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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 |
Rate: A charge for advertising media space or time.
Rate book: A printed book that is designed to provide advertising rates for several media vehicles; for example, Standard Rate and Data Service.
Rate card: A printed listing of advertising rates for a single media vehicle.
Rate differential: The difference between the local and the national advertising rates in a vehicle.
Rate guarantee: Media commitment that an advertising rate will not be increased during a certain calendar period.
Rate holder: A small print advertisement used by an advertiser to meet contract requirements for earning a discounted advertising rate.
Rate protection: The length of time that an advertiser is guaranteed a certain advertising rate without an increase.
Rating: The percentage of the potential broadcast audience that is tuned to a particular station, network, or program: the audience of a vehicle expressed as a percentage of the total population of an area.
Rating point: A rating of one percent: one percent of the potential audience; the sum of the ratings of multiple advertising insertions; for example, two advertisements with a rating of 10 percent each will total 20 rating points.
Reach: The total audience that a medium actually reaches; the size of the audience with which a vehicle communicates; the total number of people in an advertising media audience; the total percentage of the target group that is actually covered by an advertising campaign.
Reader interest: An expression of interest through inquiries, cou- pons, and so forth; the level of interest in various products.
Readership: The percent or number of persons who read a publication or advertisement.
Reading notice: A print advertisement that is intended to resemble editorial matter.
Rebate: A payment that is returned by the media vehicle to an adver- tiser who has overpaid, usually because of earning a lower rate than that originally contracted.
Reminder advertising: An advertisement, usually brief, that is in- tended to keep the name of a product or service before the public; often, a supplement to other advertising.
Rep: A media representative (slang for a national sales represen- tative.
Replacement: A substitute for a broadcast commercial announcement that did not clear the original order, that is, that was not broad- cast as specified on the advertiser's order.
Retail trading zone (RTZ): The geographic area in which most of a market's population makes the majority of their retail purchases.
Rich Media: Rich media advertisements are banners (or popups, skyscrapers, interstitials, etc.) which are constructed using dynamic tools such as Flash, html forms, Java, ASP, Shockwave, Javascript, or other languages or applications that increase the appearance and/or functionality of the ad beyond that which can be achieved with a static or animated image. For example, a rich media ad may include sound, a user registration form, a multiple page Flash application, or other more sophisticated media. Rich media ads usually command higher CPM levels than simple image redirects.
Roadblock or roadblocking: Slang term for placing television an- nouncements at the same time on two or more networks, or at the same time on several stations in a single market; used as a remedy to channel switching during a commercial break.
ROI: ROI, or return on investment, is a calculation used to determine the relative efficacy of an ad campaign in financial terms, in particular whether or not an ad campaign has generated more or less new revenue than it cost. Due to the direct response nature of many internet ad campaigns, it may be possible to determine ROI with much greater precision than, for example, a television commercial. The response to broader, branding-style campaigns may be more imprecise.
RON: A RON, or run of network, buy means that an advertiser purchases banner inventory across an ad network's entire range of sites. This type of buy is often used for large-scale branding or awareness campaigns, and usually commands a significantly lower CPM rate than buys which are targeted demographically or by category or site.
ROP color: Color printing that is done during the regular press run.
Run of paper (ROP): Advertising that is positioned anywhere in a pub- lication, with no choice of a specific place for the advertisement to appear.
Run of schedule (ROS): Broadcast commercial announcements that can be scheduled at the station's discretion anytime; in some cases, the advertiser can specify or request certain time periods; for ex- ample, ROS 10:00 am - 4:00 pm Monday - Friday.
