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Advertising and media terms
Here you will find an explanation of the most important technical terms from the media industry on the subject of advertising and media. Here is the unique online marketplace for advertising media of all kinds. Here you can expect explanations of terms from the areas of poster advertising, outdoor advertising, radio advertising, print advertising, cinema advertising, mobile advertising, online advertising and TV advertising.
A
Above-the-Line Medien
Above-the-line media describe media-related communication measures in the sense of classic means of communication, such as print advertising, TV advertising, radio advertising, billboard advertising, cinema advertising and online advertisements. This is in contrast to below-the-line advertising.
residence time
It is not only important how many users come to the site, but also how intensively they engage with the site. The length of stay provides information about this. If the stay time is too short, either users who are not interested in the content come to the site. Or the page is not prepared exciting enough.
unsubscribe rate
The unsubscribe rate measures the percentage of email recipients who subsequently unsubscribed.
bleed
Depending on the format, each poster motif is either cut to size before postering or hung in so-called poster holders when it is attached. Therefore, when creating the graphic file, care must be taken to include a circumferential bleed of three millimeters in addition to the normal file size. This ensures that everything can be seen later when the poster is hanging.
credit split
Advertisements during the end credits of television formats such as
films and series. The emotional conclusion of a format and the high
level of viewer attention make this form of advertising interesting.
More on TV advertising
Ad
Abbreviation for English: "Advertisement" = German: advertising /
display. On the Internet, this also includes pop-ups and advertising
banners.
More about online advertising
Elongate
In advertising terms, the longe is an attachment to a commercial or a radio spot. An example is the written or acoustic presentation of dealer or supply addresses following a film sequence or a radio commercial. For example, in cinema advertising, product advertising for branded items is often adapted by naming a local dealer and/or showing a well-known company appearance for local or temporary use (this week particularly cheap at...).
AdClicks
AdClicks refer to clicks on an advertising medium, which usually
leads to the advertiser's offer.
The click is an important key figure, especially for the evaluation of
response campaigns, as it directly reflects the reaction of the user. It
is only suitable to a limited extent for evaluating branding campaigns.
more about online advertising
Ambient Media
Ambient media refers to advertising media that are used outdoors in
the immediate vicinity of the target customers. Examples are advertising
media in restaurants, swimming pools or fitness studios.
more about ambient advertising
AdImpression (AI)
Number of impressions of an online advertisement. The counting takes
place when the advertising material has been completely displayed.
more about online advertising
Ambush-Marketing
Also called parasite or parasite marketing. Targeted marketing
activities that exploit the media attention of an event without being a
sponsor yourself. The term ambush comes from the English and means
ambush.
more about media planning
Counter-cyclical advertising
Promotional activities for economic reasons. Disproportionate advertising expenditure at a time when demand and employment in the economy are declining (recession) or when advertising expenditure is restricted in boom times.
Adserver
Database-based system for providing and managing advertising space on
the Internet, which makes it possible to measure the advertising success
of online advertising by logging.
more about online advertising
AE
The abbreviation stands for "Advertising Expedition". Former
designation of the mediator (precursor of the advertising agency)
between the newspaper and the advertising company who wanted to place an
ad.
more about print advertising
AS
Abbreviation for advertising deadline in the print area.
more about print advertising
edition
Designation for the number of copies of a publication in the publishing industry (newspaper, books, etc.) produced at once – in one printing process.
affinity
The affinity describes how high the user share of a specific target
group is in the total population. It is given as an index value for the
proximity of a medium to the target group. An index of 110 means, for
example, that the share of viewing participation of a specific target
group in the relevant medium is 10% higher than the share of this target
group in the total population. Formula: (RW in the ZG / RW in the Ges.
Bev.) x 100
more to TV advertising
output
Distinguishing the presentation or content of an edition from other editions of the same work.
posterpaper
Special, tear-resistant printing paper with a blue reverse side to prevent pasted posters from showing through.
outdoor advertising medium
Outdoor advertising instrument, which serves to attach an outdoor
advertising medium, including a general post, city-light poster, full
column, large area, advertising column.
more about outdoor advertising
outdoor advertising
Also called out-of-home, includes all forms of advertising in which
the advertising medium is in public space.
more about outdoor advertising
ag.ma
An abbreviation for the working group Media-Analysis e. V.. As a
Joint Industry Committee (JIC), the association conducts research
involving all sellers and buyers of media services who are active in the
market.
more about media planning
fruit and vegetables
The television research working group is an association of the
broadcasters ARD, ProSiebenSat1 Media AG, RTL and ZDF for the joint
implementation and further development of continuous quantitative
television viewer research in Germany. Advertisers, media agencies and
other broadcasters are also represented in the working committees of the
AGF. Due to this broad membership base, the TV usage data published by
the AGF has established itself as a generally recognized "market
currency".
more about TV advertising
pity
The Allensbach market and advertising media analysis, which records media use, consumer behavior and the attitudes of adults aged 14 and over, is compiled once a year by the Allensbach Institute for Demoscopy. Compared to MA, AWA has lower case numbers, a different method of sampling respondents, and broad questions about lifestyle and product and brand usage.
AGOF
The online research working group is the merger of the leading online
marketers in Germany with the aim of establishing a uniform online
currency.
more about online advertising
Awareness
Consumer awareness of a brand or supplier.
AIDA-Model
The name is an acronym made up of the first letters of the individual phases:
Attention: The customer becomes aware of the product.
Interest: The customer expresses an interest in the product.
Desire: The customer wants to own the product.
Action: The customer purchases the product.
B
Branding
Branding is the construction of a brand, i.e. the image. With its unique selling proposition, the brand becomes the figurehead of the company. Targeted marketing measures increase your recognition value and ensure that the brand stays in the minds of customers/consumers for a long time.
Bounce-Rate (Absprungrate)
The bounce rate or bounce rate indicates how many users leave a website directly on the entry page without making any further clicks or page views. When users don't find what they're looking for in a short amount of time, websites often have a high bounce rate.
There are two primary reasons for this: either the wrong content is on the site or the wrong users are being brought to the site with online measures.
Bounce rate also exists in email marketing. Here, the bounce rate is used to determine how many emails could not be delivered. There is a distinction between soft bounces and hard bounces. Soft bounces can only be temporarily undelivered, while hard bounces can generally no longer be delivered.
Below-the-Line Medien
All "non-classical" advertising and communication measures are referred to as below-the-line media. In contrast to above-the-line measures , below-the-line advertising is considered to be more direct, personal and target group-specific.
Below-the-line media include e.g. B. promotion teams, event marketing, sponsoring, direct marketing or new alternative forms of advertising such as viral marketing, guerrilla marketing or ambient media.
B-to-B oder B2B
business to business Commercial and communication relationships between at least two companies or authorities.
B to C or B2C
Business to consumer. Trade and communication relationships between companies and private individuals / consumers.
Banner
Plastic or paper band that encloses a product. Often to
find magazines
or paper cups.
Basic counting
The proportion of the target group in the total population is determined by a baseline count.
baseline survey
An analysis that provides only general insights. It can be the basis for investigations with a specific objective (e.g. analysis of consumption habits).
Behavioral Targeting
Behavioral targeting means making the delivery of advertising
dependent on which online content the Internet user has previously
viewed.
In this way, for example, visitors to car pages can also be shown car
advertising if they later surf on financial pages.
more about online advertising
garnish
This form of delivery of household advertising takes place as an insert in a free weekly newspaper/advertising paper. With this form of delivery, advertising refusers can often also be served.
notoriety
Extent to which a particular brand, name or product is "recognized". A distinction is made between "active" (determination with unaided recall / unsupported) and "passive" awareness (determination with aided recall / supported). The level of awareness can have a very strong influence on the results of ad tests: the higher the level of awareness of a brand, the higher the chance of recognition.
Brand Awareness
English for “brand awareness”. Brand awareness describes a value determined by surveying target groups, which indicates what percentage of respondents could remember a specific brand and under what conditions they remember it. Among other things, it is examined whether the respondents can assign the brand to the correct product category, trust this brand and associate it with positive or negative characteristics.
Briefing
Information basis for the advertising agency to develop an advertising strategy or campaign. A briefing is either provided by the customer or, sensibly, worked out with the advertising agency.
Budget / State
It describes the financial resources that are available for an advertising campaign in a certain period of time. As a rule, by far the largest part of the entire advertising budget is accounted for by the use of media. It forms the basis for an optimal implementation of the task and for a successful media plan.
C
CTR - Click-Through-Rate
The click-through rate is the ratio of clicks on a landing page to the number of ad impressions.
CPO - Cost per Order
Indicates the cost per job/order. This remuneration is particularly widespread in the affiliate sector. A percentage value is usually specified, eg 10% of the shopping cart. There is also the possibility of a fixed fee, eg €10.00 per order, regardless of the amount in the shopping cart.
CPL - Cost per Lead
CPL indicates the cost per lead won. With this billing model, contact, participation in a competition or filling out a form are usually remunerated.
CPA - Cost per Action/ Aquisition
The CPA model is a compensation system in which a specific action is compensated. This very general designation allows many possibilities, eg downloading a white paper, subscribing to a newsletter or registering on a website.
CPM - Cost per Mille
With this billing method, commissions are billed per thousand contacts. This model is also known as TKP.
Conversion
Certain actions are referred to as conversions. This is often the purchase of a product. But it can also be actions such as subscribing to a newsletter or downloading a PDF.
Conversion-Rate
The conversion rate (CR) indicates the percentage ratio between banner views (or banner views) and the conversions achieved . Increasing the conversion rate should be a goal worth striving for. This is because you can achieve more deals with the same budget.
City-Light-Board
Glazed and backlit showcase at a height of 2.50 m, in which a poster
is inserted.
more about City Light Board
City-Light-Poster
Glazed and backlit showcase in which a poster is placed.
more about City Light Poster
City light column
Fully glazed backlit advertising pillar.
more about City Light Column
Cityplex Cinema
Modern smaller cinema center in the city center with 3-6
screens. Comparable in terms of equipment and comfort with modern large
cinemas, but not to be assigned to multiplex cinemas due to the smaller
audience. Commonly found in medium-sized cities.
more about cinema advertising
Click-Through-Rate
Indicates how many clicks an ad receives per page view.
more about mobile advertising
Cluster
Statistical group of people whose members share certain common characteristics that differ from all other subgroups of a population.
Content Ad/ Medium Rectangle
The ContentAd designates an advertising medium format in online advertising. Here, the advertising material is placed directly in the editorial environment, which generates increased user attention. The format of the medium rectangle is, as the name suggests, a rectangle, the dimensions are usually 300 x 250 pixels - but other formats are also possible.
Contentsplit
TV spot that is broadcast in a given frame of the station. This frame includes information (weather data, soccer results, etc.) for the viewer and thus increases their attention.
Cost per GRP
The GRP price is an index for monitoring the profitability of
campaigns. It is based on the costs that arise for the chance of contact
with 1% of the target group. In the TV industry, the cost per GRP is
usually calculated on the basis of the half-minute price.
more about TV advertising
CPC
CPC stands for Cost per Click and describes the price per click. It is a widely used billing method, especially for paid search ads, and indicates the cost of a click.
CPV - Cost-per-Visit
Represents cost per visit. The advertiser does not pay for their ad
to be shown, but only when a user clicks on the advertisement and
actually visits the advertised website.
more about online advertising
Crawl
Advertising insertion in the ticker of news channels such as n-tv. A
ticker is a news ticker that displays the latest news such as stock
market values or projections at the bottom of the screen.
more about TV advertising
Crossmedia
Communication via several channels that are linked in terms of content, design and editing, which guides the user in a targeted manner via the various media and refers to a return channel.
cross-media advertising
With cross-media advertising, advertisers can use the synergy effects
of networked communication. The advertising message is not only
communicated on air, but also integrated into the broadcaster's off-air
(events) and online program. In this way, the specific strengths of the
respective media are optimally used.
more about radio advertising
more about TV advertising
more about online advertising
Customer Journey
The customer journey describes the path of the user on the Internet -
from the identification of needs to the conclusion of the
purchase. Knowing a large part of this path means a decisive advantage
for advertisers: they know which measures bring (financial) success
individually or in combination.
more about online advertising
D
decade
Designates a posting period in the field of outdoor advertising. The
calendar year consists of 34 decades. A decade alternately comprises 10
or 11 days in which poster sites can be booked. At the beginning and end
of each year there is a decade of 14 days. The exact dates can be found
in the decade plan .
more about billboard advertising
demographic characteristics
They describe economic and - to a limited extent - social characteristics of people or countries, communities, societies. The typical and frequently used demographic characteristics include age, gender, marital status, school education, occupation, type of occupation and the size of the place of residence. They are the distinguishing features in planning and research.
digital printing
Innovative printing process, which is suitable for the cost-effective production of small runs of up to approx. 200 pieces.
Direkt-Mailing
Generic term for any direct mail that reaches the recipient by post.
direct distribution
The delivery is made to private households in the delivery area by inserting the brochures into existing mailboxes with a name tag. Mailboxes with a ban on advertising may not be delivered.
direct mail
Direct mail includes all forms of individual, non-personal communication between the supplier and selected customers, primarily sales letters, brochures, catalogues, product samples. It is a subordinate part of direct marketing within the market communication of marketing.
DPI
Dots per inch is a unit of measurement for printing resolution.
Drive Time
Describes the prime time on the radio, which mainly reaches commuters via the car radio for a few hours in the morning and evening.
print run
The print run includes the number of printed copies of a print medium.
FROM
Abbreviation for print documents in the print area.
more about print advertising
Scent point
Scented varnish can be used to apply a smell to advertisements or
inserts, which can be used to approximate the smell of perfumes, for
example.
more about print advertising
E
ratings
The audience rating of a radio or television program is the percentage of households that were watching the program at a given point in time in relation to the total number of households receiving the program. The percentage figure thus allows conclusions to be drawn about the absolute number of viewers. Colloquially, this absolute number of viewers is sometimes the rating. This data is collected by the Gesellschaft für Verbraucherforschung (GfK).
elevation
It designates the systematic examination, counting or observation of a totality or sample of elements. It is intended to determine the frequency, intensity and relationship of certain characteristics of these elements.
evaluation
Evaluation of given alternative spreading plans based on certain evaluation criteria, such as e.g. B. Net reach, price per thousand readers, contact distribution.
POSSIBLY
Abbreviation for the day of the first publication of an advertisement
in the print area.
more about print advertising
EX
Abbreviation for copy in the print area.
expandable
Advertising material that enlarges with mouse-over or click.
more about online advertising
External overlap
Overlapping user base when using different media. Example: A certain number of people listen to the same commercial on different radio stations.
F
Format
shape, manner, e.g. B. Size of paper, books and other printed
matter. Also in the case of a film or a program or series that is
broadcast on TV.
more about TV advertising
more about print advertising
Frequency Cap
Frequency cap means that an online ad can be delivered to a user with
a previously defined maximum number. The reasoning behind this is that
this user who has been reached obviously cannot be persuaded to
interact, e.g. by clicking on the advertising material, by repeatedly
coming into contact with the advertising material. The costs incurred by
the delivery in the case of billing on a CPM basis (cost per thousand
contacts) can thus be used more sensibly with another user and the user
is also prevented from feeling disturbed by the advertising medium's
appearance, which he sees as obtrusive.
more about online advertising
frequency
Frequency with which an advertising medium or advertising material appears, e.g. B. TV spot.
FullBanner/ SuperBanner
This is an online medium which is integrated horizontally into the
advertising medium page, usually at the top edge of the image.
more about online advertising
G
genre
Subdivision of the various formats into specific groups, e.g. in the case of the media: TV, print, online, etc.
Geo-Marketing
Geo-marketing focuses on spatial (geographical) aspects in marketing and thus supplements the areas of the classic marketing mix with a spatial perspective. The aim of geo-marketing is to spatially subdivide the market and thus carry out specific advertising measures on a regional level.
Society for Consumer Research (GfK)
One of the largest market research companies in the world. Its research offerings are divided into three sectors: Custom Research, Retail, and Technology and Media.
Sweepstakes Cooperation
Form of advertising in which a company makes the main prize of a sweepstakes that is part of a program available. Depending on the customer's wishes, the product is named, shown or presented with the help of a spot.
Give-Away
A gift with an advertising imprint, which is given to potential customers at sales promotions or at trade fairs (e.g. ballpoint pens, key fobs, lighters).
Google Adwords Marketing
Adwords Marketing are classic PPC ads (pay per click) that give
advertisers the opportunity to place text ads in search engines. As soon
as an Adwords account is set up with Google, the desired text ads appear
on the right and above the search results. Huckleberry Friends AG is a
Google Professional Partner and specializes in the field of adwords
marketing with software specially developed for this purpose.
more about online advertising
large area
Framed and partially illuminated poster in 18/1 format (252cm x
356cm).
more about billboard advertising
Gross Rating Points (GRP)
The GRP indicates the gross reach of an advertising medium as a percentage within a target group potential. Calculating the GRP: net reach percentage multiplied by average contacts.
See also: Share of Voice
universe
Total of all persons who were involved in a sample and are represented by it. This can, for example, be a random sample representing the entire population aged 18 and over.
H
household advertising
Form of direct advertising in which printed advertising media
(usually brochures/flyers) are distributed unaddressed to private
households by delivery services.
The advertiser can choose between distribution to specific target groups
(e.g. by occupation, income, age, etc.) or nationwide distribution based
on geographical aspects.
household figures
The deliverable circulation for a distribution order via household advertising is determined by determining the household figures. On the one hand, the delivery services carry out regular counts in the distribution areas, and on the other hand, data specialists provide additional information about the households in the distribution area. A distinction is made between gross household figures (all households in the distribution area) and net household figures (households minus advertising refusers, i.e. the households that can be reached via advertising).
I
Influencer Marketing
Influencer marketing uses the influence and reach of influencers. These present the company's products or services on their various social media channels (e.g. Instagram, Youtube, Facebook, Twitter or their own blogs) by arrangement.
Image
It describes the entirety of all ideas and attitudes towards a product, a brand, a medium, etc.
IMAX-Kinos
Cinemas that show specially produced films with high picture and
sound quality on their oversized and curved screens.
more about cinema advertising
Individualrabatt
non-contractual, unforeseen discount.
In-Page Ads
Advertising within websites. In addition to standard advertising banners, the formats of which are determined by the Interactive Advertising Board, there are also standardized premium advertising forms that achieve particularly high attention values. Special forms of advertising enable more creativity in the design and can be placed in special places on a website. Embedding promotional videos in web pages is also possible and becomes the in-page ads.
island display
An ad surrounded by editorial content on all sides.
more about print advertising
more about online advertising
In-Stream Video Ads
In online videos and live streams, advertising videos can be inserted at various positions in the content. These are known as linear video ads. Non-linear video ads are displayed parallel to the content, e.g. as an overlay or fade-in.
Intermediaselektion
Choice between different advertising media (TV, print, radio).
Internal overlap
It describes the overlapping of users in the case of multiple bookings in one and the same medium. Example: A certain number of people buy the current issue of a magazine in which the advertisement is placed each month.
internet advertising
Internet includes all advertising measures on the World Wide Web.
more about internet advertising
Interstitial
Interstitials are modeled on TV commercials (interrupt
advertising). It appears full screen within the browser window and
closes again automatically.
more about online advertising
Intramediaselektion
Choice of advertising media (newspaper, billboards, TV broadcasts)
Involvement
Term used in marketing to indicate how much a potential customer identifies with a product or service or how useful it is for him.
ISSN
Abbreviation for International Standard Serial Number. The International Standard Serial Number is used to precisely identify journals and journal series.
IVW
Information community for determining the distribution of advertising media eV Function is the collection and provision of valid data for the performance control of advertising media.
J
J - No entries.
K
Contacts by appointment
The basis for calculating contacts per appointment is the PPS (poster viewer per position). The calculation is based on an average number of 10.5 days per appointment (= decade). The figures are gross ranges.
K1 value
The K1 value describes the average readership of a newspaper
or magazine. So that it can be collected, certain questions are asked of
selected people from the widest circle of readers, which are aimed at
the reading frequency of the readers. With this information, the contact
probability of a print medium per issue is determined. Based on the
optimistic assumption that all readers assess their reading behavior
correctly, the K1 value indicates the net reach of a print medium.
more about print advertising
campaign
A campaign includes all advertising measures taken for a product in a certain period of time.
cinema marketer
Agency that advises the customer and places cinema advertising at
original prices via the respective advertising administration in the
desired cinemas.
more about cinema advertising
Classic media
The classic media include TV, cinema, print, radio and posters.
glue block
Within the decade plan, a distinction is made between adhesive
blocks (A, B and C). This distinction is used to organize the gluing
routes and to ensure that the poster gluers work according to fixed
tours. In outdoor advertising, for logistical reasons, a decade is
divided into three adhesive blocks, each of which starts and ends three
to four days apart. Within a decade, posting begins in blocks A, B and
C, i.e. on different days.
more about billboard advertising
Click fraud
Fraud in click-based billing models in the online area. An
advertising banner is repeatedly clicked on manually or with the help of
programs in order to incur increased costs for the advertiser. Possible
motives are increased advertising revenue or creating a competitive
advantage.
more about online advertising
Contact chance
Opportunity to win a person as a viewer or user of a medium through an advertising medium or an advertising medium.
Contact dose
average contacts
Contact distribution
If a user has had contact with a medium with different frequency, he automatically belongs to several contact classes. The contact distribution gives you an impression of how many people are actually assigned to the individual contact classes. These values can be used as a benchmark for assessing the advertising effect. As many users as possible should be reached with a moderately strong contact dose (ie two to six multiple contacts).
counter pressure
Type of poster production for backlit advertising media (e.g. city light posters). In addition to the normal motif print, there is a reversed print on the back. This enhances the color brilliance of the motifs when backlit.
convergence
Convergence describes the rapprochement or merging of different media (eg TV and Internet to interactive television or video-on-demand). Accordingly, convergent campaigns not only use a media mix, but also network the advertising appearances and refer the user to additional information and interaction options in other media.
correlation
Statistical relationship between two or more variables that interact with each other.
Cumulation
Successive summation. In the area of media planning, a cumulation is the addition of the individual reach of an advertising campaign to the gross or net reach of the overall campaign of a media type. The accumulation process depends on frequency and range.
L
Leads
In online marketing, a lead is the acquisition of a new contact, eg the acquisition of an e-mail address for e-mail marketing.
Local Listing
Local listings are company entries in yellow pages and online directories.
landing page
A landing page is the website that a potential customer is directed to via a search engine input or online advertisement.
L indicator
The L display is a combination of a horizontal and a vertical strip
display. It is framed on two sides by editorial content and has a unique
position on the page in which it is integrated.
more about print advertising
LAE
Reader analysis of decision-makers in business and administration. Periodic market media survey of the opinion-forming press and the business press.
Launch
American term for the launch of a new brand or product, but also for a new advertising campaign or website.
Layer
Are advertising materials that are placed over the advertising medium
side, which guarantees a lot of attention. Similar to the pop-ups,
moderate use is advisable to prevent reactances from the user.
more about banner advertising
Layout
The complete appearance of a media product.
Link
Cross-reference, link to other pages.
Live Reader
This is a form of radio advertising. The desired text is read out
live by a member of the editorial team.
more about radio advertising
Location Based Advertising (LBA)
Location-based mobile advertising is referred to as location-based
advertising. With LBA it is possible to take the current location of the
mobile user into account, for example to display the cheapest offer or
special promotions nearby for the desired products or services.
more about mobile advertising
LpA
readers per issue. This value indicates the number of people who read
a newspaper or magazine on average. Probability of use ("how many issues
of... read")
more about print advertising
LpE
readers per copy. Number of people who read the same copy of a title
on average.
more about print advertising
LpN
Readers per issue in the examined publication interval ("read or
leafed through").
more about print advertising
LpS
readers per page. Chance of contact with an average page of an issue.
more about print advertising
M
marketing strategy
Marketing strategy is the long-term plan for developing a marketing mix that will allow the company to achieve its goals by satisfying the needs of the target market.
Marketingziele
Defined goals, the targets set for the Marketing department and which can be influenced by marketing measures (target states). These marketing measures relate to profit, market share, sales volume, market development and penetration. They must contain an incentive, but they must not have a braking or demotivating effect because they cannot be fulfilled. A distinction is made between qualitative and quantitative goals.
market analysis
Collection of relevant data of the targeted market. Market signals should be recorded and identified in order to be able to take customer wishes into account. To do this, the collected data must be evaluated and processed. Only existing markets can be researched.
market research
Effective media planning requires solid market research on the respective market segment or the target group that is to be reached with advertising. Market research is the systematic (short-term or continuous) analysis of the market in order to show the given market structure and the specific behavior of consumers in this market.
Market-Media-Analysis
A market media analysis is an investigation in which information about the consumer behavior of different target groups and their media use is analyzed.
market nical
There are always gaps in the market because the needs of consumers are constantly evolving and new products are needed to satisfy them. A distinction is made between a manifest niche (market gap) and a latent niche (supply gap). To conquer these niches, the manufacturer pursues a so-called niche strategy, which in turn can bring many benefits and competitive advantages. A market niche can also result from an abrupt change in demand or a change in the supply structure. A market niche can evolve into a niche market or remain undeveloped.
market segmentation
The division of an overall market into subgroups (market segments) that are homogeneous in terms of their market reaction and heterogeneous among themselves and the processing of one or more of these market segments.
mass media
Collective term for TV, press, radio and internet. In a broader
sense, also for books, CDs and videos, i.e. for means (= media) with
which news and entertainment in writing, sound and images reach a broad
audience.
more about mass media
Media-Controlling
The ongoing analysis of media activities (media strategy, purchasing,
planning, performance, billing) with the aim of creating transparency
for medium-sized and large advertisers, increasing efficiency and
controlling effectiveness is used as a media called controlling.
more about media planning
Media Buying
Purchase of advertising space or advertising time. He implements the
results of media research, media planning and media consulting and is
assigned to the commercial or financial work area in an advertising or
media agency.
more about media planning
Media-Mix
The media mix describes the combination of different advertising media such as radio, print, TV, cinema, outdoor advertising, mobile and internet.
media planning
In media planning, you put together the optimal mix of media and the associated advertising materials and media. The result is a media plan that achieves an optimized effect with a fixed advertising budget.
media genres
Print, TV, radio, outdoor advertising, cinema, online, mobile.
millimeter price
Ad price for newspapers and magazines for the format of a column with
a height of 1 mm.
more about print advertising
Mobile outdoor advertising
Use of vehicles or vehicle trailers for advertising purposes. These
are specially built, converted or decorated and placed in a targeted
manner or take part in road traffic.
more about mobile outdoor advertising
Mobile-Marketing
The description of marketing measures using wireless
telecommunications and mobile devices with the aim of reaching consumers
as directly as possible and leading to a certain behavior.
more about mobile advertising
Mouseover
Trigger an action (e.g. animation or enlargement of the banner) on mouse contact (no click).
Multiplex-Kino
State-of-the-art and comfortable cinema centers with over 6 screens
and more than 1000 seats. One hall is particularly representative and
spacious for cinema premieres and the like. to offer space. Bars, cafés
and shops complete the offer.
More about cinema advertising
N
net range
The net reach is the number of people in the target group that is reached at least once with a campaign or a medium. The net reach is given as a percentage or as a number of people. Net ranges cannot be calculated manually, only with the help of counting programs.
network occupancy
Booking model in the field of outdoor advertising, in which
several poster sites are combined in so-called networks and can only be
booked together.
more about outdoor advertising
Newsletter
Circular containing news and information sent to subscribers via email.
Nielsen areas
This is the division of a country into roughly equally weighted areas by the American AC Nielsen market research institute. The following Nielsen areas exist in Germany:
Area 1: Schleswig-Holstein, Hamburg, Lower Saxony and Bremen
Area 2: North Rhine-Westphalia
Area 3a: Hesse, Rhineland-Palatinate, Saarland
Area 3b: Baden-Württemberg
Area 4: Bavaria
Area 5: Berlin
area 6: Mecklenburg-Western Pomerania, Brandenburg, Saxony-Anhalt
Area 7: Thuringia, Saxony.
There are also 13 Nielsen metropolitan areas, which are large cities and the surrounding area or areas such as Rhine-Main and Rhine-Neckar. Purchasing power in these areas is much higher than in rural areas.
Nielsen-Media-Research
International market research institute whose German subsidiary, based in Hamburg, collects monthly gross advertising expenditures for the most important types of media and advertising media according to economic sectors, companies and products (brands).
niche market
It represents the opposite of a mass market because there is neither strong demand nor strong competition. As a result, companies can achieve high profit margins, but not large sales. A niche market develops from a market niche.
niche strategy
Form of marketing strategy in which the product is deliberately placed in a market niche. It is understood as the economic activity of a company on a sub-market and is always useful when a company can achieve its goal better on a sub-market than on the overall market due to its own strengths and weaknesses.
The advantage here is that you don't have to compete with any or only a few competing products. In addition, the market in question can usually be clearly defined. If the supplier is the first to discover a niche, this can prove to be very profitable for him as a first supplier, since he has a virtual monopoly until the first imitation products appear.
user
Any person using a medium.
O
open rate
In email marketing, the opening rate describes the number of users who have opened an email.
public service broadcasters
The public television broadcasters such as ARD and ZDF ensure that
the diversity of opinion and the basic service for the population are
guaranteed. They offer programs that provide comprehensive information
without evaluating politically or economically. Every household that
wants to receive public broadcasting pays for it from their own
funds. It doesn't matter how often and for how long the transmitters
were used. Around 5% of the financial revenue is covered by advertising,
with television advertising limited to a maximum of 20 minutes per day
and limited to weekdays until 8 p.m.
more about TV
offset printing
Printing process that is suitable for runs of around 500 or more.
Online Marketers Circle (OVK)
Is the central body of German online marketers. The aim of this
association is to continuously give more weight to online advertising
and online marketing.
more about online advertising
Opinion-Leader
Opinion leaders within a certain area. This refers to the person who contributes to the better dissemination of the advertising message or the products in their environment due to their good reputation
OTH
Opportunity to hear. Average number of contacts with an advertising medium or an advertising medium combination, based on all persons who are reached by the advertising medium or the combination, i.e. who have had at least one contact. Calculation: sum of all contacts (gross contacts) / absolute net reach = average contacts.
OTS
Opportunity to see. Average number of contacts per target person reached.
Overflow
Overflow refers to the use of television channels outside of national borders.
Overkill
Excessive use of resources, in which no effect is achieved by overincreasing contacts.
P
Performance
Performance is the action that you want to evoke in the customer, for example a website visit, an appointment or the purchase of the product.
Programmatic Advertising
Programmatic advertising refers to the automated purchase of advertising space on websites. Bids are made on an auction basis for the right user, at the right time and in the perfect place.
PageImpression
Page View, are a parameter for measuring the performance of the advertising medium; Measurement of website page views by counting the visual contact of any user with a page.
Panorama display
The panorama ad is printed across the gutter of the print medium. It
can be booked either page-high or page-by-page.
more about print advertising
Pay-per-Click
Here the affiliate is paid for every click of a user on an
advertising link. The problem here is that no statement can be made
about the quality of the flow of visitors and that so-called click fraud
is possible.
more about online advertising
Pay-per-Lead
A commission payment occurs when a user follows a link to the
merchant's website and registers there or initiates contact.
more about online advertising
Pay-per-Sale
In this model, a payment is due when the customer follows a link and
thereby makes a purchase of goods or services or a payment on the
merchant's site. The commissions can either have a fixed value, be
measured as a percentage of sales or be calculated separately for
product groups. This model offers the greatest planning security for the
merchant.
more about online advertising
Performance Marketing
Performance-based digital marketing
more about online forms of advertising
Pitch
Competition presentation of an (advertising) agency in the fight for a budget or client.
PL
Abbreviation for price list in the general media area.
Poster viewers per position (pps)
Describes the contact total of an advertising medium per day.
Plankosten (Rangreihen)
Creation and optimization of a media plan with different media /
booking units and frequencies.
more about media planning
Point-of-Interest
Points of interest (POI) are places that can be of importance to the customer.
Point-of-Sale
The terms point of sale (POS) and point of purchase (POP) are equivalent. Literally translated, they mean: point of sale or purchase from the point of view of the consumer or point of sale from the point of view of the provider.
Pop-up
Pop-ups appear in a new browser window and have a high potential for
attention. The user can also feel slightly disturbed by such forms of
advertising.
more about online advertising
Post-Test
Investigation after a campaign has been carried out to determine the
effect that has actually occurred.
more about online advertising
Predictive Behavioral Targeting
Predictive behavioral targeting processes information on the user's
socio-demographics, lifestyle and product interests, which the system
receives via online surveys.
Both the survey and the usage data of the individual users are stored
anonymously. With the help of statistical forecasting methods, users
receive missing survey data from the surveyed users who are most similar
to them in their surfing behavior.
more about online advertising
Premium Billboard
Glazed and backlit showcase mostly with triple changer, in which a
poster is inserted
more about poster advertising
Pre-Test
Pre-campaign research to determine likely impact.
Prime Time
Designates the prime time of electronic media.
Private TV
Channels funded by private companies. There are no fees for
viewers. The state media authorities issue the licenses to operate a
private broadcaster.
more about TV advertising
Product-Placement
Placement of a product in the editorial part of an advertising
medium, usually a film. Product placement in films and TV series has
been legal in Germany since April 2010.
more about TV advertising
Programmsplit
TV spot that is faded into a current program without a commercial
break, for example before a dramaturgical climax. A program-related
countdown or a window to the parallel program is displayed next to the
commercial and guarantees a high level of attention from the target
group.
more about TV advertising
program sponsorship
A whole program is presented. The standard phrase is: "This show
is/was presented by...".
more about TV advertising
Promostory
Mini-show about a product/company that can be presented in detail and
entertainingly in this way. In contrast to the much longer infomercial,
it does not have to be permanently marked as a commercial.
more about TV advertising
Proximity Marketing
Proximity marketing is location-based advertising on mobile devices
that is based on Bluetooth or location measurements via GPS or radio.
more about mobile advertising
Public Relations (PR)
Public relations to maintain the relationship between a company and the public.
Publishing time
A genre of magazines aimed at a wide audience. The focus is therefore
on entertainment and information without a technical focus.
more about print advertising
Q
Q - No entries.
R
Rangreihen
Selected media are rated in specified target groups and placed in a numerical order.
Rating
Industry-standard term for viewing participation or ratings, which is
determined using the GfK meter.
more about TV advertising
Real price per thousand contacts (rTKP)
Price that the customer actually pays at the end of the campaign - taking into account all discounts and overdeliveries.
Recall
In market, media and advertising research, memory usually refers to the ability to actively reproduce these perceptions and experiences without memory aids, in contrast to recognition or supported memory (recognition), which refers to a merely passive memory performance.
Recognition-Test
Test to determine ad recall (advertising effectiveness research) by presenting ads (supported recall).
Range
Number or proportion of target persons who come into contact with one or more advertising media/advertising media (e.g. an advertisement in a magazine) with one or more insertions.
Relaunch
Revision of an established product and launch on the market.
Remittenden
Returns are copies not sold by the trade, which are sent back to the publishers via a wholesaler or destroyed.
Response
The response or reaction of the recipient to direct marketing actions, e.g. orders, orders, registrations, etc.
Re-Targeting
When a specific page is called up or when a specific action is
triggered, this event is linked to a cookie.
more about online advertising
Return on Investment (ROI)
Revenue return as a result of customer acquisition expenses. The ROI is the factor that measures in raw figures whether an investment in customer acquisition has been worthwhile.
RT
Abbreviation for resignation date in media area.
Headline sponsorship
The sponsoring of individual parts of the program such as the
weather. Often also in magazine shows such as car and lifestyle
magazines.
more about print advertising
Run of Site
Term from online advertising. In the case of "Run of Site" (ROS) bookings, the publisher or marketer distributes the booked advertising material freely across the entire website until the booked number of advertising material contacts has been reached. As a rule, the advertising material is delivered without specifications such as frequency caps.
S
pages / visit
Indicates the average number of pages viewed per page visit. The higher the value, the more intensively a user deals with the page.
Share of Market
The share-of-market (market share) indicates how much of the total available space in the selected target area is occupied. The share of market is expressed as a percentage - low (10%), medium (15%), high (20%).
crop marks
Due to its size of nine square meters, a large format poster is not printed and displayed in one piece, but cut into four equal parts, which are then assembled on the poster surface. These are the so-called cut marks.
type area
Also referred to as the layout of a page. The type area determines
the positions of the graphics and texts on a page (page format) within
the defined area in which the text of the magazine is also laid out, so
that there is still white space around it up to the page edges.
more about print advertising
fast-moving consumer goods
Consumer goods such as newspapers, groceries or cleaning products that consumers buy spontaneously, quickly and usually routinely.
SEA
See Search Engine Advertising (SEA)
Segmentation
Statistical method that splits people into groups with as many different characteristics as possible based on an external criterion (e.g. television use).
viewing participation
Viewing participation shows how many people have seen a program in a
specific time interval (eg during a commercial break). For the
percentage of viewing participation, the quotient of the measured
viewing time of all people and the possible viewing time of all people
is formed.
more about TV advertising
Semiometry
TNS Infratest procedure for the qualitative description of target groups. The value systems of people are determined by evaluating 210 terms. This allows program and brand target groups to be compared with one another in terms of their values.
SEO
See Search Engine Optimization (SEO)
Service-Patronage
Patronage refers to service offerings presented by the advertiser.
Share of Advertising
Advertising spend for a specific product as a percentage of total advertising spend for competing products in the same category. The share of advertising is often compared with the market share of a product in order to determine whether there is overspending or underspending, ie whether the company spends a disproportionately large amount or below average on advertising expenditure for a product.
Share of Mind
Measure of the average advertising intensity per person. The share of mind is calculated as a percentage of the advertising contacts of a product compared to the advertising contacts of the competing products. Through this approach, the value integrates contact frequency and reach. In contrast to the market share, which describes the breadth of a market position, the share of mind makes a statement about its depth.
Share of Spending
See also share of advertising
Share of Voice
Share of advertising contacts of a brand in the advertising contacts of all competitor brands. If a person is reached 50 times by an advertising campaign, this results in 50 advertising contacts.
Formula:
SoV= (number of target person contacts through advertising) / (number of
target person contacts through advertising in the industry)
See also: Gross Rating Point (GRP)
Single Spot
A television or radio spot that interrupts a running program ("after
just one spot, we continue") or switches between two program contents.
more about TV advertising
more about radio advertising
Sinus-Environmental
Model with a sociological approach in which people are grouped
according to their view of life and their way of life. Since January 1,
2000, the Sinus-Milieus can be evaluated as target group characteristics
in the AGF television panel and are available to the market in all TV
planning and counting systems.
more about TV advertising
SkyScraper/ Wide SkyScraper
Are vertical formats in online advertising, which are usually placed on the right edge of the picture.
SMV
The abbreviation stands for special agent remuneration.
Social Advertising
Free spots that serve to improve society, for example calls for donations or calls for social commitment. Social appeals are only allowed if they do not address political or religious issues.
special forms of advertising
Different types of television advertising that go beyond spot advertising, such as infomercials, telepromotions, teleshopping and sponsorships. Infomercials, telepromotions and teleshopping are subject to time restrictions on advertising (advertising guidelines), while sponsoring is not.
special program
Radio or television program that focuses on specific topics and
forms. In contrast to the full programme, it is geared towards target
groups.
more about radio advertising
more about TV advertising
special interest magazines
Popular magazines on special topics, such as PC, photo, sports.
more about print advertising
special agent
Specialized agencies in the field of outdoor advertising that support
advertising companies and media agencies in planning and purchasing
outdoor advertising space. As a rule, special intermediaries can access
the offers of all providers and marketers and can therefore advise the
customer independently of the provider. They use specialized planning
software for this. A special intermediary often takes on the production
(e.g. printing) and attachment of the advertising material. A special
agent does not bill an advertising company directly for his service, but
receives a separate commission for the mediation from the outdoor
advertising provider, the so-called special agent fee (SMV).
more about outdoor advertising
Spot
Depending on the medium, it is a short film clip or an announcement that is used to advertise a product, brand or service. A spot is the classic form of advertising on TV. Common commercial lengths: 7, 10, 15, 20, 30, 45 or 60 seconds. But it is also produced for radio, cinema and the internet.
sample
A subset of the chosen audience selected for a survey.
Streaming Media
Presentation of interactive commercials in the standard advertising
formats (without download). Playback even with low bandwidths thanks to
automatic bandwidth detection and size adjustment.
Suitable for extending a TV campaign and especially for branding
campaigns.
more about TV advertising
Strip display (also bar display)
The strip ad is a narrow ad that occupies either the full length or
the full width of a page in a title. If the strip display spans all
columns, it is page width, otherwise it is page height. The strip ad
usually has a unique position on one side.
more about print advertising
Streuplan
Media planning result. The distribution plan provides an overview of the distribution of individual advertising measures within a campaign. Time and period, frequency and the choice of advertising media and media are regulated in this way.
Streuverluste
Addressees who are reached with an advertising campaign through booked advertising media, but who do not belong to the defined target group. This represents a costly false spread and should be avoided.
Search engine marketing (SEM)
Search engine marketing (SEM) is a sub-area of online marketing and
includes measures that are intended to lead visitors to a website via
search engines. Search engine marketing is divided into SEO and SEA.
more about online advertising
Search Engine Optimization (SEO)
Search engine optimization (SEO) refers to measures that lead to a
website being given a higher position in the organic, i.e. unpaid and
natural search results.
more about online advertising
Search engine advertising (SEA)
Search engine advertising (SEA) refers to the placement of paid
search ads that are displayed next to or above the natural search
results.
more about online advertising
Superstitial
Superstitials work like interstitials, except they don't become
visible until they've fully loaded in the background.
more about online advertising
Supplement
Standalone editorial product that accompanies a newspaper or
magazine.
more about print advertising
T
Targeting
Targeting makes it possible to address a specific target group. Using a detailed target group definition, you can control your advertising very precisely. The more precise the targeting, the more specifically you address your target group .
daily range
All people who listened to the radio between 5:00 a.m. and 12:00 a.m.
for a specified period of time (15 minutes).
more about radio advertising
Tandem Spot
A tandem spot consists of two or more spots that contain an identical
or complementary advertising message. They are broadcast in quick
succession and within one commercial block. This should increase the
advertising effect.
more about radio advertising
TAP
Abbreviation for price per thousand
Teaser
A teaser intended to arouse interest.
Technical range
Value that indicates the proportion of people or households that can receive a specific station.
Teletext
Also teletext. Free transmission capacities (blanking interval) are
used by TV stations to transmit teletext signals, which are displayed on
the screen in the form of an "electronic newspaper".
more about TV advertising
Testimonial
An advertising format that conveys the product message through personal testimonials. This can be done by ordinary consumers (Real People Testimonial) or well-known and famous personalities (Celebrity Testimonial).
TEX
Abbreviation for thousand copies in the print area.
more about print advertising
Timeslot
In the television industry, the term timeslot means a transmission
time in which a specific program is broadcast.
more about TV advertising
Title Header Display
A titlehead ad is placed on the front page to the right or left of
the title. A fixed price usually applies here.
more about print advertising
Title Sponsorship
With title sponsorship, the advertiser's name is incorporated directly into the title of the show. The brand image can be influenced in a very targeted manner through the close connection between the show and the brand.
crime scene
The price per thousand contacts indicates the cost required to reach a thousand contacts in the target group.
Using banner advertising as an example, the CPM indicates how much the price is for 1,000 banner impressions.
TNP
The thousand-user price indicates the cost required to reach a thousand different people in the target group.
Trailersponsoring
Sponsor's promotional message will be shown with each program announcement.
Tunnelanzeige
The tunnel ad is printed across the gutter of a print medium. It is
framed on three pages by editorial content and usually has a unique
position on the double page in which it is integrated.
more about print advertising
U
Unique Selling Proposition
Unique selling point of a product or service in the customer's assessment. Purchasing and unique advantage that differentiates a product from competing products.
Unique Visit
Unique visits are the page views from different IP addresses. Only
those visitors are counted who visit a page within a certain period of
time (usually 30 minutes internationally). This counting method
eliminates multiple hits and provides more accurate information about
the reach of a website.
more about online advertising
Unique Visitor / Unique User
The visitors of a website, which are calculated by the unique visit system, are called unique visitors or unique users
V
Visitors
This refers to all visitors to a page. If a certain visitor comes to the page several times in the selected period, he will also be counted several times.
VA (Consumer Analysis)
Market media analysis carried out by the publishers Heinrich Bauer and Axel Springer with the aim of presenting the media use and consumer behavior of adults aged 14 and over. Annual Appearance.
VDZ
Abbreviation for Association of German Magazine Publishers eV
Representing the interests of the magazine publishers of popular
magazines, specialist magazines and the denominational press.
more about print advertising
Distributed edition
Number of newspaper or magazine copies sold and otherwise
distributed.
more about print advertising
Edition sold
Number of newspaper or magazine copies that are actually sold.
more about print advertising
means of transport advertising
Use of buses, trams, suburban and underground trains to place advertising messages.
distributor survey
Market research method in which questionnaires are freely accessible (e.g. at reception desks/in shops) or distributed to the people to be surveyed (e.g. employees/guests). The independently completed questionnaires are handed in at collection points.
Visit
The number of visits corresponds to the number of visitors that occur per individually identifiable user or computer within a defined period of time (usually per 30 minutes). A visitor can make several visits per day
Visual Transfer
The term stands for the transfer and reactivation of visual
impressions from one advertising medium to another, e.g. visually
penetrated television campaigns can only be recalled through the
acoustic signals.
more about TV advertising
Full program
Classic radio and television offerings. In contrast to full programmes, special interest programs contain a wide range of content. Information, advice, education and entertainment form an essential part of the programme.
VPRT
Association of Private Broadcasting and Telecommunications eV in Bonn
(representing the interests of private radio and television
broadcasters).
more about TV advertising
more about radio advertising
VuMA
Market media analysis for electronic media. The aim is to include consumption target groups in media planning as a supplement to socio-demographic target groups.
W
Wallpaper
Whole homepages are colored in the advertiser's look and feel. They
are characterized by a high level of attention due to their unique
position and large area.
This form of advertising is particularly suitable for branding
campaigns.
more about banner advertising
Largest audience (WHK)
The broadest audience indicates how many people listened to a
program/radio station for at least one minute in the last 14 days.
more about radio advertising
Largest group of experts (WKK)
The widest circle of connoisseurs of a medium includes all people who
remember having ever consumed this medium.
more about print advertising
Widest readership (WLK)
The broadest circle of readers of a title includes all people who
have read one of the last 12 issues of the title.
more about print advertising
advertising agency
A service company that takes over and carries out the consulting, conception, planning, design and implementation of advertising and other communication measures for companies and other clients.
advertising expenditure
Spending for promotional purposes. Gross advertising expenses in traditional media are recorded by Nielsen S+P, among others, without deducting discounts.
commercial block
In Germany, it is common for the electronic media radio and television to broadcast their clients ' commercials in blocks. The advertising time of the public broadcasters is set by law between 5:30 p.m. and 8:00 p.m., while the private broadcasters broadcast commercials around the clock.
advertising message
The advertising message is the core of advertising. The recipient must always be activated and informed with their design (image, text, sound).
advertising budget
The amount of money available to fund advertising.
Werbedruck
This designates the entire advertising activities of a product
field. It differs in internal and external printing. Own print means the
activities of the respective advertising company, external print means
the activities of competing companies.
more about print advertising
advertising space
Advertising spaces are ideal for placing advertising on public
streets, squares or places frequented by a large audience. Advertising
pillars or poster pillars, for example, are particularly suitable for
this.
more about outdoor advertising
advertising intensity
Advertising intensity is the ratio of net advertising revenue to a country's nominal gross domestic product.
Advertising Materials
An advertising medium is an element, such as an advertisement, a poster or a radio spot, through which an advertising message is communicated. A distinction is made between printed, electronic and other (e.g. promotional gifts, sponsoring) advertising media. After choosing the advertising medium, you determine the advertising medium in which the advertising message is to be conveyed.
advertising posters
Advertising posters attract a lot of attention on public streets,
squares or places that are visited by a large audience.
more about advertising posters
advertising refusers
Households whose mailboxes are marked with a ban on inserting advertising mail and/or free weekly newspapers may not be serviced. When recording the deliverable circulation, these advertising refusers are already taken into account in the household figures.
advertising medium
All media in or on which the advertising material is transported or "carried".
advertising effect
General term for what advertising does. Investigations into the effect of advertising presuppose that, beyond such general designations, it is clearly defined what is assumed to be an "effect", e.g. B. Image changes, purchase or intention to buy, etc. In this respect, the advertising effect is to be defined as the extent to which the advertising message reaches the recipient correctly and completely (advertising contact). In this advertising effect, the influences of the advertising medium and the advertising medium are mixed. The analysis of these influencing factors is still problematic (advertising success control advertising dose).
recognition value
Percentage of respondents who, when leafing through a test magazine,
recognize an advertisement or an editorial article as "read in this
issue" (impact test).
more about print advertising
Wild poster
Posters are often placed "wildly", ie in various places without permission. This wild attack is not permitted.
X
X - No entries.
AND
Y - No entries.
WITH
ZAS
The abbreviation stands for central display statistics. The
institution publishes current data on the advertising business of German
consumer magazines at regular intervals.
more about print advertising
ZAW
The Central Association of the German Advertising Industry eV based in Berlin is a coalition of associations. Its members do commercial advertising and bring together the interests of the advertising industry. They represent the ZAW externally and annually determine the advertising investments (net) of all advertising media and media types. This association is dedicated to the affairs of commercial advertising. The intention here is to make state advertising regulations superfluous.
target group
A group of people selected according to certain characteristics and criteria who are considered potential customers / buyers of a product. Their precise analysis and definition helps to ensure that the advertising message is efficiently directed to the right people, which also makes the advertising campaign successful.
Audience Segmentation
The division of a target group according to different aspects such as age, income, gender, social status or profession.
random sample
A sample that is formed by purely random selection of the people to be interviewed. Each element of the population must have a selection chance greater than 0 to be included in the sample.
Delivery district/distribution area
The delivery service in household advertising divides its entire area into so-called delivery districts or distribution areas. In each of these areas, a delivery person is responsible for the distribution of the shipments. The distribution area is all of the delivery areas that have been booked for a specific distribution of a customer. The circulation in the distribution area is determined via the households to be reached.
