a station fraudulently bills a retailer at twice (or more) the normal rate. The retailer then sends the bill back to a vendor who pays twice as much as his share to relive the local retailer of the excessive cost of the commercials. |
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