| A | B |
|---|
| Newspaper ad rates | Based on circulation |
| Preferred position rates | extra fee required for this placement |
| Why use inserts | Better quality paper can be used |
| Sliding scale rates | discount rate structures for large volume |
| Spread | magazine advertisement printed on two facing pages |
| Why partial runs | Because people live in different geographic areas |
| Selective binding | printing technique that involves placing sections of targeted advertising in specific editions of magazines |
| Frequency discount | Discounts based on the # of ads run |
| Early fringe | Time preceding prime time |
| Preemption rates disadvantages | Can resell to highest bidder |
| Run of schedule air time | slows station to run the spot at its convenience and give a lower rate |
| Largest discounts in media | radio |
| Outdoor ad rates based on | visibility |
| Direct mail costs factors | mailing list costs |
| Shared mail prices competitive with what | Newspaper ad rates |
| Standard rate and data service | rate cards for most major media |
| Why businesses compare media vehicles | To determine cost effectiveness |
| CPM | Cost per thousand |
| Weighted figures | Shows costs of reaching those most likely to buy the product |
| Weighted CPM | based on target audience not total audience |
| CPRP’s two figures | Spots and rating |
| How to determine cost effectiveness of CPRP | Must calculate gross rating point for each |
| How to calculate CPRP | spots x's GRP |
| What frequently triggers banner ads | key words |
