Advertising Chapter 14

= reach (%) × average frequency

Gross rating points (GRPs)

= advertising cost ÷ impressions × 1,000

Media cost efficiency

Audience Objectives

Define the specific types of people the advertiser wants to reach

Distribution Objectives

Outline where, when, and how often advertising should appear

Media Vehicles

Particular programs, publications, or platforms selected based on how efficiently they deliver the message

CPM

Cost Per Thousand

Circulation

Statistical measure of paid subscription and vendor sales

Pass-Along Rate

The number of secondary readers who read a magazine copy without buying it

Readers Per Copy (RPC)

Multiplied by circulation to determine total print audience size

Effective reach

The percentage of the audience exposed enough times for the message to be properly received

Continuous Schedule

Advertising runs steadily throughout the campaign with little variation

Flighting Schedule

Starting, stopping, and starting again at regular or irregular intervals

Vehicle Selection Criteria

Exposure value, attention value, and motivation value