Poster – A printed advertisement in both large and small format (size standards vary by country)located generally in officially permitted positions on walls, buildings, stations. The target group comprises those who physically pass in the immediate vicinity or “passing trade.”

Publication Interval – The period between the appearance of two consecutive issues of a medium. It is generally quarterly, monthly, weekly or daily, but can be otherwise (e.g., bi-monthly or “occasionally”)

Reach – The number of people who are exposed to a specific medium (medium reach) and with a particular part of the medium associated with an advertisement (advertising reach). The use of the word “reach” is ill advised because of the possible confusion between the different levels of reach. The exposure can relate to one part of a medium (for example, one page of a specific magazine) or o the whole production. The number of person reached can be shown as a percentage of a population to which they belong. In, for instance, medium X, 180,000 men of 13 years and older are reached in a population of 3.6 million. The reach is thus 5%. The concept of coverage may also be used here. Reach has to do with the medium whereas coverage (marketing reach) refers to the chosen target group.

Reader – A person who has read or skimmed a newspaper or magazine. Reading frequency, reading intensity, where reading takes place, and where the medium is procured are of no significance.
See also: frequency scale/Intensity of reading

Subscriber – An individual or organization that pays for a regular receipt of a newspaper, magazine or other communication for a particular period, e.g., 1 year, 3 years. See also; Medium

Trade Journal – Syn: Professional Journal
General term for a professional magazine. Although a difference does exist between professional ( for the “professional,” e.g., doctors, lawyers. Architects) magazines and trade (for the “trades,” e.g., builders, exporters, retail), the distinction is often ignored. These magazines are essentially intended for the practitioners of the trade or profession in question.

Viewership -The percentage of all people with a television set who are exposed to a particular television program. Viewership statistics are measures with the audimeter.
See also: Reach/Audimeter

Viewing Habits – Specific watching habits of television viewers. For example, before 7 p.m. Most viewers are under (say) 12 years of age. After 7 p.m most viewers are over (say) 25 years of age.

Discipline – The term is used mainly combined as interdisciplinary/multidisciplinary cooperation. Interdisciplinary co-operation is that between two areas of scientific knowledge or disciplines, likewise multidisciplinary co-operation is that between a number of areas of scientific knowledge. Discipline is often used to describe a part of science. See also: Science/Interdisciplinary/Multidisciplinary

Interdisciplinary – Between disciplines, involving two or more academic disciplines -for example, the science of communications has benefited from the interdisciplinary contributions of psychology, sociology and political science. See also: Discipline

Behavioral Sciences – Syn: Social Sciences
All sciences that involve the study of human behavior. Included are psychology, sociology, (cultural) anthropology, education and political science. See also: Psychology/Sociology/Anthropology/Education/Political Science
Empirical Science – Empirical = based on experience. Science in which theories and hypotheses are generated and tested from and in reality. The total sciences are generally regarded as empirical sciences. See also: Testing/Theory/Science/Behavioral Sciences/Experiment

Ethics – Ethics is the study and practice of the principles of human morals and obligations. Ethical behavior conforms to accepted rules of morality, such as those involving honesty and trustworthiness. Many professional groups have a formally explicit code in which these rules are listed. Disobeying the rules can lead to expulsion from the profession concerned.

Law of Diminishing Returns – Generally applicable principle which holds increments of increased input produce relatively less output. Eventually additional costs are no longer justifiable.

Multidisciplinary – Involving many academic disciplines. A scientific area of knowledge built up from parts of other sciences. For example, marketing is a multidisciplinary subject involving economics, psychology, sociology and many other scientific and non-scientific fields. See also: Discipline

Science – That knowledge of reality achieved by means of particular methods, norms and rules that are established or assumed by scientists. Characteristics is highly systematic approach to research and process. Information is typically made public for common control, verification and comment.

Social Sciences – Syn: Behavioral Sciences See: Behavioral Sciences

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