Pilot Issue/Pilot

Controlled Circulation – The distribution of a printed medium to people defined by the medium publisher as (part of) his market. In some countries the controlled circulation of media may only be given to those who have requested receipt of it in writing. In practice, controlled circulation media cover primarily professional and selective media. In addition, a press medium may be distributed free of charge to selective media. In addition, a press medium may be distributed free of charge to selected recipients or households with particular characteristics.

Cumulative Audience – The total number of people that have seen or heard one or more commercials within a specific series. The speed with which the number of viewers or listeners grows with each additional commercial is useful information in establishing how many commercials are necessary for a whole campaign. See also: reach

Dummy – A normally incomplete test copy of a medium prior to its publication. A dummy usually contains only a couple of printed pages (the rest are blank) with articles and advertisements. The cover and layout “real” and serve to show how the final production will look. They are used mostly for qualitative marketing research. When research results show a likelihood of success, a pilot issue is produced – a complete magazine or newspaper that is further researched on quantitative grounds.
See also: Pilot issue/Qualitative marketing research/Quantitative marketing research

Exposure – Syn: Confrontation
Every potential contact made by one or other of the senses with a particular medium or the specific part of that medium associated with an advertisement.

Frequency – 1) Media – The number of radio or tv commercials or programs that are aired in a particular period. 2) Media – The number of exposures of an advertisement made to an average household or person in a particular period. 3) Statistics -The number of elements of a population (persons, objects) that are grouped in a particular class.

Frequency of exposure – The measure of regularity of exposure to a medium. Made with the help of a scale, for instance: “On the basis of this card could you tell me how many of the 12 numbers of this medium you have read and seen?”

G.R.P. – Abbreviation for gross rating points See: Gross rating points

Gross rating points – Often abbreviated to G.R.P. It is the American equivalent of reach. One “rating” is one percent of all household television sets that are tuned to a particular program. The number of G.R.P.’s for a commercial is equivalent to the sum of the ratings of all programs carrying the commercial. See also: Reach

Intensity of Reading – Syn: Reading Intensity
Generally measured in terms of five categories in response to the question: How does the respondent normally read (or view) the medium?” The categories are:
1. Reads the newspaper (virtually) completely.
2. Reads most of the newspaper.
3. Reads about half of the newspaper.
4. Reads single part of the newspaper.
5. Rarely reads the newspaper.
Journal – Syn: Periodical/Magazine See: Magazine

Magazine – Syn: Journal/Periodical
Generic term for a category of printed media contrasting widely in print run, distribution, content and philosophy that appears regularly and generally possesses a high paging and medium to small page size. Magazines are often classified as general interest (opinion, radio/television, family, youth magazines), special interest magazines (hobby magazines) and professional or trade magazines (for architects, doctors, builders, advertisers, etc.). In addition, there is a group of local/special interest magazines such as school, association publications, etc.

Media – Plural of Medium See: Medium

Media plan – An advertising campaign proposal in which an overview is given of the different media to be employed with their attendant costs and other details.

Media Reach – Syn: Media Penetration See: Reach

Media Target group – The group of people exposed to advertising messages by the actual media to be employed with their attendant costs and other details.

Medium – A channel of communication, a means of disseminating ideas or advertising (e.g. radio, television, press, outdoor advertising). In the case of advertising if a medium is used that stands independently of the advertising in it, one talks of advertising; if it contains only advertising, one talks of direct advertising. A medium can be one single object (e.g. a balloon or a large building) or more often a multiplicity of the same object (e.g.,a magazine, the five million tv screens reached by one tv station).

Outdoor Advertisement – Every medium that is located outdoors such as posters, neon signs, transport, balloons, aircraft. The description “outdoor” should not be taken too literally as railways stations and bus and train interiors, for instance, are generally included. See also: Medium

Outdoor Advertising – Every form of advertising that uses an outdoor advertising medium. See also: Outdoor advertisement

Pilot Issue/Pilot – A “test” issue of a new ( or redesigned) magazine or newspaper. It is a complete issue in contrast to a dummy. The pilot is normally the last step in the research process preceding the publication of a new medium. If the buyers and readers react positively, full scale production can begin. See also: Dummy

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