Ad Expense to Sales Ratio A&M: Advertising and Marketing A2C: Advertising to Children AACA: Advertising Association of Central Asia AC: Agency Commission ACB: Active Client Base AF: Average Frequency AFH: Away from Home AFP: Advertiser Funded Program AIDA: Attention, Interest, Desire, Action AIR: Average Issue Readership AOR: Agency of Record APAC: Asia Pacific Region AQH: Average Quarter-Hour Persons AQHR: Average Quarter-Hour Rating API: Application Programming Interface ARPU: Average Revenue Per User ATL: Above the Line ATR: Awareness-Trial-Repeat ATU: Awareness, Trial, and Usage Survey AVB: Agency Volume Bonus AVOD: Advertising Video-on-Demand AVR: Agency Volume Rebate AWW: Average Weekly Weight B2B: Business to Business B2C: Business to Consumer B2G: Business to Government BA: Brand Awareness BAI: Brand Advocacy Index BANT: Budget, Authority, Need, Timeline BDI: Brand Development Index BI: Business intelligence BLS: Brand Lift Survey BM: Brand Manager BOFU: Bottom of the Funnel BR: (1) Bounce Rate; (2) Brand Recall; (3) Base Rate; (4) Broadcasting Rights BTA: Below the Line Advertising BTL: Below the Line BTS: (1) Back to School; (2) Behind the Scenes BVOD: Broadcaster Video on Demand C&F: Content and Format CAC: (1) Customer Acquisition Cost; (2) Central Asia and Caucasus CAGR: Compound Annual Growth Rate CATI: Computer Assisted Telephone Interviewing CCAR: Caucasus and Central Asia CCC: Consumer Centric Communications CDI: Category Development Index CDP: Consumer Data Platform CEO: Chief Executive Officer CFA: Conversion Funnel Analysis CLTV: Consumer Lifetime Value CMO: Chief Marketing Officer CPA: Cost Per Action/Acquisition CPC: Cost Per Click CPCV: Cost Per Completed View CPG: Consumer Packaged Goods CPI: Cost Per Installation CPL: Cost Per Lead CPLV: Cost Per Landing Page View CPM: Cost Per Mille CPO: Cost per order CPT: Cost Per Thousand CPV: Cost Per View CR: (1) Conversion Rate; (2) Cost per Response; (3) Consumer Research CRO: Conversion Rate Optimization CSD: Carbonated Soft Drinks CTA: Call to Action CTR: Click-Through Rate CVR: Conversion Rate CX: Customer Experience DAR: Day-After Recall DAU: Daily Active Users DEC: Daily Effective Circulation DCO: Dynamic Creative Optimization DM: Direct Marketing DMP: Data Management Platform DOOH: Digital Out-Of-Home Advertising DSP: Demand-Side Platform DTCA: Direct-to-consumer advertising E-COM: E-commerce EF: Effective Frequency EMEA: Europe, Middle East, Africa Region EMV: Earned Media Value EOD: End of Day EOM: End of Month EOW: End of Week EOY: End of Year EPD: Existing Product Development ER: Effective Reach ERT: Estimated Rating ESG: Environmental, Social and Governance ESOV: Excess Share of Voice F2F: Face to Face (interview) FAQ: Frequently Asked Questions FBP: Frequency Based Planning FMCG: Fast Moving Consumer Goods FMOT: First Moment Of Truth FOC: Fear of Change FOF: Fear of Failure FOMO: Fear of Missing Out FOP: Frequency of Purchase FTE: Full-Time Equivalent FUD: Fear, Uncertainty, Doubt G2B: Government to Business G2C: Government to Consumer GA: Google Analytics GDN: (1) Google Display Network; (2) Graphic Design GEO: Geotargeting GR: Government Relations GRP: Gross Rating Point GRP30: Weighted GRP (WGRP) GTM: (1) Go-To-Market Strategy; (2) Google Tag Manager H2H: Human-to-Human HBR: High Bounce Rate HCP: Healthcare Professional HDI: Human Development Index HH: Household HIMC: Healthcare Integrated Marketing Communications HUT: Households Using Television IAB: Interactive Advertising Bureau IAP: In-App Purchases IDI: In-Depth Interview IM: Instant Messaging IMC: Integrated Marketing Communications IPTV: Internet Protocol Television IVT: 1) In-View Time; 2) Invalid Traffic JAR: Joint Audience Research JIT: Just-In-Time Scheduling KAM: Key Account Manager KAP: Knowledge, Attitude, Practice Surveys KDA: Key Driver Analysis KDM: Key Decision Maker KEI: Keyword Effectiveness Index KOL: Key Opinion Leader KPI: Key Performance Indicators KPIS: Key Performance Indicators for Social Media KSF: Key Success Factor KUA: Known User Audience KVM: Key Visual Message KWP: Keywords Per Page LAL: Look-A-Like Audience LATAM: Latin America Region LBA: Location-Based Advertising LBM: Location-Based Marketing LFL: Like-For-Like LHR: Left Hand Read LOS: Likelihood of Seeing (same as LTS) LPO: Landing Page Optimization LTAS: Long-Term Advertising Strength LSM: Local Store Marketing Principles LTS: Likelihood to See LTV: (1) Lifetime Value; (2) Light TV Viewer LTV:CAC: Lifetime Value to Customer Acquisition Cost Ratio MAD: Mobile App Development MAU: (1) Marketing Association of Uzbekistan; (2) Monthly Active Users MCM: (1) Multi-Channel Marketing; (2) Mobile Content Marketing MCPM: Media Cost per Mille (CPM) MEF: Minimum Effective Frequency MENA: Middle East and North Africa Region MLM: Multi-Level Marketing MMI: Media Marketing Index MMM: Media Mix Modeling MMP: Mobile Marketing Platform MOFU: Middle of the Funnel MOM: Month-over-Month MROI: Marketing Return on Investment MRR: Monthly Recurring Revenue MSA: Master Service Agreement MSM: Monthly Sufficiency Matrix MSRP: Manufacturer's Suggested Retail Price MTA: Multi-Touch Attribution MTD: Month-to-Date MVP: Minimum Viable Product MVT: Multivariate Testing NA: North America Region ND: Numeric Distribution NDA: (1) Non-Disclosure Agreement; (2) National Demographics and Lifestyles NGO: Non-Governmental Organization NHT: Non-Human Traffic NMA: National Media Association of Kazakhstan NMC: National Media Council of Uzbekistan NPD: New Product Development NPO: Non-Profit Organization NPR: Native Programmatic Advertising NPS: Net Promoter Score NPT: Non-Prime-Time (a.k.a. OPT) NRS: National Readership Survey NVR: Net Viewability Rate OLV: Online Video OOH: Out-of-Home Advertising OOO: Out of Office OOS: Out-of-Stock OPT: Off-Prime-Time OT: Organized Trade (supermarkets, etc.) OTC: Over the Counter Medicines OTH: Opportunity To Hear OTP: Over the Page OTS: Opportunity To See OTT: Over-The-Top P2P: Peer to Peer PBA: Post-Buy Analysis PCA: Post-Campaign Analysis PCC: Per Capita Consumption PEN: Penetration PM: (1) Peoplemeter; (2) Project Manager POC: Point of Contact POD: Point of Distinction (Difference) POE: (1) Point of Engagement; (2) Point of Entry POP: (1) Point of Presence; (2) Point of Purchase POS: Point of Sale POSM: Point-of-Sale Materials PP: (1) Product Placement; (2) Price Point PPC: Pay Per Click PPM: Portable Peoplemeter PSA: Public Service Announcements PT: Prime-Time PUR: Persons Using Radio PUT: Persons Using Television PV: Page View PVT: Persons Viewing Television QBR: Quarterly Business Review QOQ: Quarter-over-Quarter QR: Quick Response Barcode QSR: Quick Service Restaurants QTD: Quarter-to-Date RBP: Reach Based Planning RBS: Run by Station (same as Floating) RFM: Recency, Frequency, and Monetary value RHR: Right Hand Read RMN: Retail Media Network ROAS: Return on Ad Spend PODR: Point of Diminishing Returns ROI: Return on Investment ROS: Run of Site RPM: Revenue Per Mille (thousand Impressions) RTB: (1) Real-Time Bidding; (2) Reason to Believe SEA: South-East Asia Region SEM: Search Engine Marketing SEO: Search Engine Optimization SERP: Search Engine Results Page SHR: Share SMB: Small-to-Medium Business SME: Small-to-Medium Enterprises SMM: Social Media Marketing SMO: Social Media Optimization SOE: Share of Expenditure SOM: Share of Market SOS: Share of Shelf SOV: Share of Voice SOW: Statement of Work SSP: Supply-Side Platform STAS: Short Term Advertising Strength Index SVOD: Subscription Video on Demand SWOT: Strengths, Weaknesses, Opportunities, Threats T&L: Test and Learn TA: Target Audience TAM: TV Audience Measurement TARP: Target Audience Rating Point TIV: Time In View TOM: Top-of-Mind Recall TRP: Target Rating Point TRP30: Weighted TRP (WTRP) TT: Traditional Trade TTL: Through the Line TVR: TV Rating U&A: Usage and Attitudes UA: User Acquisition UGC: User Generated Content URI: Uniform Resource Identifier URL: Uniform Resource Locator UTM: Urchin Tracking Module или Urchin Traffic Monitor UV: Unique Visitor UX: User Experience VAI: Visibility Adjustment Index VFM: Value for Money VOD: Video on Demand VPO: Volume per Outlet VTR: View-Through Rate WARC: World Advertising Research Center WD: Weighted Distribution WGRP: Weighted GRP (GRP30) WOA: Weeks On Air WOM: Word of Mouth WTRP: Weighted TRP (TRP30) YOY: Year-over-Year YTD: Year-to-Date