Tooltip Categories: English

Owned Media

Owned Media is editorial and messages you (or writers on your behalf) write, publish and control through your own publication, website, dedicated blog or corporate social media profile.

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Earned Media

Earned Media is a third-party endorsement for a company or brand that is not directly generated by the company but rather by such influence sources (customers, journalists, bloggers, etc.).

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Paid Media

Paid Media is not simply traditional advertising anymore, this can encompass social ads and posts. Paid Media is an important element of an integrated media strategy where money is paid to best place the message, and control its distribution.

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To Be Audited [TBA]

A reach type of To Be Audited (TBA) indicates that the media outlet has not yet to been audited. This reach type is typically assigned to a newly launched media, still building it’s audience. The system assigns a reach value of 0 (ZERO) to outlets not yet audited.

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Advertising Value Equivalency [AVE]

Advertising Value Equivalency (AVE) is generally used by the Public Relations Industry as a device to determine the advantage to a client from media coverage of a PR campaign. AVE’s measure the size of the coverage gained, its placement and calculate what the equivalent amount of space, if paid for as advertising, would cost. Commonly a […]

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Above the fold

“Above the fold” is an expression referring to the placement of coverage “above the newspaper fold”. This placement increases visibility since a newspaper is generally folded in two when on display. The term also refers to the ergonomic problem of viewing the content of a website or an e-mail without having to use vertical or […]

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Total Unique Visitors [TUV]

Total Unique Visitors (TUV) is an audited number that represents the total number of unique visitors to a website in a month. The visitor values in MRP are restricted to Canadian visitors.

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Tone [Sentiment]

Tone (or sentiment) measures how a person, group, organization, or issue is portrayed in the media. Tone is normally categorized as positive, neutral or negative, with various degrees of negative and positive tones. (Toning can be enhanced when a human analyst – able to recognize sarcasm, irony, and various human quirks – serves as a […]

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