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Media Dictionary
- Five Forces Model: A structural model for competition developed by Michael Porter. In this model, five forces determine industry profitability: (a) buyers, (b) suppliers, (c) potential entrants, (d) substitutes, and (e) industry competitors. The model is useful in marketing strategy to evaluate the broader landscape of competitive forces beyond just sellers, competitors and buyers; for example, substitutes are a significant risk in marketing models that involve communications media or information technology. MP3s are one example of a substitute that is now threatening the radio industry.
- Flight: In advertising, flight is the period of time in which a portion of a marketing campaign is active in the market. For example, a series of print ads that ran over two months could be said to be an 8-week flight. The broader marketing campaign might have four "flights" over the entire 12-month period. See Campaign.
- Free Standing Insert (FSI): In print advertising, the use of materials inserted but not bound to the publication. Examples include coupons, mailers, or single-sheet advertisements.
- Frequency: The average number of times an accumulated audience sees or hears an ad within a specific period of time.
- Frequency distribution: The number of people or homes exposed to a schedule, in order of the number of times exposed (1 to N).
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