adv205_exam3 - CH. 10 Type (274) Halftone (275) process of...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
CH. 10 Type (274) Halftone (275) process of converting continuous-tone artwork, such as a photograph, into a pattern of different size dots that simulate shades of gray. When printed, the dots merge to give an illusion of continuous tone to the naked eye. CH. 11 Run of paper (ROP) advertising rates (317) newspaper’s normal discretionary right to place a given ad on any page or in any position it desires (where space permits). Most newspapers make an effort to place an as in the position requested by the advertiser. Secondary readership pass along rate (305) estimate determined by market research of how many people read a single issue of a publication Types of Newspaper Advertising (312) Display, Classified, Public Notices, Preprinted Inserts, Online Pros and Cons of Magazine Advertising (300), Newspaper Advertising (310) Special Possibilities with Magazines (298) bleed, cover position, junior unit, island halves, insert, gatefold Circulation audit (305) thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors On-cover date (306) is the date printed on magazine cover Sale date (306) is the date the magazine is actually issued Closing date (306) is the date all ad material must be in the publisher’s hands for a specific issue Vertical publication (305) covers a specific industry in all its aspects Horizontal publication (305) deals with a particular job function across a variety of industries CH. 12 Off network syndication (334) former popular network programs (reruns) are sold to individual stations for rebroadcast First run syndication (334) involves original shows which are produced specifically for the syndication market Barter/advertiser supported syndication (334) off network or first run programs offered by producers to local stations free or for a reduced rate, but with some of the ad space presold to national advertisers Sponsorship (333) presentation of a radio/TV program/event/website by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/26/2011 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.

Page1 / 4

adv205_exam3 - CH. 10 Type (274) Halftone (275) process of...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online