ABC: Audit bureau of circulation: of North America is a non-profit circulation auditing organization. It is one of several organizations, operating in different parts of the world that audits circulation, readership, and audience information for the magazines, newspapers and other publications produced by their members.
Rate card: Information cards provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc. Rate cards are very creatively made as they have to catch the eye of the creative people in the advertising agencies. The media planning department in the advertising agency compares the rate cards of different publishers and broadcasters and prepares a competitive media plan which can maximize the advertising spend of its client. As a rule the publishers are not supposed to furnish the rate cards directly to the final customer but this rule is only being observed only in the breach.
Agency commission: the money paid to advertising agencies by the media (broadcast or print) for purchases of time or space made on behalf of clients. Since the ad agency saves the media the expense of direct sales and billing, the media allows the agency a 15% discount (16.67% for outdoor advertising), based on the gross advertising rate billed to the client. (The discount also serves as incentive to the agency.)
For example: If a company spends Rs 1,00,000 on advertising placed through a recognized ad agency, the agency commission is Rs 15,000 and the balance of Rs 85,000 is paid to the media. The agency commission system represents the basic financial structure of the ad agency business. The company has nothing to lose as it would have paid 1,00,000 whether it approaches the media directly or through the advertising agency.
INS: Indian news paper society: acts as the central organization of the Press of India, an independent body authenticating circulation figures of newspapers and periodicals in India. It is an organization which plays a major role in protecting and promoting the freedom of press. The society was founded in 1939. Its headquarters are at Rafi Marg, New Delhi.
INS membership comprises the owners, proprietors and publishers of print media who discusses and suggest various measures to the government regarding the problems related to the newspaper industry. It is a kind of pressure group which works to protect the interest of newspaper industry in particular and print media in general.
Accredited advertising agency: All the advertising agencies have to be accredited with the Indian Newspaper society. Accreditation is very important as it confers some special status and benefits to the concerned advertising agency. All accredited agencies get the full 15% commission that is paid by the publisher. They also get 60 days of credit from the concerned publisher. Accreditation is very important as blue chips, Government managed organizations like Indian railways and public sector companies get their advertising work done only by accredited agencies. Accreditation is the route a small agency takes to announce that it has arrived and joins the big league of national level advertising agencies.
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