| Affidavit of Performance |
A notarized statement from a television or radio station that a message or program has been presented. |
| Authorization |
That transactions should be authorized by BSI's Authorizations Department before delivery of goods and / or services. |
| Availability |
Air Time / Print: period of time that is open for reservation |
| BPA |
BPA International Consumer Audit verifies circulation data. |
| Camera Ready |
Black and white (B&W) Artwork to size or proportional to size on photo quality paper. If color, this is artwork with colors separated “ color separation “. Each publication will have specific requirements. Usually, you are responsible for supplying camera ready – art. |
| CPM |
Cost Per Thousand [M]. Ad cost / thousands of distribution = CPM. Usually compared at full page B&W Rate Card.
|
| Campaign |
A specific, coordinated advertising effort on behalf of a particular product or service that extends for a specified period of time. |
| Circulation |
In print, refers to the number of copies distributed. In broadcast, the number of households within a signal area that has receiving sets. |
| Column Inch |
Publication space used as a measure of advertising space. In Broadsheet Newspapers, a column inch term equates to a linear measurement across the page. |
| Controlled Circulation |
Circulation that is limited to persons who qualify to receive a publication; often distributed free to qualified persons. |
| Cooperative Advertising |
Retail advertising that is paid partly or fully by a manufacturer / distributor. Can work extremely well when using trade dollars to purchase / then receive cash monies back from manufacturers/distributors. Additional creative arrangements can be made with manufacturers whereby co-op appreciation can take various forms – ie: discounts on subsequent purchases, etc. |
| Coverage |
The number or percentage of individual or households that are exposed to a medium or advertising campaign.
Drive Time: Radio Broadcast time during morning and evening commuter rush hours. |
| Frequency |
“Frequency of exposure” The number of times that an average audience sees / hears an advertisement - the number of times that an individual or household is exposed to an advertisement or campaign. |
| Loyalty |
Media’s that have superior credibility with viewers. |
| Preemptable |
Some broadcast agreements will include a clause allowing the seller to "preempt" your trade advertising with cash advertising from another client. Generally, the probability varies with how full the media is. Does not occur on a regular basis. |
| ROP |
"Run of Pages." / or “ Run of Paper”. This means your ad can run anywhere in a publication. Premium positions might demand a premium rate. |
| ROS |
“Run of Schedule." This means your spot will run anytime /usually 6a to 12 Midnight means your ad will run between 6am –12am. Premium spots draw a premium rate. |
| Reach |
The ability to convey your message to as many different people as possible. |
| Showing |
The number of outdoor posters that are necessary to reach a certain percentage of the mobile population in a market within a specified time. |
| Target Market |
An occupational, demographic, or psycho - graphic group of consumers designated by a marketer as his best prospects for sales – serving as the group at whom the marketer’s most intensive sales, advertising and promotional efforts are directed. |
| Trade Paper |
A specialized publication for a specific profession, trade or industry. Another term for “Business Publications.” |
| Trade For Cash Conversion |
Protection to Media Clients /we do not ask our media clients to convert current cash clients to trade. |
Washington Metropolitan Area