MKTG 125 Unit 3 vocab

media planning

The series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand.

media plan

The guide for media selection, requiring development of specific media objectives and specific media strategies (plans of action) designed to attain these objectives.

media objectives

The goals for the media program, which should be limited to those that media strategies can accomplish and are designed to lead to the attainment of communications and marketing objectives.

media strategies (plans of action)

Plans of action designed to attain specific media objectives.

medium

The general category of available delivery systems, which includes broadcast media (like TV and radio), digital media, print media (like newspapers and magazines), direct marketing, outdoor advertising, and other support media.

media vehicle

The specific carrier within a medium category (e.g., Vanity Fair and In Style are print vehicles; The Voice and 60 Minutes are broadcast vehicles).

reach

A measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

coverage

Refers to the potential audience that might receive the message through a vehicle.

frequency

The number of times the receiver is exposed to the media vehicle in a specified period; in media planning, it is the number of times one is exposed to the media vehicle in a specified time period (usually 13 weeks), not necessarily to the ad itself.

index number

A measure derived from a formula comparing the percentage of users in a demographic segment to the percentage of the population in the same segment.

survey of buying power index

An index that charts the potential of a particular metro area, county, or city relative to the U.S. as a whole, based on population, effective buying income, and total retail sales.

brand development index (BDI)

Helps marketers factor the rate of product usage by geographic area into the decision process by comparing the percentage of the brand's total U.S. sales in a given market area with the percentage of the total population in the market.

category development index (CDI)

Provides information on the potential for development of the total product category, computed similarly to the BDI but using information regarding the product category in the numerator.

sweeps periods

Rating periods used for measuring TV audiences and setting advertising rates, held in November, February, May, and July.

waste coverage

A problem of overexposure where the media coverage exceeds the targeted audience, reaching people who are not potential buyers and/or users.

continuity

A continuous pattern of advertising, which may mean every day, every week, or every month, developed without gaps or nonadvertising periods.

flighting

A scheduling method that employs a less regular schedule, with intermittent periods of advertising and nonadvertising.

pulsing

A scheduling strategy that is a combination of continuity and flighting, where continuity is maintained, but promotional efforts are stepped up at certain times.

unduplicated reach

The total number of people exposed once when an ad is placed on multiple shows/vehicles, indicating potential new exposures.

duplicated reach

The overlap between the reach of multiple shows, including a number of people who were reached by all involved vehicles, and provides an estimate of frequency.

program rating

The percentage of TV households in an area that are tuned to a specific program during a specific time period.

gross ratings points (GRPs)

A summary measure that combines the program rating and the average number of times the home is reached during this period (frequency of exposure), based on the total audience the media schedule may reach using a duplicated reach estimate.

target ratings points (TRPs)

Refer to the number of people in the primary target audience the media buy will reach—and the number of times. Unlike GRP, TRP does not include waste coverage.

effective reach

Represents the percentage of a vehicle's audience reached at each effective frequency increment.

average frequency

The average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period.

recency

The idea that one exposure to an ad has a greater impact than additional exposures did if it was shown in the week preceding a purchase.

recency planning

Campaigns focusing on short interval reach at minimum frequency levels as close to the purchase decision as possible.

absolute cost

The actual total cost required to place the message in a medium or vehicle.

relative cost

Refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare the cost of an ad in different media vehicles.

cost per thousand (CPM)

The cost breakdown based on the cost to reach a thousand people, calculated as (Cost of ad space / Circulation) × 1,000.

cost per ratings point (CPRP) or Cost per point (CPP)

The comparative cost figure provided by broadcast media, calculated by dividing the cost of commercial time by the program rating.

daily inch rate

The cost per column inch of the paper, used by newspapers to base cost-effectiveness.

modular pricing

A form of pricing used by some newspapers where costs are based on the size of a set module such as full page, half page, quarter page, or eighth page.

digital pricing models

Different bases for pricing and determining relative cost comparisons when purchasing an ad in digital media.

bidding

A digital pricing structure that involves the buyer participating in an auction to purchase placement for the ad format.

programmatic

An automatic bidding process that takes place in milliseconds through designed software, used for purchasing online ads in bulk, and considered computer-based advertising buying using a real-time bidding process.

target CPM (TCPM)

Calculates CPMs based on the target audience, not the overall audience.

readers per copy

The total number of primary and pass-along readers, used to estimate a magazine's true circulation.

pass-along rate

Estimating the number of people who read the magazine without buying it

zipping

Occurs when viewers fast-forward through commercials as they play back a previously recorded program.

zapping

Refers to changing channels to avoid commercials.

television network

Assembles a series of affiliated local TV stations (affiliates) to which it supplies programming and services.

affiliates

Local TV stations, most of which are independently owned, that contractually agree to preempt time during specified hours for programming provided by the networks and to carry the national advertising within the program.

up-front market

A buying period that occurs before the TV season begins, where advertisers often purchase prime-time network advertising time.

scatter market

A buying market that runs through the TV season, purchased after the initial upfront market.

spot advertising

Commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations.

national spot advertisingA

ll nonnetwork advertising done by a national advertiser.

local advertising

Airtime sold to local firms such as retailers, restaurants, banks, and auto dealers.

station reps

Individuals who act as sales representatives for a number of local stations in dealings with national advertisers.

syndicated programs

Shows that are sold or distributed on a station-by-station, market-by-market basis.

sponsorship

An arrangement where an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears within it.

participations

A common method of buying network advertising time, whereby network advertisers pay for commercial time during one or more programs.

adjacencies

Spot announcements that are bought from local stations and generally appear during time periods adjacent to network programs.

dayparts

Specific segments of a broadcast day into which TV or radio time periods are divided.

cable television (CATV)

Delivers TV signals through fiber or coaxial wire rather than the airways.

Multichannel Video Programming Distributors (MVPD)

Services that distribute or provide multiple television channels as part of a package that customers subscribe to for television programming.

superstations

Independent local stations that send their signals nationally via satellite to cable operators to make their programs available to subscribers.

interconnects

Where a number of cable systems and networks in a geographic area are joined for advertising purposes, increasing the size of the audience an advertiser can reach with a spot cable buy.

narrowcasting

The ability of cable TV to reach very specialized markets.

over-the-top (OTT) or streaming TV

Content that is delivered directly to viewers via a streaming service over the Internet, bypassing the traditional cable or satellite box.

cord cutting

Refers to households dropping traditional pay-TV services such as cable or satellite TV.

addressable TV advertising

Advertising that allows different commercials to be shown to different households watching the same program.

television household

A home with at least one operable TV or monitor with the ability to deliver video via traditional means or with a broadband connection.

program rating

The percentage of TV households in an area that are tuned to a specific program during a specific time period.

ratings point

Represents 1 percent of all the television households in a particular area tuned to a specific program.

households using television (HUT) or sets in use

The percentage of homes in a given area where TV is being watched during a specific time period.

share of audience

The percentage of households using TV in a specified time period that are tuned to a specific program.

total audience

The total number of homes viewing any five-minute part of a telecast.

people meter

An electronic measuring device that records not only what is being watched but also by whom in the measured households.

designated market areas (DMAs)

Nonoverlapping areas used for planning, buying, and evaluating TV audiences; generally a group of counties in which stations located in a metropolitan or central area achieve the largest audience share.

Portable People Meter (PPM)

A wearable, pager-size device that electronically tracks exposure to cable and satellite television, radio, cinema advertising, and place-based digital media.

sweeps periods

Rating periods used for measuring TV audiences and setting advertising rates, held in November, February, May, and July.

linear TV

Where the viewer has to watch a scheduled TV program at the particular time it's offered and on the particular channel it's presented on.

commercial ratings ("C3")

Measures of the average viewership of the commercials both live and up to 3 days after the ads are played back on a DVR.

image transfer

A technique where the images of a TV commercial are implanted into a radio spot, allowing radio to reinforce television messages.

average quarter-hour (AQH) figure

Expresses the average number of people estimated to have listened to a station for a minimum of 5 minutes during any quarter-hour in a time period.

cume (cumulative audience)

The estimated total number of different people who listened to a station for at least 5 minutes in a quarter-hour period within a reported daypart.

average quarter-hour rating (AQH RTG)

Expresses the estimated number of listeners as a percentage of the survey area population.

average quarter-hour share (AQH SHR)

The percentage of the total listening audience tuned to each station

selectivity

The ability of magazines to reach a specific target audience.

gatefolds

An ad format that enables an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra-large spread.

bleed pages

Magazine pages where the advertisement extends all the way to the end of the page, with no margin of white space around the ad.

split runs

Where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine, used for testing effectiveness.

controlled-circulation basis

Refers to business publications where copies are sent (usually free) to individuals the publisher believes can influence the company's purchases.

pass-along readership

Occurs when the primary subscriber or purchaser gives a magazine to another person or when the publication is read in public places.

total audience/readership

Calculated by multiplying the readers per copy by the circulation of an average issue.

first cover

Preferred placement position in a magazine (outside front).

second cover

Preferred placement position in a magazine (inside front).

third cover

Preferred placement position in a magazine (inside back).

fourth cover

Preferred placement position in a magazine (outside back).

magazine networks

Designed specifically to offer the advertiser the opportunity to buy space in a group of publications as a package deal.

native advertising

An online ad that takes on the look and feel of the surrounding content, with its visual design and user experience specific to the online site.

display advertising

Found throughout the newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text.

classified advertising

Ads arranged under subheads according to the product, service, or offering being advertised (e.g., employment, real estate, and automotive).

preprinted inserts

Ads printed by the advertiser and then taken to the newspaper to be inserted before delivery, such as circulars, catalogs, or brochures.

city zone

A newspaper market area composed of the city where the paper is published and contiguous areas similar in character to the city.

retail trading zone

The newspaper market outside the city zone whose residents regularly trade with merchants within the city zone.

general advertising rates

Apply to display advertisers outside the newspaper's designated market area (DMA) and to any classification deemed by the publisher to be "general" in nature.

retail or local advertising rates

Apply to advertisers that conduct business or sell goods or services within the designated market area (DMA).

standard advertising unit (SAU)

A unit used to determine basic newspaper advertising rates.