MCOM 316 Chapter 5 – Sales
Sales department functions and organizations, GSN
National Sales Manager, local SM, account executives
Sales: manager qualities, knowledge, personality, ambitious, competitive,
persuasive, and adaptable
Time sales: the rate card, grid card or electronic rate card
30 second spots, 60 second spots, 15 and 10 second spots, trade, trade out or barter
Selling below the card, selling off the card, bonus spots or spins
Radio ubiquitous: radio reaches big spenders, the only truly affordable medium,
most flexible advertising options
Rotation plans: horizontal and vertical rotations
Station Rep: national and regional, national offices include New York, Chicago,
Los Angeles, Atlanta and Dallas
Neilsen Station Index (NSI): metro area (MSA), designated market area (DMA),
NSI-combination
Audience measurement: Rating = Number of households viewing station
Number of TV households in survey area
HUT = Number of TV households with sets on
Number of TV households in survey area
Share = Number of TV households viewing station
Number of TV households with sets on
AQH – average quarter hour
CUME – cumulative audience
GRP – gross rating point
GI – gross impressions
CPM = Cost of spot or advertising schedule
Number of households or persons reached
x 1000