Term
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Definition
| the process of analyzing and choosing media for an advertising and promotions campaign |
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Term
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Definition
| the individual who formulates the program stating where and when to place advertisements |
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Term
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Definition
| the person who buys the space and negotiates rates, times, and schedules for the ads |
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Term
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Definition
| a one-time ad placed on a local television station |
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Term
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Definition
| the number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period |
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Term
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Definition
| the average number of times an individual, household, or business within a particular target market is exposed to a particular advertisement within a specified time period |
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Term
| Opportunities to See (OTS) |
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Definition
| the cumulative exposures to an advertisement that are achieved in a given time period |
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Term
| Gross Rating Points (GRP) |
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Definition
| a measure of the impact or intensity of a media plan |
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Term
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Definition
| the dollar cost of reaching 1,000 members of the media vehicle's audience |
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Term
| Cost per Rating Point (CPRP) |
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Definition
| a measure of the efficiency of a media vehicle relative to a firm's target market |
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Term
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Definition
| a measure of the percentage of a firm's target market that is exposed to a show on television or an article in a print medium |
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Term
| Weighted (or demographic) CPM |
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Definition
| a measure used to calculate whether an advertisement reached the target market effectively |
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Term
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Definition
| the schedule or pattern of advertisement placements within an advertising campaign period |
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Term
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Definition
| the number of total exposures of the audience to an advertisement |
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Term
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Definition
| the percentage of an audience that must be exposed to a particular message to achieve a specific objective |
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Term
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Definition
| the number of times a target audience must be exposed to a message to achieve a particular objective |
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Term
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Definition
| the ability of media or an advertisement to intrude upon a viewer without his or her voluntary attention |
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Term
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Definition
| the combined impact of using two or more media is stronger than using either medium alone |
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