Rate card
Barron's Marketing Dictionary:
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rate card
Pamphlet, brochure, or single sheet that tells the costs for advertising on or in a communications medium. The rate card is usually designed to give the advertiser all the pertinent data relative to advertising with the medium. In addition to the unit costs for time or space, the card will list any and all of a medium's regulations governing the use of said time or space, restrictions on the time or space as set up by the medium, requirements to be met for camera-ready copy (in the case of print media), copy regulations, facilities available from the medium, various discount plans, and kinds of products or services that are not acceptable for advertising in the medium. Production studios and editing facilities also publish rate cards listing their facilities and costs on a per hour or per day basis.
Barron's Business Dictionary:
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Rate card
Document used in advertising to give the advertising cost per advertising unit. The rate card includes the space, time, mechanical requirement data, and other pertinent information.
| Rate Base, Rate, Ratable | |
| Rate Setting, Rate of Return, Rate of Return On Equity |
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Rate card
A rate card is a document containing prices and descriptions for the various ad placement options available from a media outlet.
Like the rack rate at a hotel, this is generally the maximum price that one may pay. Most advertising buyers will pay significantly less than this,[1] receiving discounts due to volume, a desire to sell unused space, or other factors.
See also
There are many websites and companies out there who sell rate cards or advertise them. This is because they have already done the research to see which rate works the best in the media and on television. Advertisers and companies looking to make a profit turn to the rate card to see how much they will need to be spending to get their message across to consumers.
A rate card is a document provided by a newspaper or other print publication featuring the organization's rate for advertising. It may also detail any deadlines, demographics, policies, additional fees and artwork requirements. The smaller the publication, the less information that may be available in the rate card.
Some larger newspapers may have a rate card for a particular kind of advertisement. They may have their rates broken down by classified ads, retail advertising and even national ad rates.
Rate cards help the retailer understand what types of ad sizes, discounts and other advertising the publication has to offer. When choosing a newspaper or print media, you can use rate cards to compare ad rates based on circulation before you buy advertising space.
Before placing an ad, be sure you understand the terms and conditions of advertising with the publication. In many cases where there may be a conflict between the insertion order and the rate card, the rate card will be the deciding factor. This does not mean the prices on the rate card are fixed. Most retailers will find the paper's sales rep will offer special rates for first time advertisers or other discounts.
If you're interested in advertising within a particular publication, check their website or call the office and ask for a copy of their current rate card. Many newspapers and magazines have their rate cards available online in a PDF format.
References
This entry is from Wikipedia, the leading user-contributed encyclopedia. It may not have been reviewed by professional editors (see full disclaimer)
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Barron's Marketing Dictionary
Dictionary of Marketing Terms. Copyright © 2000 by Barron's Educational Series, Inc. All rights reserved.
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Barron's Business Dictionary
Dictionary of Business Terms. Copyright © 2007 by Barron's Educational Series, Inc. All rights reserved.
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