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Quick Index
A B C D E F G H I J KL M N O P Q R S T U V W X Y Z |
Magazine concept: Buying a certain number of broadcast announcements from a station with a certain guaranteed audience level, without selecting the specific times or programs.
Mail-order advertising: Advertisements intended to induce direct or- dering of merchandise through the mail; the advertisements them- selves are not necessarily distributed through the mail and may appear in other advertising media.
Make-good: A repeat of an advertisement to compensate for an error, omission, or technical difficulty with the publication, broadcast, or transmission of the original.
Market: See Target market and Target group.
Market potential: The reasonable maximum market share or sales level that a product or service can be expected to achieve.
Market profile: A geographic description of the location of prospects for a product or service sometimes used instead of "target profile"; see Target Market and Target profile.
Market share: A company's or brand's portion of the sales of a pro- duct or service category.
Mat service: A service to newspapers that supplies pictures and drawings for use in advertisements; entire prepared advertisements may be offered ("mat" is slang for "matrix").
Maximail rate: The cost of an agate line of advertising space at the highest milline rate; somewhat obsolete as the usage of agate lines has declined.
Media buyer: The person who is responsible for purchasing advertising space or time; often skilled in negotiation with the media.
Media planner: The person who is responsible for determining the proper use of advertising media to fulfill the marketing and pro- motional objectives for a specific product or advertiser.
Merchandising: The promotion of an advertiser's products, services, and the like to the sales force, wholesalers, and dealers, promotion other than advertising to consumers through the use of in-store dis- plays, guarantees, services, point-of-purchase materials, and so forth; display and promotion of retail goods; display of a mass media advertisement close to the point of sale.
Message distribution: Measurement of media audience by the successive frequency of exposure, for example, saw once, saw twice, and so on.
Metropolitan area: A geographic area consisting of a central city of 50,000 population or more, plus the economically and socially inte- grated surrounding area, as established by the federal government; usually limited by county boundaries (slang "metro area").
Metro rating: The broadcast rating figure from within a metropolitan area.
Milline rate: A comparison of the advertising-line rates of news- papers with uneven circulations by calculating the line-rate-per- million circulation; determined by multiplying the line rate by 1,000,000 and dividing by the circulation; now somewhat obsolete because of the declining use of agate-line measurements and adver- tising-line rates.
Minimil rate: The cost of an agate line of advertising at the low- est possible milline rate; somewhat obsolete as the usage of agate lines has declined.
Mood programming: Maintaining a single approach or characteristic in broadcast programming.
