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Media Intelligence : July 2007
used to describe the extent of a medium reach into a particular target group. The term coverage 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. CPA Cost Per Action. A pricing model that only charges advertising on an action being conducted, for eg a sale or a form being lled in. CPA Cost Per Acquisition Cost to acquire a new customer, for eg: could include your banner advertising costs. CPI Consumer Price Index. A measure of in ation compiled by the Australian Bureau of Statistics. CPC Cost Per Click. The amount paid by an advertiser for a click on their sponsored search listing. 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) * 1000 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) * 1000 = $17.74 Demographics Is a term used in media to describe the composition of an audience in terms of characteristics such as age, sex, etc. Distress Space Distress space is o ered at a reduced rate when a magazine or newspaper is either not full or when another advertiser cancels a booking at the scheduled time of printing. Domain Name The unique name of an internet site. EGN Abbreviation for "Early General News" Exclusivity Is when an advertiser is given a guarantee that they will be the only advertiser in their product category appearing in a particular magazine, television program etc. Firewall Software that provides security for a computer or local network by preventing unauthorised access to or from a private network. Flash Web design software that creates animation and interactive elements that are quick to download. FPC Abbreviation for Full Page Colour . FPM Abbreviation for Full Page Mono . Gatefold Extra pages in a magazine that fold out. GIF Abbreviation for "Graphic Interchange Format". A common format for image les, especially suitable for images containing large areas of the same colour. GIF format les of simple images are often smaller than the same le would be if storing in JPEG format, but GIF format does not store photographic images as well as JPEG. Heavy User Refers to that proportion of all users of a speci ed product or brand who use more of the product or brand than other users. The term is usually used in triptile analysis where all users are ranked by weight of usage and the divided into three equal sized groups. Hiatus Generally refers to a period of non-activity between bursts or ights of advertising. HPC Abbreviation for Half Page Colour . HTML Abbreviation for "HyperText Markup Language". The coding language used to create Hypertext documents for use on the World Wide Web. Hyperlink A system that allows documents to be linked to one another over the internet. Hyperlinks are usually highlighted words which take the user to another site when clicked on. IFC Abbreviation for Inside Front Cover . Interstitials Advertising information, usually a web page, which is downloaded and displayed to users while they wait for other web based material to download. ISDN Abbreviation for "Integrated Services Digital Network". Basically a way to move more data over existing regular phone lines. Used for sending print and radio ads from production departments/ companies to the media. ISP Abbreviation for "Internet Service Provider". ISP can provide connectivity to the Internet, host web pages for users, or be "carriage service providers" who provide access to the Internet. Issue Date The date printed on the cover of a magazine. This is also referred to as the Cover Date . See also On-Sale Date . JPC Abbreviation for Junior Page Colour . JPEG Abbreviation for "Joint Photographic Experts Group". It is most commonly mentioned as a format for image les. JPEG format is preferred to the GIF format for photographic images as opposed to line art or simple logo art. Keyword Marketing The purchase of keywords (or search terms) by advertisers in search listings. Loading Extra cost ($ or %) that you pay for a premium position such as Outside Back Cover, Inside Front Cover etc. Makegood Usually refers to a free commercial given by a television station in lieu of a commercial incorrectly telecast, or not telecast at all, due to the fault of the station. Microsite A sub-site reached via clicking on an ad. The users stays on the publishers website, but has access to more information from the advertiser. Mono Term for black and white printing. Abbreviation of the word monochrome . MPEG File format use to compress and transmit video clips online. Newspaper Format Refers to the size of the newspaper i.e. Tabloid (Daily Telegraph, Herald Sun) Broadsheet (Sydney Morning Herald, The Age). OBC Abbreviation for Outside Back Cover . On Sale Date The date a publication actually goes on sale (hits the stands). Opt-In An individual has given a company permission to use their data for marketing purposes. Opt-Out An individual has stated that they don t want a company to use his/her data for marketing purposes. 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. PC Abbreviation for Publisher s Claim . Used in lieu of audited circulation gures. 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 rst 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 o er email and other service to entice people to use that site as their main "point of entry" (hence "portal") to the Web. Potential The total target audience i.e. the maximum number of people in a demographic. Can be sub-classi ed by (i) demography MediaTitles 55
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