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5 Written questions

5 Matching questions

  1. BDI
  2. brodcast coverage area
  3. Direct Response Advantages
  4. characterisitcs of an objective
  5. Share
  1. a = # 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
  2. b - 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
  3. c the geographic area within which a signal from an originating television sation can be received
  4. d 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. e creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality

5 Multiple choice questions

  1. a distributor takes a program that has already been shown on network television and rents episodes to TV stations for local airing
  2. used for the internet
    how often a banner ad will rotate on the top of the screen and what not
  3. usually cost inefficient compared to toher media
    high absolute cost
    clutter
  4. = # of spots x rating
  5. = # 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

5 True/False questions

  1. CPM= CPM X universe/ 1000

    = Total Cost/ Total GRPs

    how much it costs to buy one rating point or 1% of the population in the area being evaluated;

    =cost of ad time/program rating

          

  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. Showing= 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

          

  4. First Run syndicationa distributor takes a program that has already been shown on network television and rents episodes to TV stations for local airing

          

  5. Affiliate stations- locally based
    - can still use this for the national population

          

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