The purchase of T. V. advertising time is a highly specialized phase of the advertising business, particularly for large companies spending huge sums of money. Large advertisers that do a lot of T. V. advertising generally use agency media specialists or specialized media buying services to arrange the media schedule and purchase T. V. time. Decisions have to be made regarding national or network versus local or spot purchases, selection of specific stations, sponsorship versus participation, different classes of time, and appropriate programs. A number of options are available to advertisers that choose to use T. V. as part of their media mix. They can purchase time in a variety of program formats that appeal to various types and sizes of audiences. They can purchase time on a national, regional, or local basis. Or they can sponsor an entire program, participate in the sponsorship, or use spot announcements during or between programs.
Match the various media concepts related to buying television time with their implications for advertisers or media planners of various brands currently using T. V. as a medium as part of their IMC.
1. Pax Shower Gel
2. FreshFruits Market
3. Parents Groups Against Drunk Driving
4. CleanWell Vacuum
5. Cozy City Diner
6. Toys&More
7. KitchenSplendor Range
Match each of the options above to the items below.
First-run syndication
Dayparts Scatter market
Participations
National spot advertising
Sponsorship
Up-front market