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Media Dictionary
- Rate base: The guaranteed average issue circulation of a print publication, which is used to set the advertising rates.
- Rating: The percentage of a specific population group exposed to a single issue or broadcast. A cable TV show with 2 rating points thus reaches 2 percent of the population. A TV show with a rating of 2 for women 18-34 would reach 2% of all women 18-34 in the geographic area serving that program. See Cume Rating.
- Reach: The number of different people or homes exposed at least once to an advertising message.
- Reach & Frequency (R&F): These combined terms refer to the size and repeat exposure of an audience to an ad message.
- Readership / Pass-Along Readership: The estimated number of true readers of a print publication, usually more than the circulation (actual printed copies). "Readership" is a controversial topic, and some media critics charge is readership is a fictional number used by publishers to inflate their circulation. For example, a newspaper with a 100,000 circulation (actual printed copies) might claim each copy is passed to new readers on average 2.1 times, for a total "readership" of 210,000. See Readers Per Copy.
- Readers Per Copy: The number of different people who read each publication issue.
- Respondents: Sampled persons who provide information in response to survey questions.
- Response Rates: In direct marketing, the percent of contacts that generate a response. If a mailing of 100,000 pieces generated 2,000 phone calls, it would equal a 2% response rate.
- Retargeting: In online advertising, the approach of "chasing" a consumer who visited one web site with a series of banner ads that may escalate in offer across a network of other sites. For example, John Smith might visit NewCoolLeatherCoats.com and consider a new leather jacket, but leave the site just before the point of sale. The leather coat company could serve up a series of new ads for leather coats to John Smith whenever he visited a network of related web sites; each ad could escalate in offer, with the objective of luring John Smith back to the original e-commerce site to complete the transaction.
- Rich Media: Term for online advertising formats that use graphics, color, images, animation or video to grab attention. Common formats include banner ads, with graphics in standard sizes that are often horizontal or vertical rectangles; interstitial ads, where a large ad format appears before the requested content appears; expanding ads, which change size as the user scrolls over them; pop-up ads, in which a new window appears over the prior web window; pop-under ads, in which a new window appears underneath the current web window; trick banners, in which animation within the banner ad simulates an error message or alert; and mobile ads, in which multi-media messages are sent to a cell phone.
- ROI (Return on Investment): The ratio of money gained or lost on an investment relative to the initial amount invested. Return on investment can be calculated as ROI = (Vf value of final investment - Vi value of initial investment) divided by the Vi initial investment. An advertising campaign that cost $1 million in total and generated $1.2 million would have an ROI of 20%.
- Run of Schedule (R.O.S.): A low-cost way to buy broadcast time on TV or radio in which ads are dispersed across all dayparts; the negative side of this approach is some ads will not appear during desired time slots such as prime time.
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