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A wholly owned subsidiary is a company whose common stock is 100% owned by another company, the parent company. Whereas…

Dysfunctional Card Rate, Secondary and Effective Rate A rate card is a document provided by a newspaper or other print…

Discount on Rate Card This is one of the primary parameters, the quantum by which the card rate is lowered…

Radio Buys Radio offers both a massive audience and a complex and changing pricing system. Clients rely on Capitol Media…

Gross Rating Points (GRP) In advertising, a gross rating point (GRP) measures impact. GRPs help answer how often “must someone…

Medium selectivity medium selectivity refers to the extent that a medium is directed towards the target Group. Medium selectivity can…

There are numerous methods for measuring out of home media effectiveness, usually in relation to OOH viewing compared to radio…

In this era of a la carte online advertising, it’s easy to forget about the enormous power of print. After…

A particular challenge with radio is that consumers tend to misattribute radio advertising memories to other media, particularly TV. This…

Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but…