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On its own
With a graphic
During a scene
During a scene on either the left corner or the right corner
Examples of underwriting spots (The text in each case says that the program is sponsored by "The Free Encyclopedia, Wikipedia")
Marketing
Marketing
Marketing management
Key concepts
Distribution
Pricing
Retail
Service
Activation
Brand licensing
Brand management
Co-creation
Consumer behaviour
Consumer culture
Dominance
Effectiveness
Ethics
Promotion
Segmentation
Strategy
Account-based marketing
Digital marketing
Product marketing
Social marketing
Influencer marketing
Attribution
Annoyance factor
Horizontal integration
Vertical integration
Promotional content
Advertising
Branding
Corporate anniversary
Direct marketing
Loyalty marketing
Mobile marketing
On-hold messaging
Personal selling
Premiums
Prizes
Product placement
Propaganda
Publicity
Sales promotion
Sex in advertising
Underwriting spot
Promotional media
Behavioral targeting
Brand ambassador
Display advertising
Drip marketing
In-game advertising
Mobile advertising
Native advertising
New media
Online advertising
Out-of-home advertising
Point of sale
Product demonstration
Promotional merchandise
Promotional representative
Visual merchandising
Web banner
Word-of-mouth
Research
Market research
Marketing research
Mystery shopping
Consumer research
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An underwriting spot, known as sponsor credit (Japanese: 提供クレジット, romanized: Teikyō kurejitto) in Japan, is an announcement made on public broadcasting outlets, especially in the United States, in exchange for funding. These spots usually mention the name of the sponsor, and can resemble traditional television advertisements in commercial broadcasting to a limited extent; however, under the terms of a public broadcaster's license from the Federal Communications Commission, such spots are prohibited from being promotional (such as making product claims, using superlatives, or being more than 30 seconds long) or making any sort of "call to action" (a phrase that refers to "any device designed to prompt an immediate response or encourage an immediate sale" such as announcing prices or providing an incentive to buy).[1] In the U.S., these restrictions apply to any television or radio station licensed as a non-commercial educational (NCE) stations, and even for non-sponsoring companies and products. However, this is not the case in Japan, as these spots can be played on both public and private broadcasters and are typically played alongside traditional commercials and appear after a show's opening theme or after a preview of a next episode or appear during a scene of a show.
Donors who contribute funding can include corporations, small businesses, philanthropic organizations, charitable trusts, and individuals. An underwriting spot can typically include the name (and, in local underwriting spots, address) of the underwriter, possibly including a company slogan (provided the slogan does not contain a call to action) and a message of appreciation, either from the sponsor indicating its pride in the program or from the station indicating its thanks for the underwriter's sponsorship. Individual spots, more apparent on public radio, often are used to express personal appreciation for the station's programming, and often also offer family members or friend best wishes on a major life event such as a wedding, anniversary or birthday.
Criticisms include inhibiting influences on public affairs programs (even self-censorship) where investigative journalism is featured and tendencies toward the use of non-artistic criteria in determining the selection of programs, such as symphony broadcasts on radio and theatrical productions on television.
^"Ad vs. Underwriting". Retrieved January 12, 2018.
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