Sfsu Mktg 434 Ch 11

Front 1

Media Mix

Back 1

The combination of media types that work together to most effectively deliver an advertiser's message.

Front 2

Cover Position

Back 2

Advertising space on the front inside, back inside, or back cover pages of a publication that is usually sold at a premium price.

Front 3

Junior Unit

Back 3

A large magazine advertisement (60% of the page) placed in the middle of a page and surrounded by editorial matter.

Front 4

Island Havles

Back 4

A half page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price.

Front 5

Insert

Back 5

An ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper.

Front 6

Gatefold

Back 6

A magazine cover or page extended and folded over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages, and it is always sold a premium.

Front 7

Consumer Magazines

Back 7

Information or entertainment-oriented periodicals directed toward people who buy products for their own consumption.

Front 8

Fragrance Strips

Back 8

Perfume samples included in sealed inserts in magazines.

Front 9

Color Strip

Back 9

Samples of eye shadow, blush, lipstick, and other makeup inserted into magazines.

Front 10

Pop-up ad

Back 10

A 3 dimensional magazine ad.

Front 11

3-D Ads

Back 11

Magazines ads requiring the use of 3-D glasses.

Front 12

Farm Publications

Back 12

Magazines directed to farmers and their families or to companies that manufacture or sell agriculture equipment, supplies, and services.

Front 13

Business Magazines

Back 13

The largest category of magazines, which target business readers and include trade publications for retailers, wholesalers, and other distributors.

Also include:
-industrial magazines for magazines &services
-Professional journals for lawyers, physicians, architects.

Front 14

Local City Magazine

Back 14

Most major U.S. cities have one of these publications. Typical readership in upscale, professional people interested in local arts, fashion, and business.

Front 15

Regional Publications

Back 15

Magazines targeted to a specific area of the country, such as the West or the south.

Front 16

National Magazines

Back 16

Magazines that are distributed throughout the country.

Front 17

Rate Base

Back 17

With magazines, the circulation figure on which the publishers bases its rates.

Front 18

Guaranteed Circulation

Back 18

The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publishers must give a refund to advertisers.

Front 19

Circulation Audit

Back 19

Through analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the audit Bureau of Circulations (ABC).

Front 20

Horizontal Publications

Back 20

Business publications targeted at people with particular job functions that cut across industry lines, such as Purchasing magazines.

Front 21

Paid-Circulations

Back 21

The total number of copies of an average issue of a newspaper or magazine that are distributed through subscriptions and newsstand sales.

Front 22

Audit Credit Bureau of Circulations

Back 22

An organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefit of its members.

Front 23

Primary Circulation

Back 23

The number of people who receive a publication, whether through direct purchase or subscription.

Front 24

Secondary (pass-along) readership

Back 24

The number of people who read a publication in addition the primary purchasers.

Front 25

Controlled Circulation

Back 25

A free publication mailed to a select list of individuals the publishers feels are in a unique position to influence the purchase of advertised products.

Front 26

Cover Date

Back 26

the date printed on the cover of a publication.

Front 27

On-Sale date

Back 27

The date a magazine is actually issued.

Front 28

Closing Date

Back 28

A publication's final deadline for supplying printing material for an advertisement.

Front 29

Cost Per Thousand (CPM)

Back 29

A common term describing the cost of reaching a thousand people in a mediums audience. I is used by used media planners to compare the cost of various media vehicles.

Front 30

Frequency Discounts

Back 30

Advertisers earn this discount by running advertising repeatedly in a specific time period.

Front 31

Volume Discounts

Back 31

Discounts given to advertisers for purchasing print space tr broadcast time in bulk quantities.

Front 32

Geographic Editions

Back 32

Special editions of magazines that distributed in specific geographic areas.

Front 33

Demographic Editions

Back 33

Special editions of magazines that are distributed to readers who share a demographic trait, such as age, income level, or professional status.

Front 34

Daily Newspaper

Back 34

Often called dailies, these newspapers are published at least five times a week, in either morning or evening editions.

Front 35

Weekly Newspapers

Back 35

Newspapers that are published once a week and characteristically server readers in small urban or suburban areas or farm communities with an emphasis on local news and advertising.

Front 36

Standard size newspaper

Back 36

the standard newspaper size, measures approximately, 22 inches deep and 13 inches wide and is divided into six columns.

Front 37

Tabloid Newspaper

Back 37

A newspaper generally about half the size of standard sized newspaper; it is usually about 14 inches deep and 11 inches wide.

Front 38

Standard Advertising Unit (SAU)

Back 38

A system of standardized newspaper advertisement sizes that can be accepted by all standardized newspapers without consideration of their precise format or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of their format.

Front 39

Column Inch

Back 39

The basic unit by which publishers bill for advertising. It is one vertical inch of a column. Today, most newspaper-and virtually all dallies-have converted to the SAU system. An SAU column in is 2 1/2 inches wide by 1 inch deep.

Front 40

Sunday Supplierment

Back 40

A newspaper-distributed Sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock.

Front 41

Shoppers

Back 41

Free publications, delivered by hand or direct mail or in supermarket racks, consisting almost entirely of local advertising. Consumers tend to use these publications to find dealers and to make price comparisons.

Front 42

Display Advertising

Back 42

Type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components.

Front 43

Reading Notice (advertorial)

Back 43

A variation of a display ad designed to look like editorial matter. It is sometimes charged at a higher space rate than normal display advertising, and the law requires that the word advertisement appears at the top.

Front 44

Co-op advertising

Back 44

The sharing of advertising costs by the manufacturer and the distributor or retailer. The manufacturer may repay 50 to 100 percent of the dealer's advertising costs or some other amount based on sales.

Front 45

Classified

Back 45

Newspaper, magazine, and now internet advertisements usually arranged under subheads that describer the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classified advertising.

Front 46

Classified Display Ads

Back 46

Ads that run in the classified section of the newspaper but have larger-size type, photos, art borders, abundant white space, and sometimes color.

Front 47

Public Notices

Back 47

For a nominal fee, newspapers carry these legal changes in business, personal relationships, public government reports, notices by private citizens and organizations, and financial reports.

Front 48

Pre-printed inserts

Back 48

Newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. Pre-prints are inserted into the fold of the newspaper and look like a separate, smaller section of the paper.

Front 49

Rate Card

Back 49

a printed information form listing a publication's advertising rates, mechanical and copy requirements, advertising deadlines, and other information the advertiser needs to know before placing an order.

Front 50

Flat Rates

Back 50

A standard newspaper advertising rate with no discount allowance for large or repeated space buys.

Front 51

Open Rate

Back 51

The highest rate for a one-time insertion into a newspaper.

Front 52

Contract Rates

Back 52

Special rates for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases.

Front 53

Bulk Discounts

Back 53

Newspapers offers advertisers decreasing rates as they use more inches.

(number of inches X cost per inch)

Front 54

Frequency Discounts

Back 54

In newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period.

Front 55

Earned rtes

Back 55

Discounts applied retroactively as the volume of advertising increases throughout the year.

Front 56

Newspaper Association of America (NAA)

Back 56

The promotional arm of the American Newspaper Publishers Association and the nation's newspaper industry.

Front 57

Short Rate

Back 57

The rate changed to advertisers who, during the year, fall to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted.

Front 58

Combination rates

Back 58

Special newspaper advertising rates offered for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; or (3) two or more newspapers affiliated in a syndicate or newspaper group.

Front 59

Run of Paper Advertising Rates (ROP)

Back 59

A term referring to a newspaper's normal discretionary right to place a given ad on any page or in any position it desires-in other words, where space permits. Most newspapers make an effort to place an ad in the position requested by the advertiser.

Front 60

Preferred-Position Rate

Back 60

A choice position for a newspaper or magazine ad for which a higher rate is charged.

Front 61

Full Position

Back 61

In newspaper advertising, the preferred position near the top of a page or on the top of a column next to reading matter. It is usually surrounded by editorial text and may cost the advertiser 25 to 30% more than Run of paper ads.

Front 62

Split Runs

Back 62

A feature of many newspapers (and magazines) that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, in the same or different press runs.

Front 63

Insertion Order

Back 63

A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the dates on which the ad is to run, its size, the requested position, and the rate.

Front 64

Proof Copy

Back 64

A copy of the completed advertisement that is used to check for final errors and corrections.

Front 65

Tearsheets

Back 65

The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad's print quality and that it was published.

Front 66

Directory

Back 66

Listing, often in booklet form, that serve as locators, buying guides, and mailing lists.