Advertising Ch 9

Front 1

Advertising Impression

Back 1

a possible exposure of the advertising message to one audience member

Front 2

Advertising Response Curve

Back 2

Studies of this indicate that incremental response to advertising actually diminishes-rather than builds-with repeated exposure

Front 3

Attention Value

Back 3

a consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them; attention value related to the advertising message and copy just as much as to the medium

Front 4

Audience

Back 4

the group of people exposed to a particular medium

Front 5

Audience Objectives

Back 5

definitions of the specific types of people the advertiser wants to reach

Front 6

Blinking

Back 6

a scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads

Front 7

Brand Development Index (BDI)

Back 7

the percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area

Front 8

Bursting

Back 8

a media scheduling method for promoting high-ticket items that require careful consideration, such as running the same commercial every half-hour on the same network in prime time

Front 9

Category Development Index (CDI)

Back 9

the percentage of a product category's total US sales in an area divided by the percentage of total US population in the area

Front 10

Circulation

Back 10

a statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary readership

Front 11

Continuity

Back 11

the duration of an advertising message or campaign over a given period of time

Front 12

Continuous Schedule

Back 12

a method of scheduling media in which advertising runs steadily with little variation

Front 13

Cost Efficiency

Back 13

the cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium's total circulation

Front 14

Cost Per Point (CPP)

Back 14

A simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience; the CPP is determined by dividing the cost of the show by the show's expected rating against the target audience

Front 15

Cost Per Thousand (CPM)

Back 15

a common term describing the cost of reaching 1000 people in a medium's audience; it is used by media planners to compare the cost of various media vehicles

Front 16

Distribution Objectives

Back 16

where, when, and how advertising should appear

Front 17

Effective Frequency

Back 17

the average number of times a person must see or hear a message before it becomes effective

Front 18

Effective Reach

Back 18

term used to describe the quality of exposure; it measures the number or percentage of the audience who receive enough exposures for the message to truly be received

Front 19

Exposure Value

Back 19

the value of a medium determined by how well it exposes an ad to the target audience; in other words, how many people an ad 'sees' rather than the other way around

Front 20

Five Ms

Back 20

the elements of the media mix that include markets, money, media, mechanics, and methodology

Front 21

Flighting

Back 21

an intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all

Front 22

Gross Impressions

Back 22

the total of all the audiences delivered by a media plan

Front 23

Gross Rating Points (GRP)

Back 23

the total audience delivery or weight of a specific media schedule; it is computed by dividing the total number of impressions by the size of the target populations and multiplying by 100, or by multiplying the reach, expressed as a percentage of the population, by the average frequency; in TV, gross rating points are the total rating points achieved by a particular media schedule over a specific period; for example, a weekly schedule of five commercials with an average household rating of 20 would yield 100 GRPs; in outdoor advertising, a 100 gross rating point showing (also called a number 100 showing) covers a market fully by reaching 9 out of 10 adults daily over a 30-day period

Front 24

Mechanics

Back 24

one of the five Ms of the media mix; dealing creatively with the available advertising media options

Front 25

Media

Back 25

a plural form of medium, referring to communications vehicles paid to present an advertisement to its target audience; most often used to refer to radio and television networks, stations that have news reporters, and publications that carry news and advertising

Front 26

Media Planning

Back 26

the process that directs advertising messages to the right people in the right place at the right time

Front 27

Message Weight

Back 27

the total size of the audience for a set of ads or an entire campaign

Front 28

Methodology

Back 28

the overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives

Front 29

Mixed-Media Approach

Back 29

using a combination of advertising media vehicles in a single advertising campaign

Front 30

Money

Back 30

in media planning, one of the five elements int he media mix

Front 31

Motivation Value

Back 31

a consideration in selecting media based on the medium's ability to motivate people to act; positive factors include prestige, good quality reproduction, timeliness, and editorial relevance

Front 32

Opportunity to See (OTS)

Back 32

a possible exposure of an advertising message to one audience member; also called an advertising impression; effective frequency is considered to by three or more opportunities-to-see over a four-week period; but no magic number works for every commercial and every product

Front 33

Pulsing

Back 33

mixing continuity and flighting strategies in media scheduling

Front 34

Rating

Back 34

the percentage of homes or individuals exposed to an advertising medium

Front 35

Reach

Back 35

the total number of different people or households exposed to an advertising schedule during a given time, usually four weeks; reach measures the unduplicated extent of audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number

Front 36

Readers Per Copy (RPC)

Back 36

variable used to determine the total reach of a given print medium; RPC is multiplied by the number of vendor and subscription sales to determine the total audience size

Front 37

Recency Planning

Back 37

Erwin Ephron's theory that most advertising works by influencing the brand choice of consumers who are ready to buy, suggesting that continuity of advertising is most important

Front 38

Roadblocking

Back 38

buying simultaneous airtime on all four TV networks

Front 39

Spillover Media

Back 39

foreign media aimed at a national population that are inadvertently received by a substantial number of the consumers in a neighboring country

Front 40

Synergy

Back 40

an effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components

Front 41

Television Households (TVHH)

Back 41

households with TV sets