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Intro To Advertising > Chap15 > Flashcards

Flashcards in Chap15 Deck (49):
1

advertising impression

A possible exposure of the advertising message to one audience member

2

a graphical representation of the relationship between advertising levels and sales results.

Advertising response curve

3

Consideration in selecting media based on the degree of attention paid to as in particular media by those exposed to them. This relates to the advertising message in the copy just as much as to the medium.

Attention value

4

audience

The total number of people exposed to a particular medium.

5

audience objectives

Definitions of specific types of people the advertiser wants to reach

6

A scheduling technique in which the advertiser floods the airwaves for one day on both cable network channels to make sure it's virtually impossible to miss the ad.

Blinking

7

The percentage of a brand's total sales in the area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area.

Brand development index ( BDI)

8

bursting

Immediate scheduling method for providing high ticket items that require close consideration, such as running the same commercial every half hour on the same network in primetime.

9

category development index (CDI)

The percentage of a product categories total US sales in an area divided by the percentage of US population in the area.

10

circulation

A statistical measurement of a print mediums audience. Includes subscription and vendor sales and primary and secondary readership.

11

continuity

The duration of an advertising message or campaign over a given period of time.

12

continuous schedule

A method of scheduling media in which advertising runs steadily with little variation.

13

cost efficiency

The cost of reaching the target audience through particular medium as opposed to the cost of reaching the mediums total circulation.

14

cost per point (CPP)

A simple computation used by media buyers to determine which broadcast programs are most effective in relation to target audience.

15

cost per thousand (CPM)

Hey common used to describe the cost of reaching 1000 people in the mediums audience.

16

distribution objectives

Where, when, and how advertising should appear.

17

Term used to describe the quality of exposure. It measures the number of percentage of the audience who received enough exposure for the message to truly be received.

Effective reach

18

effective frequency

The average number of times a person much must see or hear a message before it becomes effective.

19

exposure value

The value of a medium determined by how well it exposes and ad to the target audience.

20

five Ms

Markets

Money

Me

Mechanics

methodology

21

flighting

An intermediate media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all

22

frequency

The number of times the same person or household is exposed to a vehicle in a specified time span.

23

gross impressions

The total of all the audiences delivered by a media plan.

24

gross rating points (GRPs)

The total audience delivery or weight of a specific media schedule.

25

mechanics

Deals creatively with the available advertising media options

26

media buyer

Person responsible for negotiating contracting the purchase of advertising space and time in various media.

27

media planning

The process that directs advertising messages to the right people in the right place at the right time.

28

media vehicles

Particular media programs or publications.

29

message weight

The total size of the audience for a set of ads or an entire campaign.

30

methodology

The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives.

31

mixed-media approach

Using a combination of advertising media vehicles in a single advertising campaign.

32

motivation value

A consideration in selecting media based on the medium's ability to motivate people to act.

33

opportunity to see (OTS) and what is its alternate name?

A possible exposure of an advertising message to one audience member. Also called an ad impression.

34

pass-along rate

The number of people who read a magazine without actually buying it.

35

pulsing

Mixing continually and fighting strategies in media scheduling.

36

rating

The percentage of homes or individuals exposed to an advertising medium.

37

reach

The total number of different people or household exposed to an advertising schedule during a given time, usually four weeks.

38

readers per copy (RPC) and how is it determined?

Variable used to determine the total reach of a given print medium.

39

roadblocking

Buying the simultaneous airtime on all four television networks.

40

An effect achieved when the sum of parts is greater than the expected from simply adding together the individual components

Synergy

41

What equation equals the total audience size?

RPC x the number of vendor and subscription sale

42

Name three positive factors included in motivation value.

Prestige, good quality reproduction, timeliness, an editorial relevance.

43

target CPM (TCPM)

The cost per thousand to expose a message to a target audience rather than to the total circulation.

44

television households (TVHH)

Households with TV set

45

wearout

The point at which an advertising message has been seen or heard so often that it starts to hear take consumers and therefore loses its effectiveness.

46

What is the first stage in the media process?

Planning

47

What are three skills the most successful media buyers have?

Knowing the market

Negotiating the buy

monitoring performance

48

Media planning begins with what tasks?

Defining media objectives and setting communication goals.

49

What methods are usually used to determine target audience?

Marketers past experiences, through special research studies, or secondary research sources