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Advertising in Broadcasting
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Flashcards
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Airtime
The specific time slot purchased by an advertiser on a radio or television program.
Voice-over
A production technique in which a voice that is not part of the narrative is used in radio, television, or film.
Interstitial Ads
Advertising that appears between content, requiring viewers to watch the ad before returning to content.
Ad Copy
The text of an advertising message that includes the written or spoken words used.
Unique Selling Proposition (USP)
The feature that makes a product or service unique from its competitors, emphasized in advertising to attract customers.
Media Planning
The process of selecting media time and space to disseminate advertising messages.
Frequency
Average number of times the audience is exposed to an advertisement.
Sponsorship
Financial support from a sponsor to fund a part of a broadcast in exchange for brand recognition.
Banner Ad
A form of online advertising that involves a rectangular graphic display stretching across the top or bottom of a website.
Target Audience
A specific group of consumers identified as the recipient of an advertisement.
Jingle
A short, catchy piece of music that promotes a product or service in a memorable way.
Spot Advertising
Advertisements that are placed on national and local TV stations outside of or within network broadcasts.
Dayparting
The practice of dividing the broadcast day into several parts, each with its own type of programming and advertising rates.
Infomercial
A long-form television advertisement that provides detailed information about a product or service.
CPM
Cost Per Thousand, a metric that represents the cost of an advertisement per 1,000 impressions.
Product Placement
Inclusion of a branded product or logo within a television show or movie.
Advertorial
An advertisement in the form of editorial content, where the ad imitates the design and style of the platform it appears on.
Call to Action (CTA)
An instruction to the audience designed to provoke an immediate response, usually using an imperative verb.
Interstitial
An advertisement that is displayed on a web page while a chosen website or page is loading.
Reach
The total number of different people or households exposed to an advertisement.
Media Kit
A package of information assembled by a publisher to give potential advertisers information about their options
Direct Response Advertising
A type of advertising designed to elicit an immediate response from the consumer, typically a purchase or a sign-up.
Demographics
Statistical data relating to the population and particular groups within it used to identify the target audience.
Gross Rating Points (GRP)
A measure that represents the impact of an advertising campaign, calculated as Reach multiplied by Frequency.
Sweep Period
Specified times of the year when television audience measurements are taken to set advertising rates.
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