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Match of the Following

Question 102

Matching

Match of the following

Premises:

Responses:

The share is calculated by dividing the number of viewers of a particular TV program by this number.

up-front buying

By moving from a mass medium to this type, TV is now experiencing what radio and newspapers previously experienced.

clearance

Commercials were illegal, prior to July 1, 1941, when this company sponsored the first commercial during a Dodgers-Phillies baseball game.

hammock

Advertising that is sold at a lower rate in order to entice advertisers, with the station retaining the right to sell it to another advertiser who is willing to pay a better rate.

sweeps weeks

A key element in negotiation for time for local TV advertising, it occurs when a station sets up its own assortment of time slots in different periods of the day.

package rates

When combined with program promotional spots, together they account for about 20 percent of TV non-program time.

HUT

In May, during this season, networks preview prime time shows for fall and advertisers negotiate to buy commercial time.

barter syndication

When local stations buy the most popular programming available prior to, for example, their early evening news, they are taking advantage of this.

preemptable

Can range from a 10-second ID to longer, program-length infomercials of 30 to 60 minutes.

niche medium

The measure used by an advertiser who schedules a package of TV spots placed in a number of programs and dayparts; it is the weight of that schedule in terms of total ratings for all commercials bought.

make-goods

This is the position a new show strives for in a new season network schedule, because it puts it between two popular returning programs.

Bulova

A common practice in which TV stations compensate advertisers when they fail to achieve some guaranteed rating level.

GRP

A relatively inexpensive and efficient way to estimate quarterly local market ratings, often criticized for alleged abuses in programming.

spot television

It is the percentage of network affiliates that carry a particular network program.

public service announcements

The practice of national advertisers to purchase time from local stations.

TV advertising formats

lead-ins