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5 Written questions

5 Matching questions

  1. independent stations
  2. Direct Response Advantages
  3. direct response
  4. syndicators
  5. Share of Voice
  1. a - they produce tv shows and sell them to networks
    - show sellers
  2. b creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality
  3. c en interactive system of marketing wich uses one or more advertising media to effect a measrueable response and/or transatction at any location
  4. d shows brand's strengts and weaknesses using individual media and overall position in themedia marketpalce

    defined as a brand's percentage of total advertsing dollars spent within a category

    = (brand medium expenditure/ category medium expenditure) x 100
  5. e - locally based
    - can still use this for the national population

5 Multiple choice questions

  1. refers to programming that is broadcast for the first time as a syndicated show (not any one particular network), or at least first so offered in a given country (programs originally created and broadcast outside of the United States, first presented on a network in their country of origin, have often been syndicated in the U.S. and in some other countries),

    original programming produced specifically for the syndicated television market
  2. used for the internet
    how often a banner ad will rotate on the top of the screen and what not
  3. =percentage of HH using TV at a given time of day

    = # of HH using TV during time period/ total HH in universe x 100
  4. 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?)
  5. - clear statement of what you hope to achieve. all should:
    be concrete and measrueable
    clearly define the target audicence
    establish benchmarks and/or a degree of change
    specify a time perdiod
    start with an action verb

5 True/False questions

  1. Affiliate stations- spot announcemnt
    - TV stations that have contracts with network stations


  2. CPP= (cpp/ universe) x 1000

    = (total cost/ total gross impressions) x 1000


  3. Networksbig broadcasitng companies


  4. List brokercompsanies 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. Radio Advantagesbackground medium
    sound nly
    short messge life
    fragmentation ( makes audience shares low)


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