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5 Written questions

5 Matching questions

  1. List broker
  2. brodcast coverage area
  3. Rating
  4. Networks
  5. rotation package
  1. a the geographic area within which a signal from an originating television sation can be received
  2. b = # of HH wathing it/ US TV HH's


    =cost per ad/ CPP

    = #persons exposed to vehicle/ #persons in universe x 100

    - percentage of HH or people exposed to an advertising medium or vehicle
  3. c used for the internet
    how often a banner ad will rotate on the top of the screen and what not
  4. d big broadcasitng companies
  5. e compsanies that compile and maintain various mailing lists and then sell them to marketers that are interested in the list
    - generally, the more specialized the list, the greater the cost
    - sale is for one time use

5 Multiple choice questions

  1. - the percentage or number of household s capable of receiving a cable transmission
    - the cable term for coverage
    - US cable penetration is 87%
    - Network coverage is 99%
  2. The blend of media used to communicate a message to a target audience.

    compare brand spending in media categories (e.g. do some put most of their budget into radio, while others focus more on national magazines?)
  3. creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality
  4. - spot announcemnt
    - TV stations that have contracts with network stations
  5. = daily effective circulation
    - is the exact same as GRP
    - this is a gross (duplicated) number
    - a GRP (or showing) of 25 means that on an overage day 25% of the population in a particular area will hve the opportunity to see the ad
    counts usign traffic studies

5 True/False questions

  1. Off-network syndicationa distributor takes a program that has already been shown on network television and rents episodes to TV stations for local airing


  2. HUT/PUT=percentage of HH using TV at a given time of day

    = # of HH using TV during time period/ total HH in universe x 100


  3. independent stations- locally based
    - can still use this for the national population


  4. CDIcategory development index.

    Is based on the percentage of sales of a product category rather than a brand in a given market. It tells strengths and weaknesses of the category

    CDI = % of a category's sales in a market/ % of the US population in that same market


  5. CPP= (cpp/ universe) x 1000

    = (total cost/ total gross impressions) x 1000


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