| aperture | Any situation in which the target audience is highly receptive to a brand message.
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| brand development index (BDI) | A numerical indicator of a particular brand's sales within a market relative to all other markets in which the brand is sold.
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| category development index (CDI) | A numerical indicator of the relative consumption rate in a particular market for a particular product category.
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| continuous scheduling | Placing media throughout the year with equal weight in each month.
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| cost per point (CPP) | A measure used to compare same-medium broadcast vehicles.
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| cost per response (CPR) | The media cost divided by the number of responses generated.
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| cost per thousand (CPM) | What a communication vehicle charges to deliver a message to 1,000 members of its audience.
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| designated marketing area (DMA) | (1) Households in each major U.S. metropolitan area. (2) TV or radio broadcast coverage area.
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| duplication | The overlapping coverage of two or more vehicles.
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| effective frequency | The number of times a message needs to be seen to make an impression or achieve a specific level of awareness.
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| flighting | A scheduling strategy in which planned messages run in intermittent periods.
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| frequency | A measure of how often, within a given period, a customer purchased a specific brand.
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| frequency distribution analysis | An analysis that divides a target audience into equal segments and establishes an average frequency for each of these segments (also called quintile analysis).
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| gross rating point (GRP) | A combined measure of reach and frequency indicating the weight of a media plan.
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| impression | One exposure to a brand message.
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| media buying | The execution of a media plan.
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| media planning | Determining the most cost-effective mix of media for achieving a set of media objectives.
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| media waste | Reaching people who are neither customers nor prospects.
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| media weight | An indication of the relative impact of a media plan.
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| message wearout | The inability of brand messages that once attracted attention and motivated the target to continue doing so.
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| optimizer program | A complex media planning mode that combines Nielsen data with other data from in-store scanners and customer-profile databases.
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| pulsing | A combination of flighting and continuous scheduling that provides a "floor" of media support throughout the year with periodic increases.
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| quintile analysis | See frequency distribution analysis.
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| reach | The percentage of an audience that has had the opportunity to be exposed to a media vehicle within a specified period.
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| share-of-voice spending | A brand's portion of the total media spending in that brand's product category.
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| skews | Variations from the general population.
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| slotting fee | An up-front payment made in exchange for guaranteed shelf space.
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| targeted GRPs (TGRPs) | The number of gross rating points delivered against the targeted audience.
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| targeted reach | The portion of a communication vehicle's audience that is in a brand's target market.
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| teaser campaign | A series of messages that carry no brand identification but are designed to create curiosity.
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