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Media Glossary



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P


Page Impressions

The number of times a particular web page is downloaded to a browser.
 

Paid Inclusive

In exchange for a payment, a search engine will guarantee to list/review pages from a website. It is no guaranteed that the pages will rank well for particular queries ? this still depends on the search engines underlying relevancy algorithms.
 

Pass On

Also known as 'Pass Along' readership. It relates to readership of a given publication by persons other than the original purchased. Also called secondary (and tertiary) readership.
 

Penetration

Is used in media to describe the coverage of a particular medium. In marketing terms it relates to the proportion of people who use or buy a product.
 

Portal

Usually used as a marketing term to describe a Website that is or is intended to be the first place people see when using the Web. Typically a 'Portal site' has a catalogue of web sites, a search engine, or both. A Portal site may also offer email and other service to entice people to use that site as their main 'point of entry' (hence 'portal') to the Web.
 

Potential

Usually used as a marketing term to describe a Website that is or is intended to be the first place people see when using the Web. Typically a 'Portal site' has a catalogue of web sites, a search engine, or both. A Portal site may also offer email and other service to entice people to use that site as their main 'point of entry' (hence 'portal') to the Web.
 

Primary Readership

The readership of a given publication by the person who purchased the publication. Total readership combines primary and pass-on readers.
 

Profile

Shows the proportion of a medium's total readership or listeners that fall into your target audience. This can then be compared to the profile of other titles/stations. The higher the proportion, the more attuned your target audience is likely to be to that publication or station.
 

Psychographics

Is a term that describes people's psychological(as distinct from physical)characteristics. Psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviour.
 

Publishers Australia (PA)

Australia's peak body for specialist, B2B and niche consumer magazine and digital publishers.
 


Q


Qualitative Data

or research is concerned with the understanding processes that underlie various behavioural patterns. 'Qualitative' is primarily concerned with 'Why'.
 

Quantitative Data

or research is primarily concerned with the tabulation or numeric relevance of various kinds of behaviour. 'Quantitative' is primarily concerned with 'What' or 'How Many'.
 

Quintile Analysis

Is used to examine frequency of (media or product consumption) activity. Viewers, listeners, readers or consumers of a particular product etc. are ranked according to their usage and then divided into five equal groups, or quintiles, ranging from the heaviest to the lightest in media exposure, or product consumption.
 


R


RHP

Abbreviation for 'Right Hand Page'.
 

ROI

Return on Investment. A quantitative analysis of investment in advertising and marketing budgets and the resulting return on the investment.
 

ROO

Return On Objective uses client objectives to measure the impact of an advertising campaign in order to provide advertisers with insight into attitudes, awareness and qualitative aspects of consumer behaviour.
 

RPC

Abbreviation for 'Readers Per Copy'. Equals total readership divided by circulation.
 

RSS

Really Simple Syndication. RSS feed allows users to see when sites from all over the internet have added new content. You can get the latest headlines and articles, audio files, photographs or video in one place, as soon as they are published, without having to remember to visit each site every day.
 

Reach

The number of different people in the target audience reached at least once by an advertisement.
 

Readership

The total number of people who read a particular publication. It is made up of those who purchase (and read) the publication, plus those that they pass their copy onto.
 

Recall

In marketing or audience research refers to the concept of a respondent being able to remember a particular event, advertisement or experience. Recall can be aided or unaided.
 

Recency

Is the name given to a method of audience research, usually relating to newspaper and magazines, which attempts to measure respondents' readership of specific publications by asking questions like... 'when did you last read an issue of??'
 

Recognition Method

Is a research technique to determine the extent of a respondent's ability to remember an advertisement, a publication or a program with the aid of a cue offered by the interviewer.
 

Replicated Readership

Means readership by the same person, of the same issue of a particular publication within the period of the survey.
 

Rich Media

Refers to media that allows for active participation by the recipient, hence interactivity. A method of communication that incorporates animation, sound, video and/or interactivity.
 

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