We Help You Sound Like a Media Expert

Media customization and focused strategies in both planning and buying continues to take on an ever more important role as clients struggle with this uncertain economy. Broad based solutions based on buying "clout" are irrelevant. Rather, astute advertisers are seeking solutions that take a focused, pinpoint approach to planning and customized exertions. We have seen many cross-platform media buys revealed as something akin to the Emperors New Clothes. Cross-brand buys on multiple platforms rode the crest of the dot-coms several years ago, but today, creating sound strategies, that are brand specific, and with a creative and flexible approach to the integration of planning with buying, are more relevant than ever before.


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Time period that immediately precedes or follows a radio or television program, also called a commercial break position


Paid communicated message of a persuasive or informational nature designed to influence thought and/ or purchase patterns. An advertisement on a broadcast media is called a commercial.

Advertising Weight

A measure of the impact or exposures achieved or planned in an advertising campaign


A combination of an advertisement and an editorial article.

Advertising Checking Bureau (ACB)

this company provides the ad community newspaper tear sheets of ads.


A broadcast station (television or radio) with a contract designating the broadcast of certain network programs and commercials.

Agate Line

Standard unit of area in print media used to calculate the cost of advertising. Measures 1/14 inch height by one column width.

Alternative Media

Non-traditional media types such as flyers, shopping cart advertisements, video kiosks, and telephone directories

Arbitron Company

Company that provides media demographic information primarily focusing on the broadcast audience; radio and television.


An internet tool used to find files. Can be downloaded by using FTP.


The total number of people reached by an advertising message through one or more types of media.

Audience Composition

A measure of the makeup of a metric audience by age and gender.

Audience Profile

Detailed information on a media audience, including a demographic profile and socioeconomic profile.

Audience Share

Percentage of the audience who are of interest to the advertiser and who actually receive the advertising message.


Also known as Avails, the time period available in broadcast media in order to purchase a commercial message.

Average Audience (AA)

The number of individuals (or households) tuned into an average minute of TV or radio program or who read an average issue of print media.

Average Frequency

The average number of times an audience is exposed to an advertisement in any medium or combination of media.

Audit Bureau of Circulation (ABC)

a consortium of publishers used for verifying circulation figures.


A high capacity main pathway of a network connecting smaller networks.


The quantity of data that can flow through your Internet connection per second. Measured in bits per second (BPS).


A graphic image advertisement on the web.

Base Rate

Also called Open Rate, the one time (un- discounted) rate change by an advertising medium.


Free announcement at the beginning or end of a radio broadcast (usually 10 seconds or less), given to a sponsor or advertiser in TV or Radio, an advertising structure for outdoor media.


Periodical published every other week.


Extending the advertisement to the edge of a page or billboard so that there is no white border.


A brief mention in an editorial column about a company or product.


A product's identifying word( s), marks, or symbol (or combination) that distinguishes one from the next. Includes all brand names and trademarks.

Brand Development Index

index of a brand's per capita sales in a local market compared to national per capita sales for the brand: often used to identify markets of opportunity.

Break Position

A broadcast advertisement aired between programs as opposed to within a program. see adjacency.

Broadcast Coverage Area

Total geographic area where a broadcast signal is received.


Software that allows you to view pages and navigate the WWW. i.e. Netscape Navigator.

Broadcast Media

Media with electronic instrumentation such as radio and television (local and network) including cable.

Bulletin Board Systems (BBS)

Allows internet users to post information to certain web pages.


An advertising unit within transit media types.

Mia with electronic


Access providers or browsers storing web page data in a temporary location to reduce traffic and speed data transmission. Reduces the total number of pages views at the original site.


Schedule of advertising or promotions for a certain period of time.

Car Card

An advertising unit used within transit media types.

Category Development Index

similar to BDI, CDI is an index of category sales volume per capita for a particular area as compared to the national category sales volume per capita.

Chat Room

Area on the internet where users have conversations with others.


  • In print media, term used to refer to the number of copies sold or distributed.
  • In broadcast media, refers to the number of homes with a TV or radio within the station's coverage area.
  • In outdoor media, number of people who pass by the advertisement and have an opportunity to see it.
  • In cable, the number of subscribers to a given network.


The number of times an ad was selected or "clicked on" by users within a specific webpage. Also called "ad clicked" and "click-through".

Clock Spectacular

An advertising unit used within transit media types.

Closing Date

The deadline of a publication for receiving material for an upcoming issue.


A large mass of commercials and promos aired in a short time period which compete for the viewers/listeners attention.


An informational tracking device on the Internet that keeps track of the user's path.


Used in broadcast media. An advertising message structured by time rather than space.


The percentage of population (persons and homes) covered by a medium.


Cost Per Thousand, the cost per 1000 individuals (or households) reached by a medium or combination of media.


Cost Per Rating Point, the total cost of an advertising unit divided by the average rating (for the demographic area of interest.


The art/design component of an advertisement.

Cost Efficiency

Comparison of the cost of reaching members of the target audience and the cost reaching the entire audience of the medium. Usually expressed in CPM.

Cost Per Gross Rating Point (CPGRP)

Used in television advertising- a measurement based on the cost of a commercial timeslot compared with the rating of the program in that time slot. Measures efficiency of the media cost when comparing various broadcast vehicles.

Cost Per Inquiry (CPI)

Calculation of the media costs divided by the number of inquiries received. Used in a direct response campaign.


the cost of delivering one GRP (one percent of a population group. CPP's are media cost divided by GRP's

Cost-per-thousand (CPM)

cost of delivering 1,000 impressions within a defined population group.


The insertion of a local commercial into a network program schedule.


Newspapers that are published at least 5 times a week, Monday through Friday.

Daily Rate

The cost of advertising space on a daily basis, usually in print media or dailies.

Day Parts

The breakdown of the broadcast times for television and radio. i.e. prime time TV is a day part form 8 PM to 11 PM.


The characteristics of the population including age, income, sex, occupation, education, etc. used in determining a target media.

Domain Name

The identifying name of an Internet site. It has two or more parts separated by a period. (i.e. drmedia.com) common extensions are:

.com = company or commercial venture

.net = network

.edu = educational institution

.org = non profit organization

.gov = government

.mil = military

Designated Market Area

The geographic area that makes up a particular television market. The DMA consists of a group of countries that represent the major viewing audience for the broadcast stations in the metropolitan area. These areas cannot overlap.

Direct Mail Advertising

Advertising using person to person communication rather than mass media. Reaches target audiences through mailing fliers, letters, brochures etc.

Direct Marketing

Promotional selling done individually to consumers. Some forms of direct marketing include mail order and door to door sales.

Direct Response Advertising

Measuring the results of the advertising plan by evaluating the responses received (phone calls, information requests) on a cost per inquiry basis.


To transfer data from the Internet to a personal computer.

Drive Time

The radio broadcast time from 6 - 10 am (morning drive) and from 3-7pm (afternoon drive).


a percent of total of a target audience in a medium that are also exposed to other media types.


The purchase of goods and services over the Internet.


Electronic Data Interchange- Allows the transfer of data between computers.

Early Fringe

In television broadcasting, the period of time ( day part) from 4:30 PM to 7:30 PM ,before prime time.


Broadcast or published opinion presented by the owner, editor manager, or publisher of any medium.


Measure of the relative cost of delivering advertising to media audiences (see CPM and CPGRP).

Effective Frequency

The number of exposures necessary to reach an effective percentage of the population.

Effective Reach

The percentage of the population of interest reached by a media schedule through a certain frequency level.

E- Mail

Electronic Mail- Messages transmitted over phone lines from one computer to another through the use of a modem.


Character combinations used to express emotion or humor in e-mail, also called smiles. Examples: :-) :-( :-o

Events Marketing

The marketing or advertisement of products or services through the sponsorship of events such as sporting events, concerts etc.


The way in which an advertisement or commercial communicates the advertising message. Execution styles include emotional and fear appeals.

Experian Simmons

Produces a National Consumer Study with single-source consumer research of consumer attitudes, product and brand preferences, media consumption habits and demographic and lifestyle characteristics.


The presentation of an advertisement to an individual in the target market.


Short term, usually 500 words or less. Used to fill space in print media between editorials and advertisements.


A service on the internet used to locate others logged onto the internet.


A security system on the network that prevents unauthorized users from accessing information.

Flat Rate

Basic rate charged in print media for advertising.


Advertising medium used in direct mail advertising. Usually a single sheet (8 1/2 X 11) with an advertising message printed on both sides. Also used as handbills - given to customers.


For broadcast media, term used to describe the length of an advertising schedule.


The process with a hiatus in the middle for a period of time. Then the running of an advertising flight continues with the scheduled flight.


Style or content of broadcast material (i.e. country radio station or TV talk show). Also called personality.


A discussion group online where participants can exchange ideas and opinions-sometimes called newsgroups.


The number of times individuals or households are exposed to an advertising message. Also the schedule of issues in print media (monthly, weekly).

Fringe Time

In television broadcasting- the time periods immediately before and after prime time. Usually 4:30 to 7:30 PM and 11 PM to 1 am.


File Transfer Protocol- Standard used to transfer files from one computer to another viathe Internet.


A folded page of advertising that when unfolded is larger in size than a regular page.


segmentation systems based on demographic characteristics of small geographic areas such as census block groups or zip codes. Popular service for providing this data is PRIZM.


Graphics Interchange Format- Format used to display files with images on the World Wide Web.


A tool used to search the internet for information.

Gross Audience

The total number of households or individuals in the listening, viewing, or reading audience without regard to duplication.

Gross Rating Point (GRP's)

also known as Target Rating Points – the total or sum of all ratings in a media schedule.


Center crease or margin down the binding of a book or a magazine formed by a pair of facing pages.


Heavily connected advertising in media schedule for a short period of time.


A period of rest or non- activity.

Hi-Fi (High Fidelity)

Print advertising on a continuous roll of paper that is pre printed (usually on a heavier page and in full color) and inserted into a newspaper.


Any request for data from an Internet file or a web page. Used to evaluate traffic on a site.


Brief commercial or mention at the very end of a television program.


Also called a server, a computer that has a direct connection to the Internet.

Household Using Television (HUT)

Term used to represent the percentage of households with the television on at a particular time within a specified area.


Hypertext Markup Language-A markup language used for formatting material for presentation.

HTTP Hypertext Transfer Protocol. Standard way to transferring hypertext files on the internet.


Special programming or promotional activities in order to attract and generate higher ratings during a specific time period.


Part of the document (picture or emphasized text) that transfers you to another document when clicked on with your mouse.

Identification (ID)

A commercial of exposures to a certain media without regard to duplication.


The total number of exposures to a certain media without regard to duplication.

In Home

Media seen, heard, or read in the home, as compared to out of home media such as billboards which can only be seen out outside the home.

Independent Station

A station that is not affiliated with any live network. Also called an indy.


Calculation that compares relationships between values. Standard value is 100, all other values are represented as a percent over or under the base. (120 = 20% over the standard).


Information and commercial- Television commercial usually between 15-60 minutes used to present and sell a product in a casual, talk show atmosphere. Often features celebrities.

Insertion Order

In print advertising, the instructions to a publisher describing the exact placement of material.

Insertion Schedule

Also called flight- The schedule of insertions for an advertising campaign.


The all encompassing network of all networks combined.


A form of advertising on the web other than a banner.


An internal network within a company or organization that works like a small Internet, transferring information within departments.


In the media industry, the time or space available for sale to advertisers.

Island Position

The placement of advertising in media so as not to allow any other competitive advertisers in the surrounding area.


Internet Provider Service- Provides access to the Internet for a specified fee.

Issue Life

The total length of time it takes for an issue or magazine to be read by the maximum audience.


A programming language used to create websites.


Joint Photographic Experts Group- Standard for displaying photographs or images on theInternet.


Internet searches based on a word or phrase, which should appear frequently on your website to have relevance to searches.

Lady Of The House (LOH)

Term used to describe the female head of the household- used primarily in advertising.

Late Fringe

Broadcast time at the end of the day from 11pm to 1am or until sign off. This day part has a lower cost than primetime other day parts.

Lead In/Lead Out

In broadcast, terms used to describe the program directly preceding or immediately following another program.


In advertising- the period of time in which a positive reaction is noticeable. Beginning with the initial advertising and ending when results are no longer noticeable.

Line Rate

Advertising cost in a publication charged on a per line basis.


Term used to describe listening to discussions on the Internet without participating in the conversation.


Abbreviation for 1,000- used after a slash mark to indicate cost per thousand or CPM.

Magazine Format

Television program organized with many different stories, often non-fiction. i.e. 60minutes

Magazine Supplement

Special section of newspaper printed in magazine format, usually part of a weekend edition.

Make Good

A free repeat advertisement given because of an error in publication or a missed broadcast.


Promoting the sale of goods or services -product, place, price and promotion.

Marketing Mix

Combination of the four p's- product, place, price and promotion, used in promoting a product.

Mass Magazine

A magazine of general nature- not targeted to a specific audience.

Mass Media

Broad spectrum of media, includes radio, television, newspapers, magazines, and outdoor advertising. Appealing to the general public.


Various channels of communication transmitting information, entertainment, and advertising messages. Types of media include print (newspapers and magazines), electronic (radio and television), out of home (billboards and posters) and direct mail.

Media Buy

The purchase of space (print) or time (broadcast) for advertising a product or service.

Media Fighting

Advertising that skips certain intervals of time. The media contracted will present the advertising for a specified period of time, then will suspend advertising for a period of time before going back to the advertising schedule.

Media Kit

Informational package put together by a specific advertising medium. Includes cost information and audience demographic information.

Media Mix

The use of more than one media type in an advertising plan.

Media Reach

The percentage of the total audience exposed to an advertisement through a particular medium.


A single form of communication or media.


Certain promotional activities used to complement advertising, usually free or provided at a nominal cost.


An alternative site containing data identical to the original.


Abbreviation for one million.


(Modulator/demodulator) Hardware in a computer that enables the transfer of data over telephone lines.

Morning Drive

In Radio broadcasting, term used to describe the time period from 6am to 10 am Monday through Friday.


produces Survey of the American Consumer. Detailed view of media choices, demographics, lifestyles and attitudes, and usage of almost 6,000 products across 50 categories.


Metropolitan Statistical Area- also called Metro Area. A central area with a specified population of 50,000 or more consisting of a city or cities and the county or counties in which it is located.


(Multipurpose Internet Mail Extensions) Extensions used when transferring images, sounds or other files through email.

Neil Faber Media

An independent, marketing/ media planning and buying company. Neil Faber Media offers a unique, effective approach to strategic marketing/media planning and customized execution. This is accomplished through the understanding and utilization of all alternative media and new media technologies.

Net Circulation

Total amount of people viewing an outdoor advertisement over a period of time.

Net Rating Point (NRP)

One percent from a broadcast program or a commercial of the cumulative audience. The NRP's are added up to find the program rating.


The general accepted behavior on the Internet.


(An Internet citizen) A term used to describe the responsibility and participation of Internet users.


  • In the Internet- when two or more computers connect and they share data and printers.
  • In the media- programming and commercial time provided by a broadcast entity and aired nationally through affiliated or local stations.


An online discussion group where one can read and post messages covering every interest.

Nielson Station Index (NSI)

Service performed by A.C. Nielson company that measures the amount of local television viewing audiences in approximately 220 markets.

Nielson Television Markets (NTI)

A measurement performed by A. C. Nielson Company on syndicated national network.


An amount of money reflecting a sponsorship of an advertiser of a radio or television broadcast.

Open End

The end of a commercial or network program that is left empty for local advertising.

Open Rate

Also called Base Rate. The one time (un- discounted) rate charged by an advertising medium.

Outdoor Advertising

Advertising outdoors in public places- usually on signs and billboards.

Page view

The amount of times a page was downloaded by users.

Painted Display

When the advertising message is painted on the wall or on a bulletin.

People Meter

An attachment to a TV that measures the consumer broadcast preferences, viewer frequencies and habits.

Per Inquiry Payments

A percentage of money from a sale or inquiry of an advertisement that payment is based on as opposed to payment being based on published time or space rates.

Percentage Of Sales Method

Based on the past sales or a forecast of future sales it's used to set advertising budgets.

Perceptual Mapping

The process of charting a consumer perception of a product for product improvement or the creation of new products.

Piggyback Commercials

When two or more broadcast commercials are aired in a row presenting different products but from the same sponsor.


A favorable mention on the radio or TV show of a product, service or person with no charge to the advertiser.

Pop In

A paid, short announcement made on radio or TV that may be of special interest to the viewer.

Primary Advertising

Advertising for a general category.

Print Media

Something printed as opposed to broadcast or electronically transmitted communications.


The standards used when two computers share data.


segmentation systems which classify consumers according to attitudes, activities, values, etc.

Public Service Advertising

When the central focus for advertising is public welfare.

Publishers Information Bureau (PIB)

reports on a monthly basis ad activity in consumer magazines. Details by product or service.


An opinionated exaggeration in an advertising description.

Q Rating

Research term that measures the number of viewers and listeners familiarity of broadcast programs and personalities.

Question & Answer Format

In advertising when the advertiser or a spokesman answers the questions asked by customers or perspective customers.


one-fifth of a medium's users, defined from heaviest to lightest exposure.

Quintile Distribution

Audience frequency grouped into 1/5th's of the total reach.


The standing of ads based on their graphical click through rate.


The established cost of advertising space or commercial time created by the owners or managers of the medium.

Rate Base

guaranteed average issue circulation upon which a publisher's ad rates are based.

Rate Card

A paper that gives the cost for advertising on or in a communications medium.


the audience size expressed as a percent of the universe size considered.


Also known as the cumulative or unduplicated response, the amount of viewers exposed to an impression over a certain period of time.

Reach & Frequency

Reach tells us how many and frequency how often a household will be exposed to a schedule. Multiply the numbers together to get the potential audience in a given market in a percentage.

Reminder Advertising

Advertising that reminds consumers about the benefits of a product or service and the need for the product.

Response Rate

Responses (gross or net) received as a percentage of total promotions mailed or contacts made. Can be an order or an inquiry.


The increasing coverage and frequency in advertising in order to achieve maximum impact.

Scarborough Research

Lifestyle and market specific survey of major markets.


A computer that provides network services. i.e. e mail capabilities, hosting websites.


the percent of total audience usage exposed to a specific ad medium at a given time.

Share of voice (SOV)

your ad spending dollars expressed as a percent of total competitive spending of your group's defined competitors.


in outdoor media, the number of daily impressions as percent of the market's total population; usually stated in intervals of 25.

Slice of Life Advertising

When a real life situation is presented and the solution to the problem is answered with the item being advertised.

Split Run

More than one creative message in different copies of magazines.

Starch Advertising Research

produces key metrics for magazine ad readership and involvement readers have with specific ads.

Subliminal Advertising

When the messages of an advertisement are focused to the level of one's subconscious.


  • TV programs or services distributed to one or more stations.
  • Newspapers owned or managed by the same person or company.


Systems Operator- the maintainer of an operation of a system.


Used in creating HTML. The web browser uses tags to define the appearance of text and images.

Target Audience

An audience defined demographically that advertising is directed towards.

Target Pricing

The method of pricing where the selling price of a product is calculated to create a rate of return on the investment for a specific production volume.

Selling Price= Investment cost X Target return + UnitCost # of units to be produced


Transmission Control Protocol/Internet Protocol- Allows computers to communicate across the internet.

Tear Sheet

A page sent to the advertiser from a newspaper or magazine as proof that the ad was produced.


Using the telephone as a medium for promotion or responses.


The introduction of a new product to a small market in order to observe consumer reactions.

Test Market

A geographic location used for the introduction of a new product or a campaign. Used to evaluate the performance of the product on a small scale.


to send a file to a network.


Uniform Resource Locator - Web address. i.e. http://www.nexgenmedia.com.

Variable Cost

Business expense that varies in proportion to the amount of products sold or created.


Amount of exposures of an advertisement.


World Wide Web-An internet service that allows for the transfer of text and images.

No Terms


Also known as the ad click rate, it is the percentage of clicks that an ad has within a particular page.


changing the TV channel or station to avoid a commercial.


Fast forwarding through commercials in playback on DVR's.