Comm 342 Chapter 12: Media Basics

Media

The channels of comm that carry the ad message to target audiences

Media Vehicle

A single program, magazine, or radio station

Mass Media

Comm channels (newspapers or TV) used to send messages to large, diverse audiences

Broadcast Media

Comm vehicles such as TV and radio that deliver audio, video, or other messages to a dispersed audience

Niche Media

Comm channels used to reach audience segments defined by a specialized interests (ethnicity or profession)

Measured Media

Media used in advertising that are evaluated by auditing companies that track performance date, such as circulation, readership, and viewership

Addressable Media

Media (mail, internet, telephone) that carry messages to identifiable customers or prospects

Interactive Media

Comm channels that involve two-way comm with users and in which the outputs depend on a user’s inputs (e.g. websites and video games)

Paid Media

Marketing efforts that involve a paid placement of a commercial message into traditional or digital media

Owned Media

Media channels controlled by the organization and that are used to carry branded content

Earned Media

Free publicity generated through promotional efforts other than paid media, often resulting from public relations or social media

Convergence

Because of the digitization of media forms, specialized media, such as newspapers and TV, are becoming more alike in their content and how they are delivered online

Media Salespeople

People who work for a specific medium and call on media planners and buyers in agencies to sell space or time in that medium

Media Reps

Media salespeople who sell media time and space for a variety of media outlets

Multichannel/Cross-media

An advertising plan that uses several different forms of media (TV, print, radio, and online)

Brokers

People or companies who sell space (in print) or time (in broadcast) for a variety of media

Media Planning

The way advertisers identify and select media options based on research into the audience profiles of various media

Media Researchers

The specialists who gather info about media audiences and performance

Media Planners

Media specialists who develop the strategic decisions outlined in the media plan

Media Buyer

Specialists who implement the media plan by contracting with various media for placement of an advertisement

Media-buying Companies

An offshoot of the media-buying function in full-service agencies, these companies become free-standing agencies that specialize in buying media for clients and other agencies

Media Plan

A decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives

Connection Planning

Another way to refer to media planning, but in this approach the emphasis is on engagement and two-way comm opportunities

Media Mix

Selecting the best combination of media vehicles, nontraditional media, and marketing comm tools to reach the targeted stakeholder audiences

Multiplatform

In IMC planning, multiple functional areas and tools, such a public relations and sales promotion, are used to deliver messages and create brand interactions, a practice referred to as multiplatform comm

Exposure

The opportunity for a reader, viewer, or listener to see or hear an advertisement

Impression

In media planning, one person’s opportunity to be exposed to an advertising message

Circulation

The number of copies sold

Gross Impressions

The sum of the audiences of all the media vehicles used within a designated time span

Ratings/Rating Points

Percentage of population or households tuned to a program

Share of Audience

The percent of viewers based on number of sets turned on

Reach

The percentage of different homes or people exposed to a media vehicle or vehicles at least once during a specific period of time; the percentage of unduplicated audience

Frequency Distribution

A media planning term describing exactly how many times each person is exposed to a message by percentage of the population (reach)

Intrusiveness

Techniques used by messages and media to grab attention by being disruptive or unexpected

Product Placement

The use of a brand name product in a TV show, movie, or event

Branded Entertainment

Programs that are sponsored by a particular brand

Advertainment

A form of persuasive advertising where the commercials look like TV shows or short films, and provide entertainment as opposed to high levels of info

Branded Media

This refers to forms of entertainment media that are owned by an organization and used to create high levels engagement with a brand

Search Marketing

Marketing comm strategies designed to aid consumers in their search for info

Mobile Marketing

The use of wireless comm to reach people on the move with a location-based message

Word of Mouth

Informal oral or written comm between consumers, normally about a brand; also known as buzz and may be positive or negative in nature

Viral Comm

Word-of-mouth, or buzz, that gets passed rapidly through a network of friends

Guerilla Marketing

A form of unconventional marketing, such as chalk messages on a sidewalk, that is often associated with staged events