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Glossary

Random sample

A sample taken from any given population in which each person maintains equal chances of being selected.

Rate card

Information cards provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.

Rate card

Information cards provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.

Rating point

(1) In television, one percentage of all TV households who are viewing a particular station at a given time.

(2) In radio, one percentage of all listeners who are listening to a particular station at a given time. Both instances vary depending on time of day.

Reach

(1) The estimated number of individuals in the audience of a broadcast that is reached at least once during a specific period of time.

(2) Also applies to Outdoor advertising audiences.

 

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