CMDC Media Digest, 2015-2016

TERM MEDIA DEFINITION TERM MEDIA DEFINITION COST PER INQUIRY CPI General A simple arithmetical formula derived by dividing the total cost of a mailing or an advertisement by the number of inquiries received COST PER ORDER CPO General As with CPI except based on actual orders rather than inquiries COST PER RATING CPR General The cost of delivering a message to 1 of a pre determined target group COST PER THOUSAND CPM General Cost to deliver a message to 1000 individuals These individuals may be limited to those who meet specified demographic psychographic or product consumption criteria COST PER ACTION CPA General Performance based advertising model where payment is dependent upon an action that a user performs as a result of the ad COST PER LEAD CPL General Performance based advertising model where the cost of advertising is determined based on the number of database files leads received COVERAGE General Percentage of homes or individuals in a specific area that receive a broadcast and or cable signal are reached by a publication or other media CROSSTAB X TAB General Cross referencing of data to identify habits characteristics of a defined subset of the population CUMULATIVE REACH General Percentage of the target reached by a schedule in a given time period DECAY General The decline in top of mind awareness as the result of a hiatus period commercial wearout or competitive action DE DUPE General Identifying and consolidating duplicate names usually done in a merge purge operation AVAILABILITIES OR AVAILS General Programs or time periods a station offers for sale BLOCKING CHART General The graphic presentation on a calendar of planned advertising activity BRAND DEVELOPMENT INDEX BDI General A markets propensity to use a specific brand compared to the population in general calculated by dividing the per cent of a products total sales by the percent of the total population in a specific market region BUDGET CONTROL REPORT BCR General Monthly quarterly or annual document detailing actual versus projected expenditures to date CALL TO ACTION General Copy that encourages the reader to respond and provides clear details on how e g by mail toll free number website or fax and expiry date for response CENTRAL MARKET AREA CMA General Geographical area defined by BBM usually centered around one urban centre CHURN General Turnover in subscribers Primarily refers to pay TV CLOSING DATE General The final deadline by which a publication will accept advertising space reservations material CONTENT INTEGRATION General Advertising woven into editorial content or placed in a contextual envelope CONTROLLED CIRCULATION General Publications distributed free or mainly free to individuals within a specific demographic segment geographic area or job function CONVERGENCE General A multi platform campaign employing many or all properties owned by one major media owner CONVERSION RATE General The percentage of responders who become customers 174 Glossary CANADIAN MEDIA DIRECTORS COUNCIL