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60 Cards in this Set
- Front
- Back
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advertising agency
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A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.
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in-house agency
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An advertising agency set up, owned, and operated by an advertiser that is responsible for planning and executing the company's advertising program. Pros: const savings, more control, better coordination. Cons: less experience, less objectivity, less flexibility
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full service agency
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an advertising agency that offers clients a full range of marketing and communications services including the planning, creating, producing, and placing of advertising messages and other forms of promotion.
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media buying services
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companies that specialize in the buying ofm edia, particularly radio and television time.
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creative boutique
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an advertising agency that specialized in and provides only services relative to the creative aspects of advertising.
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commission system
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a method of compensating advertising agencies whereby the agency receives a specified commission (traditionally 15 percent) from the media on any advertising time or space it purchases.
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direct response agency
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a company that provides a variety of direct marketing services to their clients including database management, direct mail, research, media services, creative, and production.
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sales promotion agency
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an organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for its clients.
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media planning
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the series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service. Difficulties include measurement problems, lack of information, time pressure, and inconsistent terms. Analyze the market, establish media objectives, develop media strategy, implement media strategy, and evaluate performance.
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reach
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the number of different audience members exposed at least once to a media vehicle (or vehicles) in a given period.
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frequency
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the number of times a target audience is exposed to a media vehicle (s) in a specified period.
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sweeps
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the times of year in which television audience measures are taken (february, may, july, and november)
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flighting
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a media scheduling pattern in which periods of advertising are alternated with periods of no advertising
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pulsing
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a media scheduling method that combines flighting and continuous scheduling
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continuity
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a media schedule strategy where a continuous pattern of advertising is used over the time span of the advertising campaign.
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Gross rating points (GRPs)
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a measure that represents the total delivery or weight of a media schedule during a specified time period. GRPs are calculated by multiplying the reach of the media schedule by the average frequency.
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target rating points (TRPs)
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the number of persons in the primary target audience that the media buy will reach-and the number of time.
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effective reach
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a measure of the percentage of a media vehicle's audience reached at each effective frequency increment.
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average frequency
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the number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period.
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cost per thousand (CPM)
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a computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message.
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TV Advantages/Disadvantages
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Advantages: creatvity and impact, coverage and costeffectiveness, captivity and attention, selectivity and flexibility. Disadvantages:fleeting message, cost, low selectivity, clutter, distrust, negative evaluation, zipping, zapping, limited attention.
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television network
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the provider of news and programming to a series of affiliated local television stations
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spot advertising
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commercials shown on local television stations, with the negotiation and purchase of time being made directly from the individual stations.
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national spot advertising
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all nonnetwork advertising done by a national advertiser in local markets.
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up front market
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a buying period that takes place prior to the upcoming television season when the networks sell a large part of their commercial time.
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affiliates
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local television stations that are associated with a major network. Affiliates agree to preemt time during specified hours for programming provided by the network and carry the advertising contained in the programs.
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Syndicated programs
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shows sold or distributed to local stations
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dayparts
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the time segments into which a day is divided by radio and television networks nad stations for selling advertising time. See p. 5, chap 11
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primetime
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draws the largest audiences, with 8:30 PM to 9PM being the most watched half-hour time period and Sunday the most popular night. 8-11 PM
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Nielsen
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provides daily and weekly estimates of the size and composition of the national viewing audiences for programs aired on the broadcast and major cable networks.
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Radio advantages and disadvantages
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Advantages: cost and effiiency, receptivity, selectivity, flexibility, mental imagery, integrated marketing. Disadvantages: creative limitation
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image transfer
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a radio advertising technique whereby the images of a television commercial are implanted into a radio spot.
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AQH (average quarter hour figure)
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the aveage number of persons listening to a particular station for at least five minutes during a 15 minute period. Used by arbitron in measuring the size of radio audiences.
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Average quarter hour rating
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the average quarter hour figure estimate expressed as a percentage of the population being measured. Used by arbitron in measuring the size of radio audience.
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Average quarter hour share
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The percenage of the total listening audience tuned to each station as a percentage of the total listening audience in the survey area. Used by Arbitron in measuring the size of radio audiences.
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cume
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a term used for cumulative audience, which is the estimated total umber of different people who listened to a radio station for a minimum of five minutes during a particular daypart.
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Magazines advantages/disadvantages
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Advantages: selectivity, reproduction quality, creative flexibility, permanence, prestige, receptivity/engagement, services. Disadvantages: costs, limited reach, limited frequency, long lead time, clutter, competition.
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Creative flexibility
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bleed pages, inserts, pop ups, cover positions, gatefolds, creative space.
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SRDS
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Standard Rate and Data Services. Ad rates and circulation figures, general requirements, contact and website information, media kits, audit statements.
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gatefolds
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an oversized magazine page or cover that is extended and folded over to fit into the publication. Gatefolds are used to extend the size of a magazine advertisement and are always sold at a premium.
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bleed pages
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magazine advertisements where the printed area extends to the end of the page, eliminating any white margin or border around the ad.
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split runs
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two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine.
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Audit Bureau
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organized in 1914 and sponsored by advertisers, agencies, and pblishers. Collects and evaluates information regarding subscriptions and sales of magazines and newspapers to verify their circulation figures. Only publications with 70 percent or more paid circulation are eligible for veriication audits by ABC.
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primary circulation
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the number of copies distributed to original subscribers or purchasers.
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pass along readership
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the audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors offices.
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Weekly newspapers
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they originate in small towns or suburbs and focus on events relevant to the local area. There are 6,700 weekly newspapers in the U.S., with an average circulation of 7,500. They appeal primarily to local advertisers.
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newspapers advantages/disadvantages
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advantages: extensive penetration, flexibility, geographic selectivity, involvement acceptance, services offered. Disadvantages: low production quality, short lifespan, lack of selectivity, clutter, limited use of clutter.
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national newspapers
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have a national circulation, such as USA Today and The Christian Science Monitor. Competitive Media Reporting specifies that national newspapers are published at least five times per week, with no more than 67% of its distribution in any one area. More than 33% of the display ads must come from national advertising categories; more than 50% of total advertising must come from national advertisers.
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Display advertising
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advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual elements in addition to copy text.
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Classified advertising
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advertising that runs in newspapers and magazines that generally contains text only and is arranged under the subheadings according to the product, service, or offering. Employment, real estate, and automotive ads are the major forms of classified advertising.
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Standard Advertising Units (SAU)
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a standard developed in the newspaper industry to make newspaper purchasing rates more comparable to other media that sell space and time in standard units. 2 1/6 inchs wide, by one inch. Fits in all newspapers that use this format size, simplifies rate quotes, and simplifies production process.
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Run of Paper (ROP_
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a rate quoted by newspapers that allows the ad to appear on any page or in any position desired by the medium.
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Out of home advertising
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the variety of advertising forms includingoutdoor, transit, skywriting, and other media viewed outside the home.
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support media/alternative media
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those media used to support or reinforce messages sent to target markets through other more dominant and/or more traditional media
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nontraditional media
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newer media including various forms of support media such as entertainment marketing, guerilla marketing, product placements, and the like, as well as internet and interactive media such as blogs, podcasts, and more.
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outdoor advantages/disadvantages
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Advantages: Wide local coverage, high frequency, geographic flexibility, creativity, creation of awareness, efficiency, sales effectiveness, production capability, timeliness. Disadvantages: waste coverage, limited message capability, wearout, high cost, measurement problems, image problems.
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highway beautification act of 1965
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a piece of federal legislation. Lady Bird Johnson tried to rid the highways of billboard advertising. She claimed it disrupted the landscape.
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aerial advertising
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a form of outdoor advertising where messages appear in the sky in the form of banners pulled by airplanes, skywrting, and on blimps.
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transit advertising
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advertising targeted to target audiences exposed to commercial transportation favilities, including buses, taxis, trains, elevators, trolleys, airplanes, and subways.
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product placement
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a form of advertising and promotion in which products are placed in television shows and or movies to gain exposure.
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