Important Media Terms     USE BOOKMARKS AND BACK TO TOP OF PAGE, ETC.

Media Characteristics

Key Media Decisions

Rate Determination

Audience Measurement

The Media Plan


ADVERTISING MEDIA
Key Terms and Concepts
 

 

 

BRAND DEVELOPMENT INDEX (BDI) 

a measure of the relative sales strength of a given brand in a specific market area of the United States

Text Box: x  100

                            Text Box: BDI  =
% of Brand A’s Total U.S. Sales in Market X
                                % of Total U.S. Population in Market X

 


 

CATEGORY DEVELOPMENT INDEX (CDI)

a measure of the relative sales strength of a particular product category in a specific market area
of the United States

Text Box:  CDI =   =

                          % of Product Category A’s Total U.S. Sales in Market X    
                                      
% of Total U.S. Population in Market X

 



 

SHARE OF VOICE 

a brand’s share of the total advertising for a product category

Text Box: x  100

                            SOV   =               brand’s expenditure          
                                                    total category expenditure
 

 

 

SHARE OF MIND

percentage of the relevant population who indicate awareness of or preference for
a brand within a product category

 



 

REACH

number or percent of different people or households in the target audience exposed to a media vehicle or schedule at least once over a specific period of time (e.g., four weeks) 

            Important:  reach refers to exposure to the media vehicle, not to the advertisement
                               itself; therefore, it really is “opportunity-to-see” (OTS)

An Example

 

Text Box: CPM = =

 

EFFECTIVE REACH

number or percent of the target audience who have been exposed to the message
enough times to be aware of it

 

Text Box: x 100

 

 
FREQUENCY

number of times people in the target audience are exposed to a media vehicle during a given period of time

 

 

               

EFFECTIVE FREQUENCY

number of times a target audience must be exposed to a particular message in a given medium to stimulate action, i.e., to be considered “reached”

 

 

 

AVERAGE  FREQUENCY 

average number of times the target audience is exposed to the media vehicle over a period of time total exposures divided by audience reach

 

               

 

COVERAGE

 the geographical area reached by a medium or vehicle

 

                      


 

SCHEDULE

a list of media to be used in a campaign and the manner in which the advertising is programmed over time

 

 


 

CONTINUOUS PATTERN 

advertising spread evenly, with little or no variation in pressure, over the duration of the campaign

 

Text Box: x 1000

 

Text Box: CPM = =

 

FLIGHTING

periodic waves of advertising interspersed with intervals in which there is no advertising (“hiatus”)

 

                                      

 

PULSING

combining a steady pattern of continuous advertising at relatively low levels with intermittent
bursts of heavy advertising activity

 

           

 

MESSAGE WEIGHT 

the size of the combined target audiences reached by the media vehicles in a single media plan
expressed in terms of gross impressions or gross rating points

 

 

 

GROSS IMPRESSIONS (GROSS WEIGHT OF MEDIA)

the sum of all target audience exposures to the vehicles in a media schedule

 


 

 

GROSS RATING POINTS (GRPs)

the total audience exposed to all the vehicles in a media plan a more convenient way
(than gross impressions) to express message weight 

            one rating point = one percent of the audience

                   Text Box: CPP = =
     Text Box: GRP = =
        Gross Impressions
                                 Target Audience

                                    
    or

                GRP =   Reach  x  Average Frequency

 

Text Box: CPP = =

 

   

TARGET RATING POINTS (TRPs)

the number of people in the primary target audience the media will reach and the number of times
essentially the same as GRPs, provided that the audience demographics are stated

 

                                

 

COST EFFICIENCY 

the balance between audience size and media cost

media selection should take into consideration the media’s ability to reach the largest
target audience at the lowest unit cost

audience size must be related to media cost

 


 

COST-PER-THOUSAND (CPM)

the cost of reaching 1000 households or individuals in a medium’s or a vehicle’s audience

a device that enables the media planner to compare one medium or media vehicle with another
to help find those that are most efficient


                                       
Media Cost     
                                         Circulation

 

may be used for either intramedia or intermedia comparisons
           
may be computed for print or broadcast media 

audience base may be circulation, homes reached, readers, or number of audience
members of any kind of demographic or product usage classification

 

Text Box: Rating  =

 

 

COST-PER-THOUSAND--TARGET MARKET (CPM--TM) 

the cost of reaching 1000 households or individuals who are members of the specific
target audience sought by the advertiser

basic CPM formula is used, with the appropriate adjustment in the circulation figure

 

 


 

  

COST-PER-RATING-POINT (CPRP)
COST-PER-POINT (CPP)

 the cost of reaching one percent of the target audience in television or radio

 used to compare alternative broadcast vehicles

                                     Cost of Commercial Time
                                            Program Rating

 

                                          

 

PROGRAM RATING

percent of households owning sets in the broadcast area that are tuned to a particular program


                                             
number of households tuned in
                                             number of households with sets

 


 

PROGRAM SHARE

 percent of all viewing or listening households tuned to a particular program

              
                                          
number of households tuned in
                                        number of households with sets on

 

           

           

SYNDICATION 

sale of programs on a market-by-market basis to individual TV stations
in over 200 markets throughout the U.S.

 

Text Box: Share  =

 

 

BARTER SYNDICATION

station gives back to syndicator a portion of commercial time in the program rather than cash

 


 

   

CASH SYNDICATION

 station pays syndicator a cash license for right to air a show over a period of time

 

                                         

 

CASH/BARTER SYNDICATION

 combination of the two – station gives up commercial time and  pays a license fee

 

                                           

 

FIRST-RUN SYNDICATION

 original shows produced specifically for syndication market 

            e.g., Jeopardy, Wheel of Fortune, Oprah Winfrey

 

 

 

OFF-NETWORK SYNDICATION

shows which originally ran on a network in prime time and which are sold
as reruns in the syndication market 

            e.g., Seinfeld, Everybody Loves Raymond, Home Improvement