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

Media Schedule
A plan of the advertising campaign which details which advertisements are to be used,
using which media, on which dates, at what time of day and the number to be used etc.
Also known as a Media Plan.
Mega 6
Large portrait upright poster site.
Memory Effects
Differences in response levels resulting from the respondent's ability to remember
something he or she is asked about - such as reading events, when products were
purchased, etc. The respondent's ability to remember reading events is especially
important because of the extensive nature of readership questions on most readership
surveys and the influence that inaccurate replies can have on readership scores.
The most obvious memory effect is the respondent's ability to remember the names of
the publications, TV and radio programmes, etc., that he or she read, watched or
listened to and to confuse them with each other.
Memory Prompts
See Aided Recall.
Microsite
Interactive ad format which is similar to Impule Response. It offers an interactive
overlay with the TV screen still shown in a quarter screen.
Middleware
Software that connects two applications so allowing data transfer to take place.
MIDI
Abbreviation of Musical Instrument Digital Interface. This refers to any interface that is
used to connect musical instruments to computers.
Migration
Migration is the activity of a mobile phone user transferring their mobile number and
occasionally their equipment to another provider.
Mobile Internet Connection
Any Internet connection using a mobile phone or other hand held devices such as
PDA's. See General Packet Radio System and Web Enabled.
Modem
(MOdulate DEModulate) A device for communicating between computers using
telephone lines or cable connections. Converts analogue signals into digital format.