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Media
Related Matters
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Key
terms used in the Media
Advertorial:
Paid-for advertising, clearly entitled ‘advertisement’
or ‘promotion’, produced in the editorial style of the
publication in which it appears.
Airtime: The actual time a radio/TV ad is transmitted
or the amount of time allocated to it.
Ambient media: Non-traditional objects/sites
that carry ad messages. It is regarded as important
for its proximity to the point of purchase.
Art buyer: An ad agency employee working within
the creative services department who is assigned to
negotiate buying outside creative services, such as
photography, illustration etc.
Art director: An executive in charge of the visual
aspect of the ad—the appearance, the perception and
the tone—for making the ad a memorable one.
Average frequency: The number of average opportunities
to see (OTS). It is calculated by dividing gross reach
by net reach.
Average issue readership: An estimated number
of people who claim to have read or looked at an average
issue of a publication.
Awareness: Penetration of a product, ad or concept
into the conscious mind. It can be spontaneous (which
ad have you noted recently?) or prompted (have you taken
notice of that ad?)
Below-the-line: Advertising that uses controlled
delivering techniques like telemarketing, point-of-sale
in shops, direct mail, public relations etc. This falls
below an arbitrary demarcation line between the ad media
that pay commission to ad agencies and those who do
not.
Bleed: When the printed area of an ad extends
to the border of the page rather than being set in a
box or limited by white margins.
Bouquet: An assemblage of TV channels that are
sold together for advertising purposes.
Brand elasticity: A measure of the ability of
an individual brand to establish itself in new areas.
Meticulous stretching of brands to stable and profitable
areas often proves to be cost-effective.
Break bumper: A TV commercial in the form of
the sponsor’s logo, restricted to a maximum of 10 seconds
at the start and end of a commercial break.
Brief: A summary of objectives and rules agreed
on between the ad agency and its client before the creation
of an ad campaign.
Brown envelope: A tax-paid cash prize given to
a member of staff in an ad agency by his seniors to
reward him for his work beyond the call of duty.
Burst strategy: An ardent phase of advertising
within a concentrated period of time. Campaign:
An advertising or sales promotion, consisting of advertising,
PR, direct marketing etc, based on consistent strategy
and creativity.
Click-through: When someone clicks on a particular
Internet advertisement and is transferred automatically
to a second-level message which is usually the advertiser’s
own website.
Client conflict: When an agency has more than
one client in a sector, thus inviting scepticism about
confidentiality and loyalty.
Cluster analysis: A classification system used
in ad research for grouping individuals by their shared
characteristics like age, income, sex, attitude etc.
Clutter: A term describing a high intensity of
competing ad messages that consumers happen to come
across in a given time period.
Cold calling: An uninvited telephone call from
an ad agency to the client of another agency in the
hope of persuading him to change agencies.
Commission: The largest slice of agency income
that is calculated as a proportion of the billings of
the above-the-line account.
Comparative advertising: When an ad makes implicit
or explicit comparisons between the advertised product
and other competing products.
Convergence: Convergence or overlapping of industries
like computer, telecommunications and TV.
Cooperative advertising: When the expenditure
of an ad, placed by a retailer who is promoting the
manufacturer’s brand, is shared by both of them.
Corrective advertisement: Legally imposed ad
of equal prominence when the original advertisement
is indicted for its false claim, inaccuracy or for hurting
public sentiment. Cost-efficiency ratio: The
value of an ad schedule in relation to its cost, usually
expressed in the terms of cost per thousand.
Cost per thousand (CPT): The cost borne by the
advertiser to reach 1,000 people in the target audience.
Cost per mille (CPM): Equivalent of CPT used
in media-buying negotiations in European markets.
Creative: Describing an arty, above-the-mundane
ad. Also a general term for the creative department
of an agency or for a member of the department.
Demonstration advertisement: An ad that focuses
on how a product works.
Digital TV: TV technology that allows a wide
choice of programming and specialised interactive services
and also offers a higher quality of broadcast signal
and sound.
Direct mail: When advertisers send letters, information
and free samples directly to the consumers or e-mail
messages to a target group of users.
Direct marketing: When advertisers market their
product/services to customers on an individual rather
than mass basis.
Direct response advertising: A specially designed
audio-visual or print ad that persuades consumers to
respond by calling up a phone number or by filling up
a coupon response device.
Drip strategy: When ad messages are delivered
to consumers in drips over an extended period of time.
Drive time: Peak listening time on commercial
radio (7-9 a.m. and 5-7 p.m.) when people drive to and
from their workplace.
DRTV: Direct Response TV uses a free phone number,
website or e-mail address and incorporates a response
mechanism.
Duplication: The estimated number of people who
read either two or more given publications or two or
more given issues of the same publication.
Effective frequency: The level of exposure to
an ad needed to produce the desired effect in the awareness,
attitude and purchasing behaviour of the consumer.
Exposure: Exposure of a target audience to an
ad expressed as an opportunity to see (OTS) or opportunities
to hear (OTH).
Format: Length of an audio-visual commercial,
size of a published ad or type of programming broadcast
by a radio station.
Full service agency: An ad agency offering a
range of services including research, planning, creative
development, production, media-buying etc.
Niche agency: agency offering one particular
service like media-buying, research services etc.
Golden handcuffs: A generous amount of money
paid to an agency employee to encourage him to sign
an employment contract.
Grazing: Flicking across channels in an attempt
to find something of interest.
Grey market: A fast growing consumer group comprising
of people on the wrong side of 45.
Gross Rating Point (GRP): A unit of audience
measurement, commonly used in the audio-visual media,
based on reach or coverage of an ad. A single GRP, usually,
represents 1 per cent of the total audience in a given
region.
Hotshop: An agency famous for its creative prowess
that can be independent of or be a part of the network.
Impacts: An assessment of the number of actual
exposures to ads.
Net impact: Number of times at least one insertion
will actually be seen.
Gross impact: Assessment of the total number
of insertions actually seen.
Integrated communications: A condition where
various types of agencies work together, each striving
hard to maximize the share of spend for the discipline
it happens to represent.
Interactive television: TV programming which
will allow its viewers to interact with a programme,
taking advantage of digital technology.
Jingle: A memorable piece of music and words
specially created for use in an advertisement.
Juxtaposition: When competitive posters are made
to appear too close to each other at the same time.
Lifestyle: A term used in ad research to describe
a population or a part of it on the basis of varied
aspects of people’s lifestyles and their attitudes.
Light viewers: A minor fraction of commercial
TV viewers that watches the least amount of television.
Moving Annual Tool (MAT): The aggregated sales
of media spend figures for the previous twelve months
used to appraise the current state of the market. |
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