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Study Guide: Terms and Definitions
Circulation: Guaranteed Circulation |
The minimum number of copies a publisher expects to make |
Circulation: Audit |
Thorough analysis of circulation procedures, outlets of distribution, readers, and other factors. Normally done by companies such as Audit Bureau of Circulations |
Circulation: Primary Circulation |
Represents the number of people that buy the publication either by subscription or at the newsstand |
Type |
Appearance and arrangement of the ad's printed matter. ex. hand-drawn, computer type |
Half Tone Screens |
The combination of dots, when printed, creates an illusion of shading as a photo |
ROP |
Let's the newspaper place the ad on any page or part of the page they want, the advertiser has no control of the placement but most newspapers try to put the ad where the advertisers request |
Secondary Readership Pass Along Rate |
An estimate determined by market research of how many people read a single issue of publication |
Types of Newspaper Advertising: Display Advertising |
Copy illustrations or photos, headlines, coupons, and or other visual components. Vary in size and appear in all sections of the newspaper except the first page of major sections, the editorial page, obituary page, and classified ad page |
Types of Newspaper Advertising: Classified Advertising |
Provides community marketplace for good services, and opportunities of every type. A newspaper's profitability relies heavily on classified ads |
Types of Newspaper Advertising: Public Notices |
For a nominal fee, it shows changes in business and personal relationships, public gov't reports, notices by private citizens and organizations, and financial reports |
Types of Newspaper Advertising: Preprinted Inserts |
Catalogs, brochures, mail-back devices, and perforated coupons that are placed in the section of a newspaper |
Types of Newspaper Advertising: Online Advertising |
Fastest growing source of revenues, based on size of and traffic on the site |
Pros and Cons of Different Media: Bleeds |
Background color extends to the edge of the page, allows for greater flexibility in expressing the advertising idea, a larger printing area, and more dramatic effect |
Pros and Cons of Different Media: Cover Position |
Front cover (first cover) inside of front cover (second) inside back (third) outside back (fourth). Fourth cover is more expensive than 2nd and 3rd. 1st is highest |
Pros and Cons of Different Media: Junior Unit |
Large ad placed in the middle of a page and surrounded with editorial matter |
Pros and Cons of Different Media: Island Halves |
Similar to junior units, surrounded by even more editorial matter, cost more than half page ad, but since it dominates the page advertisers find it worth the extra charge |
Pros and Cons of Different Media: Insert |
Advertiser prints on high quality paper and ship to magazine co. which put it inside pages |
Pros and Cons of Different Media: Gatefold |
Is an insert that is so large the left and right sides are folded in to fit inside the magazine |
Magazine Dates |
Cover date - The date printed on the cover
On-sale date - Date the magazine is actually issued
Closing date - Date all ad material must be in the publisher's hands for a specific issue |
Horizontal/Vertical Magazines |
Vertical publications - Covers certain industry in all aspects. ex. restaurant magazine
Horizontal publications - Deal with particular job functions across many industries. ex. purchasing |
Syndication |
Sale of programs on a station by station market by market basis. For example a producer of deals directly with stations, often through a distributing company rather than through the networks
Syndication is a popular tool for many national advertisers, it enables them to associate with popular programs and reach difficult to reach audiences for a lower cost |
Off-network Syndication |
Former popular network programs are sold to individual stations for rebroadcast |
First-run Syndication |
Involves original shows that are produced specifically for the syndication system |
Barter Syndication |
Fastest growing trends, off network or first run programs offered by producers to local stations free or for a reduced rate but with some ad space presold to national advertisers. |
TV Networks and Affiliates |
Networks (ABC, NBC, CBS) offer large advertisers convenience and efficiency, simultaneously airing messages across many affiliate stations. Tend to reach masses of consumers representing a cross section of the population, compared to cable networks reaching certain "niches" |
Sponsorship |
Advertiser assumes total financial responsibility for producing the program and providing the commercials. Gain two advantages, the public more readily identifies with the product due to the prestige of sponsoring first rate entertainment, and sponsors control the placement and content of the its commercials |
Participation |
Advertisers pay 10, 20, 30, or 60 of commercial time during a program. Enables them to spread their budgets and avoid long term commitments to any single program. Small amount of time, but nationwide coverage. |
TVHH |
Refers to the number of households that own a TV |
HUT |
Percentages of homes in a given area that have one or more TVs turned on at any particular time |
Audience Share |
Percentage of home with TVs in use (HUT) tuned to a specific program |
AQH (Average Quarter Hour) |
Average quarter hour audience identifies the number of people listening to a specific station for at least 5 minutes during an average 15 minute period of any given daypart |
Cume |
Cume persons - total number of different people who listen to a radio station for at least 5 minutes in a quarter hour within a reported daypart
Cume rating - Is the cume persons expressed as a percentage of the population being measured |