Strom Media | Resources
34
page-template,page-template-full_width,page-template-full_width-php,page,page-id-34,ajax_fade,page_not_loaded,,qode-title-hidden,qode-child-theme-ver-1.0.0,qode-theme-ver-10.1.2,wpb-js-composer js-comp-ver-5.6,vc_responsive

Definitions

• Above-the-fold: top portion of a newspaper or Web page that is visible without scrolling.

• Advertising: the paid placement of announcements and persuasive messages to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.

• Agency of record (AOR): an ad agency assigned specific media buying responsibilities by a client.

• App: stands for application developed specifically for a mobile device. Many common brands have both a website and app, including Target, or more locally, news organizations.

• Area of dominant influence (ADI): the geographic area surrounding a city in which the broadcasting stations based in that city account for a greater share of the listening or viewing households than do broadcasting stations based in other nearby cities.

• Audience accumulation: the total number of different persons or households exposed to a media vehicle or to a particular advertising campaign during a specified period of time.

• Average page depth: the average number of pages on a site that visitors view during a single session.

• B2B: a business that markets its products or services to businesses.

• B2C: a business that markets its products or services to consumers.

• Banner ad: a generic description of all graphical ad formats on the Internet.

• Behavioral targeting: targeting groups who exhibit similarities not only in their location, gender or age, but also in how they act and react in their online environment.

• Blog: A hybrid form of Internet column, diary and directory. Short for “Web log.”

• Brand and branding: a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.

• Brand equity: the value of having a well-known brand name; the owner of a well-known brand name can generate more sales from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better.

• Campaign: A group of advertisements, commercials, and related promotional materials and activities that are designed to be used during the same period of time as part of a coordinated advertising plan to meet the specified advertising objectives of a client.

• Click-through rate (CTR): percentage of visitors who click on a specific banner or mobile ad.

• Cost per rating point (CPP): cost of reaching 1% of the population in a given demographic group.

• Cost per thousand (CPM): cost of delivering 1,000 gross impressions.

• Cume: most frequently used in radio, stands for the quantity of unduplicated listeners during a one-week period. Listeners must tune in for a minimum of 5 minutes during a 15 minute window to be counted.

• Daypart: a block of time where commercial messages are focused. In general, radio is most popular during commute hours; TV during primetime.

• Duplication: the total number of persons exposed more than once to the same media vehicle or to a particular campaign during a specified period of time.

• Frequency: number of times a person, household, or target market is exposed to a media vehicle or an advertiser’s media schedule within a given period of time.

• Frontload: placing more media weight towards the beginning of a flight.

• Gross rating points (GRPs): the sum of all rating points achieved for a particular spot schedule.

• Homes using television (HUT): The percentage of homes with television sets ON at a particular time.

• Impressions: number of times an ad is seen or heard by visitors/viewers/listeners.

• Internet radio: radio available via Internet means. Examples include Pandora and iHeart Radio.

• Marketing: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Branding, promotions, advertising and public relations are a few of the disciplines within marketing.

• Media weight: the amount of media used in a campaign; expressed in terms of dollar amounts, gross rating points (GRPs), circulation, impressions, or other means.

• Mobile: devices that offer Internet access through on-the-go means, mostly smartphones and tablets.

• Page view: a Web or mobile page that has been viewed by one visitor.

• Persons using television (PUT): total audience available/watching over the given time period.

• Portable People Meter (PPM): electronic measurement of radio ratings by a selected Arbitron panel.

• QR code: consumers can visit a URL by scanning a 2D image with their phone’s camera.

• Rating: percentage of the demographic group who are viewing or listening at a specific time.

• Reach: a percentage of the target market exposed to a particular ad over a specific period of time.

• SEM: search engine marketing; most often paid/sponsored ads to increase traffic to a business website.

• SEO: search engine optimization; optimizing a website to rank well in search engines to include adding relevant key words.

• Social media: Web-based platforms, applications and technologies that enable people to interact.

• Streaming media: multimedia that is constantly received by and presented to an end-user.

• Terrestrial radio: conventional radio, broadcast via towers; consumed by 96% of adults each week.

• Text/SMS marketing: communicating a specific message via mobile text.

• TSL: radio term; stands for time spent listening during a specific period of time.