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16 Cards in this Set
- Front
- Back
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media strategy
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the process of analyzing and choosing media for an advertising and promotions campaign
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media planner
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the individual who formulates the program stating where and when to place advertisements
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media buyer
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the person who buys the space and negotiates rates, times, and schedules for the ads
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spot ad
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a one-time ad placed on a local television station
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reach
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the number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period
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frequency
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the average number of times an individual, household, or business within a particular target market is exposed to a particular advertisement within a specified time period
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opportunities to see (OTS
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the cumulative exposures to an advertisement that are achieved in a given time period
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gross rating points (GRP)
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a measure of the impact or intensity of a media plan
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cost per thousand (CPM)
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the dollar cost of reaching 1,000 members of the media vehicle’s audience
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cost per rating point (CPRP)
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a measure of the efficiency of a media vehicle relative to a firm’s target market
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ratings
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a measure of the percentage of a firms target market that is exposed to a show on television or an article in a print medium
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weighted (or demographic) CPM
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a measure used to calculate whether an advertisement reached the target market effectively
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continuity
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the schedule or pattern of advertisement placements within an advertising campaign period
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continuous campaign
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media buys that result in a steady stream of advertisements during a particular time period
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pulsating schedule
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a minimal level of advertising punctuated by increases at periodic times
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flighting (or discontinuous) campaign schedule
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placing ads at special intervals with no advertisements shown between those intervals
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