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# Terminology - PowerPoint PPT Presentation

Terminology. Terminology. Rating Point - one percent of the defined target population. Gross Rating Point - GRP The term GROSS refers to duplication: REACH x FREQUENCY = GRP’s 50% reach x 4 frequency = 200 GRP’s 40% reach x 5 frequency = 200 GRP’s

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### Terminology

• Rating Point - one percent of the defined target population.

• Gross Rating Point - GRP

• The term GROSS refers to duplication:

• REACH x FREQUENCY = GRP’s

• 50% reach x 4 frequency = 200 GRP’s

• 40% reach x 5 frequency = 200 GRP’s

• The buyer can tailor the buy to meet the reach and frequency objectives

• Cost Per Point (CPP): Cost of reaching 1 Rating Point or 1% of target population.

Television – “News”

• Delivers 10 GRP’s

• Cost is \$4,000

• \$4,000/10 = \$400 CPP

• GRP’s based on ratings of a specified timeblock/schedule

• “Breakfast”

• Delivers 3 GRP’s

• Cost is \$170

• \$170/3 = \$56.67 CPP

Cost Per Thousand - CPM

• Cost of buying one thousand circulation or audience.

• It is most commonly used in print vehicles and television.

• CPM’s are a way to reduce everything to one common denominator for cost comparison purposes.

• Calculation: (Cost / Circulation) x 1,000

• Example:

• House & Garden, full page 4C

• (\$42,000/900,000) x 1,000 = \$46.67 CPM

Circulation

• Number of copies distributed.

• Age, sex, income level, education, profession, etc.

Impressions

Day-part

• Time of day the ads are scheduled to run. For example Mon-Fri 6am-9am.

Flighting

• Ads run for a period time then there is a hiatus period and the ads begin running again. This is done to maximize the length of a campaign without diluting the frequency.

• Search Engine Marketing - Google, Bing and Yahoo are the leading search engines. On a typical search results page there are two-types of listings: organic search & paid search.

• Organic Search – SEO Search Engine Optimization

• Listings are based on various site factors - links, keyword inclusion, tags, navigation, coding & many other factors.

• Act of making changes to a web site so that it ranks higher in organic search results for target keywords is called Search Engine Optimization.

• Paid Search – SEM Search Engine Marketing

• Also called Pay Per Click (PPC) Advertising or Cost Per Click (CPC) Advertising.

• Bid on keywords then pay a small fee for each click to your web site. Impressions are free.

• Social Media - Tools that allow the sharing of information and creation of communities through online networks of people.

• Social Media Marketing - Building your social network fans, followers, and connections using relevant and interesting content that is shared, allowing you to reach and engage more people and drive more business.

• Social Networks - The social media sites (i.e., Facebook, Twitter, LinkedIn) where people connect and interact with friends, colleagues, businesses, and organizations.

• Viral- When a piece of content on the Internet is shared organically, without prodding or encouragement from the business, organization, or person who created it, it is said to have "gone viral." This means it has been shared on social networks, posted and reposted, tweeted and retweeted multiple times.

• Facebook: social utility that allows people to connect with friends and others online.

• Twitter: account holders can follow other users and share their thoughts, links and photos in 140 characters or less.

• Instagram: a photo-sharing site.

• Tumblr: a blogging platform that allows users to post text, photos, quotes, music and videos.

• YouTube: site where users can post original videos and comemtn on those posted by others.

• Pinterest: A content-sharing service that allows members to “pin” images and videos to their pin boards.

• Snapchat: real-time photo messaging app.

• Vine: allows users to create and share short videos.

• Kik: smartphone messenger app. that allows sharing of text, photos, video and more.

• Pheed: iPhone social app. that allows users to share text, photo, audio, video and live broadcasts.

• Reddit: an online community where users share and vote on content, promoting stories to the site’s front page.

• Whatsapp: smartphone messenger app where users can create groups and share text, image, video and audio messages.

• Mobile Marketing - marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.

• Geofencing- a user-defined virtual perimeter for a geographic area. Geofencing is commonly used for notifications and alerts for when a user enters or leaves a designated area, such as tracking location via GPS for a specific area.