Term

Definition

Agency Proposal

Refers to the report that is printed from the booking screen that will be sent to the agency. The report shows details of the campaign plan, either summary or detail depending on selection. See How to … print / fax agency proposal.

ATP

Air Time Package. Used as a template to build and plan campaigns. Creating an ATP is described in the maintenance section of this manual.

Average Spot Price

Provided that you checked the average spot price option when creating your ATP, PlanIt will return all spots within a campaign for a given spot length and station irrespective of where the spot is planned. PlanIt calculates average spot price by totalling the value of all spots for a given spot length and station and dividing it by the number of spots of that length for that station.

Campaign

A campaign is the result of a brief, taken by a sales executive from a client. A campaign can contain any number of planned proposals; a proposal any number of stations and a station any number of spots.

Campaign Laydown

A Campaign Laydown in PlanIt is an image of the campaign, at any point in time, written to the PlanIt database. A Campaign Laydown will hold information such as agency, client, brand, start and end dates etc. and is used for printing agency proposals and station bookings.

Commission

PlanIt references two forms of commission, Agency and Station.

When setting up an ATP, PlanIt defaults to 15% agency commission. This can be changed. All campaigns for a given ATP will keep a note of the commission and, in reporting, reduces the gross value of the campaign by this amount. S&P campaigns often have different agency commission, campaigns using Direct Advertisers usually have an agency commission of 0%.

PlanIt does not hold station commission but, for off air activity, allows you to enter a flag saying whether station commission is payable for that item. This can then be used in your company’s reporting.

Copy Ratio

When first creating a campaign the copy ratio in the GESPLAN screen defaults to 1x30. This means that when you plan your campaign either manually or using optimisation, GESPLAN will allocate 30 second spots only. A copy ratio of 1x10 and 2x30 means that during optimisation GESPLAN will build one 10 second spot to every two 30 second spots as best as possible. Copy Ratio should not be confused with Copy Length which refers to the length of spots for your campaign, i.e. 10 seconds and 30 seconds.

CPT

Cost per Thousand. The cost assigned to each station in a campaign that is used in calculations to determine the value of a campaign.

Daypart

Also known as segment, it is a division of the day. For example Drivetime. It is used for planning campaigns. Dayparts are created, named and assigned times (7:00am - 10:00am) in ATPs. For example, should you then want to plan three spots in Drivetime they will be planned between 7:00am and 10:00am.

Demographic

Also known as audience. This is the population (e.g. Housewives 18 - 34) you have decided to plan your campaign against. When planning your campaign PlanIt / GESPLAN will use the respondent data from your selected audience to determine the campaign results.

Direct Advertiser

Some clients will link directly with a sales house rather than use an agency. These clients are known as a Direct Advertiser. In PlanIt, an agency should be created with the name of Direct Advertiser. As no commission is payable to Direct Advertisers, campaigns planned for these companies should only ever use ATPs with a commission rate of 0%.

Factor

Factors, although not activated in this version of PlanIt, is a positive or negative percentage value that can be set up by daypart, weekday or weekend in an ATP to increase or decrease the value of a campaign planned against that ATP.

Off Air Activity

Usually only used for Sponsorship and Promotion. It is a means of adding additional costs, over and above spots, to PlanIt. Examples of Off Air Activity would include Roadshows, Marketing ATP’s and Voiceovers.

Optimisation

When planning a campaign you can elect to manually plan in GESPLAN or have GESPLAN optimise it, e.g. plan a campaign to within a specific budget or OTH.

Order Number

PlanIt assigns a campaign, order and version number. The order number is unique to each station within a campaign and remains constant throughout the campaign irrespective of the number of versions.

Order Source

PlanIt allows you to enter orders that have been taken by another company or sales house. When installing PlanIt your system administrator would have entered company names who may take orders for you, if this applicable to your business. When creating an ATP you should say whether an order source for campaigns using this ATP is required or not. At the time the ATP and stations are selected PlanIt will prompt you for an order source if one is required, by default blank is your own sales house.

Order Type

The type of orders, e.g. Standard Air Time, S&P etc., that your company plans. Order types are assigned to ATPs. Your reporting applications can then produce analysis by type of order.

OTH

Opportunity to Hear. The number of times a listener in your audience will hear a commercial if your plan is optimised to a certain OTH. For example 4 OTH means a listener will have four opportunities to hear a commercial.

PCA

Post Campaign Analysis refers to measuring the results of a campaign based on when spots were actually aired rather than when they were planned. All PCA systems will measure the actual campaign against when it was planned and report on differences.

Potential

PlanIt allows you to enter potential for each campaign. Potential refers to the potential you have to book a station. In a campaign you may think you only have a 50% chance of booking a station. If you then enter this percentage against the station your reporting system can analyse the potential value of all unbooked stations. Although you can enter potential against all stations in all proposals you must assign one proposal as being the one most likely to book. It is this proposal that will be used for reporting. By default, booked stations are considered 100% potential.

Proposal

A proposal is one of possibly many different plans within a single campaign. Each proposal can be assigned a number of stations, each different and can be planned differently for different periods. Only one proposal can be booked.

Ratings

Ratings are impacts divided by population.

GESPLAN

The planning software, owned by GES, used by PlanIt.

Reach

The reach an optimised campaign will achieve. In other words, the percentage of a potential audience the commercial will reach.

Results

The summary statistics (e.g. reach and frequency) of a campaign by station, region and total produced by GESPLAN and maintained in PlanIt.

Station Laydown

A Station Laydown in PlanIt is a mirror image of a station’s plan, at any point in time, written to the PlanIt database. A Station Laydown will hold spot information and is used for printing agency proposals and station bookings.

Status

A proposal can be in one of four states:

1. Unplanned - a proposal that has not been planned in GESPLAN.
2. Planned - a proposal that has been planned but with no stations booked.
3. Booked - a proposal that has one or more stations booked.
4. Cancelled - a proposal that has been cancelled.

Target Period

The target period is the period of a campaign to be optimised and is either individual weeks or the overall campaign.

TSA

Is the Total Survey Area of each radio service.

Version

Every time one or more stations is booked the version number in PlanIt is updated. The first version is always 0. The version number is applied to a campaign, therefore a station that is booked subsequent to other stations will not have a version number of 0 but that of the current version of the campaign.