Advertising, Print Media, Visual Merchandising and Promotion – VOCABULARY Flashcards

Vocabulary flashcards covering key advertising and print media terms from the lecture notes, including media planning concepts and print formats.

Reach

Percent of the target audience exposed to the advertiser's message at least once during a set period (commonly four weeks).

Coverage

Potential audience that might receive the message through a media vehicle.

Penetration

Total number of persons/households exposed to the advertising medium due to geographic location.

Frequency

Number of times the receiver is exposed to the media within a period; increases the chance the target will see the message.

Scheduling

Setting the time for advertisements to run; aims to coincide with when the target can be reached.

Continuity

An advertising approach where the message runs in a steady or uninterrupted pattern over time.

Fighting

A scheduling approach with bursts of advertising to compete during peak periods.

Pulsing

Continuous advertising with varying intensity, featuring peaks at certain times.

Blinking/Bunching

Concentrated bursts of advertising followed by gaps to maximize impact.

Bursting

Intense, short bursts of advertising within a shorter time frame.

Sliding

A scheduling approach that gradually changes the level of advertising exposure over time.

Ratings

Audience size expressed as a percentage of the total population; program rating = households tuned into a show ÷ households in the area.

GRPs

Gross Rating Points; sum of all ratings delivered by a schedule (Reach × Frequency), indicating total exposure.

TRPs

Target Rating Points; number of people in the primary target audience reached by the media buy, excluding waste coverage.

Share

Size of the audience for a given time period, considering only households with their televisions on.

Media Planning

Task of deciding when, where, and how the advertising message is delivered.

SAU

Standard Advertising Unit; measures newspaper space by column width and depth in inches; about 90% of US daily newspapers use SAUs.

Newspapers

Print media consisting of daily or weekly publications used for news and advertising; includes various formats and rates.

Broadsheet

Large standard newspaper format, typically six columns wide.

Tabloid

Smaller newspaper format, about half the size of a broadsheet, typically with five columns.

Bleed Page

Color or image extends to the edge of the page; requires larger pages and trimming; costs about 10–15% more.

Gatefold

Advertising insert that folds out to reveal additional content; nontraditional page size.

Magazine

Print publication targeted at consumers or trade audiences, with high reproduction quality and longer life for ads.

Magazine Trends

Growth of online media and video; rising mobile web audience; magazines still carry high attention and recall.