General Media Terms

A glossary (from Ancient Greek: γλῶσσα / language, speech, wording) also known as a vocabulary or clavis, is an alphabetical list of terms in a particular domain of knowledge with the definitions for those terms.

Traditionally, a glossary appears at the end of a book and includes terms within that book that are either newly introduced, uncommon, or specialized. While glossaries are most commonly associated with non-fiction books, in some cases, fiction novels may come with a glossary for unfamiliar terms.

Advertising Impressions
the audience delivery of media vehicles, programs or schedules. Usually expressed as thousands (000).

Advertising Research Foundation (ARF)
a non-profit organization of advertisers, agencies and the media for promoting advertising effectiveness through objective research.

Advertising Weight
the level of advertising support over a period of time, expressed in gross rating points, impressions, target audience reached, etc.

Aided Recall
a research technique where the respondent is given aid to help remember all or parts of advertising.

As It Falls
a testing method whereby the media test market receives the same media weight, purchased locally, as it would receive from a national theoretical plan.

Average Frequency
the number of times the average person or household is exposed to an advertising schedule. It is always derived from Gross Rating Points and Re

a term used to indicate that advertising was paid for by the advertiser using goods and services rather than cash.

BDI (Brand Development Index)
a measure of the strength of a brand’s sales in a particular geographic area indexed to the national sales average.

CDI (Category Development Index)
a measurement of a brand’s sales potential using sales of all brands within a category in a specific market indexed to national sales average.

the term given to the proliferation of advertising messages aimed at consumers. In TV, it refers to all nonprogram minutes, such as commercials, station promotions, billboards, public service announcements, e

Cost Per Rating Point (Cost Per Point, CPP, Cost Per GRP)
the cost to reach one percent of the universe, households or individuals, in a given market or geographic area.

Cost Per Thousand (CPM)
the cost to reach 1,000 units of audience, households or individuals, for advertising. Used as a measure of efficiency among media and media schedule

Coverage Area
the specific geography where a media vehicle has its coverage. In broadcast, coverage usually describes the area to which the station’s signal extends. In print, coverage usually means the circulation area.

Cume (Cumulative Audience)
another way of expressing reach. The total number of different people or households exposed to advertising at least once during the media schedule.

Direct Response Advertising
any advertising message that calls for a prompt response to purchase a product or request more information

the number or percent of the target audience in one media vehicle also exposed to another vehicle.

the ratio of cost to size of audience used to compare media vehicles, plans or schedules.

an agreement whereby a media vehicle agrees to run no advertising directly competitive to the advertiser purchasing the media vehicle or program.

First Refusal
the opportunity for an advertiser to extend sponsorship rights of a program or vehicle before it is offered to another advertiser.

Fixed Position
an advertising position which remains fixed over time, such as the inside cover of a magazine.

a technique for extending advertising dollars using periods of media activity interspersed with periods of inactivity.

Flow Chart
a calendar which dimensionalizes media activity over time, usually a year.

an abbreviation for Fiscal Year.

Gross Impressions
the combined audiences of several media vehicles or several announcements within a vehicle, leaving in the duplication among the audiences.

Gross Rating Points (GRP’s)
the sum of individual ratings in a media plan.

a commitment to the advertiser by a medium that should audience delivery fall short of what was estimated, the advertiser will receive bonus advertising to meet the expected CPM or GRP’s.

an increase in advertising activity for a limited period of time.

a scheduled period of inactivity between advertising flights.

Little America (or Little U.S.)
refers to the method of media testing where a national campaign might be tested first in markets that are most similar demographically to the total country.

LNA (Leading National Advertisers)
a syndicated research source reporting advertisers’ spending in media: network and spot TV, network radio, magazines, newspaper supplements and outdoor.

Mail-Order Advertising
type of advertising in which the complete sales transaction takes place through the mail.

comparable unit of advertising offered at no charge when the original spot or ad did not run or ran incorrectly.

Mediamark Research Inc. (MRI)
a syndicated research source measuring print and broadcast media audiences and product/brand usage profiles.

Net Cost
advertising rates which do not include advertising agency commission and/or include discounts.

the degree to which a medium or vehicle has coverage in a specific area. Can also refer to the effectiveness of advertising’s impact on consumers.

Per Inquiry (P.I.)
agreement between a media owner and an advertiser where the advertiser pays the owner for advertising on the basis of the number of inquiries or completed sales from the advertising.

describes consumers on the basis of some psychological trait, characteristics or lifestyle.

the division of the audience or sample into five equal groups ranging from heaviest to lightest amount of exposure to any medium.

Rate Card
a statement by a medium showing advertising costs, issue dates, program names, closing dates, requirements, cancellation dates, etc.

an estimate of the size of an audience expressed as one percent of the total population.

the unduplicated percent of a potential audience exposed to advertising one or more times during a given period.

Roll Out
an advertising technique where advertising is expanded to cover more and more markets as distribution/product sales are also expanded.

the percent of an audience tuned to a particular program at a given time.

Share of Voice (SOV)
a brand’s percent of the total advertising weight in its product category.

Short Rate
the cost difference between the discounted contract rate and the higher rate actually earned by an advertiser if he fails to fulfill the contracted amount of advertising.

Simmons Market Research Bureau (SMRB)
a syndicated source of print and broadcast audience measurement, as well as product usage data.

purchase of all or part of a TV program or all pages of a magazine.

Standard Rate & Data Service (SRDS)
monthly reports of publications’, TV and radio stations’ rate cards and supporting technical information arranged by state and market.

a research company providing print advertising readership information.

anything capable of exposing advertising to customers.

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