advertising rates
Definition:
MEDIA OWNERS' unit charges for ADVERTISING SPACE or ADVERTISING TIME. They are published in the media owners' own RATE CARDS and, except in the case of TELEVISION and RADIO, in BRAD (q.v.). Standard rates are modified by both surcharges and discounts. The former are levied for the privilege of 'fixing' the time of COMMERCIALS or securing SPECIAL POSITIONS in newspapers and magazines, and for special print processes such as BLEED. The latter are for volume, series bookings or accepting a package deal. In addition, sophisticated or powerful advertising agency MEDIA BUYERS may be able to haggle successfully for further discounts in favourable circumstances.
Cross-References:
[advertising time]
[commercial]
[television]
[special position]
[media owners]
[media buyer]
[bleed]
[advertising space]
[radio]
[rate card]
[British Rate & Data (Brad)]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].