| Circulation
– In the media industry, circulation typically refers to the
number of copies a print publication sells or distributes.
Channels of Distribution – The
means (i.e. mail order, wholesalers, retailers) a company uses to
distribute products.
Click-through rate - The percentage
of consumers receiving an e-mail who will click on an embedded URL
in the message to reach a specific web page.
Collateral materials – A wide
range of documents including catalogs, brochures, counter displays
and sell sheets that companies use to promote themselves to their
target audience.
Communications audit -- The systematic
appraisal of all of an organization’s communications. A communications
audit analyzes all messages sent out by the organization and may
also study messages received by audiences about the organization.
Concept story – Feature story
designed to pique the interest of a particular demographic audience.
Co-op Advertising – A joint advertising
program by which ad costs are shared between two or more parties.
Many national manufacturers offer these programs to their wholesalers
or retailers, as a means of encouraging these parties to promote
goods. The manufacturer typically reimburses the local advertiser
in part or in full for their placement of ads (print and broadcast).
Corporate fact sheet – A document
describing a company's principles, services, philosophy, and fees,
along with all company contact information -- address, telephone,
fax, and e-mail.
Corporate identity & positioning
–The physical manifestation of the brand, including logo and
supporting devices, color palettes, typefaces, page layouts, and
other means of maintaining visual continuity and brand recognition.
Positioning defines the application of the identity.
Cost per thousand (CPM) – This
is an industry standard which represents the cost per 1000 people
reached during the course of an advertising campaign. The CPM model
refers to advertising purchased on the basis of impression opposed
to pay-for-performance options (price per click, registration).
(Note: "M" represents thousand in Roman numerology).
Daypart – Different time segments
of the day utilized by broadcast media to sell advertising. Advertising
costs vary by the daypart selected. Time periods of the broadcast
day include Daytime, Early Fringe, Prime Time, (television) and
Morning Drive, Midday, Afternoon, Drive, (radio).
Demographics – Selected characteristics
of a population, such as ethnicity, income, and education that define
a particular consumer population.
Direct Mail – A form of marketing
that attempts to send its messages directly to consumers using "addressable"
media, such as mail. Direct mail may include a marketing letter,
brochure, or postcard.
E-mail marketing – A form of direct
marketing that uses electronic mail as a means of communicating
messages to an audience. In its broadest sense, every e-mail sent
to a potential or current customer could be considered e-mail marketing. |
