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What arer the big four networks?
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UPN , Wb pax, Telemundo, Univision are all examples of __________ ___________ ____________?
1. Commercial broadcast networks
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What is the basic goal of network advertising and promtion departments?
1. Maximize audience sampling
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What are two ways of maximizing audience sampling?
- 1. On-air promotion
- 2. Advertising incorporated in an annual cycle of network promotional events.
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Why do broadcast network promtion require a total marketing approach?
1. Because of increasing competition
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________ _________ first phase of the total marketing approach, includes photo sessions, web publishers, talk show exposure and plugs on radio
1. Publicity buildup
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What are the phases of the marketing approach?
- 1. Publicity buildup
- 2. On-air campaign
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How much time does an on-air campaigh start in advance of the air date? In advance of the premier?
- 1. 4 weeks before the air-date
- 2. 10 days before the premiere
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When producing on air campaigns, what are the basic questions that need to be answered for viewers?
1. What who and when of network promotion
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When is the where of an on air campaign important?
1. When it is airing on local channels.
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_________ _________ measure the effects of network promotion in major population areas?
1. Overnight ratings
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True or False.
All shows can be equally promoted?
1. False.
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____________ can identify a shows strongest appeals, isolate the best way s or reaching specific audiences.
1. Research
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Name a criteria for choosing prime-time shows...
1. Prime time shows can be easily promoted
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Promotional creativity comes in the _______ of promos and ads.
1. How
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A ________ is a 30-second piece of video.
1. Clip
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What is the creative challendfor on -air promotion?
1. The ability to discover, write and produce original promotional concepts that motivate people who have not seen a show.
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A __________ is when a promo stands out for the clutter.
1. Breakthrough
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__________ is when promos share the screen with a program's closing credits.
1. Spit-screens
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__________ __________ is when there is no break between adjacent shows.
1. Seamless programming.
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Screen version snipes flash the name of upcoming programs at the bottom of the screen in the middle of the shows currently being watched.
True or false?
1. True
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Animated automatic titling , combined a flashing______ with ______ and an animated figure or video of a star's face.
True or false?
1. Network name, Motion
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When it comes to cross promtion, what are the responsibilities of Promotion executives?
- 1. Choosing the place to cross-promote.
- 2. Deciding how often to cross-promote.
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What principles guides the network promotion executives?
- 1. Ensuring that promos for new shows are best located in well-established programs
- 2. Those shows for which a network has the highest hopes should receive the most frequent cross-promotion
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What are the 2 factors that make promos effective?
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_____________ is when a network can organize an image campaign around a thematic symbol.
1. Branding
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A ______ decision, is when a network identifies itself in every promo for all kinds of shows on every page of its website.
1. Branding
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In editing and producing promotional spots for various time periods both the ______ and the _____ of spots are critical functions.
1. Content, scheduling
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A _________ is a specific promo for the next show inserted with the previous show OR a spot for the next episode of teh same show inserted in the previous episode.
1. Cross-plug
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A _________ cross-plug is for the next time period.
1. Vertical
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A ________ cross-plug is for the night night or week.
1. Horizontal
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What is the strategy behing vertical network cross-plugging?
1. To begin building toward that peak audeince at the start of prime time.
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True or False?
Multiple spots contain stacked promotion for more than one program?
1. True
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The mind cannot absorb information in _______ seconds, the usable amount in most 30-second promos.
1. 23
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Typicall how many shows are promoted in a 30-second multiple spot?
1. 2-4
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_________ ___________, when the network supplies the materials and pays half the cost of the add?
1. Co-op advertising
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Most co-op dollars are spent promoting the "________ _______" in the prime-time schedule.
1."Almost hits"
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_________ __________, promotes local newscasts adjacent to network news programs.
1. News co-ops
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________ ________, are intended to get the greatest number of people to sample as many of a network's prime-time shows as possible.
1. Fall campaigns
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When do the networks unleash scores of promos ?
1. About 8-12 weeks leading up to the show's debut.
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Most networks run a total of 100 to 200 spots
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What do networks use their websites for?
- 1. Promoting their programs
- 2. Marketing tie-in merchandise
- 3. Getting feedback from viewers
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What factors reduced the size of the toal work audience?
- 1. The development of programming from newer networks, 2. The rise of cable viewing,
- 3. The time lost to web surfing and video games
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What is the purpose of advertising television programs.
- 1. To Promote the programs
- 2. To Create a general interest in the medium among viewers and potential advitisers.
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_______ are heneric print ads adapted by affiliates into local stacked ads and tune-in ads for newspapers and program guides.
1. Slicks
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In radio, Promtional information is best delivered in the early morning.
True or False
1. False, in the late afternoon
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Why is promotional information best delivered in the late afternoon on radio?
1. Because that's when the audience decides what to watch that evening on television
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Standard promotional practice is to assure the piblic that a news organization is _______, ________ and __________.
1. Reliable, competent and knowledgeable
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How does the network and the affliate both benefit from promoting news in a unified campaign tying the national and local newscasts together?
- 1. The network encourages flow its its evening news
- 2. The affiliate gets rub-off prestige from the association for its local news team.
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True or False?
The network pays for the entire media costs for ads that feature a combination of local and network news( news co-ops).
1. False the network pays for HALF the media costs for ads that feature a combination of local and network news.
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One key advantage of having a news division is that it helps promote the entertainment division
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_________ memorability is the key to tune-in promotion.
Immediate
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Television occupies only ___________ moments in time
1. Ephemeral( short-moments)
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________ impact has to be instantaneous.
Promotional
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