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About Me
- Rob
- is an outdoor writer who has worked for newspapers in Montana, Arizona, California and Idaho. He moved to Hamilton, Mont. in 1992, where he won his first Montana Newspaper Association Award for outdoor writing while working at the Ravalli Republic newspaper. After working in Arizona (where he edited the state's top outdoors section at the Arizona Daily Sun in Flagstaff) and Idaho, he returned to Montana in 2006. He has worked in journalism as a writer, editor and professor for more than 20 years. He teaches journalism at Flathead Valley Community College and previously taught at Northern Arizona and Idaho State universities.
is there going to be a final test for mass media?
ReplyDeleteYes, there will be a final. It will be similar to the midterm, with in the neighborhood of about 75 questions. It will be available next week during finals. I’ll leave it open for a few days. I need to check on when grades are due before I can say which days.
ReplyDeleteThe advertising chapter and quiz is our last assignment of the semester.
I had a question about ch 11 test. sent an email to fvcc. edu address. Thanks in advance for response.
ReplyDeleteKelly had a question about the quiz and how ad agencies offer their services for free to advertisers. I'm posting my answer here as it may be helpful for all of you.
ReplyDeleteKelly:
On page 302 under Commissions in “Agency Compensation” it explains that advertising through ad agencies is effectively free for the advertisers. Here’s how that works:
Lets say an advertiser, a tractor dealer for example, wants to spend $100,000 on television ads. If the advertiser goes directly to the networks they pay one rate, lets say its $10,000 per spot so they get 10 ads for their $100,000.
However, if they use an advertising agency which charges a fee of 15 percent, you might think that the advertiser would only get eight ads while the ad agency pockets $15,000, and that looks like a bad deal for the advertiser.
But since ad agencies kind of work as middle men funneling advertisers to the television companies, TV execs like working with ad agencies. Plus, if an ad agency represents 20 advertisers the TV execs just have to deal with one client (the ad agency) rather that 20 different advertisers. So the television company offers a discount for ads placed through ad agencies rather than directly by advertisers.
So if our tractor dealer takes that $100,000 and goes to an ad agency to place ads to sell tractors, the ad agency knows it will receive a a discount to place those ads. With a 15 percent discount those $10,000 spots now cost just $8,500, or $85,000 for 10. The tractor dealer sill gets 10 ads, and the ad agency pockets the remaining 15 percent or $15,000.
It is so beneficial to the television station, or most media companies for that matter, to deal with one ad agency rather than a multitude of advertisers ranging from large corporations down to mom-and-pop tractor shops, that these companies will gladly give up the 15 percent on ad revenue to have the ad agency in effect run interference for them.
This allows ad agencies to offer their services for free to advertisers when they sign a commission contract with the agency.