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Media Intelligence : MT Resource 2010
Page Impressions The number of times a particular web page is downloaded to a browser. Paid Inclusive In exchange for a payment, a search engine will guarantee to list/review pages from a website. It is no guaranteed that the pages will rank well for particular queries – this still depends on the search engines underlying relevancy algorithms. Pass On Also known as ‘Pass Along’ readership. It relates to readership of a given publication by persons other than the original purchased. Also called secondary (and tertiary) readership. Penetration Is used in media to describe the coverage of a particular medium. In marketing terms it relates to the proportion of people who use or buy a product. Portal Usually used as a marketing term to describe a website that is or is intended to be the first place people see when using the web. Typically a ‘portal site’ has a catalogue of web sites, a search engine, or both. A portal site may also offer email and other service to entice people to use that site as their main ‘point of entry’ (hence ‘portal’) to the web. Potential Usually used as a marketing term to describe a website that is or is intended to be the first place people see when using the web. Typically a ‘portal site’ has a catalogue of web sites, a search engine, or both. A portal site may also offer email and other service to entice people to use that site as their main ‘point of entry’ (hence ‘portal’) to the web. Primary Readership The readership of a given publication by the person who purchased the publication. Total readership combines primary and pass- on readers. Profile Shows the proportion of a medium’s total readership or listeners that fall into your target audience. This can then be compared to the profile of other titles/stations. The higher the proportion, the more attuned your target audience is likely to be to that publication or station. Psychographics Is a term that describes people’s psychological (as distinct from physical) characteristic. Psychographics identify personality characteristics and attitudes that affect a person’s lifestyle and purchasing behaviour. Publishers Australia (PA) Australia’s peak body for specialist, B2B and niche consumer magazine and digital publishers. Q Qualitative Data or research is concerned with the understanding processes that underlie various behavioural patterns. ‘Qualitative’ is primarily concerned with ‘why’. Quantitative Data or research is primarily concerned with the tabulation or numeric relevance of various kinds of behaviour. ‘Quantitative’ is primarily concerned with ‘what’ or ‘how many’. Quintile Analysis Is used to examine frequency of (media or product consumption) activity. Viewers, listeners, readers or consumers of a particular product etc. are ranked according to their usage and then divided into five equal groups, or quintiles, ranging from the heaviest to the lightest in media exposure, or product consumption. R RHP Abbreviation for ‘Right Hand Page’. ROI Return on Investment. A quantitative analysis of investment in advertising and marketing budgets and the resulting return on the investment. ROO Return On Objective uses client objectives to measure the impact of an advertising campaign in order to provide advertisers with insight into attitudes, awareness and qualitative aspects of consumer behaviour. RPC Abbreviation for ‘Readers Per Copy’. Equals total readership divided by circulation. RSS Really Simple Syndication. RSS feed allows users to see when sites from all over the internet have added new content. You can get the latest headlines and articles, audio files, photographs or video in one place, as soon as they are published, without having to remember to visit each site every day. Reach The number of different people in the target audience reached at least once by an advertisement. Readership The total number of people who read a particular publication. It is made up of those who purchase (and read) the publication, plus those that they pass their copy onto. Recall In marketing or audience research refers to the concept of a respondent being able to remember a particular event, advertisement or experience. Recall can be aided or unaided. Recency Is the name given to a method of audience research, usually relating to newspaper and magazines, which attempts to measure respondents’ readership of specific publications by asking questions like... ‘when did you last read an issue of...? ’ Recognition Method Is a research technique to determine the extent of a respondent’s ability to remember an advertisement, a publication or a program with the aid of a cue offered by the interviewer. Replicated Readership Means readership by the same person, of the same issue of a particular publication within the period of the survey. Rich Media Refers to media that allows for active participation by the recipient, hence interactivity. A method of communication that incorporates animation, sound, video and/or interactivity. Roy Morgan Values Ten ‘values’ segments developed by Roy Morgan Research in conjunction with Colin Benjamin of the Horizon Network. They help to identify groups of people who share similar values and attitudes to life. S SEM Search Engine Marketing. The process which aims to get websites listed prominently in search engine results through search engine optimization, sponsored search and paid inclusion. SEO Search Engine Optimisation. The process which aims to get websites listed prominently within a search engines natural results. Search Engine A system for searching the information available on the web. Some search engines work by automatically searching the contents of other systems and creating a database of the results. Other search engines contain only material manually approved for inclusion in a database, and some combine the two approaches. Socio/Economic Data Refers to classifications of people or households which relate to ‘class’, income, occupation, etc. Spamming An inappropriate attempt to use a mailing list, or other networked communications facility as if it was a broadcast medium by sending the same message to a large number of people who didn’t ask for it. Split Run Is a scheduling technique whereby two different pieces of copy (creative material) are placed in a publication. Sponsored Search The delivery of relevance-targeted text ads as part of the search experience. Intended to satisfy users need for relevant search results, and the advertiser’s desire for qualified traffic to their website. Spot In print/press, refers to black and white with up to three colours. In television refers to a spot placement or booking in a particular program. Starch (Starch Scores) Is an aided recall method of measuring press advertisement readership. Respondents are taken through a publication page by page and asked a series of questions to determine whether or not he/she (i) remembered seeing or reading each advertisement, (ii) accurately recalled the product or brand and ad referred to, and (iii) read more than half the copy. These three elements provide three corresponding scores of readership – noted, associated and read most. It is named after its founder. Sticky On the web attracts visitors to return to the site and/or spend long periods of time on the same site. Superstitials A form of rich media advertising which allows a TV like experience on the web. It is fully pre- cached before playing. Syndicated Research Is usually conducted by an independent research organisation, and financed by its sale to all members of a given industry. T Tear Sheet A copy of a print advertisement torn directly from the magazine or newspaper in which it appeared (for verification purposes). Through-The-Book Method A technique for estimating specific issue readership. It involves the survey respondent being handed either a complete or ‘cut-down’ issue of a specific publication, asking the respondent to inspect that issue and then asking whether he/she had read that particular issue or not. Traffic Number of visitors who come to a website. U URL Abbreviation for ‘Uniform Resource Locator’ which is the address of a file of content on the internet. Unique Users Number of different individuals who visit a site within a specific time period. V Verticals A group of similar businesses and customers which engage in trade based on specific and specialised needs. Virtual community Used loosely for a variety of social groups interacting via the internet in chat rooms, or on web forums. Also known as an online community, or computer mediated community. W Web 2.0 A second generation of web- based communities and hosted services such as social networking sites, wikis and blogs which aim to facilitate creativity, collaboration, and sharing among users. www Abbreviation for ‘World Wide Web’ . T he network of content acessible on the Internet using the Hypertext Transfer Protocol (‘http’) . GLOSSARY 133 MediaTitles Discover a simpler, faster way of searching with more information online at www.mediatitles.com p126-129 MT_RG_gloss_AD_pepper.i128 128 p126-129 MT_RG_gloss_AD_pepper.i128 128 17/2/10 3:26:45 PM 17/2/10 3:26:45 PM
2009 - 2010
MT Resource Guide 2011