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98 Cards in this Set
- Front
- Back
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Ad-click through rate: |
The ratio of ad-click throughs to advertisement impressions |
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Adjacency: |
A broadcast program or commercial that is adjacent (proceeding or after) another one on the same station. |
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Agency commission: |
A commission (usually a 15% discount from the gross amount) that an advertising agency traditionally receives from the media for the time or space purchased |
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Announcement
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Any commercial message given between or within a program or show |
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Arbitron |
A radio rating service that measures listening audience to local radio stations and national networks |
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Availability (avali) |
A broadcast time period that is open for purchase by an advertiser |
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Banner |
A graphic image shown on an HTML page in the form of an ad. They come in various shapes and sizes. |
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Barter |
Arrangement where advertising time or space are offered in return for merchandise or other monetary returns |
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Billboard |
1. An outdoor poster of various sizes. 2. A short commercial at the start and close of a program announcing the name of the sponsor. |
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Billing |
1. The total value of advertising that is handled by an advertising agency or a media rep on behalf of their clients. 2. Invoices for media space and time |
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Bleed: |
A term used to describe a magazine ad that extends to the edge of the page without any kind of border or margin. To get this effect, printing extends beyond the edge of the page dimensions and then is trimmed off. |
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Brand Development Index (BDI) |
A comparative measure of a brand's sales in a market relative to the size of the market. Percentage of a brand's sales in a market divided by the population percentage of the same market then multiplied by 100. |
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Buy |
The finalization of a media purchase from a media vehicle |
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Category Development Index (CDI) |
A comparative measure of a market's total sales of all brands of an entire product category compared to the market size. Percentage of total U.S sales of a product category divided by the population percent that market and then multiplied by 100. |
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Closing date: |
The final date to commit for the purchase of advertising space |
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Column inch: |
The standard unit of measurement for newspaper pricing. Equals one column wide by one inch high |
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Combination rate: |
A discounted advertising rate for buying space in two or more publications, or multiple radio stations owned by the same company |
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Composition: |
The percent of a media vehicle's audience that is within the advertiser's target |
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Confirmation: |
A statement that confirms that an advertiser's time they have offered is available and reserved for them |
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Continuity: |
A method of scheduling advertising so that audiences have an opportunity to see ads at regular intervals over a certain period of time |
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Cooperative advertising (Co-op) |
Retail advertising that is paid partly or fully by the manufacturer. The amount is usually based on a percentage of the total dollar amount of purchases of merchadise made by the local retailer from the manufacturer |
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Cost per thousand (CPM) |
The cost of delivering each 1000 homes or people. Used as cost efficiency measurement between different media vehicles. |
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Coverage: |
The number or percentage of households or persons who are exposed to a medium or an advertising campaign. The exact definition can vary based on the medium involved. |
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Cost per click: (CPC) |
An agreed payment amount by an online advertiser to an online publisher as compensation for each time a user clicks on the advertiser's ad |
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Cost per lead (CPL) |
The cost for each person who responds to the call-to-action of a single advertisement or an entire advertising campaign. |
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Cost per (rating) point (CPP) |
The cost of one household or demographic rating point in a given market. Calculated by dividing the cost of the spot by the rating for the program |
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Cumulative audience (Cume) |
The net unduplicated audience of a campaign, either in one medium or a combination of media over a designated period of time. Sometimes called reach or cume |
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Dayparts: |
Segments of the broadcast day. Though the actual names are times are different for each, dayparts are used for both TV and radio |
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Demographics: |
Physical characteristics used to describe a population such as age, gender, education, occupation, income, martial status, and so forth. |
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Designated Market Area (DMA) |
Nielson term to describe non-overlapping TV market coverage. Generally, indicated counties who spend the majority of the viewing time tuned to the TV stations of a given market. Currently, there are 210 DMAs in the U.S. |
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Display advertising: |
Print advertising intended to attract attention and communicate easily through the use of space, illustration, layout, headline and so on as oppose to classified advertising |
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Drive time: |
Radio broadcast time that reflects the times of the day (both morning and evening) when most people drive to and from work. Usually covers the 5 a.m. to 9 a.m. and 3 p.m. to 7 p.m. time periods in major markets. |
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Effective frequency: |
The amount of frequency (repetition) the planner judges to be necessary for advertisements to be effective in communicating |
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Fixed position |
1) in broadcasting, it is a specific station broadcasting time reserved for an advertisers and sold at a premium rate. 2) a page position guaranteed to the advertisers within a specific section or adjacent to specific editorial content in a magazine or newspaper |
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Fixed rate: |
A broadcast advertising rate that assures that the time contracted for cannot be taken away ("bumped") by another advertiser |
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Flight: |
A period of time during which advertising runs. In broadcasting you may say that you bought or are running a flight. |
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Flighting: |
A method of scheduling advertising where ads run for a concentrated period of time, followed by a hiatus period of no advertising, then a resumption of advertising |
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Free-standing insert: (FSI) |
A pre-printed advertisement that is inserted into printed vehicles, usually newspapers |
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Frequency: |
The average number of times a target audience member has the opportunity to be exposed to an advertiser's messages within a specified time period. Usually referred to as average frequency. |
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Frequency discount: |
Reduced advertising rate offered by media to advertisers who use a certain number of advertisements within a given time frame |
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Gross impressions: |
The duplicated sum of audiences of all vehicles used in a media plan. This number represents the message weight of a media plan |
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Gross rating points (GRPs): |
The sum of all ratings delivered by a given list of media vehicles. The term "gross" indicates that there is (or probably is) duplication between the consumers of the vehicles, meaning they have had the opportunity of being exposed to the advertising message multiple times. |
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Hit: |
The retrieval of any item, like a page or a graphic from a web server. A related term is page requests. |
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Households Using Television (HUT) |
A term used by Nielsen Media Research that refers to the total number of households using their television sets during a given time period. Can relate to the total U.S. or a local market |
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Impact: |
The degree that an advertisement or campaign affects its audience. Usually determined by the amount of space, and time purchased along with the use of color, bleeds, large type, powerful message or other devices that may induce audience reaction. |
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Index: |
A form of percentage that relates numbers to a base, with the base always represented by 100, which then establishes the level of average expectation. Always expressed by whole numbers. Index numbers show what it is above average (numbers above 100) and what is below average (below 100) |
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Insertion Order: |
The written document sent to a media vehicle (print or broadcast) that confirms and authorizes the purchase of specific advertising time or space. Details and specific instructions are also included. |
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Make-good |
An advertisement run as a replacement for one that was scheduled but did not run for some reason or that ran incorrectly. Also, no-charge units given to honor audience delivery guarantees. |
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Market |
The geographic area that can receive a certain program and can range from the entire United States to a local market.
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Market-share: |
A company's or product's share of the sales volume of a product or service category |
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Medium (plural=media): |
Any media class used to convey an advertising message to the public including newspapers, magazines, radio, TV, outdoor, the Internet and so forth.
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Media buyer: |
A person responsible for purchasing advertising space or time; often someone skilled in negotiation with media |
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Media planner: |
A person responsible for determining the proper use of advertising media to fulfill the marketing and promotion objectives for a specific brand advertiser |
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Narrowcasting: |
A term used to describe special interest programming that is designed for small, select audiences. Usually relates to programming from cable TV networks |
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Nielsen: |
Shorthand term that relates to two separate divisions of VNU, an international media and information company. A.C. Nielsen provides market research data on products sold from various retail outlets. Nielsen Media Research provides television audience ratings. Other Nielsen services exist like Nielsen NetRatings, which provides internet information analysis. |
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Open rate: |
The highest advertising rate charged before discounts begin. Also called a basic or one-time rate |
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Pass-along (secondary) readers: |
Readers of a publication who get their copies other than by purchase or subscription. Though opinions may vary on the value that should be placed on these readers, they must, nevertheless be a consideration when considering the total circulation for a particular publication. |
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Penetration: |
The percentages of homes or people in a certain geographic area who are exposed to an advertising message or campaign |
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People Meter: |
An electronic device that records viewership of TV programs for individual members of monitored households. |
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Point of Purchase Advertising (POP) |
An advertising display at the place where consumers purchase goods or services. |
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Portal: |
A website that serves as the starting point for going to other destinations or activities on the Web such as email, shopping, games, weather and news and other popular options. They also often include a search engine. Yahoo.com and MSN.com would be two examples of such a site. |
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Position: |
The location of an ad on a page of a publication or the time when a program or commercial will air in a broadcast. Special positions most often are purchased a premium price. |
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Preemptible rate: |
A generally lower cost paid for a broadcast commercial unit which gives the broadcaster the option and right to sell it to another advertiser at a higher rate, should be the opportunity arise. (as opposed to a fixed rate) |
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Pre-print: |
Advertising material printed in advance of the regular press run, perhaps on a press with greater capability for color or a better quality of paper. |
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Primary audience: |
In print, all readers who live in a household where someone subscribes to or purchase the magazine. May also be called primary readership. |
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Prime access: |
Broadcast time immediately before prime time. Usually it is the half hour before, which is 7:30 PM to 8:00 p.m eastern and pacific standard times. |
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Prime time: |
The period of peak television usage, usually between 8:00 p.m to 11:00 p.m. eastern and pacific time zones and 7:00 p.m. and 10:00 p.m. central and mountain time zones. |
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Product placement: |
The practice of payment in exchange for having a product included as part of a TV show, a movie, a video game, book or any other medium. The idea is to have it seamlessly integrated into the script, plot, or story. |
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Pulsing: |
A media scheduling technique that involves a combination of continuity and flighting patterns; that is, running advertising on some kind of continuous schedule with "heavy-up" periods when needed for special or seasonal promotions. |
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Quantity Discount: |
A lower advertising rate for buying a certain amount of advertising space or time |
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Quintile: |
The division of any sample of respondents into five-equal sized groups ranging from the heaviest to the lightest product or media usage levels |
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Rate card: |
The list of advertising costs and company policies and deadlines for a single broadcast or print advertising medium |
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Rating: |
In television or radio, the percent of the target audience that is tuned in to a program or a daypart. In national television, rating refers to the average minute. In local markets, it refers to the average quarter hour. Each rating point is equal to 1 percent of the population of the defined universe. Multiple rating points are referred to gross rating points or GRPS. |
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Reach |
The number of different individuals (or homes) exposed at least once to commercials or ads during a media campaign. Most often expressed as a percentage of the target audience. Usually measured over a specific period of time. Also known as cume, unduplicated, or net audience. |
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Run of paper (ROP) |
Advertising in a newspaper that is allowed to run anywhere in the publication at the discretion of the publication itself. Such advertising without specific instructions for placement will receive a lower per column inch rate. |
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Run of Schedule (ROS) |
Term that describes broadcast announcements that are scheduled to run at times determined by the station. Such commercials usually receive the lowest rates available. |
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Saturation: |
Scheduling an increased number of commercials or advertisements within a short period of time with the goal of achieving high reach and frequency for maximum effect. |
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Scatter plan: |
1. The placing of announcements in a number of different network TV programs, thus scattering the commercials. 2. A term similar to a flight of advertising as in buying a schedule or buying a flight |
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Schedule: |
1. A calendar of the advertisements that have been planned. 2. A term similar to a flight of advertising as in buying a schedule or buying a flight |
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Search Engine Optimization (SEO) |
A process for increasing a website's chances to "organically" rank higher on a list of search results. |
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Share of spending: |
The percentage of total category media spending accounted for by a brand |
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Share of voice: |
A brand's share of the total advertising dollars or impressions for a product or commodity classification |
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Short rate: |
The additional charge incurred when an advertiser fails to use enough media time or space to earn the contract discount rate originally granted by the medium at the time of the original order. Usually defers to the rate that would have been charged for the actual amount/ volume/level of advertising that was run over the contracted period of time. |
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Showing: |
The number of outdoor posters needed to achieve a particular amount of daily gross rating points. |
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Spot: |
1. The purchase of radio or TV time on a market-by-market basis as opposed to a national or network purchase. 2. A common (slang) term for a radio or TV commercial |
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Standard Advertising Unit (SAU) |
Established newspaper ad sizes given in specific column inch measurements. Usually equates to 6 columns width and 21 inches depth for standards papers and 5 columns width by 14 inches depth for tabloids |
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Sweeps: |
The period when Nielsen Media research collects demographic viewing data from sample homes in every one of the 210 DMA in the United States. |
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Syndicated program: |
A radio or series that is sold by syndication to stations on a market-by-market- basis without affiliated network involvement. Shows usually comes in two forms: 1) originally produced programs like wheel of fortune. 2) off-network programs (re-runs) |
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Tabloid: |
A smaller than standard-sized newspaper, most generally 5 columns in width and 14 inches in depth |
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Tag: |
Dealer identification added to the end of a broadcast commercial announcement indicating where the advertised product or service can be purchased in the local market. Usually only 5 to 10 seconds long. |
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Target audience: |
The desired or intended audience for advertsiing as described or determined by the advertiser. Usually defined in terms of demographics and psychographics. |
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Target market: |
1. The market segment or group within the market segment toward which all marketing activities are directed. 2) Geographic area where a campaign is aimed |
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Tearsheet: |
Actual page of the publication where the advertiser's ad appeared. Sent to the the advertiser as proof that the ad was published and to show exactly where it was placed. Tearsheets must be requested by the advertiser, if desired. Tearsheets are usually submitted with notarized affidavits for co-op reimbursements. |
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TV Household (TVHH) |
Any household that has at least one TV set. This amounts to 99% of the households in the U.S. |
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Unique Visitors: |
The number of different visitors to a given website, network, or ad schedule in a particular time frame. Equates to "reach" for conventional media. |
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The Upfronts: |
The period of time when the new fall season of TV programs is announced and when the greatest selection of programs are available and prices are negotiated. Usually takes place in May each year. |
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Vehicle: |
Individual component of a speficic medium such a specific magazine or a specific broadcast station or program. |
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Weighting: |
A tool used to assign added value to target groups, target markets, and other market variables when deemed necessary and appropriate. |
