definitions are provided in order to assist in your media
planning and evaluation. While this list is brief, our staff
will be pleased to answer specific questions about any media
- Short Form: television
commercials. The most common lengths are :30 (thirty
seconds), :60 ( one minute) and 2:00 (two minutes.
- Long Form: program
length, typically used for infomercials. Common lengths
include 30-minute (27:56 actual) and 60-minute (57:56 actual)
- ROS: Run-of-station
commercials. These are spots which are scheduled at the
discretion of the station and not firmly scheduled for specific
programs or day-parts.
- PI: Per Inquiry
commercials require and advertiser to pay a set fee for each sales
call or lead generated by a commercial.
- GPO: A Guaranteed
Pay-Out campaign pays a media outlet a fixed amount in exchange
for a specific number of sales leads or calls.
- Remnant: Print
advertising that runs on a space-available basis, generally at a
discount to the rate card.
- CIA: Cash-in-advance
payment made to a media outlet. Kelly requires CIA on all its
advertising, in order to fully leverage a buy with each of it's
media vendors. This ensures that call volume goals are
reached with the flighted period.
- FTC: First TeleCast of
a new schedule, signifies the start date of a campaign.
- LTC: Last TeleCast of
a schedule, signifies the end date of a