(广告传媒)媒介行业术语

媒介行业术语

AAAA (American Associations of Advertising Agencies): AAAA (美国广告代理商协会)

美国广告代理公司的行业组织.

A trade association of U.S. advertising agencies.

Advertising agency: 广告代理

为客户准备及投放广告的公司.这些公司有专门的媒介部门从事广告时间的策划, 购买及评估.

A company that prepares and places advertising for its clients Agencies typically have media departments that specialize in planning, buying, and evaluating advertising time.

AQH (Average Quarter Hour):平均15分钟间隔(AQH)

用于报告特定时段内平均受众量的标准时间单位.(如:AQH 视听率, AQH 受众份额).

The standard unit of time for reporting average audience estimates(e.g.,AQH rating, AQH share)within specified dayparts.

Audience flow: 受众流动

受众从某一节目或时段转向另一个节目或时段的程度.

The extent to which audiences persist from one program or time period to the next. See audience duplication, inheritance effects.

Audience duplication: 受众重叠

一种累计受众测量. 显示了一个节目或媒介的受众成为另一个节目或媒介受众的程度.

A cumulative measure of the audience that describes the extent to which audience members for one program or station are also in the audience of another program or station.

Audience fragmentation: 受众细分

是一种媒介的受众分散在该媒介的众多节目中的现象.如: 有线电视进一步细分了电视观众, 使个频道的观众份额减少.

A phenomenon in which the audience for a medium is distributed across a large number of program services. Cable is said to fragment the television audience, resulting in a decreased average audience share for each channel.

Audience polarization: 受众两极分化

是一种与受众细分有关的现象.某媒介或频道的受众比起一般受众更多地收看/收听该媒介或频道.

A phenomenon associated with audience fragmentation, in which the audiences for channels or stations use them more intensively than an average audience member.

Audience turnover: 受众周转

是一种受众行为.通常表示为某媒介累计受众与平均15分钟受众的比例.

A phenomenon of audience behavior usually expressed as the ratio of a station's cumulative audience to its average quarter hour audience.

Available audience: 可得受众

在任一时间点确实有可能使用某媒介的总体人数.在实际工作中被定义为确实使用了某媒介的受众.

The number of people who are, realistically, in a position to use a medium at any point in time. It is often operationally deaned as those actually using the medium (i.e., PUT or PUR levels).

Average audience rating: 平均受众视听率

在特定时期内,某媒介或节目平均时间点的视听率.例如: 测量仪数据报告的是在一个电视节目中平均每分钟的观众量.

The rating of a station or program at an average point in time within some specified period of time. Metered data, for example, allow reports of audience size in an average minute during a television program.

Cable penetration: 有线电视渗透

在特定市场上家庭安装有线电视的程度.表示为安装有线电视的家庭所占的百分比.

The extent to which households in a given market subscribe to cable service. Typically expressed as the percent of all TV households that subscribe to basic cable.

Channel loyalty: 频道忠诚度

累计受众行为的一种表现.一个节目的受众不成比例地成为同一频道另一节目的受众.

A common phenomenon of aggregate audience behavior in which the audience for one program tends to be disproportionately represented in the audience for other programs on the same channel.

Cume: 累计

累计受众的简称.指在特定段时期内某媒介的全部非重叠受众. 当累计被表示为该市场人口的百分比时, 代表累计视听率.

Short for cumulative audience, it is the size of the unduplicated audience for a station over a specified period. When the cume is expressed as percent of the market population it is referred to as cume rating.

Cume duplication: 累计重叠

在一段特定时期内,两个媒介共享受众的规模.

The percentage of a station's cume audience that also listened to another station, within some specified period.

Effective exposure: 有效暴露

广告媒介策划中使用的概念.指受众必须有一定的广告暴露频率, 广告才能发生效用. 经常与有效频率交替使用.

A concept in media planning stipulating that a certain amount of exposure to an advertising message is necessary before it is effective. Often used interchangeably with the term effective frequency.

Fringe: 边缘时间