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Definition
Gross Rating Points.
example: a weekly schedule of 5 commercials on programs with a household rating of 20 would yield 100 GRPs |
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Cost Per (rating) Point.
cost/rating |
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Cost Per Thousand (cost per mille)
cost/thousands of people |
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Term
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Definition
size of the audience for a series of ads or a campaign |
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Definition
process that directs ad messages to the right people at the right time |
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Definition
the number of different people exposed |
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Definition
the intensity of the schedule |
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Definition
the duration of an advertising message over a given period of time |
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Definition
describes the quality of exposures |
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Definition
the number of times a person must be exposed to a message before it is effective |
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Definition
total exposures/audience reach |
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Term
advertising response curve |
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Definition
S-shaped curve that suggests that at a low frequency there is little response. once a threshold is crossed, there is a dramatic response to increasing levels of advertising |
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Definition
indicates the sales strength of a brand in a specific market |
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Pros of Broadcast TV Advertising |
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Definition
-Mass Coverage -Low cost per exposure -Some Selectivity -Creativity & Impact -Prestige -Social Dominance |
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Cons of Broadcast TV Advertising |
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Definition
-High Production Cost -High Airtime Cost -Limited Selectivity -Brevity -"Zipping & Zapping" -Clutter |
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Term
Percent of US who listen to radio in an average week? |
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Definition
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Term
Percent of US who listen to radio in an average day? |
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Definition
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Term
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Definition
happens when audio from TV spots are converted to radio spots |
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Term
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Definition
6 AM - Morning Drive 10 AM - Daytime 3 PM - Afternoon/Evening Drive 7 PM - Nighttime Midnight - All Night |
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Pros of Radio Advertising |
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Definition
-Reach & Frequency -Selectivity -Cost Efficient -Timely -Immediate -Locally Relevant -Creatively Flexible |
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Term
Cons of Radio Advertising |
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Definition
-Heard, but not seen -Segmented Audiences -Short-Lived -Half-Heard -Cluttered |
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Term
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Definition
Performed to understand the marketing problem. Analyzes a company and its competitors on strenghts & weaknesses, and external opportunities & threats. |
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Term
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Definition
statistical measure of a print medium's audience |
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Term
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Definition
Readers Per Copy. variable used to determine the total reach of a given print medium |
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Term
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Definition
number of people who read a magazine without buying it |
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Term
GRPs are calculated as... |
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Definition
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Term
frequency is important to create memory, while _________ is important to sustain it |
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Definition
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Term
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Definition
number of times a person must see or hear a message before it becomes effective |
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Term
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Definition
point at which advertising message has been seen or heard so often that it starts to irritate consumers |
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Term
2 types of media objectives |
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Definition
*audience objectives- (types of people) *message-distribution objectives- (where, when, how often) |
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Term
5 M's of effective media strategy |
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Definition
1. Markets- groups who share common interest 2. Money 3. Media- communications vehicles 4. Mechanics- involves creativity 5. Methodology- overall strategy |
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Term
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Definition
Brand Development Index. indicates the sales strength of a particular brand in a specific market area. calculated as % of brand's sales/% of US population |
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Term
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Definition
Category Development Index. determines strength of the whole product category |
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Term
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Definition
value of a medium determined by how well it exposes an ad to the target audience |
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Term
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Definition
degree of attention paid to ads in a particular media by those exposed to them |
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Definition
the cost of exposing the message to the target audience rather than the total audience |
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Definition
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Term
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Definition
effect achieved when the sum of parts is greater than that expected from simply adding the components |
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Term
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Definition
advertising runs steadily during campaign period |
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Term
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Definition
alternates periods of advertising with periods of no advertising |
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Term
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Definition
mixing flighting and continuous scheduling. uses pulses to heavy up during peak selling periods |
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Term
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Definition
running the same ad every half hour during prime time |
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Term
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Definition
buying airtime on all three networks simultaneously |
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Term
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Definition
flooding both network and cable channels with ads for a day, making it nearly impossible to miss |
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Definition
total number of different people or households exposed during a given time. exposed does not mean consumed |
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Definition
describes the quality of exposure.
measures percentage of audience who recieve enough exposures to truly notice the message |
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Definition
repetition of message.
average number of times individuals or homes are exposed to media vehicle during a specific time.
total exposures/audience reach |
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Term
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Definition
a commercial message run between two programs, no relation to either. must be purchased by contacting stations directly |
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Term
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Definition
commercial time available to advertisers |
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Term
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Definition
reruns are sold to individual stations for rebroadcast |
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Term
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Definition
programs produced specifically for the syndication market |
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Term
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Definition
marketing of first-run TV programs to local stations free or for a reduced rate because some ad space has been presold to national advertisers |
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Term
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Definition
program-length advertisement (infomercials) |
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Term
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Definition
four month-long periods each year when rating services measure all TV markets. February, May, July, and November |
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Term
DMA's (Designated Market Areas) |
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Definition
geographic areas from which TV stations attract most of their viewers |
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Term
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Definition
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Term
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Definition
distribution of an audience into demographic or other categories |
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Term
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Definition
spots aired to make up for spots that were missed or run incorrectly |
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Term
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Definition
rating is based upon households with TVs, and share is based on households with TVs turned on |
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Term
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Definition
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Term
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Definition
Average Quarter-Hour persons. the average number of people who are listening to a specific station for at least 5 minutes during a 15-minute period |
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Term
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Definition
common rules for linking and sharing information |
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Term
distributed network vs. centralized network |
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Definition
In a centralized network, a hub distributes too many receivers. A distributed network has many different hubs and links. |
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Term
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Definition
type of digital transmission that enables a single wire to carry multiple signals simultaneously |
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Definition
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Term
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Definition
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Definition
advertising that utilizes full motion and animated technology |
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Definition
customer relationship management. focuses on keeping existing clients |
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