MKTG 353 Ch 11 SB

Disadvantages of broadcast TV advertising

- High production cost - High airtime cost - Limited data - Brevity - Clutter - Zipping and zapping

What are the benefits of product placement for advertisers? (Select all that apply)

- It captures those consumers that would ordinarily avoid watching commercials. - It allows advertisers to align their products with popular characters. - It helps advertisers avoid the credibility issues that surround commercials.

Advantages of broadcast TV advertising

- Mass coverage - Low cost per exposure - Selectivity - Impact - Creativity - Prestige

Select the advantages of podcasts over radio formats. (Select all that apply)

- Podcast hosts are friendly to advertisers. - They appeal to clearly defined demographic segments. - They have the ability to segment geographically.

Disadvantages of OTT advertising

- ad blockers - availability - unproven - zipping & zapping

Select the instances where radio has an advantage over other mediums of advertising.

- driving - walking

advantages of OTT advertising

- selectivity - audience data - rapid growth - flexibility - testability

Advantages of OTT video

- unique content - customize channels - video-on-demand viewing

A recent survey in a town showed that there are 5000 TV sets across in the surveyed area. Out of 5000 TV sets, 500 are found to be turned on. In this scenario the households using TV (HUT) is

10%

average quarter-hour rating

AQH Persons/Population x 100

average quarter-hour share

AQH persons of a station/AQH persons of all stations × 100

Which statement reflects the fact that radio can target an audience where other media cannot?

It can be accessed while driving a car.

Which of the following is a disadvantage of radio commercials in comparison with TV commercials?

Listeners only half-hear some radio commercials.

What benefit does OTT provide advertisers that it does not get from other viewing methods?

OTT provides a vast amount of data on its viewers allowing advertisers to customize their ads

How does television act as a good leverage tool for the advertisers?

TV commercials reach millions of people, allowing advertisers follow up through to respondents through cheaper mediums.

Rating services and media planners refer to the number of households in a market area that own television sets as _____.

TV households (TVHH)

Why do spot advertisements tend to have less viewers?

They are surrounded by clutter.

Which is an accurate statement regarding infomercials?

They have grown to be a more respectable form of advertising.

Why do cable programming services provide their own reports of audience viewership by show?

Traditional techniques rely on too small a sample size to statistically significant.

What practice has resulted in a decline in cable television's growth and penetration in the market?

an increase in cord-cutting

_____ refers to the percentage of homes with sets in use (HUT) tuned to a specific program.

audience share

audience composition

audiences broken down into demographic categories

Advertiser-supported syndication is also known as _____.

barter syndication

Participation advertising has the disadvantage of _____.

being inflexible and highly priced

The only medium that offered sight, sound, and motion in people's homes at its inception shortly after World War II was _____.

broadcast tv

A company that sponsors programs _____.

controls the placement of commercials

Which of the following is an advantage of radio advertising?

cost efficiency

The most efficient programs in relation to the target audience are selected by media buyers using the _____.

cost per rating point (CPP) and cost per thousand (CPM)

What calculations do media buyers use to help them select the most efficient programs in relation to the target audience? (Select all that apply)

cost per thousand (CPM) cost per rating point (CPP

Television imparts brand meaning by _____.

delivering a creative big idea to the audience

For geographic areas in which the local TV stations attract the most viewing, the Nielsen station index used the term

designated market areas (DMAs)

Cord-cutting is the practice of ______.

discontinuing cable TV and switching to Internet video services

Heaviest radio use occurs during _____.

drive times

Social media has helped to transform the video experience by ______.

encouraging viewers to watch a program

True or false: Drive times refer to the time when radio use is limited to a certain age group of listeners.

false

True or false: Gross rating points take into consideration a market's size.

false

off-network syndication

former popular network programs sold to individual stations as reruns

Local television stations _____ with the help of the "direct-from-the-factory" approach.

get more programming control and greater profits

The total rating points a particular media schedule achieves over a specific period is called

gross rating points

The term _____ refers to the percentage of homes in a given area that have one or more TV sets turned on at any particular time.

households using TV (HUT)

Like prefilm ads in movie theaters, ads at gas stations take advantage of the fact that the audience is _____.

idly waiting for several minutes

Radio enables advertisers to maintain strategic consistency and to stretch their media dollars through _____.

imagery transfer

When the visual elements of a TV commercial are transferred into the consumer's mind by using a similar audio track in its radio counterpart, it can be referred to as

imagery transfer

Program-length ads are also known as

infomercials

Unlike television that tends to be a passive medium that people simply watch, radio actively _____.

involves people

Radio is considered as an active medium because _____.

it enables people to call in, make requests, and participate in contests

Spot advertising is more difficult to buy than network advertising because _____.

it involves contacting each station directly

An advantage of incorporating participation advertising is that _____.

it lets smaller advertisers buy a limited amount of time

Identify an advantage of participation advertising.

long-term commitments to one program is avoided

A popular TV channel promises a prime commercial slot for Fashionmart, a leading retail clothing store. Due to technical issues, the channel cancels the show and fails to air the commercial. To compensate for this, the channel agrees on providing Fashionmart with free advertising spots called _____.

makegoods

An advertiser gets a sense of the _____ based on the number of TV households in a particular market.

market size

Interpreting cable ratings is a difficult process because ______.

media planners have to integrate information from many different sources

Which outlet delivers the largest mass audience available for national advertisers?

network tv shows

National television or radio broadcasting chains or companies, such as ABC, CBS, NBC, or FOX are referred to as ______.

networks

OTT can be seen as the future of video in the fact that ______.

networks and cable companies have found ways to benefit from it

Rating services furnish data on the _____ by picking representative samples of the market.

number of viewers and listeners

barter syndication

off-network or first-run programs offered by producers to local stations free or for a reduced rate, but with some of the ad space (usually more than half) presold to national advertisers

One of the benefits that satellite radio provides, which is not available to terrestrial radio listeners, is that it _____.

offers exclusive programming content

first-run syndication

original shows produced specifically for the syndication market

Because of their ability to stream content over the Internet, platforms such as Netflix, Sling, or Hulu are considered to be ______.

over-the-top video

Which platform is especially attractive to cord-cutters because it allows them to customize their viewing experience?

over-the-top video

An audience member, in order to receive satellite radio, must _____.

pay a monthly subscription fee

audience share

percentage of homes with TV sets in use tuned to a specific program

The signed and notarized document returned to the advertiser or agency, after the advertisement airs, specifying when the spots aired and what makegoods are available is called an affidavit of

performance

Satellite TV advantages

picture quality, cost and accessibility

An audio program either streamed or downloaded to a phone or other device is a(n) ______.

podcast

What does the term "baked in" mean?

podcast ads that are part of the podcast recording

An advertiser agrees to be bumped if another advertiser pays the higher rate when the _____ rate is lower.

preemption

During _____, viewing is the highest.

prime time

Being able to align a product with a popular character and avoid the bias that sometimes comes with commercials is a benefit of ________.

product placement

DBS network is launching a new sitcom on television. The sitcom has tied up with a new energy drink called Zero-G, which will be prominently displayed on the show by having the characters drinking it often. In this scenario, the phenomenon described is known as TV _____.

product placement

When advertisers showcase their brands within television programming rather than commercials, it is a form of ______.

product placement

In Baskerville, a small town, 50 percent of the households tune into the popular show "Life is Beautiful," every night. This percentage refers to the _____.

program rating

The percentage of TV households in an area that are tuned in to a specific program is referred to as the

program rating

In regard to buying radio time, each _____ tends to appeal to specific demographic groups.

programming format

Contemporary hit radio, adult contemporary, country, rock, easy listening, news/talk, and adult standards are different radio _____.

programming formats

The program audiences of TV and radio stations are measured by companies called ______.

rating services

Satellite TV disadvantages

reliability, the need to install complicated hardware, and a requirement of a clear line-of-sight from home to the satellite

On a _____ basis, the total control of spot placement is left up to the station.

run-of-station

What is one of the four principal formats of television networks and stations available to advertisers?

satellite systems

An advertiser is engaging in _____ when he underwrites the cost of a program.

sponsorship

An individual commercial message run between two programs but having no relationship to either are called ______.

spot announcements

When introducing a new product into one area at a time, an advertiser with a small budget or limited distribution typically uses _____.

spots

To help determine the best buys for their money, local advertisers rely on ______.

station reps

The advent of social media and _____ have transformed the experience of television and advertising.

streaming media

When programs are sold on a station-by-station, market-by-market basis, it is known as _____.

syndication

Identify a way in which commercial rates can be negotiated.

taking advantage of preemption rates

The calculation of the cost per thousand (CPM) should be against the size of the _____.

target audience

A newer form of video media, referred to as OTT, delivers _______.

television on demand over the internet

Daypart mix is based on the

television usage levels reported by the rating services.

Broadcast television was the fastest growing advertising medium until the advent of _____.

the Internet

Next to the savings over cable TV, what do consumers most desire from OTT?

the ability to watch shows on demand

What is a designated market area?

the geographic area in which local TV stations attract the most viewing

A disadvantage of participation advertising is that _____.

the lead times are long

The logic behind placing entertaining commercials at service station gas pumps was based on

the prefilm commercials shown in movie theaters.

Rating points relate to _____.

the whole market

The popularity of buying services has increased because _____.

they charge less and can save advertisers money

When spots are ordered on a run-of-station basis, total control of spot placement is left up to the station, because of this most stations offer a(n) _____ package rate.

total audience olan (TAP)

total audience

total number of homes reached by some portion of a program

True or false: OTT is attractive to advertisers because it shares much more information about viewers than do other viewing methods.

true