Integrated Advertising, Promotion, and Marketing Communications, 8/e Chapter 7

CONTINUITY - The scheduled or pattern of advertisement placements within an advertising campaign period. COST PER RATING POINT (CPRP) - A measure of the efficiency of a media vehicle relative to a firm's target market. COST PER THOUSAND (CPM) - The dollar cost of reaching 1,000 members of the media vehicle's audience. DYNAMIC ADVERTISING - A research method that allows a company to obtain consumer information from marketing research firms and combine it with the company's data to send target ads to consumers. EFFECTIVE FREQUENCY - The number of times target audience must be exposed to a message to achieve a particular objective. EFFECTIVE REACH - The percentage of an audience that must be exposed to a particular message to achieve a specific objective. FREQUENCY - The average number of