MKTG 477 1st Edition Lecture 3 Outline of Current Lecture II. Breakdown of five headlinesA. Upfront marketB. Scatter marketC. Make goodD. Preemption E. TaglineCurrent Lecture“Circuit City, FCB split amidst creative review”- Putting an account up for review“Wrigley fields new pitch; Gum aids memory, stress”- Pitching an account“Kids’ upfront (market) soars as prices rise 15% to 20%”- Upfront market – a buying period that occurs before the TV season begins (buying TV advertising “inventory” – time slots on programs)- Scatter market – a buying period after the upfront market, for remaining advertising inventoryDesperate Housewives was an unexpected hit therefore, scatter market prices would be higher than upfront“NBC doles out $50 billion in make goods”These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Make good – a pay back of additional advertising (free advertising?) to an advertiser if a condition wasn’t meto When an ad is preempted Not shown because of announcement, like 9/11 broadcast updates Technical difficulties A promised audience size (TV rating) was not delivered (Nielsen says theirwill be X number of viewers but it doesn’t happen, like not watching the second half of the Super Bowl because one team is dominating)Monster and Levi advertised people in their underwear, since Levi was shown second they asked for a make good. They thought it looked like they were still advertising for Monster in the Levi commercial“Red Lobster returns to old tagline with new effort”- Tagline – a sentence or phrase that often comes near the end of a TV commercial or at the bottom of a print ad for purposes of creating and/or reinforcing a brand
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