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18 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 and 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 o 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 firm's 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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Gross impressions
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The number of total exposures of the audience to an advertisement.
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Blade tracking is necessary to prevent what problem?
A. vibration and structural damage B. overlapping C. flexing D. conning |
A- vibration and structrual damage
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Effective frequency
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The number of times a target audience must be exposed to a message to achieve a particular objective.
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Intrusion value
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The ability of media or an advertisement to intrude upon a viewer without his or her voluntary attention.
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Media multiplier effect
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The combined impact of using two or more media is stronger than using either medium alone.
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