Special Terms Media Planning.

Special Terms Media Planning.

1. 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.
       • V Reach The percentage of a target audience that is exposed. to an advertising message at least once during a given time period.
         • GRP´s Gross Rating Points. The sum of all ratings for all advertising on or in all media during a given time frame.
           • Frequency distribution Breakdown of frequency figures by range; for example 2O% of television households had 2-4 exposures.
             • Reach theory :A theory of media use that trades frequency and continuity higher reach.
               • CPM Cost per thousand. Measurement of media cost efficiency.
       • HUT Homes Using Television. A percentage, less than, 100, of the households that have television
         • Average Frequency Mean frequency, number of message exposures in the average household.
           • Wave theory A theory of media use that trades continuity for higher reach and frequency.
             • Media dominance theory A theory of media use that combines reach, frequency, and continuity.

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

3. Audience share :Another measurement of reach. A percentage, of HUT during a given time. .

   • Frequency :How many times an audience is exposed to a message in a certain time period.
     • Continuity: The timing of messages during a marketing period regularly timed throughout the period, continuity is high.
       • Media concentration theory. A theory of media use that trades reach for hiqher frequericy and. continuity.