Slide 1Advertising ImpressionAdvertising Response CurveAttention ValueAudienceAudience ObjectivesBlinkingBrand Development Index (BDI)BurstingCategory Development Index (CDI)CirculationContinuityContinuous ScheduleCost EfficiencyCost Per Point (CPP)Cost Per Thousand (CPM)Creative MixDistribution ObjectivesEffective FrequencyEffective ReachExposure ValueFive M’sFlightingFrequencyGross ImpressionsGross Rating Points (GRP’s)MarketsMechanicsMediaMedia PlanningMedia VehiclesMessage WeightMethodologyMixed-Media ApproachMoneyMotivation ValueOpportunity-to-See (OTS)PulsingRatingReachReaders per Copy (RPC)Recency PlanningRoadblockingSynergyTelevision Households (TVHH)Ken CervantesContemporary AdvertisingChapter 9: DefinitionsThe definitions are given, you generate termsTwelfth EditionArens, Weigold, ArensRun “slideshow” in PowerPoint to viewAdvertising ImpressionA possible exposure of the advertising message to one audience memberAdvertising Response CurveStudies of this indicate that incremental response to advertising actually diminishes- rather than builds- with repeated exposureAttention ValueA consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them. Attention value relates to the advertising message and copy just as much as to the mediumAudienceThe total number of people exposed to a particular mediumAudience ObjectivesDefinitions of the specific types of people the advertiser wants to reachBlinkingA scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss adsBrand Development Index (BDI)The percentage of a brand’s total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market areaBurstingA media scheduling method for promoting high ticket items that require careful consideration, such as running the same commercial every half-hour on the same network in prime timeCategory Development Index (CDI)The percent of a product category’s total US sales in an area divided by the percent of total US population in the areaCirculationA statistical measure of a print medium’s audience; includes subscription and vendor sales and primary and secondary readershipContinuityThe duration of an advertising message or campaign over a given period of timeContinuous ScheduleA method of scheduling media in which advertising runs steadily with little variationCost EfficiencyThe cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium’s total circulationCost Per Point (CPP)A simple 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 against the target audienceCost 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 vehiclesCreative MixThose advertising elements the company controls to achieve its advertising objectives, including target audience, the product concept, the communications media, and the advertising messageDistribution ObjectivesWhere, when and how advertising should appearEffective FrequencyThe average number of times a person must see or hear a message before it becomes effectiveEffective ReachTerm used to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures for the message to truly be receivedExposure ValueThe value of a medium determined by how well it exposes an ad to the target audience. In other words, how many people an ad “sees” rather than the other way aroundFive M’sThe elements of the media mix that include markets, money, media, mechanics, and methodologyFlightingAn intermittent media scheduling patter in which periods of advertising are alternated with periods of no advertising at allFrequencyThe number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, frequency is calculated as the average number of times individuals or homes are exposed to the vehicleGross ImpressionsThe total number of all audience exposures delivered by a media planGross Rating Points (GRP’s)The total audience delivery or weight of a specific media schedule expressed as summed percentage points. In television, these are the total rating points achieved by a media schedule over a specific period.MarketsGroups of potential customers who share a common interest, need, or desire; who can use the offered food or service to some advantage; and can afford or are willing to pay the purchase price. Also, an element of the media mix referring to the various targets of the media plan.MechanicsOne of the five Ms of the media mix; dealing creatively with the available advertising media optionsMediaA plural form of medium, referring to communications vehicles paid to present an advertisement to its target audience. Most often used to refer to radio and television networks, stations that have news reporters and publications that carry news and advertisingMedia PlanningThe process that directs advertising messages to the right people in the right place at the timeMedia VehiclesParticular media programs or publicationsMessage WeightThe total size of the audience for a set of ads or an entire campaignMethodologyThe overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectivesMixed-Media ApproachUsing a combination of advertising media vehicles in a single advertising campaignMoneyIn media planning, one of the five elements of the media mixMotivation ValueA consideration in selecting media based on the medium’s ability to motivate people to act. Positive factors include prestige, good quality reproduction, timeliness and editorial relevanceOpportunity-to-See (OTS)A possible exposure of an advertising message to one audience member. Also called an advertising impression. Effective frequency is considered to be three or more opportunities-to-see over a four-week period; but no magic number works for every commercial and every