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41 Cards in this Set

  • Front
  • Back
Advertising Impression
a possible exposure of the advertising message to one audience member
Advertising Response Curve
Studies of this indicate that incremental response to advertising actually diminishes-rather than builds-with repeated exposure
Attention Value
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
Audience
the group of people exposed to a particular medium
Audience Objectives
definitions of the specific types of people the advertiser wants to reach
Blinking
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
Brand Development Index (BDI)
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
Bursting
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
Category Development Index (CDI)
the percentage of a product category's total US sales in an area divided by the percentage of total US population in the area
Circulation
a statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary readership
Continuity
the duration of an advertising message or campaign over a given period of time
Continuous Schedule
a method of scheduling media in which advertising runs steadily with little variation
Cost Efficiency
the cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium's total circulation
Cost Per Point (CPP)
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
Cost Per Thousand (CPM)
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
Distribution Objectives
where, when, and how advertising should appear
Effective Frequency
the average number of times a person must see or hear a message before it becomes effective
Effective Reach
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
Exposure Value
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
Five Ms
the elements of the media mix that include markets, money, media, mechanics, and methodology
Flighting
an intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all
Gross Impressions
the total of all the audiences delivered by a media plan
Gross Rating Points (GRP)
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
Mechanics
one of the five Ms of the media mix; dealing creatively with the available advertising media options
Media
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
Media Planning
the process that directs advertising messages to the right people in the right place at the right time
Message Weight
the total size of the audience for a set of ads or an entire campaign
Methodology
the overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives
Mixed-Media Approach
using a combination of advertising media vehicles in a single advertising campaign
Money
in media planning, one of the five elements int he media mix
Motivation Value
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
Opportunity to See (OTS)
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
Pulsing
mixing continuity and flighting strategies in media scheduling
Rating
the percentage of homes or individuals exposed to an advertising medium
Reach
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
Readers Per Copy (RPC)
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
Recency Planning
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
Roadblocking
buying simultaneous airtime on all four TV networks
Spillover Media
foreign media aimed at a national population that are inadvertently received by a substantial number of the consumers in a neighboring country
Synergy
an effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components
Television Households (TVHH)
households with TV sets