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Media Intelligence : July 2007
AANA Australian Association of National Advertisers. AARDS Australian Advertising Rate and Data Service. AB The highest socioeconomic classi cation group. ABC Audit Bureau of Circulations: Audits and publishes net paid circulation estimates for member publications (newspapers and magazines). ABSP Australian Business and Specialist Publishers. 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. AFA Advertising Federation of Australia, the association representing advertising agencies. A liate Marketing An agreement between two sites in which one site agrees to feature content or advertising that will drive tra c to the other site. In return, the a liate receives commission generated from the tra c 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. Animated GIF An animation created by combining multiple GIF (Graphics Interchange Format a compressed le which reduces the amount of time it takes to transfer images over a network connection) images in one le. Audit In media research terms normally means an (independent) assessment as to the technical validity of a speci ed survey. Magazine and newspaper audits involve the veri cation 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 e ciency (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 quali cation. For example, an average issue reader of New Idea may be de ned 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 de ne the concept of an average issue reader in di erent ways. In interpreting readership survey data, the basis of this de nition should be borne in mind. Banners/Buttons Speci c advertising spaces on a given web page. Base Is the sample, population or value from which percentages are derived in a survey report. BDI "Brand Development Index". A BDI 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 percentage share of sales in a given market by the percentage of the population living in that market. 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. CAB Circulations Audit Bureau. Similar to the ABC, but specialising in trade and free publications. Cache Memory or proxy server (a server that sits between a web browser, for eg, and a real server which intercepts all requests to the real server to see if it can ful l the request itself ) used temporarily to store the most frequently requested pages in order to speed delivery to the user. Caching Process of copying a web page for later use, generally by a proxy server. Cancellation Deadline Is the period outside which airtime may be cancelled without incurring a cost penalty, eg; 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. 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. Circulation The total net paid sales of a speci c 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". Click Through When a user interacts with an advertisement and clicks through to the advertiser s website. CTR Click Through Rate. Frequency of click throughs. 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 speci c time. Conversion Rate Measure of success of an online ad. Cookie The most common meaning of "cookie" 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 E ciency 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 speci c audience. For broadcast media, Cost Per TARP (CPT) is the most common measure of cost e ciency. For print, Cost per Thousand (CPM) -- circulation or readership -- is most often used to measure cost e ciency. Cover Date Refers to the date of publication of a magazine as noted on the front cover. The cover date may be quite di erent to the on-sale date which is usually the date that a particular issue of a publication appears on the news stands. Coverage At its simplest means the geographic extent of a medium within an area. Coverage is also 54 MediaTitles Glossary
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