The following are some popular terms commonly used with Broadcast Advertising:

Advertising to Sales Ratio- expenditure from advertising should be between 2 and 6 percent of sales

Reps- represent stations in different markets as long as they're not competitive

Rating- the percent of all people in a given market who could be listening or watching the commercial

Share- the percent of those who are actually listening or watching

Psychographics- the way that people in a group think- their lifestyles and habits

Demographics- breakdown of a group based on age, sex, income, gender etc

Reach- The number of different people who hear your commercial

Frequency- The number of times people hear your commercial

Cost per Thousand- what is the cost to reach 1000 people on a certain station/program

Total Audience Plan- buying several dayparts (timeslots) at once

Frequency Discount- the more spots bought, the cheaper it is.

Bulk Rate- when you buy a huge amount of spots and recieve a large discount

Short Rate- what is charged to make up between what is promised and what is actually bought.

Fixed Position- paying extra to put commercial in a more exact time slot

Piggyback- two products from the same manufacturer in the same commercial

Roadblock- having the same commercial playing on diferent stations at the same time

Flighting- going on and off air for periods of time

Hiatus- the time when the commercial is off air

Pulsing- never completely off air, but vary number of times on air

Affidavit of Performance- a sworn and notorized statement from station showing the commercials ran when they were supposed to run.

Air check- a sample of a station's sound

Avails- used to tell the comercial time slots open by station

Cooperative Advertising- cammpaign where cost is shared by two or more parties

Cumulative Audience- the total number of different people reached by a station in 2 or more time periods.

Dayparts- division of a broadcast day

Competitive Separation- length of time between competitive commericials

Saturation- getting commercials to reach as many of the audience as quick as possible

Strip- a program on the same station and at the same time every day

Target Audience- the part of the audience that an advertiser wants to reach because it represents the strongest potential for sales

Log- a record of he company's broadcast day

Combination Rate- a discount that an advertiser recieves when they advertise on 2 or more stations, newspapers, etc owned by the same company

ID- Identification during a broadcast- a 10 second announcement

Rate Protection- length of time that a station will allow an advertiser the same rate even if the rate if increased in that time period

Impressions- total number of messages delivered by a media plan

Public Domain- material not covered by copyright. Do not need to pay a royalty fee

Participation- locally aired announcements within a national program

Preempt- the substitution of a program or commercial for something more important.

Make Good- giving another time slot option for a commercial that was bumped because of a preempt

Adjency- a program/commercial that comes directly before or after a regularly scheduled program.

Average Quarter Hour- the number of people or households who listen to a station for a minimum of 5 minutes during a quarter hour.