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cmun 250 chapter 10


copy deck
media planning
the series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service.
media objectives
the specific goals an advertiser has for the media portion of the advertising program.
media strategies
plans of action for achieving stated media objectives such as which media will be used for reaching a target audience, how the media budget will be allocated and how advertisements will be scheduled.
the general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, and outdoor.
media vehicle
the specific program, publication or promotional piece used to carry an advertising message.
the number of different audience members exposed at least once to a media vehicle in a given period.
a measure of the potential audience that might receive an advertising message through a media vehicle
the number of times a target audience is exposed to a media vehicle in a specified period.
sweeps period
the times of year in which television audience measures are taken (february, may, july and november)
index numbers
a ratio used to describe the potential of a market. divide percentage of users in a market segment by percentage of population and multiply by 100.
(% users/% pop) x 100
survey of buying power index
an index that provides information regarding population, effective buying income, and total retail sales in an area.
brand development index (bdi)
(% of brands total sales in market/ % of total population) x 100
category development index (cdi)
( % of product categorys total sales in a market/ % total population) x 100
waste coverage
a situation where the coverage of the media exceeds the target audience.
a media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign.
a media scheduling pattern in which periods of advertising are alternated with periods of no advertising.
a media scheduling method that combines flighting and continuous scheduling
unduplicated reach
the number of persons reached once with a media exposure
duplicated reach
the number of persons reached by more than one show of media exposure
program rating
the percentage of TV households in an area that are tuned to a program during a specific time period.
gross ratings points (gpr)
a measure that represents the total delivery or weight of a media schedule during a specified time period. (reach of media schdule x average frequency)
target ratings points (trp)
the number of persons in the primary target audience that the media buy will reach and the number of times it will reach.
effective reach
a measure of the percentage of a media vehicles audience reached at each effective frequency increment.
average frequency
the number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period.
absolute cost
the actual total cost of placing an ad in a particular media vehicle.
relative cost
the relationship between the price paid for adverting time or space and the size of the audience delivered. it is used to compare the prices of various media vehicles.
cost per thousand (cpm)
a computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message.
cost per ratings point (cprp)
a computation used by media buyers to compare the cost efficiency of broadcast programs that divides the cost of commercial time on a program by the audience rating.
daily inch rate
a cost figure used in periodicals based on an advertisement place one inch deep and one column wide.
target CPM
a relative cost comparison that calculates CPMs based on the target audience as opposed to the overall audience.
readers per copy
a cost comparison figure used for magazines that estimates the audience size based on pass-along readership.
pass- along rate
an estimate of the number of readers of a magazine in addition to the original subscriber or purchaser.

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