Q

arbitrary allocation (7) A method for determining the budget for advertising and promotion based on arbitrary decisions of executives.

area of dominant influence (ADI) (11) A geographic survey area created and defined by Arbitron. Each county in the nation is assigned to an ADI, which is an exclusive geographic area consisting of all counties in which the home market stations receive a preponderance of viewing. attitude toward the ad (5) A message recipient's affective feelings of favorability or unfavorability toward an advertisement. attractiveness (6) A source characteristic that makes him or her appealing to a message recipient. Source attractiveness can be based on similarity, familiarity, or likability. audimeter (11) An electric measurement device that is hooked to a television set to record when the set is turned on and the channel to which it is tuned. audiotex (13) The use of telephone and voice information services to market, advertise, promote, entertain, and inform consumers.

average frequency (10) The number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period. average quarter-hour figure (AQH) (11) The average number of persons listening to a particular station for at least five minutes during a 15-minute period. Used by Arbitron in measuring the size of radio audiences. average quarter-hour rating (11) The average quarter-hour figure estimate expressed as a percentage of the population being measured. Used by Arbitron in measuring the size of radio audiences.

average quarter-hour share (11) The percentage of the total listening audience tuned to each station as a percentage of the total listening audience in the survey area. Used by Arbitron in measuring the size of radio audiences.

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