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5 Written Questions

5 Matching Questions

  1. BDI
  2. Gross Impressions
  3. rotation package
  4. First Run syndication
  5. independent stations
  1. a - locally based
    - can still use this for the national population
  2. b Brand Development Index; determines the sales potential for a specific brand in a particular market area. The higher the BDI number, the greater the potential that exists.

    BDI= (% of brand to total U.S. sales in market / % of total U.S. population in market)x100
  3. c used for the internet
    how often a banner ad will rotate on the top of the screen and what not
  4. d 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
  5. e = (rating/100) x universe

5 Multiple Choice Questions

  1. = # of HH wathing it/ US TV HH's

    =HUT/Share

    =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
  2. - spot announcemnt
    - TV stations that have contracts with network stations
  3. big broadcasitng companies
  4. - represents one TV station per market and ussually multiple radio stations, but only on per format
    - they are only paid if they sell spots
    - National and regional advertisers buy through station reps who act as a middle person
  5. 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 True/False Questions

  1. Advertising objectiveusually focus on sales

    typeically staed by research in marketing plan
    what is to be accomplished by the overal plan in a given time period
    they are sometiems called direct objectives

          

  2. direct response- 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%

          

  3. HUT/PUT= # of spots x rating

          

  4. Marketing objectiveusually focus on sales

    typeically staed by research in marketing plan
    what is to be accomplished by the overal plan in a given time period
    they are sometiems called direct objectives

          

  5. Share of Voice= # of HH watching it/ US TV HH's watching TV
    =Rating (HH)/ HUT x 100


    - always larger than rating
    - percentage of HUT tuned to a particular station
    - percentage of HH tuned into one of the networks out of all HH's with TV turned on
    -Cable share is growing, network share is eroding

          

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