Dear Friends, Now let us understand some of the media keynotes or terminologies used in media plans for running a successful campaign. As we know in this dynamic world, especially in the digital era things are changing very fast. However, the fundamental approach to media planning and buying has no significant change. So let us understand some basics. I would like to start with some frequently used terminologies and try to be as close as to alphabetical orders etc…


RATING = One percentage point of a specified audience.
GRP = Gross Rating Points, i.e. a sum of accumulated ratings.
REACH = The ad message reached to the targeted person at least once. Reach is always calculated in percentage.
OTS / OTH = Opportunity to See or Opportunity to Hear. The advertiser has given an opportunity to the targeted person with their ad message.
TGP = Target Group Population
TP = Total Population
TARGET AUDIENCE = Number of people or households who are exposed to a medium (Demographic parameters Age, Sex, Income, Nationality).
MHI = Monthly Household Income
CPP = Cost Per Rating Point
CPM / CPT = Cost per Million or Thousands (How much an advertiser need to spend to reach 1000 people?)
SOV = Share of Voice
SOE / SOI = Share of Expenditure / Share in Investment
HUT = Homes using TV (Homes with their TV tuned to any program
SHARE = Participation of audience (viewers) during a specific period
CONTINOUS = Same weight pattern is maintained while scheduling spots/ads.
FLIGHTING = Launch it at a specific upper level and maintain the same level of noise for a period of time.
PULSING / ZIG-ZAG = A frequency of high and low repeated few times.
AD SPEND = Advertising expenditure or invested in the market
ADVERTORIAL = Advertisement feature in an editorial style to force readers to read
AD WEIGHT = The number of advertising messages delivered within a specific period (it could be heavy, medium or one time)
BURST = A short and concentrated advertising campaign
AUDIENCE DUPLICATION = The same ad message is conveyed to the same people through a different medium
AUDIENCE PROFILE = The Characteristics of the people such as age, family size, location, education, income, nationality, gender and other factors
BARTER DEAL = Exchange of good and services without the use of cash but space
CLUTTER = Excessive amount of advertising carried by media vehicles within a specific period
ROI = Return on Investment
COST EFFICIENCY = How efficiently the highest reach is achieved by spending a low amount.
COVERAGE = It refers to geographical reach or coverage of a particular media vehicle
CUMULATIVE REACH = The total number of homes or persons reached by a medium in a specific period.
DAYPART = It is a segment covering the day time, preferably 1000-1600 hours.
AUDIENCE DEMOGRAPHICS = Description of physical characteristics of targetted people includes Sex, Age, Education and Occupation
DIRECT RESPONSE = Exercised during promotional campaigns asking the audience to directly respond to the message via SMS, Post, Telephone, Missed call, email etc…
TYPES OF ADS = Display, Notice, Advertorial, Classifieds etc…
EFFECTIVE REACH/FREQUENCY = This is most important i.e how effectively the message is reached to the TA. The media plan will have a predetermined level of frequency such as 3 or 5 or 7 times etc. The same message to the same audience/person within a specific
CALL FOR ACTION = The advertiser is expecting a response call to their ad message
IMPACT = The extent and degree of consumer awareness of an advertising message within the TA
INSERT = Usually, this operation is done as a loose leaflet attachment in a magazine or daily newspaper as a pre-printed document ISLAND AD = An ad completely surrounded by editorial
MAKE GOOD = It is a compensatory advertisement as a replacement
MARKET SHARE = A product’s share of an industry’s sales volume
MATTER = Editorial contents
AD MATERIAL = Ready to use Advertisement item
MEDIA PENETRATION = The proportion of persons or homes that can physically be exposed to a medium
PSYCHOGRAPHICS = A term that describes consumers or audience members on the basis of some psychological trait, characteristics of behaviour or lifestyle.
READERSHIP = The degree to which same print vehicle/publication has been seen by multiple numbers of people. It is like a shared reading of a single copy.
ROP = Run of Page. The ad may appear anywhere in the publication. Means, it can be specified that it will appear on a particular page or section.
RODP = Run of a daily program on Television and Radio.
PREMIUM PAGE = The page that first attracts more attention of the reader such as front, back, page 3 and centre spread etc… A premium rate to be paid on the base rate.
UPGRADE = A free upgrade of the position or size of an advertisement
SATURATION = A level of advertising weight/reach that overshoots maximum reach level.
INCREMENTAL REACH = Additional reach accumulated by selecting different media vehicles to reach the same TA.
PR = Public Relation, an article or news that is shared with media to inform its readers without paying any cost. (it is a nonpaid media coverage)
TEARSHEETS / VOUCHER COPY = Actual pages of an advertisement that appeared in a publication. Usually, shared with the client as proof of publishing the ad.
TEASER AD = An ad to tease the interest of readers before launching the actual advertisement. Basically to create curiosity.
NICHE MEDIA = A specific medium that covers a segment of an audience; like professional publications catering to Oil and Gas Industry, Aviation etc…
SPILL OVERREACH = Some media are selected in a media plan to cover X market, whereas the same media also having exposure to other markets, such reach is known as Spillover to other market reaches.
MEDIA WASTAGE = The proportion of an advertising campaign does not see or heard by the specified target audience though it was planned to reach them OR a niche product is advertised through a general interest media. In this case, the wastage will be severe!
ZAPPING = To avoid seeing commercial advertisement some people use the remote control device to change the channels as and when Ad break takes place.
AD-BREAK = The designated period of time allocated for commercial advertisements during a TV or Radio or Cinema program.
ROADSHOW = A popular RJ will live broadcast from the client’s venue by inviting his fans to physically present at the venue for a specific purpose such as the launch of a product or opening showroom etc…
CREDIT TITLE = When a brand sponsors a program or a show, the program is announced as this particular program is brought or presented to you by XYZ brand!
OPENING AND CLOSING CREDITS = Almost same as Credit Title but saying either opening or closing the program along with the brand name.
SLOGAN / TAG LINE = A small description next the brand name is pronounced to reveal what it stands for!
SWEEPER = A short pre-recorded message to enhance brand milage
CORRIGENDUM AD = An error that occurred in the published ad of the past is being rectified now as a compensatory ad.
CONSECUTIVE ADS = When running a thematic ad campaign and to grab the attention of readers or viewers, advertiser plans more than one ad after the ad.


GRP = Reach x Frequency
SHARE = Homes or people viewing a particular program / Homes or people using a TV set
SOV = Total Spend of One Brand / Total Spend of Same Product Category
SOVM = Total message length in seconds of a brand / Total message length in seconds of the same product category.
CPM: Audience = Cost x 1000 / Audience or Target Size or Base
CPM: Impression = Cost x 1000 / Gross Impressions or Total number of OTS
HUT = Homes with their TV turned to any program / Total People Owning a TV set in a specific market
CPP = Cost / GRPs
FREQUENCY = Total Duplicate Audience / Total Unduplicated Audience or GRPS / Reach
Compiled by Venkiteswaran (Venky), Dubai.


Dear Friends, I would like to give below some of the media terminologies used in our day to day advertising campaigns. Though it is very much preliminary, yet it may be useful to some of the beginners to advertising filed. There are general terminologies as well as specific to the medium level. Therefore, I would like to divide by media sections for easy reference.


MEDIA = Name of Publication
VEHICLE = Any publishing media that carry an Advertising message
LANG = Language
FREQ = Frequency of the publication
INS = Insertions or Number of ads to be published
PROFILE = A brief description of the publication
BROADSHEET = Biggest size of a usual daily newspaper (vary from place to place however usually 50 cm height by 30 cm width)
TABLOID = 2/3rd or Half of a broadsheet daily newspaper size (approximately 36 cm height by 24 cm width)
AD-SIZE = Advertisement Size or Creative Unite Size
CIRC = Circulation of the printed publication (usually referred in thousands)
ROE = Rate of Exchange (from publication currency to billing/invoice currency of the agency)
10×2 = 10 cm height by 2 column width (usually size of the ad is measured as height by width)
FPC = Full Page Colour
HPC = Half Page Colour
QPC = Quarter Page Colour
KP = Killer Page (This means the ad size that covers almost 60% of the total page size, in this case, no other ads can appear on the same page).
DPS = Double Page Spread
HDPS = Half Double Page Spread
CSPRD = Center Spread
GF = Gatefold, usually thick art paper used. One or Two extra extended pages from the front or back cover folded inside or outside.
WRAP = False cover of four pages of the publication with advertisement and advertorial contents.
GNP = Glossy Newspaper in terms of colour paper
SNP = Standard Newspaper in terms of colour paper
SOLUS = Exclusive Advertisement on a particular page.
AD or ADVT = Advertisiement
FC = Full Colour
4C = Four Colour
MONO = Black and White Advt.
ERHP = Early Right Hand Page
ELHP = Early Left Hand Page
OBC = Outside Back Cover
IFC = Inside Front Cover
IBC = Inside Back Cover
IP / INS.PG = Inside Page of any pages within the publication
POSITION = Placement of an advertisement
PREMIUM PAGE = Publications have premium pages such as Front, Page 2 to Page 9, CSPRD, IBC and OBC etc…
SECTION = Publication do have different sections or title pages such as Business, Sports, Countries or Lifestyle etc…
TRIM = Advertisement cut mark indicating that the page will be cut from here
BLEED = Extendended space after the trim to spread the colour
PRINT MARK = Safe zone to have printed message
RO / BO / LPO = Release Order or Booking Order or Local Purchase Order



DUR = Duration or length of a commercial
SEC = Commercial in Seconds
TVC = Television Commercial
SPOT = TV or Radio Commercial aired
PART = Participation (spots will appear during the program abruptly)
ADJ = Adjacent
FTA = Free to Air
SAT = Satellite
RJ = Radio Jockey
DJ = Disc Jockey
HOST / ANCHOR = Presenter of a program
SCROLL = An ad message that scrolls to either side while the program is running.
PEAK TIME = A time segment that gets the highest share of audience to watch a program, usually 1900 and 2200 hours of local time. In terms of Radio 0600-1000 and 1601-2100 hours.
OFFPEAK TIME = A time segment that receives a low share of audience to watcha program.
FM = Frequency Mode Radio station
AM = Analogue Mode Radio station
DM = Digital Mode Radio station
CHANNEL = TV or Radio Station Name
SPONSOR = Exclusively spnsoring a TV or Radio program or a segment.
CO-SPONSOR = Non-exclusive sponsorship of a program, usually between 4 and 8 sponsors’ together host a program and share the cost of total sponsorship.



IMPR = Impressions or number of times the advertisment scheduled to appear or appeared
CTR = Click through rate
UB = Unique Browser
US = Unique Session (every new entry)
FREQ = Number of times logged in
PV = Page View
APD = Average Page Duration
ASD = Average Session Duration
APVPS = Average Page View Per Session
ACCESS MODE = Viewed through Mobile or PC or LP or DP
PC = Personal Computer
LP = Lap Top
DP = Desk Top
PPC = Pay Per Click
CPL = Cost Per Lead
SEO = Search Engine Optimization
SEM = Search Engine Marketing
SMM = Social Media Marketing
SM = Social Media
CPA = Cost Per Action or Cost Per Acquisition
CPC = Cost Per Click
CPL = Cost Per Lead
CPM / CPT = Cost Per Million or Thousands
CPV = Cost per Visitor
CPE = Cost Per Engagement
CFA = Call for Action
COPY = Text in a Advertisement
CDT = Cross Device Targeting
BT = Behavioral Targeting
CT = Contextual Targeting
BANNER = A display unit of an advertisement message
LB = Leader Board (Strip – 728×90 Pixels)
MPU = Middle Page Unit (Rectangle size 300×250 Pixels)
SKY-SCRAPER = A large size banner ad (160×600 Pixels)
PX = Pixels (Ad size measured in digital advertising)
I hope it is useful for you. Please note this page will be updated from time to time as and when they’re a new thing in our field!
Compiled by: Venkiteswaran RV (Venky), Dubai.


Media is a vehicle carrying an Advertisement Message or News or Entertainment/Infotainment information to the consumer. (Multiple Mediums makes Media – if it is solo then it is referred to as Medium). While carrying such information, it does penetrate into the mind of the consumer. Here, the consumer means the person who consumes the media message.
This media vehicle has two main jobs viz.
1. To Carry the Message,
2. Create a behaviour change.

Media has two hands like humans. Non-Paid Media and Paid Media. Non-Paid media has more credibility than Paid Media. The consumer consumes both media without knowing which one is paid and which one is not paid. Paid Media intention is severely compared to Non-Paid Media Message!

There are various types of human behaviour when it comes to Media Messages. They are:

Like to see & hear advertisements – These people appreciate advertisements and accept information.

Don’t bother or give attention to receive any advertisement messages – These people are lazy but don’t underestimate their buying power.

Don’t mind as long as it is interesting and beneficial to me – These people are shrewd and look for the right opportunity. As and when the need arises, I will look for advertisement messages – These people are smart and easily convincible. Lazy to accept paid media message but ask friends or a trustworthy person to guide before purchase – These people are the typical and non-measurable attitude.

For a marketer it is a tough job to handle, that is where an advertising agency comes and make his job easy since they handled multiple brands and referred to the various mindset of consumers!

Now, we have multiple media choices as we progress towards a liberal and civilized society. Let’s understand the basics of each media that is used for carrying an advertisement message. WHAT IT DOES!

Let me list down some of the popular mediums that we interact on a daily basis:

Newspapers, Magazines, Televisions, Internet, Radio, Outdoor signboards, Indoor signboards, Cinema, Brochures, Product samples etc…


It helps in creating quick awareness cost-efficiently. It also provides vide reach due to its huge circulation. This medium is also a part of life-style medium i.e. early morning reading along with a cup of tea/coffee!. This time the reader’s mind is fresh and acceptability is more, hence advertisements get noticed.


There are various types of Magazines such as Entertainment, News, Sports, F&B, Health, Fashion & Beauty, Financial, Mother & Baby, Women Interests, Male Interests, Political, General Interest etc…

Magazines provide targeted reach, good reproduction quality, it is usually read during leisure time hence the reader’s mindset is clear and focused. However, compare to Newspapers the reach would one-tenth. Of course, it all depends on the region too.


It has two sets of services viz. Free to Air and Encrypted, Government and Privately owned/controlled, Satellite and Terrestrials.

This is one of the most powerful medium that provides Entertainment as well as Infotainment. The reach is quite high. Due to this reason, the CPM would be much low which is good for a media campaign. The advertiser must ensure that he/she gets the best CPM possible. (CPM means how much it cost to reach 1000 target people). An audio/Video message is well received by the consumers since it has entertainment as well as infotainment clubbed in one. If TV ads entertain a viewer then it will have good recall power. Surveys show that people in our region spend almost 3 to 4 hours a day watching Television programs. If Satellite TV is considered for advertising then it will have good "umbrella" coverage across GCC/Middle East region.


Like TV, it has FM (Frequency Mode/Digital) and AM (Analogue Mode) frequencies. In our region, all most all stations are free to air unlike some developed nations has "Encrypted Channels".

Most loved and personal media! In the advertising world, we call it "Frequency Booster". A good jingle can (not just simple announcements) play a role model of anyone’s life. Very cost-effective medium to achieve the highest amount of frequency. In our region, the average time spent inside a car is almost 1 to 1.5 hours a day. Affordability to convey multiple messages is easily possible. Listeners are hooked by the RJs and may people listen to Radio Station because of RJ.


Nowadays Sky is the limit for outdoor advertising. Variety of choices, some of the popular signs are :

Lamp Post, Bridge Banners, UNIPOLE, Roof Top Hoardings, MUPIs, Megacom 3×4, Flags, Moving Truck Sign Boards, Digital Screens, Mega Wall Banners, Scaffoldings etc..

Usually, outdoor advertisings are meant for "Quick Reminder" strategy. Brand name should be often reminded of potential consumers! Less copy and striking big Headline with a brand message. The background colour is very important for outdoor advertising as well as creative. It is Omnipresent and visible 24×7, the disadvantage is it is “Static / Stagnant” unless the person passes through our Ad Message, he/she may not get the message.


Inclusive target audience, walking in and around the same area. It is visible due to close contact with signboards. Quick Reminder and it serves as POS (Point of Sale) contact. This helps in recalling the ad message received from outside media and trigger at the time of physical purchase.

Plenty of options lined up, some of them are Elevator Stickers, Display TV Screens, Hanging banners, Walking signboards, Huge signboards, Product Display, Sponsoring Brand Experience, Floor branding, Shelf branding, Trolley branding, Parking lot MUPS and other types of signboards etc..

It is a supplementary medium for reminder strategy.


One of the best entertainment medium with a limited number of advertising slots. It can create Big Impact on consumer’s mind since the screen is so huge. Someone get to see an ad will be long-lasting in his mind. We can get a "Captive Audience" which is very important in today’s dynamic world. It is very difficult to capture a consumer and reach him/her with an advertisement message. This medium to be used for Local ad Message campaigns than a corporate regional approach.

It has 5 aspects of advertising possibilities: Playing HD Commercials 70 mm, With or Without Voice Over Slides, Seat branding, Distributing Product Samples, Sponsoring Premier Shows under Brand message through invitation.





One of the most vibrant and dynamic medium of 21st Centaury! Plan and Execute well to get the best ROI (Return on Investment). This medium serves as "Call for Action" and "Drive Traffic" strategy. More transparent and measurable than any other media buying. Some of the best features of this medium are:

Clickable Display Banners, Sponsorships, Video play, Search Engine, and Social Media Activities.

Main Features or Advantages of this medium is – Frequency capping, Time Scheduling, Reach and Coverage at our choice, Cost-effective and Time effective, Brand Engagement, Power-full Demographic Targeting, Follow-ups, Real and As live Data for decision making.

Many ways to be active in Digital Marketing World such as Website Banner Advertising, Email Marketing, Content Marketing, Affiliate Marketing, PPC Search (Pay Per Click), Social Media Engagements etc. As per the choice of the advertiser the campaign can be tailor-made and execute in no time.

Three ways of media buying happen in this segment:

1) Buy based on Impressions delivered

2) Buy based on Clicks/Lead received

3) Buy based on Time-bound (Say monthly basis or weekly basis etc.. irrespective of the Impressions or Clicks).

Key Social Media contact points in our region are Facebook, YouTube, Instagram, Twitter, LinkedIn, google+, WhatsApp, Pinterest etc.

In the UAE alone around 8.7 Million People are spending almost 3 hours in Social Media Activities.

The online medium can be used as Solo as well as Integrated (Multi-Media Strategy) with other media campaign to supplement or boost the overall campaign effectiveness.

This Blog is written by Venkiteswaran (Venky), MBA, DABM, B.Com, a full-time Media Director and Partner of Boopin Media LLC. Dubai.