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Know your advertising terms
Frequency – Number of times someone is exposed to your ad.
Reach – How many people are exposed to your ad.
Cost per thousand (CPM) – How much it costs to reach 1,000 people with a specific advertising medium. If it costs $500 to place an ad in a publication with a circulation of 40,000, you would divide $500 by 40 (because it’s in thousands). In this case, it costs $12.50 to reach each thousand people. Cost per thousand is one way media buyers compare different media to ensure getting the best for your dollar.
Daypart – Broadcast media divide their airtime into dayparts. Morning, daytime, evening news, primetime, and late night are some common dayparts for TV. In radio, there is morning drivetime, afternoon, and evening drive time. Ad buys are priced according to the ratings received during those times.
Card rate – When you negotiate directly with a station or publication, they will give you a rate card with their prices. The card rate can often be negotiated lower.
Circulation – In print, this is the average number of copies distributed. Look out for free magazines and newspapers who over print. In outdoor, this is the number of people who have an opportunity to observe the outdoor board.
Cost per rating point (CPP) – This refers to how much it costs to reach 1% of a (usually) broadcast audience. Take the cost of the spot and divide it by 1% of the audience. (The station will provide audience figures.)
You can find a comprehensive glossary of ad terms published online by the University of Texas at Austin Department of Advertising at
http://advertising.utexas.edu/research/terms.
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