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Media planning key terms

REACH & FREQUENCY

are always looked at hand in hand, one measures the number of people exposed, the other the number of exposures

MEDIA MIX

The combination of media used for a particular schedule / campaign

PENETRATION

The percentage of total homes or people in a given geography who own a particular media vehicle

AUDIENCE PROFILE

The characteristics of the people who make up an audience of an advertising medium in terms of age, sex, region, education, socio-economic group, occupation or any other demographic aspects.

IMPRESSIONS

The number of views of your media usually expressed in thousands (000)

COST EFFICIENCY

The cost of reaching a unit of your target audience i.e. measures the relationship between the audience reached and the cost of using the medium.

FRAGMENTATION

refers to the increasing number of audience subdivisions which, when taken together, constitute total usage of a medium

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