3.1.07 - The Business of Broadcasting and Cable.and the...

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The Business of Broadcasting and Cable …and the Economics of Electronic Media Media Buying - Relationship among 3 overlapping entities: o programmers o media buyers select where messages go o media sellers in the industry radio, TV; have a product that they want to advertise - Buying plans involve: o Market size or population Population base; how many people you can reach/how far o Effective buying income of population o Retail sales for each market TERMS TO KNOW! - Target audience o Audience advertisers want to reach o EX. people 18-24; the baby-boomers, Men 18-34, Women 20-45 o Found by using demographics and psychographics - Demographics o Age, sex/gender, income, education, race/ethnicity o One part of what is looked for in target audience - Psychographics o Lifestyle, behavior, attitude o EX. Smoking; Gay/Lesbian; Conservatives 18-24 - Rate card (SEE ONE ON PAGE 158) o Used by stations and advertisers for ad costs Lists the cost of the ads (per 30 secs) [for different kinds of
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3.1.07 - The Business of Broadcasting and Cable.and the...

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