Term
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Definition
sum of rating points. So a media planner can estimate the size of the audience reached by a particular vehicle or schedule
RATINGSx # of insertions |
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Term
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Definition
| percentage of the media vehicle's audience (# of cosmo readers) that is comprised of a given target audience... out of 10 million cosmo readers, 5 million are 18-34.. how much the target audience makes up of the vehicle's audience |
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Term
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Definition
| the percent of the target that is exposed to the vehicle. If there are 30 million 18-34 YO women in the US, and 5 million read cosmo, then the coverage is 16% |
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Term
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Definition
| estimate of the percent of an audience who has actually watched the program, in proportion to total population |
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Term
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Definition
| the percent (or number) of people or HH exposed to a specific vehicle (or schedule) at least once |
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Term
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Definition
| Avg # of exposures among target audience to campaign::: GRP/Reach |
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Term
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Definition
| the sum of audience sizes |
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Term
| HUT (Households using TV) |
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Definition
| Percent of HH in a market that are tuned in to a TV at a given time |
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Term
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Definition
| Percentage of homes tuned into a program, based on those that had their TVs turned on, Uses HH as its base, not total population |
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Term
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Definition
| the percent of the target audience exposed at the level of frequency a planner deems as effective |
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Term
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Definition
| the amount of frequency (or repetition) the planner judges to be necessary for advertisements |
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Term
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Definition
| Cost per thousand. the cost to deliver to 1,000 people or homes (cost/people exposed) x 1000 |
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Term
| CPP (cost per rating point) |
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Definition
| the cost of one household or demographic rating point in a given market. Cost per commercial/rating (the rating is based on 100 points) |
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Term
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Definition
| a single person watching TV, listening to radio, or exposed to another medium during the average minute or quarter hour. NOT THE NUMBER OF PEOPLE WHO WATCHED IT |
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Term
| audit bureau of circulation |
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Definition
| non profit, self regulated organization consisting of advertisers, agencies, and publishers. the organization's role is to VERIFY CIRCULATION FIGURES and report back to agencies and its members |
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Term
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Definition
| individual carrier within a medium (classification of carriers) |
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Term
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Definition
basic measurement
helps to differentiate media vehicles on the basis of their audience size
measurement of people who are sure they've looked into/read a vehicle within a given time period
*open eyes (or listening ears) facing the medium* |
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Term
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Definition
quantifies the perceived ability of multiple exposures of an ad to elicit a response from the viewer.
ENGLISH:determines how effective multiple exposures of an ad will be in eliciting a response |
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Term
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Definition
| used by nielsen to identify an exclusive geographic area of counties in which the home market television stations hold a dominance of total hours viewed. There are 210 DMA's in the US |
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Term
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Definition
| most planners spend more time when consumer buying is heaviest and spend less at other times |
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Term
| Problems of media planning |
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Definition
insufficient media data::no adequate measurement tool, limited access to the data;
time pressures
external influences; ie. pressure on media selection
lack of objectivity; measurement error
No valid way of measuring advertising effectiveness |
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Term
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Definition
| in geographical market where sales for a given brand have been good; minimize risks and maximize potential |
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Term
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Definition
| where sales have not been good; high risks |
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Term
| traditional method of budget setting: |
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Definition
percent of sales--multiplies projected sales revenue for the year by a given percentage to be spent on advertising
competitive spending--it depends on setting the budget in relation to the amount of spending by competing brands
OBJECTIVE AND TASK--setting specific marketing and/or advertising objectives; the method does not |
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Term
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Definition
allocate proportionally more money to good markets
not consider varying media costs |
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Term
| gross-impression weighting (forms of geographic weighting) |
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Definition
allocate the budget on the basis of GI desired
consider varying media cost
low cost (low CPM) markets receive more impressions while more expensive markets receive fewer |
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