Advertising Exam 3
bleed
color, type, or visuals that run all the way to the edge of a printed page
earned rates
discounts applied retroactively as the volume of advertising increases throughout the year
volume discounts
discounts given to advertisers for purchasing print space or broadcast time in bulk quantities
shoppers
free, nondaily newspapers, typically aimed at people in particular neighborhoods who might shop at local merchants and designed primarily to deliver coupons and advertisements, though they may also carry some news or feature content
National Magazines
magazines that are distributed throughout a country
first-run syndication
programs produced specifically for the syndication market Ex: Judge Judy, Family Feud
commercials at service stations
showing ads on service station gas pumps. The appeal for advertisers who purchase time on Gas Station TV(www.gstv.com) is that the audience is "basically tethered at the pump for an average of four to four-and-a-half minutes," according to GSTV CEO David Leider.
contract rates
special rates for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases
on sale date
the date a magazine is actually issued
cover date
the date printed on the cover of a publication
program rating
the percentage of TV households in an area that are tuned to a program during a specific time period
Household Using TV (HUT)
the percentage of homes in a given area that have one or more TV sets turned on at any particular time. If a 1,000 TV sets are in the survey and 500 are turned on then, the HUT figure is 50 percent. 500/1000= 50%
gross rating points
the total audience delivery or weight of a specific media schedule. one rating point equals 1 percent of a particular market's population. For example, a weekly schedule of five commercials on programs with an average household rating of 20 would yield 100 GRPs.
paid circulation
the total number of copies of an average issue of a newspaper or magazine that are distributed through subscriptions and newsstand sales
Dayparts
time divisions that radio stations make in the day in order to schedule appropriate programming Early morning:6:00-9:00 a.m.(Eastern and Pacific) Daytime:9:00 a.m.-4:30 p.m. Early fringe:4:30-7:30 p.m. Prime access:7:30-8:00 p.m. Prime time:8:00-11:00 p.m. Late news:11:00-11:30 p.m. Late night:11:30 p.m.-2:00 a.m.
Ratecard
A printed information form that lists advertising rates, mechanical and copy requirements, deadlines, and other information.
prime time
Highest level of TV viewing (8 p.m. to 11 p.m.)
full position
In newspaper advertising, the preferred position near the top of a page or on the top of a column next to reading matter. It is usually surrounded by editorial text and may cost the advertiser 25 to 50 percent more than ROP rates.
regional publications
Magazines targeted to a specific area of the country, such as the West or the South.
tabloid newspaper
about half the size of standard-size newspaper, 14 inches deep and 11 inches wide
frequency discounts
advertisers earn this discount by running advertising repeatedly in a specific time period
audience composition
the distribution of an audience into demographic or other categories
open rate
their highest rate for a one-time insertion into a newspaper,
Types of TV advertising
- Network advertising - Spot advertising - Syndicated programming - Cable advertising - Local advertising
Standard Advertising Unit (SAU)
A system of standardized newspaper advertisement sizes that can be accepted by all standard-sized newspapers without consideration of their precise format or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of the format.
reading notice (advertorial)
A variation of a display ad designed to look like editorial matter. It is sometimes charged at a higher space rate than normal display advertising, and the law requires that the word advertisement appears at the top.
cover position
Advertising space on the front inside, back inside, and back cover pages of a publication which is usually sold at a premium price.
insert
An ad or brochure that the advertiser prints and ships to the publisher for insertion into a magazine or newspaper.
spot announcements
An individual commercial message run between two programs but having no relationship to either. Spots may be sold nationally or locally. They must be purchased by contacting individual stations directly.
Audit Bureau of Circulations (ABC)
An organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefit of its members.
vertical publication
Business publications aimed at people within a specific industry; for example, Restaurants & Institutions.
horizontal publications
Business publications targeted at people with particular job functions that cut across industry lines, such as HR Magazine
run-of-paper advertising rates (ROP)
Entitle a newspaper to place a given ad on any newspaper page or in any position it desires. Most newspapers make an effort to place an ad in the position requested by advertiser.
public notices
For a nominal fee, newspapers carry these legal changes in business, personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports.
centralized network
How media content was traditionally delivered. A hub, such as a TV station, a newspaper publisher, or a cable company distributes content to many receivers.
Cable TV
In the 1970s, the advent of satellite TV signals, the proliferation of channels, and the introduction of uncut first-run movies via premium cable channels such as Home Box Office (HBO) and Showtime made cable TV more attractive to all viewers, even people in urban areas.
Web
Information available on the Internet that can be easily accessed with software called a browser. It is named the Web because it is made up of many sites linked together; users can travel from one site to another by clicking on hyperlinks.
consumer magazines
Information- or entertainment-oriented periodicals directed toward people who buy products for their own consumption.
farm publications
Magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services.
barter syndication
Marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space has been presold to national advertisers.
local city magazine
Most major U.S. cities have one of these publications. Typical readership is upscale, professional people interested in local arts, fashion, and business.
preprinted inserts
Newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. Preprints are inserted into the fold of the newspaper and look like a separate, smaller section of the paper.
Classified Ads
Newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classified advertising.
bulk discount
Newspapers offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches.
weekly newspaper
Newspapers that are published once a week and characteristically serve readers in small urban or suburban areas or farm communities with exclusive emphasis on local news and advertising.
daily newspaper
Often called dailies, these newspapers are published at least five times a week, in either morning or evening editions.
Newspaper Advertising
One of the most important advantages is timeliness; an ad can appear very quickly, sometimes in just one day. Newspapers also offer geographic targeting, a broad range of markets, reasonable cost. Newspapers suffer from lack of selectivity, poor production quality, and clutter. And readers criticize them for lack of depth and follow-up on important issues.
product placement (tv and film )
Paying a fee to have a product prominently displayed in a movie or TV show
Broadcast TV
Reaches its audience by transmitting electromagnetic waves through the air across some geographic territory. Until the advent of the Internet, broadcast television grew faster than any other advertising medium in history. As both a news and entertainment medium, it caught people's fancy very quickly. From its beginnings after World War II, broadcast TV rapidly emerged as the only medium that offered sight, sound, and motion.
Satellite TV
Satellite presents both pros and cons. TechBlog suggests the pros include picture quality, cost, and accessibility. Countering these benefits are reliability, the need to install complicated hardware, and a requirement of a clear line-of-sight from the home to the satellite.
sweeps
The four, month-long periods each year when rating services measure all TV markets for station viewing habits and demographic information for the purpose of setting advertising rates. Sweep months are February, May, July, and November.
designated market areas (DMAs)
The geographic areas in which TV stations attract most of their viewers.
business magazines
The largest category of magazines, which target business readers and include trade publications for retailers, wholesalers, and other distributors; industrial magazines for businesspeople involved in manufacturing and services; and professional journals for lawyers, physicians, architects, and other professionals.
cost per thousand (CPM)
The media cost of exposing 1,000 readers or viewers to an advertising impression. Dividing the full-page rate by the number of thousands of subscribers Page rate/(Circulation÷1,000)=CPM
guaranteed circulation
The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers.
TV households (TVHH)
The number of households in a market area that own television sets.
secondary readership
The number of people who read a publication in addition to the primary purchasers.
Primary Circulation
The number of people who receive a publication, whether through direct purchase or subscription.
sponsorship
The presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials.
Tearsheet
The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad's print quality and that it was published.
Newspaper Association of America (NAA)
The promotional arm of the American Newspaper Publishers Association and the nation's newspaper industry.
short rate
The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted.
Syndication
The sale of programs on a station-by-station, market-by-market basis. In other words, a producer (for example, Warner Bros. or Disney) deals directly with stations, often through a distribution company, rather than going through the networks -comes in 3 forms: off-network, first run, and barter
standard-size newspaper
The standard newspaper size measures approximately 22 inches deep and 13 inches wide and is divided into six columns.
total audience
The total number of homes reached by some portion of a TV program. This figure is normally broken down to determine the distribution of the audience into demographic categories.
rating services
These services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners.
distributed network
characterized by many different hubs and links, which allows continuous communication even if some connections stop working
daypart mix
a media scheduling strategy based on a specific combination of broadcast time segments
off-network syndication
The availability of programs that originally appeared on networks to individual stations for rebroadcast.
Magazine Advertising (PROS)
-Flexibility in readership and advertising. Magazines cover the full range of prospects; they have a wide choice of regional and national coverage and a variety of lengths, approaches, and editorial tones. -Color gives readers visual pleasure, and color reproduction is best in slick magazines. Color enhances image and identifies the package. In short, it sells. -Authority and believability enhance the commercial message. TV, radio, and newspapers offer lots of information but lack the depth needed for readers to gain knowledge or meaning; magazines often offer all three. -Permanence, or long shelf life, gives the reader time to appraise ads in detail, allowing a more complete education/sales message and the opportunity to communicate the total corporate personality. -Prestige for products advertised in upscale or specialty magazines such as Architectural Digest, Connoisseur, and Town and Country. -Audience selectivity is more efficient in magazines than any other medium except direct mail. The predictable, specialized editorial environment selects the audience and enables advertisers to pinpoint their sales campaigns. Examples: golfers (Golf Digest), businesspeople (Bloomberg Businessweek), 20-something males (Details), or teenage girls (Seventeen). -Cost-efficiency because wasted circulation is minimized. Print networks give advertisers reduced prices for advertising in two or more network publications. -Selling power of magazines is proven, and results are usually measurable. -Reader loyalty that sometimes borders on fanaticism. -Extensive pass-along readership. Many people may read the magazine after the initial purchaser. -Merchandising assistance. Advertisers can generate reprints and merchandising materials that help them get more mileage out of their ad campaigns.
Magazine Advertising (CONS)
-Lack of immediacy that advertisers can get with newspapers or radio. -Shallow geographic coverage. They don't offer the national reach of broadcast media. -Inability to deliver mass audiences at a low price. -Magazines are very costly for reaching broad masses of people. -Inability to deliver high frequency. Since most magazines come out only monthly or weekly, the advertiser can build frequency faster than reach by adding numerous small-audience magazines to the schedule. -Long lead time for ad insertion, sometimes two to three months. -Heavy advertising competition. The largest-circulation magazines have 52 percent advertising to 48 percent editorial content. -High cost per thousand. Average black-and-white cost per thousand (CPM) in national consumer magazines is high; some trade publications with highly selective audiences have a CPM over $50 for a black-and-white page. -Declining circulations, especially in single-copy sales, is an industrywide trend that limits an advertiser's reach.
Newspaper Advertising (CONS)
-Lack of selectivity of specific socioeconomic groups. Most newspapers reach broad, diverse groups of readers, which may not match the advertiser's objectives. -Short life span. Unless readers clip and save the ad or coupon, it may be lost forever. -Low production quality. Coarse newsprint generally produces a less impressive image than the slick, smooth paper stock of magazines, and some newspapers can't print color. -Clutter. Each ad competes with editorial content and with all the other ads on the same page or spread. -Lack of control over where the ad will appear unless the advertiser pays extra for a preferred position. -Overlapping circulation. Some people read more than one newspaper. Advertisers may be paying for readers they already reached in a different paper.
column inch
2 1/16 inches wide by 1 inch deep
Sunday supplement
A newspaper-distributed Sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock. Printed on heavier, coated paper stock, Sunday supplements are more conducive to color printing than newsprint, making them attractive to national advertisers who want better reproduction quality.
closing date
A publication's final deadline for supplying printing material for an advertisement.
preferred-position rate
A choice position for a newspaper or magazine ad for which a higher rate is charged.
cost per thousand (CPM)
A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicles. CPM= Cost/Thousands of People
cost per rating point (CPP)
A computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. The CPP is determined by dividing the cost of the show by the show's expected rating. CPP= Cost/Rating
proof copy
A copy of the completed advertisement that is used to check for final errors and corrections.
split runs
A feature of many newspapers (and magazines) that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, in the same or different press runs on the same day.
insertion order
A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, its size, the requested position, and the rate.
controlled circulation
A free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products.
Internet
A global network of computers that communicate with one another through protocols, which are common rules for linking and sharing information.
island halves
A half-page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price.
junior unit
A large magazine advertisement (60 percent of the page) placed in the middle of a page and surrounded by editorial matter.
infomercial
A long TV commercial that gives consumers detailed information about a product or service
program-length advertisement (PLA)
A long-format television commercial that may run as long as an hour; also called an infomercial.
Gatefold
A magazine cover or page extended and folded over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages, and it is always sold at a premium.
national rate
A newspaper advertising rate that is higher, attributed to the added costs of serving national advertisers.
flat rate
A standard newspaper advertising rate with no discount allowance for large or repeated space buys.
participation
Several advertisers share the sponsorship of a television program. A "participating" advertiser has no control of the program content. Partnership commitment is usually limited to a relatively short period.
combination rates
Special newspaper advertising rates offered for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; or (3) two or more newspapers affiliated in a syndicate or newspaper group.
Medium of Television
Television networks and stations are available to advertisers in four principal forms: broadcast, cable, digital, and satellite. -Cable networks reach audiences exclusively through cable or satellite systems. -Digital formats, such as Hulu and CBS All Access, afford consumers the opportunity to watch shows on demand.
Defining television markets
Television rating services define unique geographic television markets to minimize the confusion of overlapping TV signals. The Nielsen station index uses the term designated market areas (DMAs) for geographic areas (cities, counties) in which the local TV stations attract the most viewing
Newspaper Advertising (PROS)
The Pros -Mass medium penetrating every segment of society. -- -Most consumers read the newspaper. -Local medium with broad reach. Covers a specific geographic area that comprises both a market and a community of people sharing common concerns and interest. -Comprehensive in scope, covering an extraordinary variety of topics and interests. -Geographic selectivity is possible with zoned editions for specific neighborhoods or communities. -Timeliness. Papers primarily cover today's news and are read in one day. -Credibility. Studies show that newspaper ads rank highest in believability. TV commercials are a distant second. -Selective attention from the relatively small number of active prospects who, on any given day, are interested in what the advertiser is trying to tell them or sell them. -Creative flexibility. An ad's physical size and shape can be varied to give the degree of dominance or repetition that suits the advertiser's purpose. The advertiser can use black and white, color, Sunday magazines, or custom inserts. -An active medium rather than a passive one. Readers turn the pages, clip and save, write in the margins, and sort through the contents. -A permanent record, in contrast to the ephemeral nature of radio and TV. -Reasonable cost.
Sunday newspaper
The U.S. has 923 Sunday Newspapers.Sunday newspapers generally combine standard news coverage with special functions like these: -Increased volume of classified ads. -Greater advertising and news volume.Page 255 -In-depth coverage of business, sports, real estate, literature and the arts, entertainment, and travel. -Review and analysis of the past week's events. -Expanded editorial and opinion sections.
circulation audit
Thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations (ABC).
Cable ratings
Traditional techniques often rely on too small a sample to be statistically significant, so major cable programming services provide their own reports of audience viewership by show. Interpreting cable ratings is a confusing process, since the media planner has to integrate so much information from so many different sources.
display advertising
Type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components.
rate base
With magazines, the circulation figure on which the publisher bases its rates.
