Packages
A selection of posters which are sold as one unit. Pass-on readership (secondary readership). Readers of a publication who are not either the purchaser or members of the household.
For example : Readership which takes place in a Doctor's waiting room.
Page traffic
The percentage of readers who "look at" a specific page within a publication.
Pagination
The number of pages in a publication, sometimes divided into advertising and editorial.
Paid Inclusion
In exchange for a payment, an internet search engine will guarantee to list/review pages from a website. It is not guaranteed that the pages will rank well for particular queries - this still depends on the search engine's underlying relevancy process.
Paid Listings
The search results list online in which advertisers pay to be featured according to the PPC model. This list usually appears in a separate section to the organic search results- usually at the top of the page or down the right hand side. See also Organic search results, PPC (Pay Per Click).
Paid Search See PPC.
Parallel Site
A poster site that is parallel with the road
Passages
In outdoor research this is a measure of the number of people passing a site. The number of gross passages is reduced by a visibility adjustment (taking into account the position and location of the panel) to give the number of net passages.
Pass-on readership (secondary readership)
Readers of a publication who are not either the purchaser or members of the household.
For example :
Readership which takes place in a Doctor's waiting room.
Peak (or prime)
The periods of the day when commercial audiences are highest.
For example : Television : 1800 - 2230 (Monday - Friday)
Penetration
Refers to the maximum proportion of a population that can be reached by a medium.
Phishing
An illegal method whereby legitimate looking e-mails (appearing to come from a well-known bank, for example) are used in an attempt to get personal information that can be used to steal a user's identity.
Pharming
An illegal method of redirecting traffic from another company's website (such as a bank) to a fake one designed to look similar in order to steal user details when they try to log in. See also Phishing
Podcasting
Podcasting involves making an audio file (usually in MP3 format) of content - usually in the form of a radio program- that is available to download to an MP3 player.
Polite loading
Fixed online advertising placements that load and display additional Flash content after the host page on which the advert appears has finished loading. See also Flash
Pop-up
An online advert that 'pops up' in a window over the top of a web page. See also interruptive formats.
POS 6 Sheets
Point of sale 6 sheets can be bought in all of the supermarkets, shopping malls, Boots, Bluewater, etc. Excellent for FMCG & Retail brands.
POSTAR
The research system for the outdoor industry. POSTAR, as well as measuring Opportunities To See (OTS), quantifiably measure visibility of posters in terms of lighting, distance from curb and angle to the road using Visibility Adjusted Impacts (VAIs). This system also uses neutral networks (a computer-generated model) to measure exactly how much traffic passes each site and also the order people see objects when passing posters.
Posting Period
The period in which posters are physically posted.
PPC (Pay per Click)
Allows advertisers to bid for placement in the paid listings search results online on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called Sponsored Search/Paid Search.
Pre-print
An advertisement, usually colour, which is printed before the rest of the publication. The printing process used is normally gravure, resulting in higher quality reproduction.
Primary readership
The first reader of a publication or those who are members of the publication purchaser's immediate household.
Print Run
The number of copies, of one issue of a publication, that were printed. A publication's print run should logically be larger than its Circulation, which is the number of copies actually distributed.
Profile : Audience/Programme & Population
The audience or programme profile of a certain programme shows how a main audience category is divided into its age and class subcategories, in percentage terms. For example, if a programme achieves an Adult AB profile of 10%, this means that 10% of adult viewers were AB, while the other 90% were C1, C2, or DE Adults. Similarly a 65+ profile of 27% indicates that 73% of the audience was aged under 65. A population profile is used to indicate how the population as a whole (regardless of television) is broken down by class and age.
Publication Period
The time interval between issues of a publication.
Publisher's statement
A publisher's statement of circulation is occasionally issued in the absence of an independently audited circulation figure.
Pulse
Another description of the laydown of a campaign whereby frequent bursts of advertising are separated by periods of inactivity.
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