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Media Intelligence : MT Resource 2010
A AANA Australian Association of National Advertisers. AARDS Australian Advertising Rate and Data Service. AB The highest socioeconomic classification group. ABC Audit Bureau of Circulations: Audits and publishes ‘average net paid sales’ (circulation) per issue for member publications (newspapers and magazines). The audit is census based, checking actual sales and does not report free copies. ABSP Australian Business and Specialist Publishers. Former name for Publishers Australia, the peak body for specialist, B2B and niche consumer magazine and digital publishers. AFA Advertising Federation of Australia, the association representing advertising agencies. Ad Serving Delivery of ads to an end user’s computer by an ad serving technology company or system. Advertorial Is generally a paid segment on television or space in magazines which talks about a particular product within the program or magazine/ newspaper. Affiliate Marketing An agreement between two sites in which one site agrees to feature content or advertising that will drive traffic to the other site. In return, the affiliate receives commission generated from the traffic that it has delivered. Algorithm The set of ‘rules’ the search engine uses to determine the relevance of a web page (and therefore ranking) in it’s natural search results. Ambush Marketing A sponsorship tactic in which a company which is not a sponsor of a, event attempts to capitalize on it via actions which suggest that they are an official sponsor. Animated GIF An animation created by combining multiple GIF (Graphics Interchange Format a compressed file which reduces the amount of time it takes to transfer images over a network connection) images in one file. Audit In media research terms normally means an (independent) assessment as to the technical validity of a specified survey. Magazine and newspaper audits involve the verification of ‘net paid’ circulation estimates. In media terms this refers to independent auditing of media buying. This is generally done by ‘pooling’ buys of similar demographics and then comparing buying efficiency (CPM) to the pool. Average Frequency The average number of times an audience is potentially exposed to an advertising message over a given period. Average Issue Reader An average issue reader of a given publication is a person who conforms to a stated readership qualification. For example, an average issue reader of New Idea may be defined as a person who reads or ‘looks into’ any issue of New Idea within the seven days immediately prior to being interviewed by the survey company. Various readership surveys define the concept of an ‘average issue reader’ in different ways. In interpreting readership survey data, the basis of this definition should be borne in mind. B BDI “Brand Development Index”. A B D I study analyses brand performance (sales) in a given market relative to the share of the total population living in that market. A BDI analysis is used to determine the geographic (or demographic) areas of strength or weakness in a product’s sales distribution across the country. A BDI is calculated by dividing a brand’s given market by the percentage of the population living in that market. Banners/Buttons Specific advertising spaces on a given web page. Base Is the sample, population or value from which percentages are derived in a survey report. Bleed In print media – to extend the illustration or copy to the edge of the page so there is no white border. Blog Short for weblog, a blog is a journal that is frequently updated and intended for public consumption. Blogs often provide commentary or news on a particular subject such as food, politics or local news, while some function as online diaries. Broadband A fast (more than 200 KB per second) internet connection that does not tie up telephone lines while the internet is in use. Browser A software program that is used to look at various kinds of Internet resources. C CAB Circulations Audit Board. A sister body to the ABC, specialising in the reporting of total distribution for business and professional, specialty and community newspapers. The audit is census based and designed for publications with majority free or controlled distribution. CDI “Category Development Index” . A CDI study analysis a product category’s performance (sales) in a given number relative to the share of the total population living in that market. A CDI analysis is used to determine the geographic (or demographic) areas of strength or weakness in a product category’s sales distribution across the country. A CDI is calculated by dividing a category’s percentage share of sales in a given market by the percentage of the population living in that market. CPA Cost Per Action. A pricing model that only charges advertising on an action being conducted, for eg: a sale or a form being filled in. CPA Cost Per Acquisition. Cost to acquire a new customer, for e.g: could include your banner advertising costs. CPC Cost Per Click. The amount paid by an advertiser for a click on their sponsored search listing. CPI Consumer Price Index. A measure of inflation compiled by the Australian Bureau of Statistics. CPM Cost Per Thousand. The cost of advertising to reach 1,000 people within the target audience. The ‘M ’ is the Roman numeral for one thousand. Using print as an example, CPM is calculated by dividing the advertising cost (cost per insertion) by a publication’s circulation or readership (in thousands), ie: CPM = (Advertising Cost/Readership)* 1,000 Example: A magazine reaches 820,000 women aged 14+. The cost of a full page colour advertisement in this magazine is $14,550 , therefore: CPM = (14,550/ 820,000)* 1,000 = $17.74 . CTR Click Through Rate. Frequency of click throughs. Cache Memory or proxy server (a server that sits between a web browser, for example, and a real server which intercepts all requests to the real server to see if it can fulfill the request itself) used temporarily to store the most frequently requested pages in order to speed delivery to the user. Cancellation Deadline Is the period outside which airtime may be cancelled without incurring a cost penalty, e .g; a ‘ delete and charge’ . Television stations are not obliged to cancel airtime within the stated cancellation deadline, however may do so with, or without, penalty depending on the circumstances involved. The cancellation deadline on television is usually 6-10 weeks from air-date. Similar rules apply to the cancellation of magazine and newspaper advertising. However, the period prior to the appearance date when the advertisement can be cancelled varies from 1 to 8 weeks, depending on the frequency and print process of the publication. Ccm Column centimetres. Circulation The total net paid sales of a specific publication. Most publications in Australia have their circulations independently audited by either the Audit Bureau of Circulations (ABC) or the Circulations Audit Board (CAB). Circulations of non-audited publications are reported as “Publisher’s Claim” . Classified Advertising Advertising which is particularly common in newspapers, online and other periodicals. Classified advertising differs from standard advertising or business models in that it allows private individuals (not simply companies or corporate entities) to solicit sales for products and services. Click Through When a user interacts with an advertisement and clicks through to the advertiser’s website. Clutter A term used to describe the phenomenon of a marketplace being full or even overcrowded with products. It also refers to the extreme amount of advertising the average consumer sees in their daily lives. Commission A percentage of an advertising rate paid to an approved booking agency by the media for booking an advertisement. It is usually 10% in Australia. Contextual Advertising Advertising text links that are targeted to the content on the web page being viewed by a user at a specific time. Conversion Rate Measure of success of an online ad. Cookie The most common meaning of “c ookie” on the Internet refers to a piece of information sent by a Web Server to a Web Browser that the Browser software is expected to save and to send back to the Server whenever the browser makes additional requests from the Server. Cookies might contain information such as login or registration information, online “shopping cart” information, user preferences, etc. Copy Close In print media is the date set by a publication for receipt of material for an advertisement to appear in a forthcoming issue. Copy close is also referred to as material deadline. Cost Efficiency The relationship between a medium’s (or a media schedule’s) audience and the cost of using that medium (or media schedule) to reach a specific audience. For broadcast media, ‘Cost Per TARP’ (CPT) is the most common measure of cost efficiency. For print, ‘Cost per Thousand’ (CPM) – circulation or readership – is most often used to measure cost efficiency. Cover Date Refers to the date of publication of a magazine as noted on the front cover. The cover date may be quite different to the on-sale date which is usually the date that a particular issue of a publication appears on the news stands. Cover Price Normal retail price of magazine or newspaper. Coverage At its simplest means the geographic extent of a medium within an area. ‘ Coverage’ is also used to describe the extent of a medium reach into a particular target group. The term ‘co v er age’ is also used to describe the performance of an advertising schedule. This means the proportion of the target audience having an opportunity to see the advertisement. Cross Media Ownership Ownership by a single entity of more than one communications vehicle in a given market. Cross-platform A media offering which straddles a number of different communication vehicles. GLOSSARY 131 MediaTitles p126-129 MT_RG_gloss_AD_pepper.i126 126 p126-129 MT_RG_gloss_AD_pepper.i126 126 17/2/10 3:26:42 PM 17/2/10 3:26:42 PM
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MT Resource Guide 2011