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| a decision process leading the use of advertising time and space to assist in the achievement of marketing objectives. |
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| the way advertising identify and select media options based on research into audience profiles of various media. |
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| Specialists who implement the media plan by contracting with various media for placement of an advertisement. |
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| Selecting the best combination of media vehicles |
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| in media planning one person's opportunity to be exposed to an advertising message. |
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| the percentage of different names or people exposed to a media vehicle or vehicles at least once during a specific period of time. |
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| the number of radio waves produced by a transmitter in one second. |
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| a newspaper with a page size five to six columns wide and 14 inches deep. |
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| sponsored messages that can be of any size and location within the newspaper, except the editorial page. |
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| sponsored messages that can be of any size and location within the newspaper, except the editorial page. |
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| commercial messages arranged in the newspaper according to the interests of readers. |
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| Free-standing insert advertisement |
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| Preprint advertisement placed loosely in the newspaper. |
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| a list of the charges for advertising space. |
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| also called cooperative advertising; an arrangement between a retailer and manufacturer in which the manufacturer reimburses the retailer for all or part of the retailer's advertising cost. |
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| a publication oriented to a general audience. |
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| a publication oriented to a general audience. |
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| publication that are distributed, usually free, to selected individuals. |
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| an advertisement that crosses two facing pages in a magazine. |
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| an advertisement that crosses two facing pages in a magazine. |
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| a full-page ad with no outside margins-the color extends to the edge of the page. |
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| all advertising that is displayed outside the home, from billboards, to blimps, to in-store aisle display. |
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| sponsored messages that can be of any size and location within the newspaper, except the editorial page. |
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the cost of reaching 1000 people with a message once
often used to compare the efficiency of individual vehicles |
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| consumers' personality traits (serious, funny, conservative), beliefs and attitudes about social issues (opinions about abortion, environment, globalization), personal interests (music, sports, movie going), and shopping orientations (recreational shoppers, price-sensitive shoppers, convenience shoppers). |
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| gender, age, education, household income, marital status, employment status, type of residence, and number of children in the household. |
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| Media planners make three crucial decisions |
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| where to advertise (geography), when to advertise (timing), and what media categories to use (media mix). |
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| commercial offered in lieu of an announcement which was (or will be) missed due to either station error, preemption by another advertiser, or movement of the program purchased from one time slot to another |
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| any planned and unplanned form of exposure to and interaction with a product or service |
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| Media planning is a four-step process which consists of |
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| 1) setting media objectives in light of marketing and advertising objectives, 2) developing a media strategy for implementing media objectives, 3) designing media tactics for realizing media strategy, and 4) proposing procedures for evaluating the effectiveness of the media plan. |
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