Media Terminologies PDF

Basic Media Terminology COST Audience Efficiency Cost 1. CTARP (Cost per Rating Point) – cost Universe Reach & Cost Per advertiser pays to reach 1% of the Frequency Rating Point target...

Basic Media Terminology COST Audience Efficiency Cost 1. CTARP (Cost per Rating Point) – cost Universe Reach & Cost Per advertiser pays to reach 1% of the Frequency Rating Point target market. Ratings Effective Cost Per 2. CPM (Cost per Thousand) – cost Frequency Thousand advertiser pays to reach 1,000 Viewing/ Effective individuals with a defined population. Listening Reach 3. Cost per click / Cost per view – an Levels online buying model in which an SOI / SOV advertiser pays only when an ad is clicked or viewed. AUDIENCE It is computed based on quality score: 1. Universe – total number of individuals within a given target Quality score – a rating of the 2. Ratings (%) or TARPs – refers to the quality and relevance based on the audience criteria: a. Rating Point – percentage of o Click Through Rate (CTR) the target universe exposed to o Relevance of each keyword to a TV or Radio Spot its ad group b. TARP or TRP – Target Audience o Landing page quality and Rating Point relevance c. TVR – Television Rating Point o Relevance of your aad text d. GRP -Gross Rating Points o Historical AdWords account e. GTARPs/GTRPS – Gross Target performance. Audience Rating Points f. Total TRPPS / Total TARPs EFFICIENCY g. Gross = Total/Sum 1. Reach & Frequency h. Total TARPs a. Reach – unduplicated % of i. sum of individual your target audience that has ratings delivered by a been expose given list of media b. Frequency or Opportunity to vehicles. See (OTS) – average number of ii. useful means of times the audience has been expressing the total reached by advertising weight of impressions message within a period of or advertising input of a time. brand c. TARPs, Reach & Frequency 3. Viewing/Listening Level (%) - percent relationship of the universe whose sets are on at a Frequency x Reach – TARPs given time d. Share of Voice – percentage of the media clutter in a particular product category,  timeframe or area enjoyed by Usually classified as Primetime & Non- one brand Prime e. Share of Investment - ROS - Run of Station percentage of the media monies in a particular product A commercial for which a specific time is not category, timeframe or area specified and which may appear at anytime in enjoyed by one brand. the station’s schedule. f. Audience Share (SOA) – how the audience is distributed ROP - Run of Page among competing stations in a An ad which may appear anywhere in the time. vehicle at the publisher’s discretion. Index OTHER MEDIA TERMINOLOGY A number that shows the relationship MOS - Media Objectives & Strategies between two numbers Use to measure propensity or skews – A document that contains the media provides a quick read of whether the recommended strategies, tactics and touch number you’re evaluating is higher or points for a brand for the whole year. This is lower than the norm, and by how much done after brand managers submit their media Also referred to as Affinity defined as briefs to UM. “audience involvement to the medium Media Amplification a.k.a. Media and vehicle” Maximization Media Values A media-initiated activation that integrates Factors that are assigned to the various various channels with a consistent campaign possible components of a media plan. magnifier These are the bonuses a brand gets from the Circulation media packages on various networks for The average number of copies sold of Television: an edition of a magazine/newspaper OBB/CBB - Opening/Closing Publication’s claimed distribution Billboards immediately preceding or Readership after the program. BUMPER - a billboard within a Refers to % of readers for an average program. edition of a magazine/newspaper PUSH PLUG - material that airs as an Audited percent of the audience who end tag to the TVC and reiterates the have read the publication message or asks viewers to take action related to the TVC or campaign as a Daypart feedback mechanism. Refers to the section of the day to which a placement was made Portion Buy 10-min to 30-min buy within a program. Can be a customized portion devised for the advertiser’s sole sponsorship, or an existing portion up for sale. Intrusion – where a brand (visual product or its copypoint / tagline mouthed by the stars) is subliminally seen (or heard) in a scene within the program body that does not compromise program’s content. Brand Bug - Band logo and/or product shot entering bottom left of the screen and settling on the bottom right (or vice versa), full animation. 15 sec. exposure Station/Network produced advertising materials specific to a brand/product campaign. They are sometimes part of a package buy. Vignettes Tactical material that supports advertiser’s current thematic TVC. The hype is more on the equity of the brand rather than the program. Interstitials - material that provides viewers with tips, trivia or info related to an advertisers’ campaign that may include components of the brand’s TVC. Includes logo of airing program. Situmercial - tactical material that supports advertiser’s current thematic TVC but utilizes elements (characters, set, situation) of a TV program The Media Buying Bible A single document that contains all planning parameters based on approved media strategies, tactics, and budget