Web Exercise of MKTG 420

Week 7 Plan

Chapter 11: Evaluation of Broadcast Media

Key Learning Objectives:

 To examine the structure of the television and radio industries and the role of each

medium in the advertising program.

 To examine the advantages and limitations of television and radio as advertising

media.

 To explain how advertising time is purchased for the broadcast media, how

audiences are measured, and how rates are determined.

 To consider future trends in TV and radio and how they will influence the use of

these media in advertising.

 To examine the structure of the magazine and newspaper industries and the role of

each medium in the advertising program.

New Vocabulary: Chapter 11

Affiliates

Up-front market

Scatter market

Spot advertising

National spot

Local advertising

Syndicated programs

Participations

Zapping

Zipping

Narrowcasting

Infomercials

People Meter

Designated market areas

Sweeps Period

Daypart

Image Transfer

Chapter 12: Evaluation of Print Media

Key Learning Objectives:

 To examine the advantages and limitations of magazines and newspapers as

advertising media.

 To examine the various types of magazines and newspapers and the value of each as

an advertising medium.

 To examine how advertising space is purchased in magazines and newspapers, how

readership is measured, and how rates are determined.

 To consider future developments in magazines and newspapers and how these trends

will influence their use as advertising media.

New Vocabulary: Chapter 12

Consumer magazines

Farm publications

Business publications

Selectivity

Split runs

Selective binding

Ink-jet imaging

Circulation

Readership

Magazine networks

Flat rates vs. Open Rates

Run-of-paper

Preferred position

Standard Advertising Units

Deliverables:  Read and understand Chapters 11 & 12; review the PowerPoints if you find them

helpful

 Complete Quiz 7 (due before midnight on Saturday)  Complete Web Exercise 7 (due before midnight on Saturday)