ADVERTISING RESEARCH AND MEDIA TERMS
Aided awareness
We most often calculate what percentage of respondents remember the brand from their list.
Advertorial
It's – advertisement (advertorial) written as an objective opinion of the publication's journalists or as an objective article.
Affintity index or just Index
The ratio of the target group to the general audience, which indicates the suitability of the channel/time for the specific target group (TRP / GRP). It measures how suitable a particular advertising position is for the chosen audience compared to its suitability for the entire country's audience.
(ATL) Above the line
Advertising using mass media channels such as TV, radio, internet, and others.
Audience
The number of consumers or households that read, listen to, or watch a media channel. A desired (target) audience can be selected based on demographic criteria.
Average Frequency
The number indicating how many times within a specific period (usually a campaign) an advertisement reaches the target audience through a particular media channel.
Billboards - outdoor advertising boards
Bleed
Enlargement of a print layout (usually for magazines) to ensure that when the page is printed and trimmed, there are no "borders" left on the layout.
(BTL) Below the line
A group of sales promotion tools that do not include mass media channels. These are methods like buy/win promotions, product tastings, etc. This group also includes all tools that fall under BTL (Below The Line) marketing, such as advertising on buses, ads on business center screens, sponsoring festivals with promotional integration, and similar activities.
City Lights - advertising at public transport stops
Channel Share
The percentage of the total audience attributed to a specific channel during a measured period, most commonly used for analyzing TV ratings.
Competitive Report
A report on the advertising activity of competing products over a specific period: advertising expenditures, accumulated ratings, media channels used, etc.
Cost per Thousand (CPT) – CPT (alternatively CPM – Cost per Mille)
Sum, needed to reach 1000 people.
Cost-per-Rating-Point (CPP)
Cost per rating point (CPP). The cost of a single rating point, such as GRP or TRP, is calculated to compare the prices of different media channels.
Digital Media
Interactive media channels. These are media channels that interact with information receivers, meaning both sides exchange information. Commonly used channels include the internet, mobile internet, digital TV, and similar platforms.
Direct Mail
The distribution and mailing of promotional flyers and publications to residents' mailboxes.
Drive Time
The term commonly used for radio that describes the most listened-to part of the day is "prime time."
Effective Frequency
The number indicating how many times an advertisement must reach its target audience through a specific media channel during a given period (usually a campaign) to ensure maximum effectiveness is known as "effective frequency."
Fillboard
The advertising panel located on a fuel pump nozzle is referred to as a "pump topper" or "fuel pump advertising." This type of advertising typically appears on the back of the nozzle and is visible when the nozzle is inserted into the vehicle.
GRPs (Gross Rating Points)
One percent of the total audience of a channel is referred to as 1 GRP (Gross Rating Point). For example, if there are 2,627,000 newspaper readers in Lithuania, then 1 GRP would equate to 26,270 people.
Media Mix
The use of two or more media channels (TV, radio, print, etc.) during a campaign to achieve better results is referred to as multichannel marketing or integrated marketing communication. This approach leverages the strengths of different channels to enhance overall campaign effectiveness and reach a broader audience.
Net Expenditure
This figure represents the actual amount spent on advertising campaigns, reflecting the true cost to the advertiser after negotiations or promotional rates have been considered.
Out-of-Home Media (OOH)
Media channels that reach audiences while they are outside their homes.
Pillar - round outdoor advertising column
Post Analysis, Post Campaign – campaign analysis
Campaign analysis, usually conducted after the campaign has ended. It aims to evaluate the achievement of the set objectives (reach, GRP, TRP, etc.).
Primetime - most viewed/listened time o the day
Time of day when a channel is most utilized. For example, in radio, this is the morning slot from 7:00 to 9:00 AM. In some TV channels – it's the time from 7PM to 11PM.
Product Placement
Indirect form of advertising where the product is used or consumed by participants or actors in TV shows, series, or movies.
Premium Position (Exclusive Position)
We usually talk about a TV clip in the first, second, penultimate, and final positions.
Qualitative Research
Research designed for deeper analysis: assessments, opinions, or to identify causes. Conducted with small groups of respondents using various methodologies (focus groups, in-depth interviews, etc.).
Reach (or Cover)
The percentage of the audience that will see the advertisement according to the provided plan. For example, if your print plan has a total reach of 50%, it means you will reach 2,627,000 * 0.5 = 1,313,500 people in the audience.
Viral Marketing
The dissemination of advertising messages to recipients through engaging content. The message itself is most often shared by the recipients.
ROI (Return On Investment)
A metric indicating return on investment (ROI). It is calculated to assess the profitability of advertising. The most commonly used formula is: (Investment revenue - Investment cost) / Investment cost. – For example, if you earned €1200 from selling pastries and the total costs were €1000 (ingredients, packaging, advertising, wages), you would calculate: (1200 - 1000) / 1000 = 0.2 or 20% (0.2 x 100%).
Sample Size
The number of respondents that represents the entire target audience selected based on demographic criteria.
Sampling - product trying
A marketing tool aimed at encouraging consumers to try the offered product. Typically, a small quantity of the product is given away. It is used both in distribution with print media and through other channels.
Share of Voice (SOV) – advertising noise
The percentage of advertising noise in the market or its segment that is attributed to a brand.
Share of Expenditures (SOE) or Share of Spending (SOS)
The percentage of advertising expenditures in the market or its segment that is attributed to a brand.
Spontaneous awareness
We usually calculate how many respondents included a specific brand in their unaided recall of brands.
Top of Mind
The first brand mentioned in a spontaneous recall survey.
Target Audience
A segment of the general audience that meets certain demographic criteria (such as age, gender, etc.) targeted by the advertising.
TRP (Target Rating Point) Target Rating Point
One percent of the target audience. For example, if we want to reach an audience of 300,000 people through print media, then 1 TRP will equal 3,000 people.
Trial
When a person has the opportunity to try a product/service before purchasing it or to develop a liking for it.
Wearout
The loss of appeal/unexpectedness of an advertising message in a clip or layout after it has accumulated a certain number of ratings.
Promo Team
Hired individuals who perform advertising promotions, such as inviting people to taste products in a store, distributing flyers, or engaging them in a specific activity.
TV Share of Viewing
A metric that indicates the percentage of time spent on a specific channel compared to the total time spent in front of screens.
TV Natural Delivery / Natural Viewership
A metric that shows how naturally TV viewers are distributed across different channels.
Likes
When a person clicks "Like" on Facebook, that post gains one like. laiką.
Time-shift viewing (TSV) – delayed TV watching
Live - live broadcast viewing
VOSDAL (Viewed On Same Day As Live)
Recorded viewing that takes place on the same day as the live broadcast (until 29:00 in media terms or 5:00 AM in layman's terms).
Coded PB (Coded Playback)
Recorded viewing that takes place on the first to seventh day after the live broadcast.
Consolidated - sum of all the viewing
Live + VOSDAL + Coded PB viewing.
INTERNET ADVERTISING TERMS
Pre-roll (Video on Demand)
Advertising video clip shown before a report on the internet.
Mid-roll
Advertising video clip shown in the middle of a report.
Floating banner
An advertisement banner that automatically appears in the middle of the screen and fades away automatically.
Brandmark
An advertisement banner that automatically appears in the middle of the screen, but does not fade away automatically.
Splash
An automatically expanding advertisement banner.
Expand
A larger advertisement banner that expands from a static advertisement banner when the mouse cursor hovers over it.
Page Peel
A retractable screen corner that expands its area when the cursor hovers over it.
Sticky
A side-anchored advertising panel that remains in place while navigating the portal until it is closed.
Wallpaper
The entire background (usually the sides beyond the content boundaries and the top) creates an inverted U-shaped advertising environment on the portal.
Inscreen
Percentage expression of how many ad panels were actually seen on the screen.