Ch 9 - advertising impression A possible exposure of the...

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advertising impression A possible exposure of the advertising message to one audience member; see OTS advertising response curve Studies of this indicate that incremental response to advertising actually diminishes— rather than builds—with repeated exposure. attention value A consideration in selecting media based on degree of attention paid to ads in particular media by audience objectives Definitions of the specific types of people the advertiser wants to reach. blinking A scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads. brand development index (BDI) The percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area. bursting A media scheduling method for promoting highticket items that require careful consideration, such as running the same commercial every half-hour on the same network in prime time. category development index (CDI) The percent of a product category's total U.S. sales in an area divided by the percent of total U.S. population in the area. circulation A statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary readership. continuity The duration of an advertising message or campaign over a given period of time. continuous schedule A method of scheduling media in which advertising runs steadily with little variation.
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This note was uploaded on 04/16/2008 for the course ADV 101 taught by Professor N/a during the Spring '08 term at Baylor.

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Ch 9 - advertising impression A possible exposure of the...

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