ADV 318J - Chapter 13

"IMPORTANT: program rating = ? A ratings point indicates that ___% of all the television households in an area were tuned to the program measured."

"1% TV households tuned to a program program rating = _____________________________ total TV households in the market CSI example: CSI rating = (19,500,000) / (95,900,000) = 20 rating"

"IMPORTANT: And, of course, the biggest news and highest-tech way to avoid television advertising is with digital video recorders (DVR) like TiVo. A survey of DVR users revealed that ___ percent of people invested in a DVR primarily to skip commercials, and they claim to fast-forward through ___ percent of the ads that appear in the programming that they watch. By 2009, about ___ percent of U.S. households had DVRs, and that percentage is expected to rise rapidly. Obviously, widespread use of DVRs has advertisers looking for ways to get exposure for their brands on television. More brand placement within programming and those annoying little "runners" at the bottom of the screen during programs are ways to reach DVR users."

"81 75 27"

"A full minute of network radio time can cost between $________ and $________. Radio has the widest exposure of any medium with nearly ___ percent of adults over the age of 18 listening to broadcast radio on a daily basis. Positively, radio has been described as the "____________________." Negatively, radio is often described as "____________________." In the past few years, more than _________ radio stations in the United States have adopted the talk-radio format. "

"A full minute of network radio time can cost between $5,000 and $10,000. Radio has the widest exposure of any medium with nearly 80 percent of adults over the age of 18 listening to broadcast radio on a daily basis. Positively, radio has been described as the "theater of the mind." Negatively, radio is often described as "verbal wallpaper." In the past few years, more than 1,000 radio stations in the United States have adopted the talk-radio format. "

Absolut advertisement was example of?

"Absolut success based on big idea, bottle as focal point, Absolut used print, and stick with it long-term (until now) Consider the problems that faced the Absolut Vodka brand. At one point in its illustrious history, Absolut was on the verge of extinction. The Swedish brand was selling only 12,000 cases a year in the United States—not enough to register even a single percentage point of market share. The name Absolut was seen as gimmicky; bartenders thought the bottle was ugly and hard to pour from; and to top things off, consumers gave no credibility at all to vodka produced in Sweden, which they knew as the land of boxy-looking cars and hot tubs. TBWA advertising agency in New York set about the task of overcoming these liabilities of the brand and decided to rely on print advertising alone—primarily because spirits ads were banned from broadcast at the time. The agency took on the challenge of developing magazine and newspaper ads that would build awareness, communicate quality, achieve credibility, and avoid the Swedish clichés etched in the minds of American consumers. The firm came up with one of the most famous and successful print campaigns of all time. The concept was to feature the strange shaped Absolut bottle as the hero of each ad, in which the only copy was a twoword tagline always beginning with absolut and ending with a "quality" word such as perfection or clarity. The two-word description evolved from the original quality concept to a variety of clever combinations. "Absolut Centerfold" appeared in Playboy and featured an Absolut bottle with all the printing removed, and "Absolut Wonderland" was a Christmas-season ad with the bottle in a snow globe like the ones that feature snowy Christmas scenes. In the end, the Absolut campaign was not only a creative masterpiece but also a resounding market success—using print media alone, without the flashier television or digital media. Absolut has become one of the leading imported vodkas in the United States. To this day, the Absolut brand still relies heavily on magazine advertising in the IBP mix with continued success."

"Annual investment in newspaper advertising is $___ billion—only behind network television and magazines—and about the same as spending on Internet display advertising. Readership: •1970's = ___% •2010 = ___% •web readers of newspapers = ___% Newspapers are, of course, ideally suited to reaching a ______ geographic area—precisely the type of audience retailers want to reach. Although shows such as Good Morning America and CNN News cannot provide the breadth of coverage that newspapers can, they still offer news, and they offer it in a lively multisensory format."

"Annual investment in newspaper advertising is $21 billion—only behind network television and magazines—and about the same as spending on Internet display advertising. Readership: •1970's = 78% •2010 = 30% •web readers of newspapers = 9% Newspapers are, of course, ideally suited to reaching a narrow geographic area—precisely the type of audience retailers want to reach. Although shows such as Good Morning America and CNN News cannot provide the breadth of coverage that newspapers can, they still offer news, and they offer it in a lively multisensory format."

4 Advantages of Magazines

"Audience Selectivity The overwhelming advantage is the ability of magazines to attract and target a highly selective audience. This selectivity can be based on demographics (Woman's Day), lifestyle (Muscle & Fitness), or special interests (Men's Journal). Audience Interest Attract an audience because of content. When a magazine attracts a highly interested readership, advertisers, in turn, find a highly receptive audience for their brand messages. Creative Opportunities The paper quality of most magazines is quite high, color reproduction can be outstanding. These factors are precisely why Infiniti invests nearly $60 million annually in magazine advertising. Pop-up ads, scratch-and-sniff ads, ads with perfume scent strips, and even ads with small computer chips that flash lights and play music. Long Life Many magazines are saved issue-to-issue by their subscribers. This means that, unlike newspapers, a magazine can be reexamined over a week or a month."

5 Advantages of Radio

"Cost On both a per-contact and absolute basis, radio is often the most cost-effective medium available to an advertiser. A full minute of network radio time can cost between $5,000 and $10,000. In addition, production costs for preparing radio ads are quite low; an ad often costs nothing to prepare if the spot is read live during a local broadcast. Reach and Frequency Radio has the widest exposure of any medium with nearly 80 percent of adults over the age of 18 listening to broadcast radio on a daily basis. Target Audience Selectivity Radio can selectively target audiences on a geographic, demographic, and psychographic/lifestyle basis. Flexibility and Timeliness Radio is the most flexible medium because of very short closing periods for submitting an ad. Creative Opportunities Radio has been described as the "theater of the mind." The musical formats that attract audiences to radio stations can also attract attention to radio ads. Research has discovered that audiences who favor certain music may be more prone to listen to an ad that uses songs they recognize and like. "

4 Advantages of TV

"Creative Opportunities The ability to send a message using both sight and sound. Coverage, Reach, and Repetition Television, reaches more than 98 percent of all households in the United States—an estimated 300 million people. These households represent every demographic segment in the United States, which allows advertisers to achieve broad coverage. Cost per Contact Television offers a cost-effective way to reach millions of members of a target audience. The average prime-time television program reaches 11 million households, and top-rated shows can reach more than 60 million households. This brings an advertiser's cost-per-contact figure down to an amount unmatched by any other media option—literally fractions of a penny per contact. Audience Selectivity Television programmers are doing a better job of developing shows that attract well-defined target audiences. Narrowcasting is the development and delivery of specialized programming to well-defined audiences. Cable television is far and away the most selective television option. Cable provides not only well defined programming but also entire networks—such as MTV and ESPN—built around the concept of attracting selective audiences."

"IMPORTANT: Social Media Box You Have Network. You Have Cable. Now You Might Have Social TV. What these 2 examples are examples of? One example is when Time Warner's TBS ran a scroll of selected Tweets from fans across the screen during the Lopez Tonight Show. Another example is a new feature on the ABC.com video player that allows users to read comments from the producers and writers of the show and then add their own comments to a running dialog that can be shared on Facebook."

"Currently, producers of television shows are trying to monitor when viewers talk about shows. The idea is to identify who and when people are texting and tweeting about the content of a show and integrate that with the show itself. The belief is that consumers no longer want an "isolated" TV experience where they are passively taking in a broadcast. Rather, consumers want to be involved, like they are with the other forms of information they control like Web surfing or social networking communications. The next step will be for TV networks to connect consumers to programming through Twitter, Facebook, MySpace, and other networking sites that will somehow be linked into a new breed of television sets."

5 Disadvantages of TV

"Fleeting Message A television advertisement is gone in an instant. The fleeting nature of a television message, as opposed to a print ad (which a receiver can contemplate), makes message impact difficult. Some advertisers invest huge amounts of money in the production of television ads to overcome this disadvantage. High Absolute Cost Although the cost per contact of television advertising is the best of all traditional media, the absolute cost may be the worst. • The average cost of air time for a single 30-second television spot during prime time is about $100,000, with the most popular shows, like American Idol, bringing in as much as $500,000 for a 30-second spot. • Off-prime-time slots go for a more modest $20,000 to $50,000 for 30 seconds. In addition, the average cost of producing a quality 30-second television spot is around $300,000 to $400,000. Poor Geographic Selectivity Program transmission cannot target small geographic areas. Poor Audience Attitude and Attentiveness • The involuntary and frequent intrusion of advertisements on television has made television advertising the most distrusted form of advertising among consumers. • In one of the few surveys tracking consumer sentiment, only 17 percent of consumers surveyed felt that television advertising affected them in their purchase of a new car, compared with 48 percent who claimed that direct mail advertising was a factor in their decision. • But be aware that it is not fundamentally the job of television advertising to motivate an immediate purchase. • Image building and awareness are the key achievements for television ads. • Channel grazing, or using a remote control to monitor programming on other channels while an advertisement is being broadcast, is the favorite way to avoid commercials. Clutter The major television networks run about 15 minutes of advertising during each hour of prime-time programming, and cable channels carry about 14 minutes of advertising per hour. Research has found that 65 percent of a surveyed group of consumers felt that they were "constantly bombarded with too much" advertising."

6 Advantages of Newspapers

"Geographic Selectivity A geographically well-defined target audience—particularly densely populated urban markets. Zoned editions target even more narrow geographic areas within a metropolitan market; are typically used by merchants doing business in the local area. Timeliness Short time needed for producing a typical newspaper ad and the regularity of daily publication. Newspaper ads can take advantage of special events or a unique occurrence in a community on a weekly or monthly basis as well. Creative Opportunities The newspaper page offers a large and relatively inexpensive format, advertisers can provide a lot of information to the target audience at relatively low cost. This is important for products or services with extensive or complex features that may need lengthy and detailed copy. Credibility Newspapers still benefit from the perception that "if it's in the paper it must be the truth." Audience Interest and Demographics Regular newspaper readers are truly interested in the information they are reading. Even though overall readership may be down in the United States, there are those readers that remain are loyal and interested—and upscale. Cost In terms of both production and space, newspapers offer a low-cost alternative to advertisers. The cost per contact may be higher than with television and radio options, but the absolute cost for placing a black-and-white ad is still within reach of even a small advertising budget."

4 Disadvantages of Magazines

"Limited Reach and Frequency The more narrowly defined the interest group, the less overall reach a magazine will have. To overcome this limitation, advertisers often use several magazines targeted at the same audience. Clutter Magazines are not quite as cluttered as newspapers, but they still represent a fairly difficult context for message delivery. The average magazine is about half editorial and entertainment content and half advertising material, but some highly specialized magazines, like Bride, can have as much as 80 percent of their pages devoted to advertising. Long Lead Times Advertisers are required to submit their ads as much as 90 days in advance of the date of publication. If the submission date is missed, there can be as much as a full month's delay in placing the next ad. And once an ad is submitted, it cannot be changed during that 90-day period, even if some significant event alters the communications environment. Cost Even though the cost per contact in magazines is not nearly as high as in some media (direct mail in particular), it is more expensive than most newspaper space and many times the cost per contact in the broadcast media. The absolute cost for a single insertion can be prohibitive. For magazines with large circulations, such as AARP (24 million) and Good Housekeeping (4.4 million), the cost for a one-time, full-page, four-color ad can run from $100,000 to about $250,000. "

4 Disadvantages of Newspapers

"Limited Segmentation The ability to target a specific audience with any precision is limited. In addition, more and more newspapers are being published to serve specific ethnic groups, which is another form of segmentation. Creative Constraints First, newspapers have comparatively poor reproduction quality. Second, newspapers are a unidimensional medium—no sound, no action. Cluttered Environment The average printed newspaper is filled with headlines, subheads, photos, and announcements—not to mention the news stories. For example, all the home equity loan and financial services ads are in the business section. Short Life The only way advertisers can overcome this limitation is to buy several insertions in each daily issue, buy space several times during the week, or both. In this way, even if a reader doesn't spend much time with the newspaper, at least multiple exposures are a possibility."

"The average cost of air time for a single 30-second television spot during prime time is about $_________, with the most popular shows, like American Idol, bringing in as much as $_________ for a 30-second spot. Off-prime-time slots go for a more modest $_________ to $_________ for 30 seconds. In addition, the average cost of producing a quality 30-second television spot is around $_________ to $_________."

"The average cost of air time for a single 30-second television spot during prime time is about $100,000, with the most popular shows, like American Idol, bringing in as much as $500,000 for a 30-second spot. Off-prime-time slots go for a more modest $20,000 to $50,000 for 30 seconds. In addition, the average cost of producing a quality 30-second television spot is around $300,000 to $400,000."

Using a remote control to monitor programming on other channels while an advertisement is being broadcast, is the favorite way to avoid commercials.

Channel grazing

"Measuring Magazine Audiences Most magazines base their published advertising rates on guaranteed circulation, which is a stated minimum number of copies of a particular issue that will be delivered to readers. This number guarantees for advertisers that they are achieving a certain minimum reach with an ad placement. In addition, publishers estimate pass-along readership, which is an additional number of people, other than the original readers, who may see a publication. Advertisers can verify circulation through the Audit Bureau of Circulations, which reports total and state-by-state circulation for magazines, as well as subscriber versus newsstand circulation."

"Most magazines base their published advertising rates on guaranteed circulation, which is a stated minimum number of copies of a particular issue that will be delivered to readers. This number guarantees for advertisers that they are achieving a certain minimum reach with an ad placement. In addition, publishers estimate pass-along readership, which is an additional number of people, other than the original readers, who may see a publication. Advertisers can verify circulation through the Audit Bureau of Circulations, which reports total and state-by-state circulation for magazines, as well as subscriber versus newsstand circulation."

No place is that change more tangible or dramatic than in the ________________ of newspapers, magazines, television, and radio. Digital/interactive advertising is now a $___ billion industry, or about ___ percent of total U.S. spending on advertising and promotion, up from just 4 percent in 2004. One example is that total advertising dollars spent on newspapers by advertisers has dropped from ___ percent of all ad spending to just ___ percent—taking literally billions of dollars of revenue away from newspaper publishers.

"No place is that change more tangible or dramatic than in the traditional media of newspapers, magazines, television, and radio. Digital/interactive advertising is now a $30 billion industry, or about 14 percent of total U.S. spending on advertising and promotion, up from just 4 percent in 2004. One example is that total advertising dollars spent on newspapers by advertisers has dropped from 23 percent of all ad spending to just 16 percent—taking literally billions of dollars of revenue away from newspaper publishers.

"4 Disadvantages of Radio "

"Poor Audience Attentiveness Radio is often described as "verbal wallpaper." It provides a comfortable background distraction while a consumer does something else. Creative Limitations The audio-only nature of radio communication is a tremendous creative compromise. Fragmented Audiences The large number of stations that try to attract the same audience in a market has created tremendous fragmentation. In the past few years, more than 1,000 radio stations in the United States have adopted the talk-radio format. This fragmentation means that the percentage of listeners tuned to any one station is likely very small. Chaotic Buying Procedures Since national networks and syndicated broadcasts do not reach every geographic market, an advertiser has to buy time in individual markets on a station-by-station basis. This could involve dozens of different negotiations and individual contracts."

what opportunity offered by iPad?

"Promises to provide magazine the opportunity to expand circulation beyond print. Many analysts believe that magazine publishers will be able to offer "stunning" versions of their publications with dynamic typography, video inserts, and social media overlays that may be very attractive to advertisers."

"IMPORTANT Provides a measure of the proportion of households that are using television during a specific time period and are tuned to a particular program."

"Share of audience Example: If 65 million households are using their televisions during the CSI time slot, and CSI attracts 19.5 million viewers, then the share of audience is: "

"IMPORTANT Share of audience = ?"

"Share of audience Example: If 65 million households are using their televisions during the CSI time slot, and CSI attracts 19.5 million viewers, then the share of audience is: "

"what type of magazine? used to help advertisers do what?"

"Specialty magazines help advertisers target highly specialized markets with efficiency and effectiveness"

3 Buying Procedures for Television Advertising

"Sponsorship Participation Spot Advertising"

"1 of 3 Buying Procedures for Television Advertising Refers to all television advertising time purchased from and aired through local television stations. Provides national advertisers the opportunity to either adjust advertising messages for different markets or intensify their media schedules in particularly competitive markets. It is the primary manner in which local advertisers, such as car dealers, furniture stores, and restaurants, reach their target audiences with television. "

"Spot Advertising Recently, big national advertisers have been turning away from spot advertising in pursuit of digital media options. Revenues from spot advertising fell more than 23 percent from 2008 to 2009. A final issue with respect to buying television advertising has to do with the time periods and programs during which the advertising will run."

Measuring Television Audiences

"Television Households Households Using Television Program Rating Share of Audience"

"IMPORTANT The Future of Magazines"

"The Future of Magazines - How to adapt - Readership is on an upward trend and that ad revenues are either up slightly or down slightly, depending on the year. - Between 1994 and 2008, the number of adults who read magazines on a monthly basis has grown from 166 million to nearly 190 million. - Additional good news for magazines and many advertisers is that the percentage of men and women in the key 18- to 24-year-old demographic who read a magazine on a monthly basis has grown to 90 percent. - Magazines will, like other traditional media, have to determine how to adapt to new media options. - Other ways to take advantage of digital environment - Publishers are exploring other ways to take advantage of the interactive digital environment beyond digital versions publications. - In an effort to generate additional revenue, some magazines are starting to make the products advertised in the publication available for sale online—thus earning a margin on the sales. Maxim opened Shop Maxim Online, which allowed readers direct access to products seen in the publication and Maxim received a cut of sales. The project met with marginal success, but the model seems to be viable for other publishers to try. - Many analysts believe that magazine publishers will be able to offer "stunning" versions of their publications with dynamic typography, video inserts, and social media overlays that may be very attractive to advertisers. - Big agencies becoming media companies - Big advertisers are working their way into becoming media companies. - Procter & Gamble has started a custom beauty magazine publication, Rogue, which quickly achieved a circulation of 11 million households—nearly double the combined paid circulation of Allure, Glamour, and Cosmopolitan. - Other big marketers, like Kraft, Walmart, and Costco, also publish their own magazines and attract advertisers as well as touting the firm's own products. - The advertiser can reach a specific audience and save the cost of placement in traditional magazine outlets. "

"IMPORTANT Binge Drinking and Banning Television Ads jhm sez: everything in this box is wrong the positions forcefully made that: (1) bans on advertising do not impact binge drinking (2) the purpose of advertising is to "steal share, not persuade people to consume" (3) advertising is simply a handy "scapegoat" The fact is advertising ______________ and ______________ alcohol consumption that leads directly to ______________g and alcohol advertising ______________ new users into the category. It is not simply about ______________ among existing brands, it results in ______________ among existing and new users. Wow, and this is identified as an ethics box!"

"The fact is advertising does encourage and glamorizes alcohol consumption that leads directly to binge drinking and alcohol advertising does draw new users into the category. It is not simply about switching market share among existing brands, it results in increased consumption among existing and new users."

"Clutter - disadvantage of TV The major television networks run about ______ minutes of advertising during each hour of prime-time programming, and cable channels carry about ______ minutes of advertising per hour. Research has found that ___ percent of a surveyed group of consumers felt that they were "constantly bombarded with too much" advertising."

"The major television networks run about 15 minutes of advertising during each hour of prime-time programming, and cable channels carry about 14 minutes of advertising per hour. Research has found that 65 percent of a surveyed group of consumers felt that they were "constantly bombarded with too much" advertising."

"There is significant spending on new media. Over ___ percent of all advertising dollars in the United States still go to traditional print, radio, and television media. The vast majority of the creative effort—and money—is expended on ____________________________________. _________________________________ will likely form a significant foundation for most advertising campaigns. Particularly creative goals can be achieved only with traditional mass media that digital media simply ________________________."

"There is significant spending on new media. Over 80 percent of all advertising dollars in the United States still go to traditional print, radio, and television media. The vast majority of the creative effort—and money—is expended on print and broadcast advertising campaigns. Print and broadcast media will likely form a significant foundation for most advertising campaigns. Particularly creative goals can be achieved only with traditional mass media that digital media simply cannot match."

What this print ad is example of?

"a free-standing insert (FSI) from Pizza Hut shows how an ad can be delivered via a newspaper distribution system without having to become part of the paper itself"

"IMPORTANT √458 intro scenario: advertisers are adopting the belief that digital media offers a _________________________________ digital messages are ___________, easy to ___________ and easily ___________ Google offers precisely ___________ local ads craigslist.com offers free classified ads ___________ is free all over the web this evolving environment is reshaping media and how consumers get their ___________, ___________ and ___________"

"advertisers are adopting the belief that digital media offers a more cost effective way to reach targeted consumers digital messages are measurable, easy to change and easily global Google offers precisely targeted local ads craigslist.com offers free classified ads news is free all over the web this evolving environment is reshaping media and how consumers get their news, information and entertainment"

"IMPORTANT: It is the best-known measure of television audience, and it is the basis for the rates television stations charge for advertising on different programs. Recall that it is also the way advertisers develop their media plans from the standpoint of calculating reach and frequency estimates, such as gross ___________."

"program rating rating points"

"2 extraordinary opportunities for advertisers offered by TV? In the United States in 2010, advertisers invested about $_____ billion in television advertising for media time alone. And, global spending on television advertising is expected to reach $______ billion by 2015."

"• First, the diversity of communication possibilities allows for outstanding creative expression of a brand's value. Dramatic color, sweeping action, and spectacular sound effects can cast a brand in an exciting and unique light—especially in an era of widescreen and HDTV. • Second, once this expressive presentation of a brand is prepared, it can be disseminated to millions of consumers through various broadcast, cable, satellite, and interactive means, often at a fraction of a penny per contact. In the United States in 2010, advertisers invested about $65 billion in television advertising for media time alone—this does not include the many billions of dollars spent on production costs. And, global spending on television advertising is expected to reach $189 billion by 2015. To fully appreciate all that television means to advertisers, we need to understand much more about this complex medium."

"Future of TV • emerging ___________________ will undoubtedly affect television as an advertising medium • ___________ is creating the ability to transmit advertising to a wide range of new devices • by the year 2014 global mobile advertising (not including social media, email, display, and search) through such devices could reach $_____ billion in the United States alone. • About ____ percent of all adult Americans (about 63 million people) have broadband connections and that figure is growing rapidly • Some analysts believe that while television works well on the Web, so far TV advertising does not. • consumers are willing to tolerate while watching television on their televisions (about 22 per hour) versus the much lighter ad load (about 6 per hour) for Web transmission • ______________________ - direct broadcast by satellite (DBS) is a program delivery system whereby television and radio (like Sirius satellite) programs are being sent directly from a satellite to homes and cars equipped with small receiving dishes • ______________________ - the big and powerful media companies can end up controlling programming content • television, despite its limitations, will continue to be an important part of the integrated brand promotion mix for many advertisers "

"• emerging digital interactive era will undoubtedly affect television as an advertising medium • technology is creating the ability to transmit advertising to a wide range of new devices • by the year 2014 global mobile advertising (not including social media, email, display, and search) through such devices could reach $1.3 billion in the United States alone. • About 40 percent of all adult Americans (about 63 million people) have broadband connections and that figure is growing rapidly • Some analysts believe that while television works well on the Web, so far TV advertising does not. • consumers are willing to tolerate while watching television on their televisions (about 22 per hour) versus the much lighter ad load (about 6 per hour) for Web transmission • transmission technology - direct broadcast by satellite (DBS) is a program delivery system whereby television and radio (like Sirius satellite) programs are being sent directly from a satellite to homes and cars equipped with small receiving dishes • consolidation in the industry - the big and powerful media companies can end up controlling programming content • television, despite its limitations, will continue to be an important part of the integrated brand promotion mix for many advertisers "

Future of radio - three major trends

"• the prospects for subscription satellite radio - multiple choices to match preferences - increased audio quality - not every radio for free • radio will be affected by emerging technologies - High-definition radio, HD radio, is becoming - There are no subscription fees, but an HD receiver will cost a radio fan about $200, which may present a barrier to adoption and use • large degree of consolidation going on in the traditional radio market - Clear Channel now owns approximately 900 radio stations in all regions of the United States - and generates about $7 billion in revenue, nearly half of that from its radio operations - Consolidation provides both opportunities and liabilities for both consumers and advertisers - Opportunities for consumers relate to the consistency of quality in the radio programming available and advertisers have an easier time buying and placing radio spots"

smd

...

"1. transmitting programs over the Web, as iPod/iPad downloads, or through smartphone reception Tracking data indicates that in 2009, more than 104 billion video streams of television programming occurred in 2009 with Hulu adding another half-billion streams through its video sharing cite. CBS sold $37 million in digital advertising in 2010 and estimates are that Web video attracted about $2 billion overall that year."

1. "TV everywhere"

The development and delivery of specialized programming to well-defined audiences.

Narrowcasting

"1 of 3 Buying Procedures for Television Advertising The vast majority of advertising time is purchased on that basis. It means that several different advertisers buy commercial time during a specific television program. No single advertiser has a responsibility for the production of the program or a commitment to the program beyond the time contracted for. "

Participation

"IMPORTANT: The percentage of television households that are in a market and are tuned to a specific program during a specific time period."

Program Rating

help advertisers target highly specialized markets with efficiency and effectiveness

Specialty magazines

"1 of 3 Buying Procedures for Television Advertising An advertiser agrees to pay for the production of a television program and for most (and often all) of the advertising that appears in the program. It is not nearly as popular today as it was in the early days of just network television. It has attracted big-name companies such as AT&T, IBM, Hallmark"

Sponsorship

________________________________ from blogs, wikis, and social media sites now offer "non-commercial" information about brands and brand experiences—and the future portends that change will continue. As a result, advertisers are turning more often to ________________ that offer new, different, and cost-effective ways to reach target markets. In addition, digital media allow advertisers to make ________________ in campaigns changes that might take months to accomplish with traditional media. A digital campaign can be a ________________ if the advertiser chooses to make it so—a monumental task in traditional media. Now, Google and Yahoo! offer precisely targeted local ads (the power of newspapers in the past), craigslist.com has free classified ads, and news information is free everywhere on the Web. In response, ________________ companies are making aggressive moves into interactive media to shore up flagging revenues. The reason for all these modern media maneuvers by an old-style media company: CBS wants ad revenue coming in from as many sources as possible related to the ways people are seeking information in this new media environment. So far, it seems to be working. Digital revenue is growing and now represents about 10 percent of CBS's overall revenue. Big traditional media companies like CBS have to get into new media because of the way advertisers are setting their ________________. Traditional media still command the ________________ of all ad dollars."

User-generated content from blogs, wikis, and social media sites now offer "non-commercial" information about brands and brand experiences—and the future portends that change will continue. As a result, advertisers are turning more often to digital media that offer new, different, and cost-effective ways to reach target markets. In addition, digital media allow advertisers to make rapid changes in campaigns changes that might take months to accomplish with traditional media. A digital campaign can be a global campaign if the advertiser chooses to make it so—a monumental task in traditional media. Now, Google and Yahoo! offer precisely targeted local ads (the power of newspapers in the past), craigslist.com has free classified ads, and news information is free everywhere on the Web. In response, newspaper companies are making aggressive moves into interactive media to shore up flagging revenues. The reason for all these modern media maneuvers by an old-style media company: CBS wants ad revenue coming in from as many sources as possible related to the ways people are seeking information in this new media environment. So far, it seems to be working. Digital revenue is growing and now represents about 10 percent of CBS's overall revenue. Big traditional media companies like CBS have to get into new media because of the way advertisers are setting their media strategies. Traditional media still command the majority of all ad dollars."

A device that can block television programming based on the program rating system. It was developed as a way for parents to block programming that they do not want their children to see. Although that was the original and intended use for the device, the technology can be easily adapted to block advertisements as well.

V-chip

"contains cents-off coupons for a variety of products and is typically delivered with Sunday newspapers. Nearly $2 billion per year is spent by advertisers on this type of advertising."

free-standing insert (FSI)

A stated minimum number of copies of a particular issue that will be delivered to readers.

guaranteed circulation

An additional number of people, other than the original readers, who may see a publication.

pass-along readership

"Top 3 magazines by circulation for 2009. Rank Magazine 2009 % change from 2008"

this is a long way from the online world of a college soph.