The term used by media planners to indicate the inactive time segments when the delivery of messages cease according to the scheduling. Usually such periods take turns in scheduling with Flighting and Pulsing.
See also: Flight
Showing posts with label Media. Show all posts
Showing posts with label Media. Show all posts
Pulsing (Pulse scheduling)
In media planning, the combination between the other 2 methods of strategic scheduling that are basic – Continuous pattern and Flighting. Pulsing is applied for products and services that are regularly at sales but have some seasonal specifics and require emphasis over some period, for example clothing and car insurances.
See also: Continuous pattern, Flighting, Continuity, Flight
See also: Continuous pattern, Flighting, Continuity, Flight
Signal overspill (Cross-border overspill)
The spread of radio/ TV waves outside administrative constructs since the technical spectrums cannot be restricted only to national/ regional borders, lines, etc.
Byline
Additional row under the titles in newspapers, online media or magazines that refers the reader to some info details like author’s name, date, resources, etc. Generally bylines are positioned just before the text of the posts/ articles, though, due to the design, they could also be placed somewhere else for the reader.
Pop art
Media mix
The package of media vehicles employed during advertising campaigns. There was a time when TV, magazines and radio were the only means used in national campaigns because they reached the targets most widely. Over the last decade, however, things have significantly changed into increased advertising costs of traditional media, clutter between various online/ offline channels and smaller groups of audiences reached. That is why a media mix today may include quite unpopular forms of media to reach specific target cost efficiently.
Media objectives
Specific goals that a marketer is setting as part of a program (marketing plan). Media objectives are always a function of marketing and advertising objectives, e.g. media objectives called to reach 18-45 years old men who live in a country.
Media panels
It is a data gathering technique that is comprised of samples of respondents whose television viewing behaviour is automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary. Given the growing popularity of Internet, syndicated services are geared to this medium.
Terms of occupancy
Consist of ownership versus leasing, the type of lease, operations and maintenance costs, taxes, zoning restrictions, and voluntary regulations.
Average quarter-hour share
The percentage of the total listening audience tuned to each station as a percentage of the total listening audience in the survey area.
Media event
A publicity exercise aimed at arousing interest in the organisation from the news media.
Ad hoc network
Television networks consisting of affiliates that come together only for a special program such as a sporting or cultural event.
Broadcast media
Media that use the airwaves to transmit their signal and programming. Radio and television are examples of broadcast media.
Media organizations
One of the four major participants in the integrated marketing communications process whose function is to provide information or entertainment to subscribers, viewers, or readers while offering marketers and environment for reaching audiences with print and broadcast message.
Recognition
For purpose of claiming commission on media purchases, advertising agencies and media independents have to apply to Indian newspaper Society (INS), and other media bodies for recognition. This is granted upon satisfactory evidence of credit worthiness (ability to pay media bills promptly). This process of ad agency recognition by the media is also known as accreditation.
Major service with accompanying minor goods and services
One of the types of offerings by the companies. It consists of major service along with additional services or supportive goods. For example, airline passengers primarily buy transportation service. The trip includes some tangibles, such as food and drinks, newspapers and magazines. The auxiliary services may include airport facilities, prompt clearance of baggage, and courteous staff.
ABC (Audit Bureau of Circulations)
An independent organization, which is responsible for verifying the circulation figures of periodicals and newspapers. ABC (Audit Bureau of Circulations) usually sets certain criteria, which are used for verifying the circulation figures. Media owners fix advertising rates on the basis of audited circulation figures, which are certified by ABC. In most of the countries of the world, including India, ABC certified figures are considered to be authentic and reliable by media owners.
Party plan
A system of selling based on inviting the hostess's friends to a party at which products are demonstrated and sold.
Point of purchase (POP) material
Any promotional communication vehicle within the store, including signs, banners, and elevator cards, used to attract attention to specific products where those products are purchased. Also called some times point of purchase stimuli.
Circulation (media vehicle)
Number of copies of a journal sold. Net sale after deduction from original print order of free copies, vouchers, returns and those sold at less than full price. Audit Bureau of Circulations certifies circulation figures of a magazine or a journal.