Advertising Media Strategies: TV, Print, Radio & Audience Metrics

Syndication

Selling a TV show to many stations instead of just one network

Barter

Station gets the show for free, but must air ads included with it

First-run syndication

Brand new show made just for syndication

Rerun (off-network)

Re-airing old episodes of shows that already aired

Art Director

Designs visuals

Copywriter

Writes words/scripts

Creative Director

Leads the whole idea

Producer

Manages production/logistics

Cover

Front of magazine (most expensive)

Insert

Extra ad placed inside

Staircase

Series of ads across pages

Island half

Half-page ad surrounded by content

Junior unit

Small, cheap ad

PPL (Product Placement)

Product shown in content

Makegoods

Free ad to fix a mistake

SAU (Schedule Audience Unit)

Planned audience delivery

TAP (Total Audience Plan)

Strategy to reach the audience

CPM

Cost per 1,000 people

GRP (Gross Rating Points)

Total ad exposure

Cume (Cumulative audience)

Total different people reached

Infomercial

Long ad (like a show)

ROP (Run of Paper)

Anywhere in the paper

ROS (Run of Schedule)

Random time placement

Gatefold

Fold-out page

Bleed page

Ad goes to edge

Tearsheet

Proof your ad ran

Flat rate

Same cost regardless of audience

AQH (Average Quarter Hour)

Avg. audience in 15 min

DMA (Designated Market Area)

Local TV market

HUT (Households Using TV)

% watching TV

TVHH

Total TV homes

Sweeps

Ratings periods (big for ads)

Mandatories

Ads stations MUST air

Explorer

Finds ideas

Artist

Creates ideas

Judge

Evaluates ideas

Warrior

Executes ideas

Creative Pyramid

Build from facts → benefit → big idea

Creative Brief

Short plan guiding the ad

Sponsorship

One brand funds program

Participation

Many advertisers share time

Ad spot

Single ad placement

Vertical

Focused on ONE industry

Horizontal

Covers MANY industries

Fact-based

Uses logic/info

Value-based

Uses emotions/opinions

Format

Type of content (news, music, talk)

Program

Specific show

Prime Time

Peak viewing (evening)

Early Fringe

Before prime

Late Fringe

After prime

Daytime

Midday

Late Night

After 11 pm

Adapt

Modify existing idea

Imagine

Think new ideas

Reverse

Flip idea

Parody

Make fun of something

Positive (Transformational)

Emotional (feel good, status)

Negative (Informational)

Problem-solving (fix the issue)

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