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40 Cards in this Set

  • Front
  • Back
Media planner
To supervise all areas of the advertising campaign as it relates to the media function.
Media research
Coordinates both primary and secondary research data and functions as a support group for media planners.
Media buying
Select and negotiate specific media placements, and they are responsible for monitoring post placement executions.
Convergence
The blending of various facets of marketing functions and communication technology to create more efficient and expanded synergies.
Interactivity
Technology will allow consumers to deal directly with marketers for their entertainment, purchases, and other services, bypassing traditional media and marketing channels.
Creativity
Media planners are being asked to think of and evaluate new and different media options to build additional exposure to consumers in effective and efficient ways.
Engagement
The delivery of attentive consumers from a media vehicle to the advertising. Advertisers are interested in knowing which media make the advertising for their brand more effective.
Media unbundling
Refers to the establishment of agency media departments as independent units apart from their traditional role as departments in full-service agencies.
Integrated marketing
As clients became comfortable dealing with a number of communication agencies, it was natural that they would look to specialization within the advertising function.
Cost factors
Clients were demanding greater cost efficiencies, better identification of narrowly defined target markets, and accountability of media expenditures.
Globalization
Major clients recognized that without strategic media planning, global brands could not achieve worldwide recognition and dominance no matter how well the creative function executed.
Complexity of the media function
Large companies have invested advertising dollars in a diversified media schedule including the internet, numerous niche cable networks, and prototype interactive media on an experimental basis.
Profitability
Now agencies can compete for clients’ media accounts even when another agency handles the creative side.
Media plan
The complete analysis and execution of the media component of a campaign.
Cost per thousand
A method of comparing the cost for media of different circulations. Also, weighted or demographic cost per thousand calculates the CPM using only that portion of a medium’s audience falling into a prime-prospect category.
Federal Communications Commission
The federal authority empowered to license radio and television stations and to assign wavelengths to stations “in the public interest.”
Clutter
Refers to a proliferation of commercials in a particular medium. This reduces the impact of any single message.
Rating point
The percentage of television households in a market a television station reaches with a program
Cost per rating point
The cost per rating point is used to estimate the cost of television advertising on several shows
Share of audience
The percentage of households using television tuned to a particular program
Networks
Interconnecting stations for the simultaneous transmission of television or radio broadcasts.
Clearance
The percentage of network affiliates that carry a particular network program
Compensation
The payment of clearance fees by a television network to local stations carrying its shows.
Up-front buying
Purchase of network television time by national advertisers during the first offering by networks. The most expensive network advertising.
Make-goods
When a medium falls short of some audience guarantee, advertisers are provided concessions in the form of make-goods.
Spot television
Purchasing of time from a local station, in contrast to purchasing from a network
Stripping
Scheduling a syndicated program on a 5 day per week basis
Sweeps weeks
During these periods, ratings are taken for all television markets
HD Radio
offers terrestrial radio stations the ability to deliver additional programming on the same amount of bandwith with higher-quality sound. It requires a special receiver.
Satellite Radio
available by subscription and contains few if any commercials. It requires a special receiver but offers near CD quality sound.
Radio Advertising Bureau (RAB)
association to promote the use of radio as an advertising medium.
Audience Fragmentation
the segmenting of mass-media audiences into smaller groups because of diversity of media outlets.
Amplitude Modulation (AM)
method of transmitting electromagnetic signals by varying the amplitude (size) of the electromagnetic wave, in contrast to varying its frequency. Quality is not as good as frequency modulation but can heard farther, especially at night.
Frequency Modulation
A radio transmission wave that transmits by the variation in the frequency of its wave rather than by its size. An FM wave is twenty times the width of an AM wave, which is the source of its fine tone. To transmit such a wave, it has to be placed high on the electromagnetic spectrum, far from AM waves with their interference and static, hence its outstanding tone.
Spot Radio
Buying radio time on local stations on a market-by-market basis by national advertisers.
Relationship Marketing
a strategy that develops marketing plans from a consumer perspective.
Newspaper Association of America (NAA)
the marketing and trade organization for the newspaper industry.
Zoning
newspaper practice of offering advertisers partial coverage of a market, often accomplished with weekly inserts distributed to certain sections of that market.
Classified advertising
found in columns so labeled, published in sections of a newspaper or magazine that are set aside for certain classes of goods or services---for example, help wanted positions.
Display
newspaper ads other than those text-only ads in the classified columns. Display ads are generally larger and can include color, photos or artwork to attract reader attention to the product.