In the opening chapter vignette we discussed how Hyundai used the largest stage in the world, the Super Bowl, to launch their new initiative. That took a lot of guts, due primarily to the multimillion dollar price tag for just one spot. While it worked for Hyundai, think about how many other advertisers have spent the money, but have not had the same success. Most advertisers do not use the Super Bowl, in fact the majority of advertisers spend their money through a flight of television and radio over a longer period of time. For them, their audience is aggregated through the many shows that are purchased, putting an emphasis on picking programming that attracts their targets in mass. In this exercise you will see and hear a series of advertisements and determine five programs that would fit nicely with what the ad is trying to communicate. For instance, a packaged goods commercial that is touting the benefits of its body spray in attracting women is likely targeting a young male audience. The advertiser is likely going to be choosing shows that skew heavily toward that demographic, such as ESPNs SportsCenter, Ultimate Fighting Championship on Spike, X Play on G4, and NFL games on Fox, CBS, NBC, and ESPN, just to name a few. The best way to learn about what shows are available without access to syndicated research is to go to the TV and radio network’s Web pages. To access the chapter playlists go to www.mhhe.com/arens13e.