Continuity

Media Planning

Special terms

Medium

Any means by which an advertising message reaches consumers. Plural, media.

Point-of-purchase advertising

Advertising, such as shelf and counter displays, in places where

consumers buy products; usually abbreviated POP.

Media mix

Manipulation of media variables in order to find the most effective

and efficient combination.

Reach

The percentage of a target audience that is exposed to an adver­tising message at least once during a given time period.

Ratings

A measurement of reach or audience size. In television, one rating point is 1% of television households in the area covered.

Audience share

Another measurement of reach. A percentage of HUT during a

given time.

HUT

Homes Using Television. A percentage, less than 100, of the households that have television.

GRP's

Gross Rating Points. The sum of all ratings for all advertising on or in all media during a given time frame.

Frequency

How many times an audience is exposed to a message in a certain time period.

Average frequency

Mean frequency; number of message exposures in the average

household.

Frequency distribution

Breakdown of frequency figures by range; for example, "20% of television households had 2-4 exposures."

Continuity

The timing of messages during a marketing period. If regularly timed throughout the period, continuity is high.

Дата добавления: 2015-07-19