Term
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Definition
Gross Rating Points.
example: a weekly schedule of 5 commercials on programs with a household rating of 20 would yield 100 GRPs |
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Term
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Definition
Cost Per (rating) Point.
cost/rating |
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Term
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Definition
Cost Per Thousand (cost per mille)
cost/thousands of people |
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Term
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Definition
| size of the audience for a series of ads or a campaign |
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Term
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Definition
| process that directs ad messages to the right people at the right time |
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Term
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Definition
| the number of different people exposed |
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Term
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Definition
| the intensity of the schedule |
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Term
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Definition
| the duration of an advertising message over a given period of time |
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Term
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Definition
| describes the quality of exposures |
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Term
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Definition
| the number of times a person must be exposed to a message before it is effective |
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Term
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Definition
| total exposures/audience reach |
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Term
| advertising response curve |
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Definition
S-shaped curve that suggests that at a low frequency there is little response.
once a threshold is crossed, there is a dramatic response to increasing levels of advertising |
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Term
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Definition
| indicates the sales strength of a brand in a specific market |
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Term
| Pros of Broadcast TV Advertising |
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Definition
-Mass Coverage
-Low cost per exposure
-Some Selectivity
-Creativity & Impact
-Prestige
-Social Dominance |
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Term
| Cons of Broadcast TV Advertising |
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Definition
-High Production Cost
-High Airtime Cost
-Limited Selectivity
-Brevity
-"Zipping & Zapping"
-Clutter |
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Term
| Percent of US who listen to radio in an average week? |
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Definition
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Term
| Percent of US who listen to radio in an average day? |
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Definition
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Term
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Definition
| happens when audio from TV spots are converted to radio spots |
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Term
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Definition
6 AM - Morning Drive
10 AM - Daytime
3 PM - Afternoon/Evening Drive
7 PM - Nighttime
Midnight - All Night |
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Term
| Pros of Radio Advertising |
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Definition
-Reach & Frequency
-Selectivity
-Cost Efficient
-Timely
-Immediate
-Locally Relevant
-Creatively Flexible |
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Term
| Cons of Radio Advertising |
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Definition
-Heard, but not seen
-Segmented Audiences
-Short-Lived
-Half-Heard
-Cluttered |
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Term
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Definition
Performed to understand the marketing problem.
Analyzes a company and its competitors on strenghts & weaknesses, and external opportunities & threats. |
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Term
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Definition
| statistical measure of a print medium's audience |
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Term
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Definition
Readers Per Copy.
variable used to determine the total reach of a given print medium |
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Term
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Definition
| number of people who read a magazine without buying it |
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Term
| GRPs are calculated as... |
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Definition
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Term
| frequency is important to create memory, while _________ is important to sustain it |
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Definition
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Term
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Definition
| number of times a person must see or hear a message before it becomes effective |
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Term
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Definition
| point at which advertising message has been seen or heard so often that it starts to irritate consumers |
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Term
| 2 types of media objectives |
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Definition
*audience objectives- (types of people)
*message-distribution objectives- (where, when, how often) |
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Term
| 5 M's of effective media strategy |
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Definition
1. Markets- groups who share common interest
2. Money
3. Media- communications vehicles
4. Mechanics- involves creativity
5. Methodology- overall strategy |
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Term
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Definition
Brand Development Index.
indicates the sales strength of a particular brand in a specific market area.
calculated as % of brand's sales/% of US population |
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Term
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Definition
Category Development Index.
determines strength of the whole product category |
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Term
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Definition
| value of a medium determined by how well it exposes an ad to the target audience |
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Term
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Definition
| degree of attention paid to ads in a particular media by those exposed to them |
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Term
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Definition
| the cost of exposing the message to the target audience rather than the total audience |
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Term
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Definition
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Term
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Definition
| effect achieved when the sum of parts is greater than that expected from simply adding the components |
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Term
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Definition
| advertising runs steadily during campaign period |
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Term
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Definition
| alternates periods of advertising with periods of no advertising |
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Term
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Definition
| mixing flighting and continuous scheduling. uses pulses to heavy up during peak selling periods |
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Term
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Definition
| running the same ad every half hour during prime time |
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Term
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Definition
| buying airtime on all three networks simultaneously |
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Term
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Definition
| flooding both network and cable channels with ads for a day, making it nearly impossible to miss |
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Term
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Definition
| total number of different people or households exposed during a given time. exposed does not mean consumed |
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Term
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Definition
describes the quality of exposure.
measures percentage of audience who recieve enough exposures to truly notice the message |
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Term
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Definition
repetition of message.
average number of times individuals or homes are exposed to media vehicle during a specific time.
total exposures/audience reach |
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Term
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Definition
| a commercial message run between two programs, no relation to either. must be purchased by contacting stations directly |
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Term
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Definition
| commercial time available to advertisers |
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Term
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Definition
| reruns are sold to individual stations for rebroadcast |
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Term
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Definition
| programs produced specifically for the syndication market |
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Term
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Definition
| marketing of first-run TV programs to local stations free or for a reduced rate because some ad space has been presold to national advertisers |
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Term
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Definition
| program-length advertisement (infomercials) |
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Term
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Definition
four month-long periods each year when rating services measure all TV markets.
February, May, July, and November |
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Term
| DMA's (Designated Market Areas) |
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Definition
| geographic areas from which TV stations attract most of their viewers |
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Term
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Definition
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Term
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Definition
| distribution of an audience into demographic or other categories |
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Term
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Definition
| spots aired to make up for spots that were missed or run incorrectly |
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Term
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Definition
| rating is based upon households with TVs, and share is based on households with TVs turned on |
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Term
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Definition
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Term
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Definition
Average Quarter-Hour persons.
the average number of people who are listening to a specific station for at least 5 minutes during a 15-minute period |
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Term
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Definition
| common rules for linking and sharing information |
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Term
| distributed network vs. centralized network |
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Definition
| In a centralized network, a hub distributes too many receivers. A distributed network has many different hubs and links. |
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Term
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Definition
| type of digital transmission that enables a single wire to carry multiple signals simultaneously |
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Term
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Definition
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Term
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Definition
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Term
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Definition
| advertising that utilizes full motion and animated technology |
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Term
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Definition
| customer relationship management. focuses on keeping existing clients |
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