Definitions, Abbreviations and Jargon - Association of Advertisers in ...

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Clickthrough Rate Percentage of times an advertisement is clicked, divided by the number of times it is seen. Clip Art Collections of digital images used in multimedia productions. See Multimedia. Closed Captioning Text that is superimposed over TV pictures for the benefit of viewers with hearing disabilities. Cluster Analysis Statistical technique for grouping the people researched by a survey not by single criteria like age, sex, etc., but by a large number of their characteristics. If these groups have no overlap between them - i.e. if no respondent falls into more than one group - they are called Discrete Clusters. The people in any given cluster do not necessarily have all the characteristics that define the cluster, but they do have more in common with that group than with any other of the other clusters. Clustered Samples The grouping together of individuals for sampling purposes - usually geographically, to reduce time and cost of interviewer's travel. Clutter Visual or audible stimuli that draws attention away from the advertising message, often caused by different advertisements competing for the viewers' or listeners' attention. See Visual Clutter. Commercial Break A break in television or radio transmission during which advertisements are transmitted. Commercial Minutage Number of minutes (per day, week) on television for which commercials (as opposed to programmes, trailers etc.) are transmitted. Composition The percentage of a TV/radio programme's audience or a publication's readers who fall into a given target group. Composition is often used interchangeably with Profile, though, strictly speaking, profile - i.e. audience or readership profile - refers to the way a programme's audience or a publication's readership breaks down across a single variable like age, income, job title, etc. The profile should always sum to 100%.
Compression Digital process that reduces the space taken by data allowing it to be stored and transmitted more efficiently. This is especially useful for large files such as audio and graphics files. Computer Bureaux Companies conducting computer analysis of survey databases. As the computer programs and mathematical models developed by the bureaux differ, each bureaux may come up with slightly different estimates for schedule evaluations, frequency distributions and optimisations even when they use the same type of mathematical model (e.g. Formula or Probability Model). Conditional Access The name given to the technology that gives allows authorised users to access digital television services by encrypting the transmitted content that is then converted by a decoder. Confidence Limits Confidence limits are an estimate, derived from statistical theory, of the range of values within which the "true" figure is likely to lie. Confidence limits can only be calculated for random samples, although they are frequently used as a guide for quota samples etc. 95% confidence limits indicate that there is a 95% probability (or 19 in 20 chance) that the true figure falls within the values stated; 90% confidence limits indicate that there is a 90% probability (or 1 in 10 chance); and so on. The common convention is to use 95% confidence limits. Conflict See Clash Consolidated Viewing Consolidated viewing is the total of viewing that occurred in real time and video playback, which is recorded and watched within an agreed period (e.g. seven days) of the original programme's transmission time. Consumer Publication A publication designed for a general consumer or special interest markets e.g. photography, gardening. See Trade and Technical Publication. Content Information or entertainment produced by an advertiser or media company for use in a Web site or similar environment. Generally in reference to a media site.
Page 1 and 2: Definitions, Abbreviations and Jarg
Page 3 and 4: Advertising Recall A measure of wha
Page 5 and 6: ATM Abbreviation of Asynchronous Tr
Page 7 and 8: Awareness A measurement of knowledg
Page 9 and 10: Bits and Bytes A 'bit' is the small
Page 11 and 12: include people with sufficient mana
Page 13: Channel Share See Share. Chat Live
Page 17 and 18: Cost Efficiency The value of an adv
Page 19 and 20: DAL Dedicated Advertiser Location.
Page 21 and 22: Digital Radio Development Bureau In
Page 23 and 24: Dropped Call The ending of a mobile
Page 25 and 26: Email Electronic mail carried on th
Page 27 and 28: Frequency The number of times a cam
Page 29: Head of Household The most senior m
Page 32 and 33: Impacts The gross number of opportu
Page 34 and 35: Intrusion Index The Intrusion Index
Page 36 and 37: Local Authority Districts Following
Page 38 and 39: MOSAIC A proprietary Geodemographic
Page 40 and 41: Niche Market A market that is close
Page 42 and 43: Optimisation A computer programme t
Page 44 and 45: Passive Sensing An approach to TV a
Page 46 and 47: Platform The computer hardware and
Page 48 and 49: Protocol Standards that identify ho
Page 50 and 51: 120,000 adult diaries are processed
Page 52 and 53: Reading Probability For a given pub
Page 54 and 55: Rotation A change in the order of p
Page 56 and 57: Secure Server Encrypting system tha
Page 58 and 59: Single-Copy-Sales The sales figure
Page 60 and 61: Spread Traffic See Page Traffic. St
Page 62 and 63: Telephone Interview When the respon
Page 64 and 65:
Transportable A high-powered portab
Page 66 and 67:
Vehicular VAC '000s The total numbe
Page 68:
Weighting Matrix See Weighting. Whi
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