Term
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Definition
creativity and impact
coverge and cost effectiveness
captivity and attention
selectivity and flexability |
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Term
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Definition
| the interaction of sight and sound offers tremendous creative flexability and makes possible dramatic, lifelike reputations of p/s |
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Term
| coverage and cost effectiveness |
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Definition
| tv can reach large audiences cost effectively |
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Term
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Definition
| commercials impose themselves on viewers as they watch tv and are likely to be seen unless some effort is made to avoid them |
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Term
| selectivity and flexability |
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Definition
| audiences very by program content, broadcast time, geographic coverage, cable offer additional selectivity |
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Term
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Definition
fleeting message
cost
low selectivity
clutter
distrust
limited attention |
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Term
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Definition
| most tv commercials last about 30seconds or less and leave consumers w/ nothing tangable to examine |
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Term
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Definition
| expense of buying airtime and cost of producing tv commericials |
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Term
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Definition
| offers some selectivity, but not very selective for smaller target markets |
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Term
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Definition
| a problem cause of shorter and increased number of commericals |
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Term
| Distrust and negative evaluation (tv) |
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Definition
| the perrvasiveness of tv commericals and their intrusiveness as well as content creates problems |
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Term
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Definition
| viewer avoid comercials through DVR, zipping(fast foward), zapping (channel surf), or simply not paying attention to them |
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Term
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Definition
affiliated tv stations that are associated w/ major network (linked)
Purchase transactions are simplified |
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Term
| Buying tv time: spot and local stations |
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Definition
commercials shown on local stations
maybe local or national spot (before or after national show) commercials |
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Term
| buying tv time Syndication |
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Definition
sold and distributed by station by station
off network syndication are "reruns"(family guy, friends)
First run syndications are also featured (jeperdy oprah)
Advertiser supported or bartered
Programs sold to stations in return for airtime
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Term
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Definition
Sponsership
Participation
Spot Announcements
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Term
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Definition
limited now, (limited interruption brought to gabe by.....)
1. Advertiser assumes responsibility for the production and perhaps the content of the program
2. Sponsor has control and can capitalize on the prestige associated w/ show |
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Term
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Definition
1. participating sponsors share the cost
2. maybe regularly or sporadically
3. Advertising isn't responsible for production
4. Participant lacks control over content |
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Term
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Definition
| 1. Ads generally appear during time periods adjacent to network programs (adjacencies), rather then w/in them |
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Term
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Definition
morning 7-9
day time 9-430
early fringe 430-730
prime time access- 730-800
prime time- 8-11
lat news 11-1130
late fringe 1130-100
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Term
|
Definition
national, regional, and local availble
targets specific geographic areas |
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Term
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Definition
highly selective narrowcasting
reaches specialized markets
low cost and flexibility |
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Term
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Definition
overshadowed by major networks
audience is fragmented (so many stations)
lacks penetration in major markets |
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Term
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Definition
| number of households that own a tv |
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Term
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Definition
| % of tv households in a given area that are tuned to a specific program during specific time period |
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Term
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Definition
| % of homes in given area where tv is being watched durring specified time period |
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Term
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Definition
| % of households using tv in specified time period that are tuned to specified program |
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Term
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Definition
| the total # of homes viewing any 5-min part of telecast |
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Term
| Similarities btw tv and radio |
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Definition
are time-orientated media
sold in time segments
have some network affiliates
have some independents
use public airway
are regulated by FCC
are passive, low-involment
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Term
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Definition
radio:
offers only audio message
more limited com
cost much less to purchase
has less status and prestige |
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Term
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Definition
cost and efficiency
receptivity
selectivity
flexibility
Metal imagery (tie into) commercials
Integrated Marketing |
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Term
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Definition
creativity
audience fragmentation
chaotic buying
Limited research data
digital media competition
clutter |
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Term
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Definition
network radio:
3 national networks abc, premier, westwood
over 100 regional/area networks
a multitude of syndicated programs
spot radio:
bout 20% of all spot announcments
allows great flexibility and targeting
purcase transactions can be difficult
local radio:
80% of ads are local
local catv is becumming competitive |
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Term
| time classification -- dayparts radio |
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Definition
morning drive time- 6-10
daytime- 10-3
aft/eve drive time 3-7
nighttime 7-2
all night 12-6 |
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Term
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Definition
estimates share, person estimates and rating
like nellson rating for radio |
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Term
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Definition
| network audience measures |
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