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5 Written questions

5 Matching questions

  1. independent stations
  2. share of voice
  3. Rating
  4. Affiliate stations
  5. Media objectives
  1. a audience delivery goals such as who we are talking to when, etc. in order to meet all other objectives.

    areas to set them is target audience, creative requirements, reach and frequency, timing, geo, promotions, budget, etc..
  2. b - spot announcemnt
    - TV stations that have contracts with network stations
  3. c - locally based
    - can still use this for the national population
  4. d = # 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. e how much advertising is being done in camparison to competitors

    a calculation of any one advertiser's brand expenditures relative to the overall spending in a category.

    Share of Voice = one brand's advertising expenditures in a medium/total product category advertising expenditures in a medium

5 Multiple choice questions

  1. background medium
    sound nly
    short messge life
    fragmentation ( makes audience shares low)
  2. relatively inexpensive
    short time between media exposures and purchase
    builds frequency
    high summer exposure
    local appeal
  3. =percentage of HH using TV at a given time of day

    = # of HH using TV during time period/ total HH in universe x 100
  4. sight and sounds
    cost efficient
    ability to buld high frequency
    flexible
    possible short lead time
  5. = # of spots x rating

5 True/False questions

  1. Penetration- 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%

          

  2. coveragepercentage of HH that get the signal
    ABC has 99% coverage

          

  3. Upfronts- 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

          

  4. BDIcategory 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. brodcast coverage areathe geographic area within which a signal from an originating television sation can be received

          

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