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What are the primary tools for drawing attention?
- 1. Magazine advertising
- 2. Outdoor billboards
- 3. On-air spot promotion
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What are three main groups of marketing messages?
- 1. Audiences
- 2. Advertisers
- 3. Affiliates
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What are the two main types of audiences?
- 1. Current viewers, listeners and subscribers
- 2. Potential viewers, listeners and subscribers
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What is sales promotion?
1. Preparing materials for businesses to sell them advertising time or space.
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What are underwriters?
the corporations supplying grants for producins or airing programs
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What are studios sydicators?
1. Distributors of programs
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What are affiliates?
Program outlets that are connected to a program source such as broadcast network or a cable network.
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What did the 1996 telecommunications act do?
1. Increased the number of stations that a network can own.
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What is cross channel promotion?
Airing promotions for one station or network on another co-owned one.
Example: ABC ---- ESPN or E!----NBC. The key is shared ownership.
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What are the three elements required for getting a program to viewers?
- 1. Production
- 2. Distribution
- 3. Exhibition
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What is vertical integration?
When a campany owns all three elements required for getting a program to viewers. (production, distribution, exhibition)
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What does MSO stand for?
1. Multiple System Operator
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What are MSO's?
1. The primary source for exhibition of cable stations.
**Since the majority of television viewers subscribe to cable, they are also the primary source of exhibition to broadcast affiliate stations.
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Name the top 5 program companies.
- 1.Time Warner
- 2. Disney
- 3. Viacom
- 4. Fox
- 5. NBC Universal
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What percent of the media do the big five control?
1. Between 80 and 90 percent.
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What are subniche channels?
1. Line extensions of company programs.
Example: ESPN , ESPN2, ESPNU or Discovery, Discovery kids, Discovery home, etc. etc.
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What is the multi-platform perspective driven by?
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Define Payola.
1. The illegal practice of paying a DJ to play a song.
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Define plugola.
Secretly paying a DJ or television talent ro illegally endorse a product or service.
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What is the strategic goal of most prime-time television.
1. To capture the largest audience possible, especially 18- 49 year olds.
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Describe acquisitive goal.
A company seeking to capture new viewers, listeners or subscribers.
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Define the recycling goal.
When a companny strives to move audiences from one time period into another time period.
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Define retentive goal.
Wehn a company focuses on keeping its current audiences.
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Describe competitive promtion.
When one company names another company in its promotional messages.
Ex: Mac vs PC... "Our Mac doesn't get viruses and your PC does"
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What are demographic groups?
Age & Gender.
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What are psychographic groups defined by?
Common interests or hobbies.
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What is a networks strategic goal?
Reaching the demographic group of people ages 18-49.
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What is a tactical goal?
Promoting hits and almost hit shows, in order to keep and raise ratings.
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Define the internal media tactic.
When the company uses its own air to schedule promos either on the smae channel or co-owned channels and trades space/time on co=owned properties.
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Define the external media tactic.
Seeking new audiences by means of paid advertising in other company's channels and publications.
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Name some tools of promotion.
1. on- air promos and bumpers, logo-bugs and pop up titling, print advertising, websites, games and contests, and outdoor activities.
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What is brand positioning?
Increasing competition to build widely reognized logos in America and around the world.
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What is carriage program rating?
The size of the audience for the promotion.
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List the subscriber groups.
- 1. Cable
- 2. Satellite
- 3. Pay services
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How are lotteries handled.
1.Each state determines whether lotteries are legal within state boundaries and 2. Whether they can be advertised.
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When is broadcasting information about a lotter legal under federal law?
- 1. If the lotter is not prohibited by state law
- 2. If the lotter is conducted by a charitable organization (those that qualify as tax-exempt under Section 501 of the Internal Revenue Code)
- 3. If the lottery is conducted by a business where the lottery is a" promotional activity and is clearly occasional and ancillary to the primary business of that organization.:
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What constitutes a lottery?
Any game involving a valuable prize, a just-above-minimal cost for entering the contest and random chance
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Define consideration.
A just-above minimal cost for entering a contest.
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What is a contest?
A lottery with one of the three elements missing.
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When must a station file a 1099 form with the IRS?
Whenever a winner of a contest is awarded more than $600 in prize.
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What is cooperative advertising?
When a manufacturer and a retailer share advertising costs.
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What are some examples of trademarks?
- 1. Network and station logos
- 2. Wordmarks
- 3. Slogans
**Some attention-getting symbols, sounds, original program titles, call letters and distinct personalities may be protected.
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What does ASCAP stand for?
American Society of Composers, Authors and Publishers
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What does BMI stand for?
Broadcast Music Incorporated
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What does SESAC stand for?
Society of European Stage Authors and Composers
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What does SAG stand for?
Screen actors guild.
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What does AFTRA stand for?
American federation of television and radio artists.
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Unethical audience promtion tactics.
- 1. the use of excessive hypoing to boost audience ratings
- 2. The creation of erroneous impressions of program content or the conditions for winning prizes.
- 3. the airing of phony testimonals bu celebrities, actors, or members of the general public
- 4. the toleration of payola or plugola.
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What is hypoing?
Methods of manipulating ratings data.
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