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5 Written questions

5 Matching questions

  1. Upfronts
  2. Off-network syndication
  3. Affiliate stations
  4. Direct Response Advantages
  5. BDI
  1. a - an annual ritual of May-June in which advertisers commit to media buys for the fall season; available at a discount rate provided by the Network TV execs
    - Traditionally, 75% of network priime time TV advertisng is purchased in the upfront market
    - However, upfront buying is on the decrease
  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 - spot announcemnt
    - TV stations that have contracts with network stations
  4. d a distributor takes a program that has already been shown on network television and rents episodes to TV stations for local airing
  5. e creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality

5 Multiple choice questions

  1. = # of spots x rating
  2. - 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. 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
  4. - they produce tv shows and sell them to networks
    - show sellers
  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. coverage= # 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. 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


  3. CPP= 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


  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. TV advantagessight and sounds
    cost efficient
    ability to buld high frequency
    possible short lead time