Ch8

Front 1

advertising impression

Back 1

A possible exposure of the advertising message to one audience member; see opportunity to see (OTS).

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

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 relates to the advertising message and copy just as much as to the medium.

Front 4

audience objectives

Back 4

Definitions of the specific types of people the advertiser wants to reach.

Front 5

blinking

Back 5

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 6

brand development index (BDI)

Back 6

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 7

bursting

Back 7

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

Front 8

category development index (CDI)

Back 8

The percent of a product category's total U.S. sales in an area divided by the percent of total U.S. population in the area.

Front 9

circulation

Back 9

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

Front 10

continuity

Back 10

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

Front 11

continuous schedule

Back 11

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

Front 12

cost efficiency

Back 12

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

Front 13

ost per rating point (CPP)

Back 13

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 14

cost per thousand (CPM)

Back 14

A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicles.

Front 15

distribution objectives

Back 15

Where, when, and how advertising should appear.

Front 16

effective frequency

Back 16

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

Front 17

effective reach

Back 17

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 18

exposure value

Back 18

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 19

five

Back 19

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

Front 20

flighting

Back 20

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

Front 21

Frequency

Back 21

The number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, frequency is calculated as the average number of times individuals or homes are exposed to the vehicle.

Front 22

gross impressions

Back 22

The total of all the audiences delivered by a media plan.

Front 23

gross rating points (GRPs)

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 population and multiplying by 100, or by multiplying the reach, expressed as a percentage of the population, by the average frequency. In television, 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

market

Back 24

A group of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price. Also, an element of the media mix referring to the various targets of a media plan.

Front 25

mechanics

Back 25

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

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

media vehicles

Back 27

Particular media programs or publications.

Front 28

message weight

Back 28

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

Front 29

methodology

Back 29

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

Front 30

mixed-media approach

Back 30

Using a combination of advertising media vehicles in a single advertising campaign.

Front 31

money

Back 31

In media planning, one of the five elements in the media mix.

Front 32

motivation value

Back 32

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 33

opportunity to see (OTS)

Back 33

see (OTS) A possible exposure of an advertising message to one audience member. Also called an advertising impression. Effective frequency is considered to be three or more opportunities-to-see over a four-week period; but no magic number works for every commercial and every product.

Front 34

pulsing

Back 34

Mixing continuity and flighting strategies in media scheduling.

Front 35

rating

Back 35

The percentage of homes or individuals exposed to an advertising medium.

Front 36

reach

Back 36

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 37

readers per copy (RPC)

Back 37

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 38

recency planning

Back 38

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 39

roadblocking

Back 39

Buying simultaneous airtime on all four television networks.

Front 40

spillover media

Back 40

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

Front 41

synergy

Back 41

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

Front 42

television households (TVHH)

Back 42

Households with TV sets.