Advertising Media Terms to Remember

Part of the Advertising For Dummies Cheat Sheet

Whether you're researching or already working with advertising media stay on top of things by learning the talk of the trade. Memorize the following terms you might hear out in the advertising world:

  • Quantitative Research: The number of people tuning in to a given station.

  • Qualitative research: The kind of people tuning in to a given station.

  • Cumulative audience: The total unduplicated media audience accumulated over a given period of time.

  • Cumulative rating: The reach of a radio or television program or station, as opposed to the average rating.

  • Ranker: A report showing a selected demographic audience of each station in a given market ranked from highest to lowest (for example, the number of women 18 to 35 who listen to each station in a market).

  • Dayparts: Time periods throughout the day in which radio and television stations sell ads (for example, radio morning drive time, from 6:00 a.m. to 10:00 a.m. or TV prime time from 8:00 p.m. to 11:00 p.m.).

  • Column inch: A standard print media measurement; a 3-by-11-inch ad is 33 column inches (or a quarter page).

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