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| Public Broadcasting System |
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Corporation for Public Broadcasting
Semi-autonomies government agency |
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| Persisten of Vision makes film work |
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Watching something real
-"Medium of imagination"
-"Sort of" special effects |
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| Kinetoscope - Watched a film on |
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| idea to show more than 1 person at a time - theaters |
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"Film as narrative"
-Great Train Robbery - multiple shots in same scene
-Shouldn't be imaginary things - should tell a story |
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"Film as art"
Birth of a Nation - first major full length film
Intolerance - "Man's inhumanity to man" |
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| Low Budget, highly targeted successful film |
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More character movies - no plot to movie
Breakfst Club
Rainman |
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| "well protected property" |
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Orson Welles
Life of newspaper giant, William Randolf Hearst (Rosebud) |
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| "Comfort the afflicted, and afflict the comfortable" H.L. M... |
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| Nonook of the North - Tells it how it is, no persuasive intent |
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| Roger and Me, Fahrenheit 911, Bowling for Columbine, Sick |
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Hospital, High School, Meat (What's being done to yours)
-Cinema Verite' - let the camera tell the story
-Showing things that people don't want to see |
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| Baseball, the Civil War, The War |
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| Dollars put up by the production comp. to support the development of a script and/or pilor for a prosed series before a network decision is made. |
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| Number of different targets reached at least one in a given period of time |
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| Number of times any given person see your ad |
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Providing necessar support to the primary activities or operation of an organization, institution, industry, or system
-Other companies associated with advertising business |
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| Outlook - where they want to be in the future (sales up by 5%) |
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| Specific goals from specific ads they are putting out (want awareness to go up) |
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Product
Price
Place
Promotion |
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• The more an advertiser spends, the lower the cost per unit
• The Larger the audience and or/”demo” or the broadcast outlet,” the higher the cost
• The more “desirable” an available “target”, the higher the cost
• The more control the advertiser wants, the higher the cost |
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| Media Buying Principles (The ultimate logic..) |
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| Number of households utilizing TV |
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| Percent of households utilizing TV |
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| Number of People using radio |
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| Percent of people using the radio |
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Nielsen Station Index
Local TV |
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Nielsen Television Index
National TV |
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| Number of people with TV's in a population; on or off |
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| Number of TV's ON in a population |
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Estimate what's happening in the universe (we will never know what it actually is)
Percent of households in tune to a certain station at certain time |
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| Sample/Statistic; Universe/Parameter |
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| Range within which we are some percentage certain that the parameter exists |
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| Saying your product is the best, not a specific claim |
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| Nothing wrong with old one, but we want new one |
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| Range within we believe the parameter exists (9-11, 8-12) |
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| Our degree of certainty about the range within which we believe the parameter is. |
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| Vertically Integrated Industry |
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Same company controls what goes on with their film - blocks out the independent guy.
-Supreme court ruled they couldn't do it - mopolistic |
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F Will Hays developed the unique selling proposition as a means to utilize publicity to change the deep-seeded
T F |
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In the beginning, there was both institutional and governmental financial sport for educational broadcasting; while that support till continues, public stations now supplement those dollars by selling advertising
T F |
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| Competetive bidding "over-promised" |
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| Bidding against one another to build a cable complex and realized later they over promised and couldn't do it |
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| Dollars given by a network to a production company to support the development of a scrapt and/or pilot for a prososed series... the network always "gets something back" in trade |
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National produced
Carried by affiliated stations
Financed primarily by national ads within the shows |
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After success, is the "pot of gold"
Has been known to spur the popularity of a series that only experienced moderate success during its original network run |
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Right to "air" episodes of network seperately
Usually a package deal
Local broadcaster sells "all" the ads and keeps all the revenue |
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| Some things can be played over and over and still be funny |
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Exchange of ads for programming (free programming)
-doesn't happen anymore
common in national radio |
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| Controlled, mediated, paid for, persuasion (all stages) need all to be considered advertising |
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