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Methods of Buying Time

Methods of Buying Time - Methods of Buying Time Sponsorship...

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Methods of Buying Time Sponsorship 1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on a show’s prestige Participations 1. Participating sponsors share the cost 2. May occur regularly or sporadically 3. Advertiser doesn’t do production 4. Participants lack control over content Spot Announcements 1. May be purchased by daypart or adjacency 11-1
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TV Advertising Buying Decisions Considerations are the geographic markets and ability to acquire airtime. National Versus Local Spot Reach is the primary consideration but ease of purchase is important. Network Versus Spot Method of buying affects cost, commitment, and identification. Sponsor, Participate, or Spot Scheduling depends on reach and frequency requirements. Specific Daypart and Weeks 11-2
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Common Television Dayparts 11-3
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Cable Television Rapid growth during last 20 years 91% of households have cable TV via wired cable or satellite Development of superstations
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