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Abbreviation for “advertisement” and name for an advertisement or advertising medium in digital and classic media and advertising contexts.

An advertiser is an advertiser who books advertising space to promote products, services or brands. He is the client of advertising campaigns and provides the financial resources for their display.

The survey, carried out by WEMF on behalf of the Swiss Advertising Statistics Foundation, provides information on the net amounts that advertising clients have invested in the most important advertising media over the course of a …

Term for the type or genre of advertising, e.g. B. a poster, advertisement, commercial, etc. Not to be confused with “advertising media”.

Medium through which an advertisement is distributed, e.g. B. a newspaper for an advertisement, a TV or radio station for a commercial, the advertising column for the poster, etc. Not to be confused with the “advertising …

The advisory commission (BK) is a discount granted by media providers to advertising or media agencies because their advisory work involves less effort. Basically it is 5% for online, 10% for radio and 15% for magazines and TV, …

Measure of how strongly a target group is represented in a medium compared to the general population. It is given as an index value that relates the reach or rating of the target group to the total population. Values ​​above 100 …

The term audience refers to the total number of people who consume a particular medium, program, advertising campaign or content. In the media and advertising context, this describes the target or actual reach of an offer, i.e. …

In the media and advertising industry, an audit refers to an independent review of performance data, billing or measurement methods. This involves checking whether reach, usage or advertising data is correctly collected, evaluated …

A reference value or benchmark used to measure one's own performance (e.g. a click rate) against the market average or competitors.

Describes business relationships and transactions between at least two companies (e.g. a software manufacturer sells to an agency).

Refers to the business relationship between a company and private individuals as end consumers.

A targeted call to action for the user, such as: B. “Buy now” or “Register here”, usually in the form of a button or link.

The total period during which a product or company is advertised.

A commercial is a short audiovisual advertising message played on television, online video, DOOH or radio and used to promote products, services or brands.

The content, creative and formal networking of different media channels and advertising media relevant to the target group with the aim of achieving maximum advertising success via multi-channel targeting.

The F12 format is a widely used poster format in the outdoor advertising sector and has a significant influence on the poster landscape. It is used in highly frequented locations, including busy streets, arterial routes, train …

The F12D format is a digital further development of the classic F12 poster in outdoor advertising. It is used in highly frequented locations such as busy streets, access axes, train stations or parking lots and is characterized by …

The F200D format is the digital version of the F200 portrait format in outdoor advertising. It is used in comparable, highly frequented locations such as urban areas, squares, waiting areas, along larger streets, in train stations …

The F200 format is a common portrait format in outdoor advertising and is used in a variety of locations, including urban areas, squares, waiting areas, along larger streets, in train stations and in alpine regions. It is …

The F24 format is a large format for outdoor advertising and is only used in highly frequented top locations. These include, in particular, busy traffic axes, central inner-city locations and heavily frequented junctions. Due to …

The F4 format is a classic poster format in outdoor advertising and is often used in particular for cultural and event campaigns. It is mainly found in pedestrian zones and urban areas, where its placement in the direct field of …

The F400 LT format is a very large special area in the 400 format with long-term orientation in the outdoor advertising area. It is used in selected premium locations and is used in particular for eye-catching branding and lead …

Flighting describes the phases of a campaign and the timing of the measures. Flighting enables targeted budget stretching over a longer period of time. The advertising pressure and the number of flights are used flexibly in line …

The costs for advertising at the official list price. This value is before deducting discounts or agency commissions and does not include production costs for the advertising material. Its primary purpose is to make the …

Describes the difference between the formally stated list prices (gross) and the actually negotiated advertising prices (net) after deducting discounts and commissions.

The systematic comparison of different media types (e.g. TV, radio, online, poster) to determine the most efficient media mix for a campaign. Quantitative factors (reach, CPM) and qualitative aspects (advertising effect, image) …

The detailed comparison of different advertising media within the same media genre. The aim is to select the specific channels or platforms that best cover the target group. Performance values ​​such as range, affinity and …

A segmentation of the MACH Basic respondents results in six groups of people: Learners, Young Nokids, Young Withkids, Nokids, Withkids and Pensioners. Segmentation criteria: age, employment, household composition. These living …

The MACH study series is the standard research instrument of the WEMF (AG for Advertising Media Research) for measuring readership and media usage in Switzerland. It is the official currency for planning print media and provides …

Media Focus Schweiz GmbH is a company that specializes in the neutral and independent measurement and analysis of advertising, media presence and sponsorship. Among other things it is responsible for recording the gross …

The entirety of all media advertising media is divided into different genres. The most important media categories include radio, daily newspaper, magazine, TV, poster and online.

Media plan that weights and takes into account different media in order to achieve optimal reach cost-effectively.

Planning the use of media taking qualitative and quantitative factors into account, tailored to the target group and advertising goals.

The final billing amount for a media placement after deducting all discounts, special conditions and the advisory commission (BK) from the gross amount. Net Net is the most effective metric for budget control because it reflects …

WEMF's own data analysis tool for access to WEMF's studies, statistics and databases as well as other third-party studies.

The number of cases refers to the number of people or households on which data collection or data analysis is based.

Person who is responsible for everyday shopping in a private household. The Mediapulse TV Data differentiates between a traditional and a modern definition of the person running the household. According to the traditional …

A business indicator that measures the relationship between the invested capital (advertising budget) and the resulting profit. In marketing, ROI indicates how many francs of profit were returned per advertising franc invested. It …

Share of Advertising (SoA) is a key figure that describes a brand's percentage share of total advertising expenditure within a market or industry. It is calculated almost exclusively on the basis of gross advertising expenditure.

A term from social and market research that is used to describe and categorize people or households based on objective characteristics. In media planning, sociodemographic information forms the basis for defining samples and …

A target group is the defined group of people who are to be specifically addressed with a communication or advertising measure and who have common characteristics such as demographic, geographical or behavioral characteristics.

The total number of all people or households to which the measurement results from a sample are extrapolated. Belonging to the universe is determined by defining characteristics (e.g. population of Switzerland aged 15 and over). …

WEMF (based in Zurich) collects data on media usage in Switzerland and Liechtenstein in order to place advertising in newspapers and magazines in a way that is tailored to the target group. Its core tasks include national …