MKTG 330: Advertising & Promotion I - Traditional Media & Advertising Landscape

Comprehensive vocabulary flashcards covering the changing media landscape, television terminology, radio/audio advertising, print channels (newspapers and magazines), and CPM media metrics from MKTG 330.

Factors in the Choice of Best Advertising Media

The key considerations evaluated by advertisers when choosing media channels: advertiser's objectives, creative needs, competitive challenge, and available budget, all driven by target market and customer preferences.

Connected TV (CTV)

An umbrella term for television sets connected to the internet; generally refers to free channels delivered over the internet that are typically not on-demand and behave like broadcast or cable channels (e.g., Roku and Tubi).

Over-The-Top (OTT)

A term referring to the delivery method of video content streamed over the internet directly to viewers, bypassing traditional cable, satellite, and broadcast distribution.

Subscription Video-on-Demand (SVOD)

A subscription-based service model granting unlimited streaming access to a library of content for a recurring fee without broadcast schedules (e.g., Netflix, Apple TV+, Max, Disney+, Paramount+, and Prime Video).

Free Ad-Supported Streaming TV (FAST)

Free streaming television channels that deliver scheduled or linear-style programming over the internet with no subscription fee, funded entirely by advertising (e.g., Pluto TV, Tubi, Crackle).

Ad-Supported Video-on-Demand (AVOD)

On-demand video content funded by advertising, which may be offered entirely free to viewers or paired with a discounted subscription fee.

Multichannel Video Programming Distributor (MVPD)

Traditional television providers that distribute multiple broadcast and cable channels to subscribers via physical cable or satellite infrastructure (e.g., Comcast, Cox, Dish Network, DirecTV, AT&T U-verse, and Verizon Fios).

Virtual Multichannel Video Programming Distributor (vMVPD)

Digital services that deliver live, multi-channel linear television streams over the internet without physical cable lines or satellite dishes (e.g., YouTube TV, Hulu + Live TV, Sling, Philo, DirecTV Stream, and Fubo).

Linear Television

Traditional scheduled television broadcasting where viewers watch content on a network channel at the specific predetermined time it is scheduled to air.

Over-The-Air (OTA) Television

Free broadcast television delivered using broadcast radio waves received directly through an antenna rather than paid cable, satellite, or streaming infrastructure.

Four Dimensions of the Television Viewing Experience

The four structural categories describing modern TV viewing: delivery (broadcast, cable, satellite, internet/streaming), screen (TV/CTV, phone, tablet, computer), viewing format (scheduled/linear or on-demand), and business model (ad-supported, subscription, transactional, hybrid).

Network TV Advertising

Commercial airtime purchased to run simultaneously nationwide across all local affiliated television stations of a major broadcast network.

Spot TV Advertising

Television commercial time purchased directly from local stations in selected, designated geographic markets rather than nationwide.

Syndicated TV Advertising

Advertising placed within syndicated shows that are purchased and aired independently by individual television stations outside of prime network programming.

Cable TV Advertising

Commercial placements run across specialized networks that require paid cable or satellite television subscriptions.

Local TV Advertising

Advertising spots bought exclusively for broadcast within a specific local community or television market station.

Television Product Placement

An advertising method where branded products are deliberately embedded and visually featured within the storylines or sets of television programming.

Television Sponsorship

A high-visibility advertising agreement where a brand sponsors a program or segment, integrating branding directly into the broadcast (e.g., ESPN College GameDay built by The Home Depot).

Television Household Penetration Rate

The physical reach of television in the United States, with television sets present in $95\%$ of American households.

Strengths of Television Advertising

Key advantages of television including high impact, broad audience reach, rapid awareness building, dynamic visual storytelling and demonstration, strong emotional power, entertainment value, and high perceived legitimacy and credibility.

Weaknesses of Television Advertising

Key drawbacks of television including expensive production and broadcast costs, audience fragmentation, ad clutter, attention dilution due to background noise and multitasking, and poor coverage among younger demographics.

Abbott Elementary Age Demographics Comparison

A case demonstrating generational viewing preferences: viewers watching Abbott Elementary on linear ABC have an average age of $60$, while those streaming it on Hulu have an average age of $30$.

Run-of-Station (ROS)

A radio advertising purchase where a package of $30$- or $60$-second produced commercials is scheduled across broad dayparts rather than fixed individual program slots.

Radio Personality Endorsement (Live-Read Buy)

A premium radio ad buy where a radio DJ or personality reads the commercial script live and integrates personal product endorsements directly into the show.

Morning Drive (Radio Daypart)

The peak morning radio listening block occurring between $6:00\,\text{AM}$ and $10:00\,\text{AM}$, characterized by high commuting listenership.

Afternoon Drive (Radio Daypart)

The late afternoon commute radio daypart spanning from $3:00\,\text{PM}$ to $7:00\,\text{PM}$, delivering heavy vehicle-based listening reach.

Terrestrial Radio

Traditional over-the-air AM/FM radio stations transmitted via physical broadcast towers that increasingly cross-pollinate with digital audio and podcasts.

Digital Radio

Audio and station broadcasting streamed via digital applications and web platforms, such as the iHeartRadio app.

Radio Station Ownership Consolidation

The structural industry trend where ownership of terrestrial radio stations has concentrated heavily under a small number of media conglomerates, including iHeartMedia, Beasley, and Cumulus.

Audio Time Share

The relative daily media exposure allocated to audio, with consumers spending approximately $30\%$ of their media consumption time listening to audio.

Radio Advertising Strengths

Advantages of radio advertising comprising a personal and friendly tone, cost-effectiveness, fast production times, local market flexibility, and highly engaged audiences during sports and news broadcasts.

Radio Advertising Weaknesses

Limitations of radio advertising including an absence of visual demonstration, fragmented audiences across stations, commercial clutter, and passive listening behavior during music programming.

Radio Personality Recommendation Influence

The measured trust of audio personalities, with $77\%$ of listeners reporting they are willing to try a brand recommended by their favorite radio host.

AM/FM Weekly Listenership Reach

According to the Nielsen Audio Today 2026 Report, approximately $85\%$ of adults and young listeners tune in to AM/FM stations on a weekly basis.

Key Traits of Newspapers

Core characteristics distinguishing newspapers: hyper-local community focus, physical tangibility, short lead time for ad placement, and comprehensive coverage of breaking stories and in-depth profiles.

Newspaper Advertising Buying Factors

Pricing criteria for purchasing newspaper ads, determined by physical ad size, page and section placement, and publication day (with higher rates charged on weekends).

Newspaper Advertising Strengths

Benefits of newspaper ads including high reader cognitive engagement, room for detailed and complex ad copy, precise geographic targeting, and high editorial credibility and trust.

Newspaper Advertising Weaknesses

Key vulnerabilities of newspaper advertising: steadily declining print circulation, an aging reader demographic, ad clutter, and audience migration toward digital and social media news feeds.

Magazines

Periodical publications available in print or digital formats that feature articles, essays, and photos, published on a set schedule and funded by advertising, subscriptions, or retail newsstand purchases.

Verticals and Lifestyle Targeting

The magazine industry's core strategic appeal: delivering focused editorial environments that target specialized interests, professional verticals, or lifestyle niches (e.g., sports, fashion, culinary, hobbies).

Magazine Advertising Strengths

Benefits of magazine media including selective interest-based audience targeting, high-quality visual reproduction, long shelf life and keepsake value, and large pass-along reader volumes.

Magazine Advertising Weaknesses

Drawbacks of magazine advertising including non-intrusive ad presentation, long production lead times, declining overall print circulation, and difficulty making individual advertisements stand out.

People Magazine Readership Metrics

Audience metrics cited demonstrating magazine reach: People magazine maintains $2.5\,\text{million}$ paid subscribers and delivers a total readership of $25.5\,\text{million}$ individuals.

Cost Per Thousand (CPM)

A foundational media planning metric representing the dollar expenditure needed to purchase $1{,}000$ advertising impressions or reach $1{,}000$ people.

CPM Calculation Formula

The standard mathematical equation used to determine media efficiency: $\text{CPM} = \frac{\text{Total Campaign Cost}}{\frac{\text{Total Number of Impressions}}{1{,}000}}$.

Sunday Night Football CPM Benchmark

A real-world television buying example where an ad spot costs $\$700{,}000$ and delivers an audience of $14\,\text{million}$ viewers, yielding a CPM of $\$50$.