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5 Written questions

5 Matching questions

  1. Direct Response Advantages
  2. Total Survey Area
  3. Off-network syndication
  4. TV disadvantage
  5. Gross Impressions
  1. a creative flexibliltiy
    unlimited geographic targetintg
    advertiser has control over production quality
  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 high absolute cost
    highl clutter
    viewer "tune out"
    lack of credibility
  4. d = (rating/100) x universe
  5. e a distributor takes a program that has already been shown on network television and rents episodes to TV stations for local airing

5 Multiple choice questions

  1. - 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. big broadcasitng companies
  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. background medium
    sound nly
    short messge life
    fragmentation ( makes audience shares low)
  5. percentage of HH that get the signal
    ABC has 99% coverage

5 True/False questions

  1. 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


  2. Share of Voiceshows 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


  3. TRPs= 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. Sharecategory 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


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