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Transcript
Several concepts or technical terms used in the advertising world are important in developing media objectives. Terms students need to understand include: Spot ads, is a one-time placement of an ad on a local television station. Reach, which is the number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least one time during a given time period (usually four weeks). Frequency, which is the average number of times an individual, household, or business within a particular target market is exposed to a particular advertisement within a specified time period (again, usually four weeks). Opportunity to see (OTS), which is the cumulative exposures achieved in a given time period. Ratings, measure the percentage of a firm’s target market that is exposed to a show on television or an article in a print medium. Continuity is the exposure pattern or schedule used in the ad campaign. The three types of patterns used are: 1. Continuous – a continuous campaign buys media time in a steady stream throughout the year. 2. Pulsating – a firm advertises some throughout the whole year, but will increase advertising in small, short bursts around special events, such as holidays. 3. Flighting (discontinuous) – a flighting schedule places advertisements at special intervals during the year winter and fall, with no advertising between (summer and spring). Gross impressions, is the total exposures of the audience to an advertisement. It does not take into consideration what percentage of the total audience did or did not see an advertisement.