GENERAL TERMS

Achievement
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.

Agency Commission
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.

Audience Composition
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.

Blocking Chart
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.

Budget
Expenditure allocated for specific advertising projects.

Budget Control Report (B.C.R.)
Monthly, quarterly or annual document detailing actual versus projected expenditures to date.

Buy Request
A form outlining specific requirements (target group, flight dates, etc.) of a broadcast campaign to be purchased.

Continuity
Advertising a single theme or selling proposition over a period of time without interruption.

Contra
Commercial time or space acquired in exchange for merchandise or services (also referred to as barter).

Control Market
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

Crosstab (X-Tab)
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.

Cumulative Reach
Percentage of the target reached by a schedule in a given time period.

Demographics
Description of an audience by age, sex, education, etc.

Duplication
the extent to which two media vehicles have a common audience.

Effective Frequency
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.

Effective Reach
Percentage of target reached at the state “effective frequency” level

Efficiency – cost effectiveness of a media buy based on CPM’s/CPP’s.

Estimate
Computation of probable cost for production or media execution of a client’s advertising

Exclusivity
Negotiated or purchased right to bar any other advertiser within a defined product category from advertising in the media vehicle in question

Exposure
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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