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Media Intelligence : July 2007
-- age, sex, income etc (ii) psychography -- lifestyle, culture, social class, (iii) geography -- place of residence etc. PPC Pay Per Click. Allows advertisers to bid for placement in the search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called Sponsored Search Primary Readership The readership of a given publication by the person who purchased the publication. Total readership combines primary and pass-on readers. Pro le Shows the proportion of a medium s total readership or listeners that fall into your target audience. This can then be compared to the pro le of other titles/stations. The higher the proportion, the more attuned your target audience is likely to be to that publication/station. Psychographics Is a term that describes people s psychological (as distinct from physical) characteristics. Psychographics identify personality characteristics and attitudes that a ect a person s lifestyle and purchasing behaviour. 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 ve equal groups, or quintiles, ranging from the heaviest to the lightest in media exposure, or product consumption. Reach The number of di erent 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 speci c 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 o ered 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. RHP Abbreviation for Right Hand Page . 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. 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 les, photographs or video in one place, as soon as they are published, without having to remember to visit each site every day. 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. SEO Search Engine Optimisation. The process which aims to get websites listed prominently within a search engines natural results. SEM Search Engine Marketing. The process which aims to get websites listed prominently in search engin e results through search engine optimisation, sponsored search and paid inclusion. Socio/Economic Data Refers to classi cations 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 di erent 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 quali ed tra c to their website. Spot In print/press, refers to Black & 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 it s founder. 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 nanced by its sale to all members of a given industry. Tear Sheet A copy of a print advertisement torn directly from the magazine or newspaper in which it appeared (for veri cation purposes). Through-The-Book Method Is a technique for estimating speci c issue readership. It involves the survey respondent being handed either a complete or cut-down issue of a speci c publication, asking the respondent to inspect that issue and then asking whether he/she had read that particular issue or not. Tra c Number of visitors who come to a website. Unique Users Number of di erent individuals who visit a site within a speci c time period. URL Abbreviation for "Uniform Resource Locator" which is the address of a le of content on the Internet. 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. www Abbreviation for "World Wide Web". The network of content acessible on the Internet using the Hypertext Transfer Protocol ("http"). 56 MediaTitles Glossary
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