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Media
Related Matters
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Key
terms used in the Media
Media:
All forms of communication; the means and vehicles of
transmitting ad messages.
Media buyer: An ad agency who places orders for
ad space or time with a media owner. While the price
negotiations are based on recent performance in print
media buying, TV media buyers work in the future market
by estimating a price for airtime in relation to how
they believe the chosen spot will perform for a given
audience.
Media club: A lucrative option for small players
when agencies help each other to get better deals in
media buying.
Media dependent: A media firm owned by an ad
agency, an agency group or an agency-holding company.
Media independent: A company, not owned by an
ad agency, specialising in media planning and buying
ad space.
Media mix: The portion of media budget where
the amount of money allocated to each ad medium is broken
down and explained.
Media owner: A company that offers a vehicle
to carry ad messages and sells ad space or media time.
Media planner: The person in an ad or media agency
assigned to crafting a media strategy that will allow
his client to reach the target market most effectively
and at the least expense.
Media schedule: A written agreement between an
advertiser and an ad agency that includes the choice
of media, the cost and the details of the media strategy.
Multimedia campaign: The combination of different
ad media (TV, radio, print etc) in an ad campaign.
Network: A chain of ad agencies linked together
by common ownership or by identical goals.
Off-the-page advertising: Advertising products/services
in the print media that invite consumers to purchase
by filling in a coupon (cut out from the ad), by ringing
up a number or by accessing a website given in the ad.
One-stop-shopping: When advertisers confine their
entire marketing budget to a single advertising group
or use agencies linked in a formal sense for their advertising
and below-the-line requirement.
Open rate: The maximum rate charged by a magazine.
Optimization: Media schedule planning method
where a computer uses data on viewers to frame an optimum
schedule according to various parameters set by a media
planner. OTS: Opportunities to see the advertisements
in an ad campaign.
Overclaim: When an advertiser misleads the market
research with exaggerated claims. Overspill:
When TV viewers in one country can receive broadcasts
from the neighbouring country.
Parody advertising: A witty ad campaign that
makes a joke out of a high-profile ad genre, a film
or a song.
Pay-per-view: When TV viewers are charged on
the basis of the programs viewed. Payment-by-results:
A payment system where agencies are rewarded for meeting
agreed targets.
Peak time/prime time: The part of the day when
TV viewers are at their peak and when TV channels charge
their highest prices for running ads.
Penetration/coverage: The percentage of the target
audience having an opportunity to see or hear an ad
or campaign. Pitch: A meeting in which an ad agency
offers ideas to a client to win or retain business.
Point of Sale advertising: Presentation of ads
to the public in commercial environments like market-places.
Primary readership: People who buy a publication
or live in the same house as the buyer or receive it
free of charge.
Psychographic groups: The groups defined in a
survey by their attitudes, motivations and values rather
than by demographics and purchasing habits.
Pulse strategy: When ad messages are delivered
at a reasonable level of intensity for one-week periods
with one week gaps between advertising periods. A pulse
strategy falls between a burst strategy and a drip strategy.
Qualitative research: Market research that delves
deep to reveal the perceptions, attitudes and insights
of the market towards a brand/service and does not seek
quantifiable data.
Quantitative research: Market research that provides
statistically valid numerical data on whatever is being
researched.
Ratings: The percentage of individuals or homes
exposed to a particular television commercial.
Reach: Percentage or number of target audience
that has had an exposure to an ad or a campaign at least
once within a designated period.
Gross reach: Total opportunities to see advertisements
in a given schedule (making no allowance for duplication)
Net reach: Assessment of the number of people
who have at least one opportunity to see an advertisement
in a given ad schedule (making allowance for duplication).
Readership per copy: An assessment of the number
of people who read an average circulated copy of a publication.
It is calculated by dividing average issue readership
by circulation.
Recall: A brand is said to have recall if it
pops into the minds of consumers when its product category
is mentioned. It is one of the main criteria for evaluating
whether an ad works or not.
Response function: It tries to single out a relationship
between the number of opportunities to see insertions
in a media schedule and the resulting effectiveness
of the ad.
Response rate: In market research the number
of answered questionnaires and successful interviews
expressed as a percentage of total number of questionnaires
sent and interviews conducted.
Run of Station: An instruction given by an audio-visual
media buyer to media owner in regard to non-peak time
commercial breaks allocated on the basis of ‘We will
fit your advertisement wherever we have space’.
Sales House: A company that sells advertising
on behalf of a media owner.
Semiotics: The study of signs and symbols often
used to explain how commercial messages contain meanings
beyond their face value.
Set-top box: Boxes on top of TV sets that will
enable viewers to interact with a programme and make
services like home shopping and home banking available.
Share of spend: Each advertiser’s adspend expressed
as a percentage of the total adspend for all the advertisers
belonging to a specific product/service category.
Share of voice: Each advertiser’s GRP expressed
as a percentage of the total GRPs of all the advertisers
belonging to a specific product /service category.
Simulcast: When a programme is broadcast simultaneously
on TV and radio. Spamming: Advertising on the
Net by sending junk e-mails, known as spam, to Internet
users indiscriminately.
Split run: A facility offered by a publication
that allows advertisers to run different copies in different
parts of the publication’s circulation area.
Spot advertising: In broadcast advertising, spot
advertising is bought on a market-by-market or station-by-station
basis.
Station Average Price (SAP): SAP is a cost-per-thousand
benchmark that forms the basis of the method of trading
commercial airtime in the UK.
Stranding: A TV scheduling format where the same
genre of programme is aired on particular days of the
week.
Strike rate: Amount of GRPs that are delivered
each day, each week or each month during a specified
time period.
Stripping: A TV scheduling format where programmes
are broadcast on the same regular time slot throughout
the week.
Tagline: Memorable words at the end of an advertisement
designed to summarise the ad message.
Tease and reveal: A two-phased poster ad campaign.
The teaser comprises of a series of intriguing and confusing
ads that do not disclose the advertiser’s identity.
It is then followed by the reveal, the ads that clarify
everything.
Telemarketing: Using the telephone as a marketing
tool in contacting prospective buyers, database building,
cash-flow management and customer service. Teleshopping:
A TV programme-format demonstration of products that
is also equipped with a direct response advertising
mechanism.
Tracking: A process of evaluating advertising
that provides quantitative data about consumers’ awareness
and perception of the ad campaign and their awareness
of other brands in the market.
TRP (Target Rating Point): A unit of TV audience
measurement based on coverage. A single TRP represents
1 per cent of the targeted viewers in any particular
region.
TVR (Television Rating): A unit of TV audience
measurement based on coverage. A single TVR stands for
1 per cent of the total population of viewers in any
given region. VALS: Short for Values, Attitudes,
Lifestyles, a research tool developed by the Stanford
Research Institute in the 1960s and 1970s to profile
customers by behaviour and personality.
Violence Chip (V-chip): A mechanism that allows
parents to prevent their children from watching violent
TV programmes.
Virtual advertising: Ad superimposed digitally
on virtual billboards at televised programmes, seen
by TV viewers but not by the spectators at the programme.
Wastage: When an ad reaches the consumers whom
the advertiser does not want to reach.
Wearout: The level at which an ad campaign loses
its effectiveness after repeated exposures.
Zapping: Using a remote control to switch channels
during commercial breaks on TV. Zipping: Fast-forwarding
a commercial break while watching a programme recorded
on a video.
Reference: Pocket Advertising, Caroline Marshall,
published by Profile Books Ltd in association with The
Economist, 1998. |
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