| A | B |
|---|
| Media Planning | The process of selecting advertising media and deciding the time and space in which ads should appear. |
| advertising agency | A business that specializes in developing ads and ad campaigns for its clients. |
| ad campaign | A series of ad messages that share a single idea and theme. |
| audience | The number of homes or people exposed to an ad. |
| impression | A single exposure to an advertising message. |
| CPM (cost per thousand) | The media cost of exposing 1000 readers or viewers to an advertising impression. |
| frequency | The number of times an audience sees or hears an ad. |
| Media rate or Advertising rate | The amount of money it costs to display or broadcast an ad. |
| Ad rates or media rates are determined by several factors: | 1) the size of the ad 2) the number of people it reaches, 3) how often it appears, 4) when it appears, and 5) where it is placed. |
| Prime Time | The time period when the network TV or radio ad is the longest. |
| Prime Time for TV | 7:00 PM- 11:00 PM |
| Radio Prime Time | Prime Time for weekdays is during the morning or afternoon hours, also called "drive times" to and from work |
