SMAD 242: Test 3

TV Syndication

Selling TV Shows to multiple stations

Barter

Stations get shows for free but must air ads

First-Run

First time a show airs

Rerun

Re-airing an old episode of a television show that has previously aired.

Sweep(s)

Period when TV ratings are measured for ad pricing

DMA (Designated Market Area)

Specific TV Market region

HUT (Homes Using Television)

% of homes watching TV

TVHH

Total TV Households in a market

Creative Team Roles

People who make ads (Copywriter, Art Director, Producers)

Creative Brief

Short Plan explaining the goal of an ad

Creative Pyramid

Strategy Structure (Attention —> Interest —> Desire —> Action)

Cover

Front Page of a magazine

Inserts

Extra Ads placed into publications

Staricase

Step by Step layout designs

Island Half

Half page ad surrounded by content

Junior Unit

Small, space-saving Ad

Classification of Magazine Content

Grouping by topic, audience, or location

Vertical Publication

Focused on one industry/topic

Horizontal Publication

Covers many topics for broad audiences

Bleed Page

Ad that goes to the edge of the page

Gatefold

Fold out ad page

Tearsheet

Proof an ad ran in a publication

Flat Rate

Fixed Ad price regardless of performance

CPM

Cost Per Thousand

GRP

Gross Rating Points

AQH

Average Quarter Hour

Cume

Cumulative Audience

PPL

Per Program License

Makegoods

Free ads given if original underperforms

SAU

Station Audience Units

TAP

Total Audience Plan

ROP

Run of Paper

ROS

Run of Schedule

Sponsorship

One brand funds a program

Participation

Multiple Advertisers share ad time

Ad Spot

A specific ad placement

Fact-based Advertising

Focuses on facts/info

Value-based Advertising

Focuses on emotions/values

Negative (Informational)

Logical Reasons to buy

Positive (Transformational)

Emotional appeal

Radio Format

Types of content (news, pop, talk, etc)

Programs

Scheduled Show

Prime time

Most Watched Hours

Early Fringe

Time before prime time

Late Fringe

Time after prime time

Brainstorming

Generating lots of ideas without judgement

Von Oech Roles:

Creative Thinking Roles: Explorer, Artist, Judge, Warrior

Explorer

Finds Ideas

Artist

Creates ideas

Judge

Evaluates ideas

Warrior

Executes ideas

Artist Techniques

Ways to generate ideas: Adapt, Imagine, Reverse, Parody

Adapt

Modify existing ideas

Imagine

Think Creatively

Reverse

Flip Ideas

Parody

Make humorous versions