CMDC Media Digest, 2015-2016
TERM MEDIA DEFINITION TERM MEDIA DEFINITION FREQUENCY General The average number of times an advertising message has been exposed to a target audience GEO TARGETING General Geo targeting allows advertisers to specify where ads will or will not be shown based on user location GROSS RATING POINTS GRPS General The sum of all ratings delivered by a given schedule against a pre determined target group GRPs reach x frequency HYBRID PRICING General Pricing model based on a combination of a CPM pricing model and a performancebased pricing model IMPRESSIONS MESSAGES General The total number of commercial occasions or advertisements scheduled multiplied by the total target audience potentially exposed to each occasion A media plans impressions are usually referred to as gross impressions INCUMBENCY POSITION General Premium positions in a specific issue for which right of first refusal is given to an advertiser who has historically held that position MAKE GOOD General Commercial announcement offered to an advertiser as compensation for a pre empted spot or one that ran incorrectly MARKET DEVELOPMENT INDEX MDI General A markets propensity to use a product category calculated by dividing the percent of a product categorys total sales by the percent of the total population in a specific market region MECHANICAL REQUIREMENTS General Information and instructions regarding the physical aspects of preparing advertising material DESIGNATED MARKET AREA DMA General Geographical area comprised of a market and adjacent counties or census divisions as defined by Nielsen Media Research DUPLICATION General The extent to which two media vehicles have a common audience EARNED RATE General Discounted advertising rate based on lineage space committed EFFECTIVE FREQUENCY General Exposures to an advertising message required to achieve effective communication Generally expressed as a range below which the exposure is inadequate and above which the exposure is considered wastage EFFECTIVE REACH General Percentage of target reached at the stated effective frequency level EFFICIENCY General Cost effectiveness of a media buy based on CPMs CPRs EXTENDED MARKET AREA EMA General Geographical area comprised of a market and adjacent counties or census divisions as defined by BBM FLIGHTING General Periodic waves of advertising separated by periods of total inactivity as opposed to continuous advertising FORWARD SORTATION AREA FSA General The alphanumeric three digit prefix of Canadian postal codes Used widely in list selection due to its precision and demographic indicators FREQUENCY CAPPING General The ability to set a limit on the number of times an advertiser exposes a user to their advertising within a fixed time period FREQUENCY DISTRIBUTION General Average frequency broken down to indicate the percentage of the audience that has been exposed to the message once twice etc 175 Glossary CANADIAN MEDIA DIRECTORS COUNCIL
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