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RTV 453 Local Direct Sales

RTV.453Local.Direct.Sales.All.cell.phones.and.technology.off.and.put.away.except.as.approved.by.signed.form.Media.Content.~.Target.Audience.•.Age.Breaks./.Life.Cycles./.Appeals.•.How.would.you.make.money?.•.What.is.your.niche?.(Daryn.Kagan:.‘good.news’./.Cali.Lewis:.‘technology.expert’./.Matt.Drudge:.liberal.(?).news.analysis,.etc..•.Understand.what.is.going.on:.•.Edison./.Arbitron.study.Sales.business.•.AE./.salesperson,.GSM./.LSM./.NSM.•.Radio:.selling.dayparts.(:30s./.:60s).and.programs.and.promotions.•.TV:.selling.avails.in.programs.•.Small./.medium./.large./.major.markets.•.Nielsen.and.Nielsen.Audio.•.Income:.commission.only.•.“Easy.job.not.to.do”.--.failure.Sales.Business.•.About.selling.to.local.direct.clients.•.Other.part.of.sales:.dealing.with.agencies.--.what.is.an.advertising.agency?.Boutique?.Production.House?.•.‘Spots’‘Inventory’.•.Who.writes.the.spot?.Who.produces.it?.Does.the.client.pay.for.that.work?.Other.terms.•.Spec.spot.•.BTA./.ROS./.pre-emptible.•.Rate.card.•.Packages./.promotions.•.AQH,.GI,.frequency,.reach.•.CPM,.CPP.Sales.•.Paul.Weyland,.Sales.book....•.Chiquita.salesperson.•.Creative.advertising.copy.•.Selling.purple.paint.•.Types.of.radio.spots./.TV.spots.•.Starting.with.a.copy.platform.Copy.Platform.•.Structure.to.create.content.to.reach.your.target.market.#.Sales.terms.co-op.advertising,.GSM/LSM/NSM,.rep.firm,.ratings,.shares,.national.upfront.market,.national.scatter.market,.national.spot.buys,.Number.of.radio.markets,.number.of.TV.markets.and.terms–.Nielsen.Academic. Sales.terms.HUTs,.overnights,.PURs,.AQH,.cume,.TSA/DMA/metro,.ADI,.inventory.sellout.rate,.pre-emptible.rates,.commercial/promo/PSA,.imaging.co-op,.CPM/CPP,.make-goods,.etc..(see.class.notes). Sales.terms.What.is.(a)."Measures.the.percentage.of.the.viewing.or.listening.audience,.based.on.the.total.number.of.viewers.or.listeners.tuned.in,.or,.in.TV,.the.number.watching.÷.HUT.level"? .The.term.referring.to.the.cost.to.reach.1,000.people.with.an.advertisement"?

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RTV 453 Local Direct Sales

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  1. RTV 453Local Direct Sales All cell phones and technology off and put away except as approved by signed form

  2. Media Content ~ Target Audience • Age Breaks / Life Cycles / Appeals • How would you make money? • What is your niche? (Daryn Kagan: ‘good news’ / Cali Lewis: ‘technology expert’ / Matt Drudge: liberal (?) news analysis, etc. • Understand what is going on: • Edison / Arbitron study

  3. Sales business • AE / salesperson, GSM / LSM / NSM • Radio: selling dayparts (:30s / :60s) and programs and promotions • TV: selling avails in programs • Small / medium / large / major markets • Nielsen and Nielsen Audio • Income: commission only • “Easy job not to do” -- failure

  4. Sales Business • About selling to local direct clients • Other part of sales: dealing with agencies -- what is an advertising agency? Boutique? Production House? • ‘Spots’‘Inventory’ • Who writes the spot? Who produces it? Does the client pay for that work?

  5. Other terms • Spec spot • BTA / ROS / pre-emptible • Rate card • Packages / promotions • AQH, GI, frequency, reach • CPM, CPP

  6. Sales • Paul Weyland, Sales book... • Chiquita salesperson • Creative advertising copy • Selling purple paint • Types of radio spots / TV spots • Starting with a copy platform

  7. Copy Platform • Structure to create content to reach your target market #

  8. Sales terms co-op advertising, GSM/LSM/NSM, rep firm, ratings, shares, national upfront market, national scatter market, national spot buys, Number of radio markets, number of TV markets and terms – Nielsen Academic. 

  9. Sales terms HUTs, overnights, PURs, AQH, cume, TSA/DMA/metro, ADI, inventory sellout rate, pre-emptible rates, commercial/promo/PSA, imaging co-op, CPM/CPP, make-goods, etc. (see class notes). 

  10. Sales terms What is (a) "Measures the percentage of the viewing or listening audience, based on the total number of viewers or listeners tuned in, or, in TV, the number watching ÷ HUT level"?  The term referring to the cost to reach 1,000 people with an advertisement"? ###

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