(廣告?zhèn)髅?媒介行業(yè)術(shù)語(yǔ)

1、媒介行業(yè)術(shù)語(yǔ)AAAA(AmericanAssociationsofAdvertisingAgencies):AAAA(美國(guó)廣告代理商協(xié)會(huì))美國(guó)廣告代理公司的行業(yè)組織.AtradeassociationofU.S.advertisingagencies.Advertisingagency:廣告代理為客戶準(zhǔn)備及投放廣告的公司.這些公司有專門(mén)的媒介部門(mén)從事廣告時(shí)間的策劃,購(gòu)買及評(píng)估.AcompanythatpreparesandplacesadvertisingforitsclientsAgenciestypicallyhavemediadepartmentsthatspecializeinplan

2、ning,buying,andevaluatingadvertisingtime.AQH(AverageQuarterHour):平均15分鐘間隔(AQH)用于報(bào)告特定時(shí)段內(nèi)平均受眾量的標(biāo)準(zhǔn)時(shí)間單位.(如:AQH視聽(tīng)率,AQH受眾份額).Thestandardunitoftimeforreportingaverageaudienceestimates(e.g.,AQHrating,AQHshare)withinspecifieddayparts.Audienceflow:受眾流動(dòng)受眾從某一節(jié)目或時(shí)段轉(zhuǎn)向另一個(gè)節(jié)目或時(shí)段的程度.Theextenttowhichaudiencespersistfr

3、omoneprogramortimeperiodtothenext.Seeaudienceduplication,inheritanceeffects.Audienceduplication:受眾重疊一種累計(jì)受眾測(cè)量.顯示了一個(gè)節(jié)目或媒介的受眾成為另一個(gè)節(jié)目或媒介受眾的程度.Acumulativemeasureoftheaudiencethatdescribestheextenttowhichaudiencemembersforoneprogramorstationarealsointheaudienceofanotherprogramorstation.Audiencefragmentati

4、on:受眾細(xì)分是一種媒介的受眾分散在該媒介的眾多節(jié)目中的現(xiàn)象.如:有線電視進(jìn)一步細(xì)分了電視觀眾,使個(gè)頻道的觀眾份額減少.Aphenomenoninwhichtheaudienceforamediumisdistributedacrossalargenumberofprogramservices.Cableissaidtofragmentthetelevisionaudience,resultinginadecreasedaverageaudienceshareforeachchannel.Audiencepolarization:受眾兩極分化是一種與受眾細(xì)分有關(guān)的現(xiàn)象.某媒介或頻道的受眾比起一

5、般受眾更多地收看/收聽(tīng)該媒介或頻道.Aphenomenonassociatedwithaudiencefragmentation,inwhichtheaudiencesforchannelsorstationsusethemmoreintensivelythananaverageaudiencemember.Audienceturnover:受眾周轉(zhuǎn)是一種受眾行為.通常表示為某媒介累計(jì)受眾與平均15分鐘受眾的比例.Aphenomenonofaudiencebehaviorusuallyexpressedastheratioofastationscumulativeaudiencetoitsav

6、eragequarterhouraudience.Availableaudience:可得受眾在任一時(shí)間點(diǎn)確實(shí)有可能使用某媒介的總體人數(shù).在實(shí)際工作中被定義為確實(shí)使用了某媒介的受眾.Thenumberofpeoplewhoare,realistically,inapositiontouseamediumatanypointintime.Itisoftenoperationallydeanedasthoseactuallyusingthemedium(i.e.,PUTorPURlevels).Averageaudiencerating:平均受眾視聽(tīng)率在特定時(shí)期內(nèi),某媒介或節(jié)目平均時(shí)間點(diǎn)的視聽(tīng)率.

7、例如:測(cè)量?jī)x數(shù)據(jù)報(bào)告的是在一個(gè)電視節(jié)目中平均每分鐘的觀眾量.Theratingofastationorprogramatanaveragepointintimewithinsomespecifiedperiodoftime.Metereddata,forexample,allowreportsofaudiencesizeinanaverageminuteduringatelevisionprogram.Cablepenetration:有線電視滲透在特定市場(chǎng)上家庭安裝有線電視的程度.表示為安裝有線電視的家庭所占的百分比.Theextenttowhichhouseholdsinagivenmar

8、ketsubscribetocableservice.TypicallyexpressedasthepercentofallTVhouseholdsthatsubscribetobasiccable.Channelloyalty:頻道忠誠(chéng)度累計(jì)受眾行為的一種表現(xiàn).一個(gè)節(jié)目的受眾不成比例地成為同一頻道另一節(jié)目的受眾.Acommonphenomenonofaggregateaudiencebehaviorinwhichtheaudienceforoneprogramtendstobedisproportionatelyrepresentedintheaudienceforotherprograms

9、onthesamechannel.Cume:累計(jì)累計(jì)受眾的簡(jiǎn)稱.指在特定段時(shí)期內(nèi)某媒介的全部非重疊受眾.當(dāng)累計(jì)被表示為該市場(chǎng)人口的百分比時(shí),代表累計(jì)視聽(tīng)率.Shortforcumulativeaudience,itisthesizeoftheunduplicatedaudienceforastationoveraspecifiedperiod.Whenthecumeisexpressedaspercentofthemarketpopulationitisreferredtoascumerating.Cumeduplication:累計(jì)重疊在一段特定時(shí)期內(nèi),兩個(gè)媒介共享受眾的規(guī)模.Theperc

10、entageofastationscumeaudiencethatalsolistenedtoanotherstation,withinsomespecifiedperiod.Effectiveexposure:有效暴露廣告媒介策劃中使用的概念.指受眾必須有一定的廣告暴露頻率,廣告才能發(fā)生效用.經(jīng)常與有效頻率交替使用.Aconceptinmediaplanningstipulatingthatacertainamountofexposuretoanadvertisingmessageisnecessarybeforeitiseffective.Oftenusedinterchangeablyw

11、iththetermeffectivefrequency.Fringe:邊緣時(shí)間在電視市場(chǎng)中，指傍晚時(shí)段(黃金段最初的時(shí)段)之前，和晚間新聞(黃金段最后的時(shí)段)之后的時(shí)段.Intelevision,daypartsjustbeforeprimetime(earlyfringe)andafterthelatenews(latefringe).Grossimpressions:總暴露頻次指在一段時(shí)期內(nèi)暴露于某廣告的受眾總和.因?yàn)橛兄丿B受眾,所以該數(shù)字有可能超過(guò)總體人口.Thenumberoftimesanadvertisingscheduleisseenovertime.Thenumberofgr

12、ossimpressionsmayexceedthesizeofthepopulationsinceaudiencemembersmaybeduplicated.GRP(GrossRatingPoint):總視聽(tīng)率點(diǎn)以占人口的百分比來(lái)表示廣告的總體效果.GRP常用于一個(gè)廣告的總體受眾或媒介影響力.Thegrossimpressionsofanadvertisingscheduleexpressedasapercentageofthepopulation.GRPsarecommonlyusedtodescribethesizeormediaweightofanadvertisingcampaig

13、n.GRPs=ReachxFrequency.Hammocking:吊床效應(yīng)一種電視節(jié)目編排策略.將一個(gè)新的或較弱的節(jié)目安排在兩個(gè)受歡迎的節(jié)目中間播出,以期提高中間節(jié)目的收視率.Atelevisionprogrammingstrategyinwhichanunprovenorweakshowisscheduledbetweentwopopularprogramsinhopesthatviewerswillstaytuned,therebyenhancingtheratingofthemiddleprogram.Inertia:惰性形容受眾行為.指除非看到很厭惡的節(jié)目,觀眾一般不會(huì)更換頻道.Ad

14、escriptionofaudiencebehaviorthatimpliesviewersareunlikelytochangechannelsunlessProvokedbyveryunappealingprogramming.Inheritanceeffect:沿襲效應(yīng)電視觀眾收視行為中的一種常見(jiàn)現(xiàn)象.即一個(gè)節(jié)目的觀眾會(huì)大批地成為接下來(lái)一個(gè)節(jié)目的觀眾.有時(shí)被稱為“導(dǎo)入節(jié)目效應(yīng)”.觀眾的節(jié)目沿襲效應(yīng)可視為一種特殊的頻道忠誠(chéng)性.Acommonphenomenonoftelevisionaudiencebehaviorinwhichtheaudienceforoneprogramisdispr

15、oportionatelyrepresentedintheaudienceofthefollowingprogram.Sometimescalledlead-ineffects,audienceinheritancecanbethoughtofasaspecialcaseofchannelloyalty.Latefringe:晚間邊緣時(shí)段（黃金時(shí)段最末的時(shí)段）緊接在晚間地區(qū)新聞（晚23點(diǎn)）之后的電視節(jié)目時(shí)段.Intelevision,adaypartjustafterthelatelocalnews(11pmEST).Lead-in:導(dǎo)入節(jié)目同一頻道內(nèi)在某一節(jié)目之前的一個(gè)節(jié)目.前一個(gè)節(jié)目的觀眾

16、規(guī)模和組成是后一個(gè)節(jié)目收視率的重要決定因素.Theprogramthatimmediatelyprecedesanotheronthesamechannel.Thesizeandcompositionofalead-inaudienceisanimportantdeterminantofaprogramsrating.LOP(leastobjectionableprogram):可以接受的節(jié)目PaulKlein提出的電視觀眾行為理論.它指出人們收看電視的原因與節(jié)目?jī)?nèi)容無(wú)關(guān),人們會(huì)選擇收看可以接受的（不厭惡的）節(jié)目.Apopulartheoryoftelevisionaudiencebehavi

17、orattributedtoPaulKlein,thatarguespeopleprimarilywatchTVforreasonsunrelatedtocontent,andtheychoosetheleastobjectionableprograms.Narrowcasting:窄播一種節(jié)目制作編排策略.指廣播電視臺(tái)（網(wǎng)）只制作播放同一種類型的節(jié)目或只迎合某一類受眾的喜好.Aprogrammingstrategyinwhichastationornetworkschedulescontentofthesametypeorappealingtothesamesubsetoftheaudien

18、ce.Netweeklycirculation:每周凈循環(huán)在一周中收聽(tīng)/收看某媒介的累計(jì)或非重疊受眾.Thecumeorunduplicatedaudienceusingastationornetworkinaweek.Preempt:預(yù)先占有附屬?gòu)V播電視臺(tái)采取的行動(dòng),即用自己編排的節(jié)目取代所屬?gòu)V播電視網(wǎng)的節(jié)目.廣告商也可以以高價(jià)來(lái)預(yù)先購(gòu)買特定的廣告時(shí)間.Anaction,takenbyanaffiliate,inwhichprogrammingfedbyanetworkisreplacedwithprogrammingscheduledbythestation.Certaintypesofc

19、ommercialtimecanalsobepreemptedbyadvertiserswillingtopayapremiumforthespot.Primetime:黃金時(shí)間指從19:00-23:00的電視節(jié)目時(shí)段.鑒于FCC的規(guī)定，廣播電視網(wǎng)只可以在20:00-23:00的時(shí)段內(nèi)向附屬臺(tái)加入節(jié)目.Atelevisiondaypartfrom7p.m.to11p.m.EST.DuetoFCCeregulations,broadcastnetworkstypicallyfeedprogrammingonlyfrom8p.m.tollp.m.EST.Rating:視聽(tīng)率簡(jiǎn)單的說(shuō)就是市場(chǎng)總體人口中收聽(tīng)/收看某媒介或節(jié)