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Cards In This Set
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Context effects
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How the context of the media through which an ad is presented effects consumers' impressions of the ad
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Media buying
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Entails securing the electronic media time and print media space specified in the schedule
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Agency of Record:
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the advertising agency chosen to purchase time and space; it coordinates media discounts and negotiates all contracts for time and space
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Upfronts:
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When the television networks reveal their fall line-ups and presell
advertising on them
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Media-buying service:
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An independent organization that specializes in buying large blocks of
media time and space and reselling it to advertisers
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Rate card:
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Contains information on costs, closing times (when ads have to be
submitted), specifications for submitting an ad, and special pages or
features available in the newspaper
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Column inch:
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A unit of space one inch deep by one column wide( each column is 2½
inches wide)
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Standard Advertising Unit (SAU):
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Widely used system for selling ad space, which
defines unit sizes for advertisements
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Run-of-paper (ROP):
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When an advertiser buys space on this basis (aka run-of-press), the ad
may appear anywhere, on any page in the paper
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Preferred position:
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A higher rate is charged for this; the ad is placed in a specific
section of the paper
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Full position:
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Places an ad near the top of a page or in the middle of editorial
material
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Circulation:
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The number of newspapers distributed each day (for daily newspapers) or
each week (for weekly publications).
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Readership:
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The measurement of the circulation multiplied by the number of readers
of a copy
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Paid Circulation:
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Reports the number of copies sold throughout subscriptions and
newsstand distribution
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Controlled circulation
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Refers to the number of copies of the newspaper that are given away free
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