Media Planning and Buying Information Resources Key Terms

Learn how television and radio media planning and buying can benefit your business

Media planning and buying information resources terminology can help you jump into the effective world of television and radio advertising. It can be intimidating to try a new marketing idea, but knowing how the key terms in the industry are defined can help you sort things out faster to aid in your media purchasing decisions.

Media planning and buying information resources key terms can involve proof of airtime, broadcast stations, programming options and more. Knowing the difference in what is available and how that pertains to your business will help you make more educating planning and purchasing decisions.

Affidavit

In media, your affidavit is the written legal proof-of-performance from media company (radio or television station) that shows that your commercials ran on the time indicated on the form.

Affiliate

Affiliates are the broadcast stations that contract with a network (e.g. NBC, ABC, CBS or FOX) to carry that network's programs and national announcements during specified time periods. Those local affiliates may fill in the remaining time with local content such as local news.

Day-After Recall (DAR)

Day-After Recall (DAR) looks to measure how much of the original audience can remember sales messages and attributes of specific commercials. These tests are often done by telephone on the day after a commercial is ran.

Sonic branding

Sonic branding, which is also referred to as audio branding, sound branding, acoustic branding or sonic mnemonics, is when advertisers use sounds to reinforce their brand identity. Sonic branding is done both in television and in radio advertising, and it can include a company's sound logo, a jingle, brand music as well as brand theme.

Block programming

Block programming is when you program shows and/or media with a common demographic appeal one right after another (e.g. religious themed or family themed).

Daypart

Daypart refers to how timeblocks are sold for advertising.

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