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3.08 Vocab
| Question | Answer |
|---|---|
| Frequency | the number of times you wish to expose a targeted audience to your advertisements |
| Reach | the number of people in a targeted audience exposed to an ad or campaign at least one time during a designated time period. |
| Reach Calculation % | found by dividing the target audience exposed to an ad by the total target audience |
| Broad reach | is effective for consumer convenience goods like toothpaste (simple features) |
| Effective reach | number or percent of consumers in a targeted audience exposed to an ad a specific minimum number of times |
| Circulation | the size of the audience in the media most significant factor of media costs |
| Preferred location of ad | -time of ad (day, night, drive time) -position of ads in print and broadcast media - what shows |
| Editorial climate | credibility and prestige |
| aAbsoloute cost | the total expenditure for an ad |
| (CPM) | based on cost per thousand -often used in print media and internet |
| (CPRP) | based on cost per rating point -often used in broadcast media and outdoor |
| (GRP) | based on gross rating points across a media platform |
| Extensive coverage | Reaching a large audience and exposing them at least once to your advertisement |
| Intensive coverage | eaching a smaller audience more often to drive home the message |
| Continuous strategy | ads on a regular basis |
| Flighting strategy | Intermittent scheduling |
| Pulsing strategy | combination, low then high |
| Primary Circulation | Primary circulation entails global circulation - the mass movement of air all over ... Secondary circulation consists of the migration of high and low pressure cells. |
| Secondary Circulation | secondary circulation The number of people who read a publication but do not actually purchase it ("pass along" readers). |
| Position | position (preferred The location of an advertisement on a page; the time when a program or commercial announcement will run in a broadcast; special positions may cost premium prices. |
| Zoning | dividing an area into zones or sections reserved for different purposessuch as residence and business and manufacturing etc. |
| Flat rates | flat rates everyone gets the same, usually through collective bargaining |
| Sliding-scale rates | Which of the following decreases the costs to a business of using newspaper advertising |
| Combination rates | |
| Delivered Circulation | the rate base is the circulation figure on which the publisher bases rates. The |
| Guaranteed Circulation | The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers. |
| Bleed pages | Magazine advertisements where the printed area extends to the edge of the page, elimiating any white margin or porder around the ad |
| Gatefolds | An oversize magazine page or cover that is extended and folded over to fit into the publication. Gatefolds are used to extend the size of a magazine advertisement and are always sold at a premium |
| Spreads | Two pages in a layout that face each other; a left page and a right page in a multi-page document, as in an open magazine, book, or newspaper |
| Rating | act of ascertaining or fixing the value or worth of |
| Gross-rating points | Reach X Frequency |
| run-of-schedule air time | Airing time of a commercial on a radio or TV left to the discretion of the station. Its broadcast at a specific moment (time slot) or during a particular program usually requires payment of a premium. In print media, it is called run of press. |
| Cost-Per thousand (CPM) | The media cost of exposing 1,000 readers or viewers to an advertising impression |
| Cost-per gross rating point (CPRP) | Measurement used in planning a television media buy based on the cost of a commercial time slot and the rating of the program where the time slot is positioned. |
| Movable Billboard | 3.08 Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area: |
| Advertising package | all advertisements proposed to be exhibited on, or in relation to, a large development |
| Visibility | capability of providing a clear unobstructed view |
| Volume Discount | a lower price for making a large purchase. |
| Circulation | the spread or transmission of something (as news or money) to a wider group or area |
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