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3.08 Vocabulary
Manage Media Planning
| Term | Definition |
|---|---|
| Primary circulation | the total number of copies of print media sold |
| Secondary circulation | the number of people who read a publication but do not actually purchase it |
| 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 purposes such as residence and business and manufacturing etc |
| 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 | placing an ad in newspaper morning and evening, or 2 newspapers owned by same company and get a discount |
| Delivered circulation | the rate base is the circulation figure on which the publisher bases rates |
| Guaranteed circulation | number of copies the publisher expects to circulate magazine advertisements where the printed area extends to the edge of the page, eliminating any white margin or border around the ad |
| Bleed pages | Magazine advertisements where the printed area extends to the edge of the page, eliminating any white margin or border around the ad |
| 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 | a screen-interactive oriented program enabling a user to lay out financial data on the screen |
| Rating | A measurement task that requires respondents to estimate the magnitude of a characteristic or quality that a brand, store or object possesses |
| 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 printmedia, it is called run of press. |
| Cost per thousand | How much a company pays you for every 1000 times ad is displayed |
| Cost per gross rating point (CPRP) | The cost to deliver the equivalent of one rating point of a specific audience segment with a specific media schedule or media vehicle |
| Movable billboard | 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 | illuminating the stage so the audience can see what is happening |
| Volume discount | a lower price for a large purchase |
| Circulation | Average number of the copies of a publication distributed in a standard period such as day, week, or month |
Created by:
makayla.wallace
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