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71 Cards in this Set
- Front
- Back
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What is a media planner?
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Role of the media planner is to supervise all areas of the advertising campaign. Relates to the media function
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What is a media buyer?
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Selects and negotiates specific media placements and they are responsible for monitoring post placement executions
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What is convergence?
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Blending of distribution, content, and/ or hardware from a number of media companies to create a new or significantly expanded communication system
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What is engagement?
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Turning on a prospect to a brand idea enhanced by the surrounding context
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What is a media plan?
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Encompasses a number of factors involving both marketing strategies and advertising tactics
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What is Cost per thousand (CPM)?
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Comparing media costs among vehicles with different circulations
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What is a value added opportunity?
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Usually an important part of the media buying and planning process, it is necessary for both the creative and media teams to know what opportunities are most desirable for a brand to pursue
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What is frequency?
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The number of times that each person in the audience is exposed to the media schedule
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What is a media schedule?
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The calendar or blueprint for the media portion of the campaign. Also the guide for media buyers to execute the media strategy developed by the planner
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What does the term "flighting" mean?
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Consists of relatively short bursts of advertising followed by periods of total or relative inactivity
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What is the FCC (Federal Communications Commission)
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The federal authority empowered to license radio and television stations and to assign wavelengths to stations "in the public interest"
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What is "clutter"?
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Proliferation of commercials in a particular medium. Reduces single impact of any single message
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What is a rating point?
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Percentage of television households in a market a television station reaches with a program
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What is a GRP (Gross Rating Point)?
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Each rating point represents 1 percent of the universe being measured for the market
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What is a CPP (Cost Per Rating Point)?
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Used to estimate the cost of television advertising on several shows
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What is a network?
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Interconnecting stations for the simultaneous transmission of television or radio broadcast
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What is clearance?
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Percentage of network affiliates that carry a particular network program
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What is compensation?
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Payment of clearance fees by a television network to local stations carrying its shows
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T or F: An upfront buy is a purchase of network television time by national advertisers during the first offering by networks.
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True: Has to be the FIRST offering
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What is a scatter plan?
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Announcements over a variety of network stations to reach as many people as possible
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T or F: A "make-good" is what advertisers provide when a medium falls short of some audience guarantee.
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True
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What is barter syndication?
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A station obtains a program at no charge. The program has presold national commercials and time is available for local station spots.
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What is stripping?
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Scheduling a syndicated program on a 5 day per week basis
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What does it mean to interconnect?
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It is a joint buying opportunity for 2 or more cable systems in the same market
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What is HD Radio?
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It offers terrestrial radio stations the ability to deliver additional programming on the same amount of bandwidth with higher quality sound. It requires a special receiver
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What is satellite radio?
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Subscription with few to no commercials, requires special receiver but offers near cd quality sound
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What is RAB (Radio Advertising Bureau)?
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Association to promote the use of radio as an advertising medium
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What is audience fragmentation?
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Segmenting of mass media audiences into smaller groups because of diversity of media outlets
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What is spot radio?
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Buying radio on local stations on a market by market basis by national advertisers
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What is RADAR (Radio's All-Dimension Audience Research)
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Service of statistical research. Primary source of network radio ratings.
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What is an AQH (Average Quarter Hour)?
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Includes average number of people listening
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What is relationship marketing?
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A strategy that develops marketing plans from a consumer perspective
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What is the Newspaper Association of America (NAA)?
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Marketing and trade organization for the newspaper industry
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What is zoning?
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Newspaper practice of offering advertisers partial coverage of a market
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What is total market coverage (TMC)?
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Newspaper augment their circulation with direct mail or shoppers to deliver all households in a market
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T or F: Display is concerned with newspaper ads other than the text-only ads in the classified column.
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True: Usually larger and can include color and artwork to attract attention
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What is Co-op advertising (Cooperative)?
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Joint promotion of a national advertiser and a local retail outlet on behalf of the manufacturer's product on sale in the retail store
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What is a flat rate?
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Uniform charge for space in a medium. Without regard to the amount of space used or the frequency
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What is an open rate?
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In print, highest advertising rate at which all discounts are placed
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What is a short rate?
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Balance advertisers have to pay if they estimated that they would run more advertisements in a year than they did and entered a contract to pay at a favorable rate
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What is the Audit Bureau of Circulation (ABC)
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Organization sponsored by publishers, agencies, and advertisers for securing accurate circulation statements
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What is a cross media buy?
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Several media or vehicles that are packaged to be sold to advertisers to gain a synergistic communication effect and efficiencies in purchasing time or space
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What is a partial run?
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When magazines offer less than their entire circulation to advertisers. Includes: demographic, geographic, split-run editions
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What is a closing date?
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The date when all advertising material must be submitted to a publication
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What is fast-close advertising?
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Some magazines offer short-notice advertising deadlines, sometimes at a premium cost
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What is selective binding?
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Binding different material directed to various reader segments in a single issue
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What is the bleed?
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Printed material that runs over the edges of an outdoor board or a page leaving no margin
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What is the frequency?
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In media exposure, the number of times an individual or household is exposed to a medium within a given period of time
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What is the rate base?
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The circulation level on which advertising rates are based
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What is trade paper?
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a business publication directed to those who buy products for resale
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What is trade paper?
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A business publication directed to those who buy products for resale
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What is a standard rate and data service (SRDS)?
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Publishes a number of directories giving media and production information
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T or F: Controlled circulation is sent without cost to people responsible for making buying decisions; to get on such lists people must state their positions in companies.
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True
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What is vertical publication?
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Business publications dealing with the problems of a specific industry
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What is horizontal publication?
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Business publications for people engaged in a single job function regardless of the industry
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What is the Outdoor Advertising Association of America (OAAA)?
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Primary trade and lobbying organization for the outdoor industry
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What is the Traffic Audit Bureau for Media Measurement (TAB)?
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Organization designed to investigate how many people pass and may see a given outdoor sign, to establish a method of evaluating traffic measuring a market
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What are exclusionary zones?
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Industry code of conduct that prohibits the advertising within 500 ft of churches, schools, or hospitals of any products that cannot be used legally by children
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What is a "plant"?
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In indoor advertising, the local company that arranges to lease, erect, and maintain the outdoor sign and to sell the advertising space on it
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T or F: An advertorial does NOT apply to the use of advertising to promote an idea rather than a product or service.
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FALSE: An advertorial is the use of advertising to promote an idea rather than a product or service
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What is "caveat emptor"?
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Latin for "Let the buyer beware" represents the notion that there should be no government interference in the marketplace
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What are the Wheeler-Lea Amendments?
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Broadened the scope of the FTC to include consumer advertising
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What is a substantiate?
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The key to FTC enforcement is that advertisers must be able to prove the claims made in their advertising
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What is a consent decree?
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Issued by the FTC, an advertiser signs the decree, stops the practice under investigation, but admits no guilt
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What is a Cease and Desist order?
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If an advertiser refuses to sign a consent decree, the FTC may issue a cease and desist order that can carry a $10,000 fine per day
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What is corrective advertising?
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To counteract the past residual effect of previous deceptive advertising, the FTC may require the advertiser to devote future space and time to disclose previous deception
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What is puffery?
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Advertiser's opinion of a product that is considered a legitimate expression of biased opinion
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What is the Robinson-Patman Act?
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A federal law, enforced by the FTC, requires manufacturers to give proportionate discounts and advertising allowances to all competing dealers in a market
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What are slotting fees?
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Payments to retailers by manufacturers to gain shelf space
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What is the advertising clearance process?
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Internal process of clearing ads for publication and broadcast, conducted primarily by ad agencies and clients
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What is the National Advertising Division (NAD)?
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Primary investigate unit of the NARC self-regulation program
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