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OCR for page 72
72 Glossary Aided (brand awareness): In market research, subjects are asked to Flighting: Flighting refers to the scheduling of advertising. Advertisers recall brands with and without stimulus, i.e., a prompt of some sort. can purchase media to run ads on a continuous basis or in discrete Aided recall measures the percent of subjects that recall the brand periods of time known in the media industry as flights. When adver- with stimulus. tising is flighted, it is on for a while, then it stops, then it resumes, then it stops, etc. Bus kings: A form of transit advertising that appears on the exterior of a bus, below the windows and covering most of the available bus side Place-based media (interior/exterior): The category of media types between the wheel wells: typically 30" high 144" wide (wider than that are located at specific locations or types of locations; for example, bus queens). stadium advertising is place based, as is airport advertising. Many net- Bus queens: A form of transit advertising that appears on the exterior works of media are emerging in types of establishments, including of a bus, below the windows and covering most of the available bus restaurants and grocery stores. These too are place-based media. side between the wheel wells: typically 30" high 88" wide (not as wide as bus kings). Station domination: A specific product offering within transit media that Bus wraps: A form of bus advertising in which the entire bus is literally includes the majority of ad placements within a transit station. This type wrapped in the advertising material. of advertising is believed to have a dramatic impact on consumers, as they are in effect surrounded by ads for a single product, all hanging or Competitive set: A marketing term referring to the group of competi- posted on every available advertising slot in a given station. tors that a typical consumer would view as a substitute for a given Street furniture: The physical structures found in outdoor public product. For example, in Cheerios competitive set are all the other locations--bus benches, bus shelters, telephone kiosks, street whole grain all-family ready-to-eat cereals. kiosks--that offer advertising space. Cost per thousand audience members: CPM is the standard measure of value for media. Two-sheets: In-station transit advertising in the form of a large wall poster that fits inside a permanent frame: typically 46" high 60" wide. Daypart: Broadcast media separate the advertising day into distinct time periods, each of which is a daypart. Dayparts vary in cost to Unaided (brand awareness): In market research, subjects are asked to the advertiser depending on the desirability of the audience typi- recall brands with and without stimulus, i.e., a prompt of some sort. cally reached during that daypart (e.g., morning drive time reaches Unaided recall measures the percent of subjects that are able to recall commuters). the brand without stimulus or prompting.