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MKTG 757 Ch 11
For Exam 2
25
Marketing
Undergraduate 4
10/14/2009

Additional Marketing Flashcards

 


 

Cards

Term
Zipping
Definition
occurs when viewers fastforward thru commercials as they play back a previously recorded program
Term
Zapping
Definition
changing channels to avoid commercials
Term
Up-front Market
Definition
buying period that occurs before the TV season begins
Term
Scatter Market
Definition
period of purchasing television advertising time that runs throughout the TV season
Term
Spot Advertising
Definition
commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations
Term
National Spot Advertising
Definition
all non-network advertising done by a national advertiser
Term
Local Advertising
Definition
airtime sold to local firms such as retailers, restaurants, banks, and auto dealers
Term
Station Reps
Definition
individuals who act as sales reps for a number of local stations in dealings with national advertisers
Term
Syndicated Programs
Definition
shows that are sold or distributed on a station-by-station, market-by-market basis
Term
Sponsorship
Definition
arrangement in which an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears with it
Term
Participations
Definition
situation where several advertisers buy commercial time or spots on network television
Term
Dayparts
Definition
specific segments of a broadcast day
Term
adjancies
Definition
commercial spots purchased from local television stations that generally appear during the time periods adjacent to network programs
Term
Superstations
Definition
independent local stations that are carried by cable
Term
Interconnects
Definition
situation where a number of cable systems and networks in a geographic area are joined for advertising purposes
Term
Narrowcasting
Definition
reaching very specialized markets
Term
Multiplexing
Definition
transmitting multiple channels from one network
Term
Direct Broadcast Satellite (DBS) Services
Definition
use a system whereby TB and radio programs are sent directly from a satellite to homes equipped with a small dish
Term
Nielsen Television Index
Definition
provides daily and weekly estimates of the size and composition of the national viewing audiences for programs aired on the broadcast and major cable networks
Term
People Meter
Definition
Electronic measuring device that incorporates the technology of the old-style audimeter in a system that records not only what is being watched but also by whom in 10,000 households
Term
Designated Market Areas
Definition
nonoverlapping areas used for planning, buying, and evaluating TV audiences that are generally a group of countries in which stations located in a metropolitan or central area achieve the largest audience share
Term
Engagement
Definition
focused mental and emotional connection between a consumer, a media vehicle, and a brand's message
Term
Image Transfer
Definition
images of a TV commercial are implanted into a radio spot
Term
Cume "cumulative audience"
Definition
estimated total number of different people who listened to a station for at least five minutes in a quarter hour period within a reported daypart
Term
Portable People Meter
Definition
wearable pager-sized device that electronically tracks what consumers listen to on the radio by detecting inaudible identification codes that are embedded in the programming
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