The document provides information about media costs and buying practices for television, radio, and magazines. It discusses terminology, rate cards, buying methods such as normal buying, sponsorship buying, special event buying, and upfront buying. For television, it describes concepts like prime time, timeslots, rate levels, and TVB's preemption rules. For radio, it discusses factors like audience demographics, program schedules, and station formats that influence buying. For magazines, it defines terms like ROP, junior page, and gatefold, and notes that magazine buying costs are highly negotiable.
4. Rate Card ( )
and Rates ( )
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5. All kind of media have their rate cards. Rate card
means the prevailing ( ) document published
by the medium containing ( ) all details about
pricing ( ), booking ( ), volume rebates (
), cancellation ( ) and other terms and
conditions for the advertising spaces.
Rates ( ) mean the rate of charges determined
by the media from time to time as applicable to
any booking.
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9. Prime Time ( )
Prime time is the timeslot ( ) with the most
viewers and is generally where television networks
and local stations reap ( ) much of their
advertising revenues ( ).
It is usually about the evening hours when most
people return home from offices and schools. The
exact ( ) timeslots depends on particular
station or channel
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19. Timeslot ( )
The time period in a day in which the spots have
same advertising rates. Only one timeslot for
prime time or shoulder prime time, but more than
one timeslots for fringe times. Timeslots are
different for different channels.
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21. Time Class ( )
The level that the timeslot is classified by the
channel. It is denoted by a number, e.g. J7 for
TVB Jade, C7 for ATV Home. Higher time classes
entail higher rates.
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25. Rate Level ( )
It is the booking rate for a particular spot. High
rate level can secure ( ) the airtime but entails
higher cost for the advertiser, whilst low rate level
may render the airtime taken up by later advertiser
booking at higher rate.
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29. Preemption Rule of TVB
( )
A special program pre-empts a sponsored program.
A sponsored program preempts a regular spot.
A regular spot of a higher rate level pre-empts
another regular spot of a lower rate level and a
longer duration spot pre-empts a shorter duration
spot of the same product category if it is less than
30 seconds
(
- ).
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38. Media planner chooses the suitable ( )
scheduling method(s), e.g. continuity, flighting or
pulsing to allocate ( ) the budget among
different time classes.
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39. Media planner chooses the suitable ( )
scheduling method(s), e.g. continuity, flighting or
pulsing to allocate ( ) the budget among
different time classes.
They use their judgment ( ) and
experience ( ) in selecting the entry ( )
rate level of a spot of particular time-class, e.g. the
rate level F8A of the spot at the time class J7 in TVB
Jade.
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40. Media planner chooses the suitable ( )
scheduling method(s), e.g. continuity, flighting or
pulsing to allocate ( ) the budget among
different time classes.
They use their judgment ( ) and experience
( ) in selecting the entry ( ) rate level of a
spot of particular time-class, e.g. the rate level F8A
of the spot at the time class J7 in TVB Jade.
Lower entry rate level can save costs but it can be
pre-empted ( ) by spot of higher rate level.
Higher entry rate level can secure the spot but it
may render the ad cost unnecessarily high (
).
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41. In peak seasons, e.g. Christmas and summer,
higher entry rate levels are necessary because of
high ad cluster ( ) levels.
They may than use software to calculate the reach
( ) and average frequency ( ) for the
whole TV broadcast plan.
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43. Occasionally ( ), advertisers purchase spots
on a full or partial ( ) sponsorship basis ( ).
A full sponsorship involves purchase of all of the
commercial spots available in a sponsored
program. ( )
Partial sponsorship requires purchase of at least
three or four 30-sec spots in a sponsored
program. ( )
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44. Billboard ( ) is an identifying announcement
of sponsorship at the beginning, end, or breaks of
sponsored programs.
They are not sold, but usually are a bonus based
on the advertiser’s volume or commitment of buy.
( “XXX ”)
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48. Sponsorship has
several advantages:
Audiences identify the sponsor with the program.
( )
Advertiser gains additional exposure in the form of
opening and closing billboards. ( -
)
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50. Sponsorship has
several advantages:
Audiences identify the sponsor with the program.
( )
Advertiser gains additional exposure in the form of
opening and closing billboards. ( -
)
Advertiser may use cast members in commercials.
( )
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51. Sponsorship has
several advantages:
Audiences identify the sponsor with the program.
( )
Advertiser gains additional exposure in the form of
opening and closing billboards. ( -
)
Advertiser may use cast members in commercials.
( )
Sponsorship can enable participation in high-quality
programming. ( )
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52. Sponsorship has
several advantages:
Audiences identify the sponsor with the program. (
)
Advertiser gains additional exposure in the form of opening
and closing billboards. ( -
)
Advertiser may use cast members in commercials. (
)
Sponsorship can enable participation in high-quality
programming. ( )
Advertiser can get high advertising exposure within fixed
budget. ( )
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53. The drawbacks ( ) of
sponsorship are:
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54. The drawbacks ( ) of
sponsorship are:
It is generally expensive ( ).
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55. The drawbacks ( ) of
sponsorship are:
It is generally expensive ( ).
Advertiser will take a chance that the program will
not do well. ( )
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57. The drawbacks ( ) of
sponsorship are:
It is generally expensive ( ).
Advertiser will take a chance that the program will
not do well. ( )
Audience reach is limited with a single program,
compared to spreading the buy over a variety of
programs. (
)
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59. Special Event Buying
( )
The commercial time at a special-event program
can be purchase unit by unit ( ) or
as program sponsorship.
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60. Special Event Buying
( )
Specials such as (1) holiday parades ( ),
(2) election night coverage, and (3) award
presentations ( ) provide a good
environment for new-product introductions and for
seasonal advertisers because they frequently
have mass audience appeal ( ) and high
visibility ( ). In general, the commercial
time at a special-event program carries a
premium price ( ).
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63. Up-front (Long term) Buy
( ( ) )
An up-front, or long-term, buy is the purchase of
inventory ( ) of spots for all four quarters ( )
of the coming broadcast year.
Such planning to buy is usually termed as
“Advanced Commitment”, which is usually held at
the year end.
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64. Up-front (Long term) Buy
( ( ) )
As a result, aggressive TV stations, like TVB Jade,
will launch a special event on the parade of their
coming TV programs, for informing the advertisers
and the advertising agency at the year end. Such
special-event program will also be broadcast to
entertain the general audience.
( -
)
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66. Up-front (Long term) Buy
( ( ) )
Advanced commitment usually entails ( )
great volume discount (rebate) because the spots
are purchased in large lot at one time.
Such commitment will insure ( ) the advertiser
against “sellouts” ( - cancellation) and
cost-efficiency ( ), but little flexibility (
) with regard to possible cancellation.
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69. Being a broadcast media, radio spots are
purchased in the same way as television; that is,
with a contractual obligation ( ) for a
specified number of spots over a designated (
) period.
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70. Planners need to have the total picture on the
audience that will listen at various times to specific
radio stations, e.g. the number of men, women
and teenagers.
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71. Planners need to have the total picture on the
audience that will listen at various times to specific
radio stations, e.g. the number of men, women
and teenagers.
They must have a close watch on the latest
program schedules ( ) of the
various stations.
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72. Planners need to have the total picture on the
audience that will listen at various times to specific
radio stations, e.g. the number of men, women
and teenagers.
They must have a close watch on the latest
program schedules ( ) of the
various stations.
On the other hand, the format ( ),
i.e. whether it is musical, stock market reports,
weather reports, traffic reports, sports or news, is
another important factor influencing station
selection.
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73. Planners must rely heavily on the buyer’s
experience in executing a local-market radio buy
and ensuring a close match among the
commercial copy, audience, and station format.
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76. ROP ( )
Run of Page or Run of Press, describe the
advertisement for which a definite position is not
specified.
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77. Junior-Page ( )
A page size that has same dimension ( ) ratio
as full page. It permits ( ) an advertiser to use
the same printing materials for small- and large-
page publications.
The advertisement is prepared as a full-page unit
in the smaller publication, and in the larger
publication as a junior page with editorial (e.g.
) around it.
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78. Centre Spread ( )
An advertisement appearing on the two facing
pages in the center of a publication.
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79. Gatefold ( )
A special space unit usually consisting of one full
page plus an additional page or part of page that
is an extension of the outer edge of the original
page and folds outward from the center of the
magazine as a gate.
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82. new magazines offer extremely flexible ad rates
ranging from 0-70% of the rate card prices. (
- LV
sell )
Sunday, 27 December 2009
83. new magazines offer extremely flexible ad rates
ranging from 0-70% of the rate card prices. (
- LV
sell )
larger and branded advertisers enjoy higher
discounts ( ).
Sunday, 27 December 2009
84. new magazines offer extremely flexible ad rates
ranging from 0-70% of the rate card prices. (
- LV
sell )
larger and branded advertisers enjoy higher
discounts ( ).
larger quantity buying is entitled to more
discounts. ( )
Sunday, 27 December 2009
85. new magazines offer extremely flexible ad rates
ranging from 0-70% of the rate card prices. (
- LV
sell )
larger and branded advertisers enjoy higher
discounts ( ).
larger quantity buying is entitled to more
discounts. ( )
opportunistic ( ) buys involve the purchase
of ad space at low rate at the last minute. (
)
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86. Besides the pricing flexibility, media buying for
magazines is so versatile ( ) that it may
package a public relations or sales promotion
event with a number of ad spaces.
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87. For example, the female magazine “Jessica” may
package the PR event “Top 10 Cover Girls Election”
with a yearly commitment of 26 ad insertions.
Such package often entails great discount on the
list price of the ad space (the normal discount is
30%) and the advertiser enjoys free write-ups on
the event after launch.
(Package - (e-zone magazine) (PR event) ->
free write-ups (“ ”))
Except small advertisers, buying of a single ad
space is seldom ( ).
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88. Prevailing ( ) trend in media buying of
magazines includes having another special rate
card for the “Supplement Book”.
Direct trade between media and advertisers is
another prevailing trend that is threatening ( )
the role of advertising agency, e.g. the above-
mentioned package.
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90. Unlike magazines, newspapers are not generally
considered a negotiable medium for advertisers,
unless they are large, e.g. supermarket chains,
major retail stores, shopping centres, etc.
( )
Another negotiable situation is that opportunistic
buy is being offered.
( )
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91. Newspapers have been very aggressive in
developing daily special sections geared ( ) to
various audiences and issues.
For example, a special section on dining tips can
attract many food companies to advertise at the
section. Other sections that can be advantageous
( ) in reaching selected audiences include
sports, business, and special features on fashion,
grooming ( ), and home care.
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92. In addition to the daily special sections, ad hoc
supplement ( ) on a special event will be
launched from time to time.
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99. In Hong Kong, JCDecaux Pearl & Dean
(www.jcdecaux.com.hk) manages the MTR
Advertising Concession and the Hong Kong
International Airport Advertising Concession also.
Therefore, all advertisers and advertising agency
have to work through JCDecaux for all kinds of
advertisement bookings.
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100. In recent years, many new spaces and tools are
opened up for creative buys. For example,
Plasma TV, TV projector, pillar ( ), passageway (
), interactive panels, exhibition display
booth, ceiling ( ), station exterior ( ), etc.
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107. Pay per click ( ) is an advertising model
used on search engines, advertising networks, and
content websites/blogs (
) , where
advertisers only pay when a user actually clicks on
an ad to visit the advertiser's website (
).
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108. Advertisers bid on keywords ( ) they believe
their target market would type in the search bar
when they are looking for a product or service (
).
Sunday, 27 December 2009
109. Advertisers bid on keywords ( ) they believe
their target market would type in the search bar
when they are looking for a product or service (
).
When a user types a keyword query ( ) matching
the advertiser's keyword list, or views a page with
relevant content, the advertiser's ad may be shown.
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110. Advertisers bid on keywords ( ) they believe
their target market would type in the search bar
when they are looking for a product or service (
).
When a user types a keyword query ( ) matching
the advertiser's keyword list, or views a page with
relevant content, the advertiser's ad may be shown.
These ads are called a "Sponsored link" or
"sponsored ads" and appear next to, and
sometimes, above the natural or organic results on
search engine results pages, or anywhere a
webmaster/blogger chooses on a content page.
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113. INTERNET
SPONSORED LINK OR SPONSORED ADS
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114. INTERNET
SPONSORED LINK OR SPONSORED ADS
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115. INTERNET
SPONSORED LINK OR SPONSORED ADS
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116. Buying can be done for website one by one, or
use the services provided by third-party ad server,
e.g. DoubleClick Inc. (www.doubleclick.com). This
ad server automates ( ) the posting of an
internet ad(s) among dozens of websites based on
the requirements of advertiser or media planner
Sunday, 27 December 2009
117. e.g. which sites to be bought, the number of
impressions to be delivered on each site, the
creative executions and rotation instructions, and
the target audience. Additional services the ad
server provides including planning, budgeting,
insertion order generation, creative trafficking (
) and post-buy analysis
Regarding advertising on Search Engine, Google
AdWords, Yahoo! Search Marketing, and Microsoft
adCenter are the largest network operators as of
2007. Depending on the search engine, minimum
prices per click start at US$0.01 (up to US$0.50);
these prices are often referred to as Costs Per
Click (CPC).
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119. For TV spots buying, media planner has to
determine which program to carry the
advertisement because the media plan analyzes
the costing based on timeslots.
Sunday, 27 December 2009
120. For TV spots buying, media planner has to
determine ( ) which program to carry the
advertisement because the media plan analyzes
the costing based on timeslots.
For print and broadcast advertisement, if the
advertiser waits too long before committing the
designated ( ) budget, all the availabilities (
) could be exhausted ( ), thus leaving nothing
to buy.
Sunday, 27 December 2009
121. For TV spots buying, media planner has to determine (
) which program to carry the advertisement because
the media plan analyzes the costing based on timeslots.
For print and broadcast advertisement, if the advertiser
waits too long before committing the designated ( )
budget, all the availabilities ( ) could be exhausted
( ), thus leaving nothing to buy.
For Internet advertisement, there is no standard way of
counting exposures ( ).
For example, on may count ads when they are sent out
(even if the user clicks away while it is still downloading),
while the other counts an ad only when it has been
successfully displayed.
Sunday, 27 December 2009