Actualized results of a media campaign, usually compared to planned/estimated objectives.
Agency of Record (AOR)
The agency responsible for media placement and billing for multi-brand advertisers using more than one agency.
A 15% discount on ad rates traditionally offered by most media to accredited advertising agencies. Rates including the commission are gross; rates less the commission are net.
Analysis of audience in terms of selected sub-groups based on demographics, lifestyle, etc. usually expressed as percentages.
Billboard (Out of Home)
Panel/poster in public space, ideally a high-traffic area.
The graphic presentation of planned advertising activity on a calendar
Brand Development Index (BDI)
A market’s propensity to use a specific brand, compared to the population in general, calculated by dividing the percent of a product’s sales by the percent of the population.
Expenditure allocated for specific advertising projects.
Budget Control Report (B.C.R.)
Monthly, quarterly or annual document detailing actual versus projected expenditures to date.
A form outlining specific requirements (target group, flight dates, etc.) of a broadcast campaign to be purchased.
Advertising a single theme or selling proposition over a period of time without interruption.
Commercial time or space acquired in exchange for merchandise or services (also referred to as barter).
Market selected to compare with a test market. Marketing parameters are held constant in the control market and varies in the test market; results are then compared.
Cost Per Rating Point (CPRP or CPP)
The cost of delivering a message to 1% of a pre-determined target group.
Cost Per Thousand (CPM)
Cost to deliver a message to 1,000 individuals
Cross-referencing of data to identify habits/characteristics of a defined subset of the population.
Cumulative Audience (Cume) – Total number of homes/individuals reached by a schedule of commercials/programs/issues within a given time.
Percentage of the target reached by a schedule in a given time period.
Description of an audience by age, sex, education, etc.
the extent to which two media vehicles have a common audience.
Exposures to an advertising message required to achieve effective communication. Generally expressed as range below which the exposure is inadequate and above which the exposure is considered wastage.
Percentage of target reached at the state “effective frequency” level
Efficiency – cost effectiveness of a media buy based on CPM’s/CPP’s.
Computation of probable cost for production or media execution of a client’s advertising
Negotiated or purchased right to bar any other advertiser within a defined product category from advertising in the media vehicle in question
Measurement for print is based on respondents who say they have looked into a publication. In broadcast, on those who are present in the room while a television or radio set is on
Flighting – periodic waves<
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