Advertising 2015
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The document defines key advertising and marketing terms: - It defines full-service agency, narrowcasting, cost per thousand (CPM), gross rating points (GRPs), cost per point (CPP), reach or cume, average frequency, spot advertising, and Q rating. - It also provides a brief overview of the different departments within an ad agency, including creative, account services, media, research, and account planning.
![Full-Service Agency
An agency that handles all
aspects of the advertising
process, from planning to
placement. [Hoovers Online]](https://image.slidesharecdn.com/advertising2015handout-151204051711-lva1-app6892/85/Advertising-2015-4-320.jpg)
![Narrowcasting
Using a broadcast medium to
appeal to audiences with special
interests (for example, The
Hockey Channel).
[Hoovers Online]](https://image.slidesharecdn.com/advertising2015handout-151204051711-lva1-app6892/85/Advertising-2015-5-320.jpg)
![Cost per Thousand
[CPM]
The cost, per 1,000 people
reached, of buying advertising
space in a given medium.
[Hoovers Online]](https://image.slidesharecdn.com/advertising2015handout-151204051711-lva1-app6892/85/Advertising-2015-6-320.jpg)
Advertising 2015
- 1. ADVERTISING
- 2. There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone. Fairfax Cone -- The Trouble with Advertising
- 3. ADTALK
- 4. Full-Service Agency An agency that handles all aspects of the advertising process, from planning to placement. [Hoovers Online]
- 5. Narrowcasting Using a broadcast medium to appeal to audiences with special interests (for example, The Hockey Channel). [Hoovers Online]
- 6. Cost per Thousand [CPM] The cost, per 1,000 people reached, of buying advertising space in a given medium. [Hoovers Online]
- 7. CPM Media Cost x 1,000 Impressions
- 8. GRPs Gross Rating Points The sum of all ratings for all programs in a schedule.
- 9. CPP Cost Per Point The cost to deliver a single rating point.
- 10. REACH or CUME The number of different homes/people exposed at least once to a program or commercial across a stated period of time.
- 11. Average Frequency The average number of times a home/person is exposed to programs or commercials.
- 12. Spot Advertising Market to Market purchases.
- 13. Q Rating Measure of celebrity, brand, icons popularity as measured by Marketing Evaluations Inc.
- 14. Inside an Ad Agency
- 15. There is something for everyone . . . Creative Account Services Media Research Account Planning
- 17. Account Services Interface between client and agency
- 19. Research
- 20. Account Planning