Contemporary Advertising Chapter 9

Front 1

advertising impression  

Back 1

A possible exposure of the advertising message to one audience member; see opportunity to see (OTS).

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advertising response curve  

Back 2

Studies of this indicate that incremental response to advertising actually diminishes--rather than builds--with repeated exposure.

Front 3

attention value  

Back 3

A consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them. Attention value relates to the advertising message and copy just as much as to the medium.

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audience  

Back 4

The total number of people exposed to a particular medium.

Front 5

audience objectives  

Back 5

Definitions of the specific types of people the advertiser wants to reach.

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blinking  

Back 6

A scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads.

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brand development index (BDI)  

Back 7

The percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area.

Front 8

bursting  

Back 8

A media scheduling method for promoting high-ticket items that require careful consideration, such as running the same commercial every half-hour on the same network in prime time.

Front 9

category development index (CDI)  

Back 9

The percent of a product category's total U.S. sales in an area divided by the percent of total U.S. population in the area.

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circulation  

Back 10

A statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary readership.

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continuity  

Back 11

The duration of an advertising message or campaign over a given period of time.

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continuous schedule  

Back 12

A method of scheduling media in which advertising runs steadily with little variation.

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cost efficiency  

Back 13

The cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium's total circulation.

Front 14

cost per rating point (CPP)  

Back 14

A simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. The CPP is determined by dividing the cost of the show by the show's expected rating against the target audience.

Front 15

cost per thousand (CPM)  

Back 15

A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicles.

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creative mix  

Back 16

Those advertising elements the company controls to achieve its advertising objectives, including the target audience, the product concept, the communications media, and the advertising message. See also advertising strategy.

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distribution objectives  

Back 17

Where, when, and how advertising should appear.

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effective frequency  

Back 18

The average number of times a person must see or hear a message before it becomes effective.

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effective reach  

Back 19

Term used to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures for the message to truly be received.

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exposure value  

Back 20

The value of a medium determined by how well it exposes an ad to the target audience. In other words, how many people an ad "sees" rather than the other way around.

Front 21

five Ms  

Back 21

The elements of the media mix that include markets, money, media, mechanics, and methodology.

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flighting  

Back 22

An intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all.

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frequency  

Back 23

The number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, _____-is calculated as the average number of times individuals or homes are exposed to the vehicle.

Hint 23

None

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gross impressions  

Back 24

The total of all the audiences delivered by a media plan.

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market  

Back 25

A group of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price. Also, an element of the media mix referring to the various targets of a media plan.

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mechanics  

Back 26

One of the five Ms of the media mix; dealing creatively with the available advertising media options.

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media  

Back 27

A plural form of medium, referring to communications vehicles paid to present an advertisement to its target audience. Most often used to refer to radio and television networks, stations that have news reporters, and publications that carry news and advertising.

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media planning  

Back 28

The process that directs advertising messages to the right people in the right place at the right time.

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media vehicles  

Back 29

Particular media programs or publications.

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message weight  

Back 30

The total size of the audience for a set of ads or an entire campaign.

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methodology  

Back 31

The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives.

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mixed-media approach  

Back 32

Using a combination of advertising media vehicles in a single advertising campaign.

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money  

Back 33

In media planning, one of the five elements in the media mix.

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motivation value  

Back 34

A consideration in selecting media based on the medium's ability to motivate people to act. Positive factors include prestige, good quality reproduction, timeliness, and editorial relevance.

Front 35

opportunities to see (OTS)  

Back 35

A possible exposure of an advertising message to one audience member. Also called an advertising impression. Effective frequency is considered to be three or more opportunities-to-see over a four-week period; but no magic number works for every commercial and every product.

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pulsing  

Back 36

Mixing continuity and flighting strategies in media scheduling.

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rating  

Back 37

The percentage of homes or individuals exposed to an advertising medium.

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reach  

Back 38

The total number of different people or households exposed to an advertising schedule during a given time, usually four weeks. ______- measures the unduplicated extent of audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number.

Hint 38

None

Front 39

readers per copy (RPC)  

Back 39

Variable used to determine the total reach of a given print medium. RPC is multiplied by the number of vendor and subscription sales to determine the total audience size.

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recency planning  

Back 40

Erwin Ephron's theory that most advertising works by influencing the brand choice of consumers who are ready to buy, suggesting that continuity of advertising is most important.

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roadblocking  

Back 41

Buying simultaneous air time on all four television networks.

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spillover media  

Back 42

Foreign media aimed at a national population that are inadvertently received by a substantial number of the consumers in a neighboring country.

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synergy  

Back 43

An effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components.

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television households (TVHH)  

Back 44

Households with TV sets