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5 Written Questions

5 Matching Questions

  1. radio disadvantage
  2. Total Survey Area
  3. TRPs
  4. Radio Advantages
  5. BDI
  1. a = # of spots x rating
  2. b This term is used for radio. It is an area, but in the traditional sense not a market.
    It is composed of counties in which radio stations from an originating market have converage. for a county to be papart of a tsa people living in the ocunty must have established certain levels of listening tot he radio stations
  3. c relatively inexpensive
    short time between media exposures and purchase
    builds frequency
    high summer exposure
    local appeal
  4. d background medium
    sound nly
    short messge life
    fragmentation ( makes audience shares low)
  5. e 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

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. = # 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
  3. = (rating/100) x universe
  4. - 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%
  5. - 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 True/False Questions

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

          

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

          

  4. characterisitcs of an objectivefocus on communication
    sometimes called "indirect objectives"

          

  5. TV disadvantageusually cost inefficient compared to toher media
    high absolute cost
    clutter

          

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