Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
61 Cards in this Set
- Front
- Back
|
What is the three-way balancing act of Radio/ TV salesperson?
|
1. For the client: acts as a marketing consultant to hlep meet specific needs and goals of each client, uses knowledge of media strengths and weaknesses to help lower costs of bringing in new customers
2. For the Station: represents a station to sell airtime, sponsorships or other special products, attempts to graner a higher share of a client's budget than the ratings would justify, services existing accounts while constantly prospecting for new business 3. For yourself: blance the client's needs with the station's needs to maximize your income |
|
|
AE
|
Account Executive- your position as a sales person
|
|
|
Spot
|
a commercial
|
|
|
Copy
|
spoken and written words of a commericial
|
|
|
Creative
|
overall message of a commercial
|
|
|
Dayparts
|
standard time period on a station dictatated by time of day.
EM- early morning (5am to 9 am) D- day (9 am to 3 pm) EF- early fringe (3pm to 6 pm) Access- (6 pm to 7 pm) Primetime- (7 pm to 10 pm) LF- late fringe (10:30pm to midnight) |
|
|
Flight
|
the dates a commercial schedule runs
|
|
|
Avails
|
pricing and availability of commercials on a station
|
|
|
Demo
|
target age group and sex of potential buyers
|
|
|
Metro
|
the 8 country OKC metropolitan area
|
|
|
DMA
|
designated market area- a geographic designation, used by Nielson, that specifies which counties fall into a specific television market
|
|
|
NSI
|
Nielson survey index- how many households are reached by a station regardless of where the people are located
|
|
|
What departments do salespeople work with?
|
Sales, Promotions, Production, Traffice, News/ Talent, Accounting/ Collections
|
|
|
Advertising dollars on TV, Radio, Outdoor, and Newspaper
|
TV- 120 million
Radio- 55 million Outside- 12-15 million Newspaper- 100-150 million |
|
|
FOX and CW station numbers?
|
FOX- 25
CW- 34 |
|
|
monthly cume
|
net monthly cumulative audience, refers to the number of unduplicated people or homes in a broadcast station's audience within a one month time period
|
|
|
CPM
|
cost per thousand- what it costs to reach 1,000 people in an advertiser's target demo
|
|
|
rating point
|
one percent of all households of a demographic viewing (television) or listeners listening (radio) to a particular station at a particular time
|
|
|
CPP
|
Cost per rating point- what it costs to reach one percent of the population of an advertiser's target demo
|
|
|
"Destination" retailer
|
a retailer who pulls in customers from a very large geographic area due to perception of exceptional selection, value or quality- one of a kind
|
|
|
USP
|
Unique selling proposition- the things that sets one company or organization apart from all the others in their category
|
|
|
Intrusive/ Passive media
|
how a particular media is used from the user's perspective... Newspaper is passive, TV/Radio are intrusive
|
|
|
ONO
|
Owned and operated- when a station is not a franchise owned by a media company (ie Sinclair Broadcast Group) and is owned by the network
|
|
|
NTR
|
Non-traditional revenue- when a radio/tv station creates dollars other than by selling spots (promotion, bugs, snipes, trade shows, station gift cards, etc.)
|
|
|
ROS
|
rotator- if a commercial is scheduled not during a specfic show or time period. (time parameters are set- could be 5a to 12a or 12a to 12p)
|
|
|
Sources of competing media?
|
television, cable, yellow pages, internet, outdoor, newspaper, direct mail, mobile
|
|
|
Less conventional competing media?
|
product placement, retail shelf placement, in-store tv networks, sporting event advertisin, event sponsorships, stadiu/event center sponsorship, bus/car wraps
|
|
|
TV strengths
|
- highest impact and largest reach of all media
- immediate, broad coverage - sight, sound, and emotion - typically offers the lowest CPM CPP of any media - level playing field - monthly cume for each of the top 3 network affiliates is around 80% - ignoring ads is harder because TV is intrusive medium - high level of pretige |
|
|
TV weaknesses
|
- highest initial investment
- may reach outside an advertiser's target area - intangible media - production costs and time constraints with production changes - largest reach/ lower frequency so important to make commercial efficient and efffective - standard spot length of 30 seconds, may take longer to explain but over 30 will bore audience - DVR allows consumers to skip commercials - new tech options for consumers decreases tv watching time |
|
|
Radio strengths
|
- immediate, broad coverage
- theatre of the mind - can target prospects by station format BEST TIMES: drive times= morning- 7-10am/ evening 4-6pm - ower buy in than broadcast so you can get a higher frequency - over 95% of Americans still listen to radio - low production costs if any and can be changed quickly - 60 second standard spot length - client testimonial opporutnities from on-air talent - intrusive media |
|
|
Radio weaknesses
|
- may reach outside an advertiser's target area
- low monthly cume per station - broad reach requires several stations - takes more frequency to be effective (lower reach and have to paint picture) - cannot use visuals - difficult to choose right station - sold in five hour day parts, makes weekly frequency goals hard to reach - intangible media |
|
|
Cable strengths
|
- main coverage area is 4 countines inside OKC metro area
- ads can be targetd by geographic region - typically low spot cost - specific networds target specific demographic & different lifestyles |
|
|
Cable weaknesses
|
- main coverage area is 4 counties inside metro area
- cox cable only reach 42% of HH's in DMA - cable channels have low ratings - very high CPP & CPM - air time is typicalloy sold in braod rotators on each network - new DVR tech allows consumers to skip commercials - intangible media |
|
|
Outdoor strengths
|
- geogrphic targeting
- reaches broad audience - keeps client's name on conumer's minds - 24 hour exposure - several available options: billboards, bus bench, trucks, venue signage - can be used as directionl signage - new digital boards with reall time update availability |
|
|
Outdoor weaknesses
|
- limited messge ability (8 word max recommended)
- zoning restrictions in certain areas - usually requires long tern commitments (3 to 12 months) - high production costs - changing messges can be costly |
|
|
Newspaper strengths
|
- immediate reach
- geographically targeted - good for limited time offers and coupons - allows space for detailed advertsing messages - tangible: customers can bring in ad - specific sections target certain audiences - limited or no production costs - coupon redemption allows for easy tracking of campaign |
|
|
Newspaper weaknesses
|
- short shelf life
- small ads can get los - high CMPM in OKC DMA due to lack of competition - ignoring ads is very easy, passive media - declining circulation - aging reades- less than 1 % of 18-34 year olds say they read the newspaper this week |
|
|
Yellow pages strengths
|
- reaches prospects who are "in the market" to buy
- secures yearlong presence - often consumers' first place to look |
|
|
Yellow pages weaknesses
|
- very high cost
- high clutter factor - advertisers are listed right next to competitors - difficult to differentiate - message can only be changed annually - increase in number of yellow page companies - increase in consumers utilizing internet for same info. - yellow pages reps only get paid if there is an increase in what they spent the year before - passive media |
|
|
Direct mail strengths
|
- results easily tracked with coupon-ing
- targeting availble via ZIP codes - good supplemental advertising medium - good for referral programs - good for "add on sales" of exisitng customer base - tangible |
|
|
Direct mail weaknesses
|
- limited reach
- highest out of pocket cost - response rates very low in "successful" campaigns (1-2%) - potential backlash from consumers who perceive it as "junk mail" - potential backlash from environmental groups |
|
|
Internet strengths
|
- reaches prospects who "in the market" to buy
- execution options like banner ads, email campaigns, pay per click - large amounts of info. about a company or products can be listed on website - online customization - relatilers have ability to sell products and services online - low out of pocket cost options - track-able results |
|
|
Internet weaknesses
|
- requires computer knowledge of target customers
- problem with driving traffic - pay per click can be manipulated - keeping up with latest online trends can be difficult - SPAM and email viruses creates distrust of potential customers |
|
|
TSL
|
time spent listening- arbitron tern giving estimate of number of quarter-hours the average person spends listening to a radio station during a specified time period
|
|
|
Reach
|
number or percentage of different people exposed at least once to particular program or commerical across a stated period of time
|
|
|
metered market
|
a tv market in which Nielsen destributes meters that track HH viewing levels and report them to the station electronically so the stations can have the results the next morning
|
|
|
frequency
|
number of times a person is exposed to a program or commercial
|
|
|
gross rating points
|
sum of all ratings for all commercials in a schedule
|
|
|
gross impressions
|
sum of all advertising impressions for all commericals in a schedule
|
|
|
AQH
|
average quarter hours- average number of persons listening to a particular station for at least 5 minutes during a 15 minute period
|
|
|
cume persons
|
total number of persons who tune in to a radio station during the course of a day part for at least 5 minutes
|
|
|
When are sweeps done?
|
Feb, May, July, Nov
|
|
|
how many toatl tv HH's in U.S.?
|
114.9 million
|
|
|
HUT
|
households using tv- percent of all hh's using tv in a particular DMA
|
|
|
Multi-step process of selling
|
1. cold call- identify decision maker, set up follow-up appt.
2. first appt.- establish credibility and rapport, gather info. for next appt. 3. second appt.- present proposal and ask for business |
|
|
Coop advertsing dollars
|
ad dollars provided to retailers by manufacturers to help promote their products
|
|
|
amiable personality
|
guided by feeling and intuition, appreciates relationships and the personal touch
|
|
|
driver personality
|
goal-oriented, likes bieng in control and usually makes quick descisions
|
|
|
expressive personality
|
outgoing and social, enjoys being of sevice, beings useful and helping others
|
|
|
analytical personality
|
appreciats hard data, facts, research and any info. to rationally justify decision
|
|
|
balance of 3 elements for campaign?
|
product or service, commercial, schedule: reach and frequency
|
