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lesson 3.08
Definitions
| Term | Definition |
|---|---|
| primary circulation | The number of people who receive a publication, whether through direct purchase or subscription. |
| secondary circulation | The number of people who read a publication |
| position (preferred) | The location of an advertisement on a page; the time when a program or commercial announcement will run |
| zoning | The regulation of the construction and use of buildings in certain areas of a municipality |
| flat rates | offer no discount for quantity or repeated space buys |
| sliding-scale rates | Which of the following decreases the costs to a business of using newspaper advertising: |
| combination rates | A special space rate or discount offered for advertising in two or more periodicals |
| delivered circulation | the rate base is the circulation figure on which the publisher bases rates |
| guaranteed circulation | stated minimum number of copies of a particular issue that'll be delivered |
| bleed pages | Magazine advertisements where the printed area extends to the edge of the page |
| gatefolds | enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra-large spread |
| spreads | Two pages in a layout that face each other; a left page and a right page in a multi-page document |
| rating | The percentage of the total potential audience who are exposed to a particular media vehicle |
| gross rating points | A measure of the total amount of the advertising exposures produced by a specific media vehicle or a media schedule during a specific period of time |
| run-of-schedule air time | Broadcast commercial announcements that can be scheduled at the station's discretion anytime |
| cost per thousand (CPM) | A dollar comparison that shows the relative cost of various media or vehicles |
| cost per gross rating point (CPRP) | rating point (CPRP) The figure indicates the dollar cost of advertising exposure to one percentage point of the target group, audience, or population |
| movable billboard | A mobile billboard is a device used for advertising on the side of a truck or trailer that is typically mobile |
| advertising package | A package of display ads determined by the Interactive Advertising Bureau (IAB) to be the most commonly used and created |
| visibility | the degree to which something has attracted general attention |
| volume discount | A financial incentive for individuals or businesses that purchase goods in multiple units or in large quantities |
| circulation | the public availability or knowledge of something |
Created by:
Treyp696
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