Study Guide for COMM 222 at UMass(3)
Study Guide for COMM 222 at UMass(3)
Popular in Course
Popular in Department
This 6 page Study Guide was uploaded by an elite notetaker on Friday February 6, 2015. The Study Guide belongs to a course at University of Massachusetts taught by a professor in Fall. Since its upload, it has received 14 views.
Reviews for Study Guide for COMM 222 at UMass(3)
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 02/06/15
Advertising Terms and Practices conduct research buy media time CPM cost per Thousand amount of viewers1000 gt that cost Ex90000 viewers cost 180 so 9000010009O gt 18090 2 Local spot advertisements for local places like the Pub National spot group of stations held aside for certain ads to be shown on Network ads showing ad for tv show on its own station Clipping cut 30 sec away from program to have more time to advertise products Per inquiry ads not sold in stores special mail in offer Stations receive part of the profit Cooperative ads local dealer and national manufacturer share the cost Double billing sneaky illegal Local station and dealer rip off manufacturer Make goods on networks promise adjustments bc they took up your time so they give you additional time for free Reduces scatter market Up front market in spring 6070 ads for the following fall Inventory total ad time available to sell Scatter market ads leftover not invaluable though Network adjacencies local stations sell local advertising for more Clutter Limits Roles of AD AGENICES supervisedesign campaigns produce the ads pay the media represent sponsors to media work for advertiser not the media 0 Traditionally 15 commission 0 National sales reps non network groups of stations 0 Syndicators Distributorsrecord and sell to others 0 First run first time a show is on the air 0 Off network 0 Barter syndication commercials included with program for free EXstation might get program for free but 4 min of ads is already taken by syndicator 0 BAR broadcast advertising reports solves problems for advertisers and agencies used to have to keep log showing that shows were on o ConfirMEDIA 0 Media Watch monitors and verifies that ads are on when they39re supposed to be 0 VEIL video encoded invisible light Codes embedded in every commercial saying time channel it should be on RAB radio advertising bureau Help radio stations sell Themselves to advertisers TvB TV advertising bureau Help TV stations market Themselves to advertisers CAB cable advertising bureau IAB interactive advertising bureau Ratings percent of TVHH watching a program used to decide fate of programs Determines how much stations charge for advertising Only program performance that networks care about RNTVHH Arbitron radio neilsen tv Sampling issues DMAs designated market area Standard term for a market where majority of TVradio viewing occurs Largest DMA39s daily Meters provides info about what station TV is on for how long when what shows Diaries people get paid to keep track of whenwhere they watch tv or listen to radio Effects of diaries not accuratewatch moreless People meters push buttons cards electronic IDs signals whenfor how long people are watching TV for Passive measurement PPMs portable people meter Replaces diaries Whenever you are near a radio it will send in a signal that it picks up to keep track of stations you are listening to Network audience erosion Shares based on HUT households using tv SNHUT Cumes for radio audience per week Sweeps 4 times a year data is collected everywhere TVHH tv households HUT households using tv the sum of the ratings Sample error 65 chance that true meaning is in 1 sample error 95 chance that true meaning is in 2 sample errors error increased by low response rate assumes perfect sample wo missing data rarely happens takes large increase in sample size Response rate Tonnage how many are watching demographics who are they Agesex Commercial ratings Weighting the larger the weight the more problematic if group 10 of pop but 8 of sample weight by 125 8 x 125 10 if group10 of pop but 1 of sample weight by 10 1 X1010 minorities o Hypoing 0 Cable 0 Impact of techvcrsdvdsremote change ratings Dvd for videolibrary rentals DVR for time shifting 0 Internet measurement issues 0 Reciprocal Relationship bw comm Institutions amp tech technologies don39t develop on their own they39re constrained by institutions Institutions determine whenhow tech is used tech creates and changes institutions institutians shape and constrains tech Power Roles authorities confer licenses administerenforce the law patrons investsubsidize media managers executives administrators internal decision makers auxilaries provide services and raw materials experts specialists technicians consultants externa orgs watchdogs pressure groups pubHc Media programming is an organized social activity never one individual Producers seects the stories hires cast writers directors liason bw production co and network has authority for final cut and editing supervises major aspects of production THREE TYPES 1 film makers college grads who work their way up in a studio Have LEAST conflict w network writer producers more from journalism program than media Script writers who have message to get across BECOME PRODUCERS TO GAIN MORE CONTROL OF THEIR STORY CONTENT old line producers had a lot of experience success Ideas turned into pilots writer and old line producers have more conflict w network bc they want more of their own ideas used and less network control over them Affiliate group that broadcasts something either radio or tv Independents broadcast something on their own quotindiesquot Studios place where filming takes place CompensaTion Clearance Fin syn financial inTeresT and syndicaTion rules producers and disTribuTors need To be separaTe Repurposing running program on a differenT owned channel Then where iT comes from ex NBC shows same Thing on MSNBC and ABC shows one of Their shows on lifeTime economical for neTworks bc They don39T have To creaTe as many programsneTwork affiliaTes don39T like bc iT decreases shows value Commerce clause ScarciTy There is only so much channel space so noT everyone who wanTs To broadcasT can Public inTeresT NewTon Minow wanTed To know whaT iT was Every decision is based on The public inTeresT FCC TreaTs iT as a compromise balance bw compeTing inTeresTs sysTem runs on privaTe profiT BUT serves The public inTeresT PrivaTe profiT wins when There39s a conflicT bw public and privaTe BesT way To serve public have a loT of compeTiTion convenience or necessiTy PICON guiding govT sTandard Fairness DocTrine FOR ISSUES shows how gov39T TreaTs broadcasTing compared To oTher media if someone offers a conTroversial view The opposing Team musT be given reasonable opporTuniTiesquot To reply some indirecT effecTs mainTains sTaTus quo Through indusTry pressure limiTs ownership gives deTails of neTwork raised eyebrowquot ThreaT chilling effecT reduces conTroversy by giving Time To opposing views SecTion 315 FOR CANDIDATES no regulaTions deals w candidaTes running for office gives equal opporTuniTies To any oTher legally qualified candidaTe broadcasTer cannoT censor message if They don39T like opposing candidaTe PROBLEM gt every Time a candidaTe appears oThers demand equal Time 1996 Telecomm acT goal is To allow compeTiTion To occur Si anyone can enTer The communicaTion business MarkeTplace philosophy TV called ToasTer w picTuresquot Marc Fowler came up wiTh idea ThaT Tv is an appliance like a ToasTer Ki we shouldn39T regulaTe iT any differenle Than oTher appliances PTAR FCC ThoughT broadcasT neTwork had monopoly of prime Time 7 8PM was Taken away from neTworks Ki filled wiTh enTerTainmenT 0 Children39s educational programming requirements no inappropriate programs before 9PM warnings on air and in listings CBS made family viewing hour formal policy of TV networks 0 Digital broadcasting o Ascertainment citizen group determines local problems in community amp produces programs to take care of it o EEO requirements equal employment opportunities not much emphasis put on it o Antitrust and mergers 0 FCC FUNCTIONS AND DUTIES executive pres appoints commissioners no more than 3 from one party J39udicial court decides if decisions should be appealed legislative rule making 0 License renewals only part where FCC can demonstrate some power license renewed every 3 yrs if licensee serves public interest convenience and necessity currently 8 year for radio and TV at renewal time party in interestquot gt can file petition to denychallenging licensee party with license usually wins only group that can file anything is competing broadcaster public has NO say o RENEWAL HEARINGS 1964 case church against TV station WLBT blamed guilty of racial discrimination and too many commercials shows that public interest groups have the right to have a voice 0 Complaints 1 consumer and gov39t affairs bureau complaints about public education come from parents tv council 2 enforcement bureau enforces telecomm act 3 media bureau regulates licenses broadcast station adjudication settles disputes acts on petition to deny if they39re not doing a good job license can be taken away Rule making legislating Hearings dropped or report and order or policy statement Raised eyebrow FCC makes indirect general statement as a threat so that something gets changed Jawboning illegal direct explicit pressure is put on networks to do something PASTORE HEARINGS 1972 Eisenhower sTarTs NaTional Commission on The Causes and PrevenTion of Violence Eisenhower Commission PasTore asks surgeon general To underTake new research on reducing The violence M S generals sTudies 23 new original sTudies done All meThods show posiTive link bw Tv violence and aggressive behavior 7 of 12 members affiliaTed wiTh neTworks NIVH forms Surgeon Generals ScienTific Advisory CommiTTee on TV and Social Behavior conclusion preliminary and TenTaTive indicaTion of relaTion bw viewing violence on TV Si aggressive behaviorBS BUT press said ThaT TV violence was unharmful To youTh Self regulaTion FCC chair Richard Wiley famin viewing congress says ThaT They have To do reporT on how FCC will reduce violence and obsceniTies on TV no inappropriaTe programs before 9PM CBS made family viewing hour from 89PM formal policy of TV neTworks
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'