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| series of decisions involved in delivering the message to the audiences |
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| specific goals an advertiser has for the media portion of the advertising program |
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| Decisions on how the media objectives can be attained |
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| general category of available delivery systems, which includes broadcast media, print media, directing marketing, outdoor advertising etc. |
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| Either radio or television network or local station broadcasts |
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| specific carrier within a medium category |
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| measure of the number of different audience members exposed at least once to a media vehicle in a given period of time |
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| potential audience that might receive the message through a vehicle. |
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| # of times the receiver is exposed to the media vehicle in a specific period |
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| used for measuring TV audiences and setting advertising rates |
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good indicator of potential market
= (%age of users in a demographic / %age of population in the same segment) x 100 |
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| situation where the coverage of the media exceeds the target audience |
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| continuous pattern of advertising, which may be every day, week, or month |
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| employs a less regular schedule, with intermittent periods of advertising and nonadvertising |
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| combination of other 2 methods. Continuity is maintained, but at certain times promotional efforts are stepped up |
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| the number of persons reached once with a media exposure |
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| measure of potential reach in the broadcast industry |
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| represents %age of vehicle’s audience reached at each effective frequency increment |
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| actual total cost required to place the message |
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Definition
| relationship between the price paid for the advertising time or space and the size of the audience delivered; used to compare media vehicles |
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