媒介行业术语

媒介行业术语AAAA(AmericanAssociationsofAdvertisingAgencies):AAAA(美国广告代理商协会)美国广告代理公司的行业组织.AtradeassociationofU.S.advertisingagencies.Advertisingagency: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.AcompanythatpreparesandplacesadvertisingforitsclientsAgenciestypicallyhavemediadepartmentsthatspecializeinplanning,buying,andevaluatingadvertisingtime.AQH(AverageQuarterHour):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).Thestandardunitoftimeforreportingaverageaudienceestimates(e.g.,AQHrating,AQHshare)withinspecifieddayparts.Audienceflow: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.Theextenttowhichaudiencespersistfromoneprogramortimeperiodtothenext.Seeaudienceduplication,inheritanceeffects.Audienceduplication: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.Acumulativemeasureoftheaudiencethatdescribestheextenttowhichaudiencemembersforoneprogramorstationarealsointheaudienceofanotherprogramorstation.Audiencefragmentation: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.Aphenomenoninwhichtheaudienceforamediumisdistributedacrossalargenumberofprogramservices.Cableissaidtofragmentthetelevisionaudience,resultinginadecreasedaverageaudienceshareforeachchannel.Audiencepolarization: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.Aphenomenonassociatedwithaudiencefragmentation,inwhichtheaudiencesforchannelsorstationsusethemmoreintensivelythananaverageaudiencemember.Audienceturnover: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.Aphenomenonofaudiencebehaviorusuallyexpressedastheratioofastation'scumulativeaudiencetoitsaveragequarterhouraudience.Availableaudience: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.Thenumberofpeoplewhoare,realistically,inapositiontouseamediumatanypointintime.Itisoftenoperationallydeanedasthoseactuallyusingthemedium(i.e.,PUTorPURlevels).Averageaudiencerating: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.Theratingofastationorprogramatanaveragepointintimewithinsomespecifiedperiodoftime.Metereddata,forexample,allowreportsofaudiencesizeinanaverageminuteduringatelevisionprogram.Cablepenetration: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.Theextenttowhichhouseholdsinagivenmarketsubscribetocableservice.TypicallyexpressedasthepercentofallTVhouseholdsthatsubscribetobasiccable.Channelloyalty: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.Acommonphenomenonofaggregateaudiencebehaviorinwhichtheaudienceforoneprogramtendstobedisproportionatelyrepresentedintheaudienceforotherprogramsonthesamechannel.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.Shortforcumulativeaudience,itisthesizeoftheunduplicatedaudienceforastationoveraspecifiedperiod.Whenthecumeisexpressedaspercentofthemarketpopulationitisreferredtoascumerating.Cumeduplication:累计重叠在一段特定时期内,两个媒介共享受众的规模.Thepercentageofastation'scumeaudiencethatalsolistenedtoanotherstation,withinsomespecifiedperiod.Effectiveexposure: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.Aconceptinmediaplanningstipulatingthatacertainamountofexposuretoanadvertisingmessageisnecessarybeforeitiseffective.Oftenusedinterchangeablywiththetermeffectivefrequency.Fringe:边缘时间在电视市场中，指傍晚时段（黄金段最初的时段）之前，和晚间新闻（黄金段最后的时段）之后的时段.Intelevision,daypartsjustbeforeprimetime(earlyfringe)andafterthelatenews(latefringe).Grossimpressions:总暴露频次指在一段时期内暴露于某广告的受众总和.因为有重叠受众,所以该数字有可能超过总体人口.Thenumberoftimesanadvertisingscheduleisseenovertime.Thenumberofgrossimpressionsmayexceedthesizeofthepopulationsinceaudiencemembersmaybeduplicated.GRP(GrossRatingPoint):总视听率点以占人口的百分比来表示广告的总体效果.GRP常用于一个广告的总体受众或媒介影响力.Thegrossimpressionsofanadvertisingscheduleexpressedasapercentageofthepopulation.GRPsarecommonlyusedtodescribethesizeormediaweightofanadvertisingcampaign.GRPs=Reach×Frequency.Hammocking:吊床效应一种电视节目编排策略.将一个新的或较弱的节目安排在两个受欢迎的节目中间播出,以期提高中间节目的收视率.Atelevisionprogrammingstrategyinwhichanunprovenorweakshowisscheduledbetweentwopopularprogramsinhopesthatviewerswillstaytuned,therebyenhancingtheratingofthemiddleprogram.Inertia:惰性形容受众行为.指除非看到很厌恶的节目,观众一般不会更换频道.AdescriptionofaudiencebehaviorthatimpliesviewersareunlikelytochangechannelsunlessProvokedbyveryunappealingprogramming.Inheritanceeffect:沿袭效应电视观众收视行为中的一种常见现象.即一个节目的观众会大批地成为接下来一个节目的观众.有时被称为“导入节目效应”.观众的节目沿袭效应可视为一种特殊的频道忠诚性.Acommonphenomenonoftelevisionaudiencebehaviorinwhichtheaudienceforoneprogramisdisproportionatelyrepresentedintheaudienceofthefollowingprogram.Sometimescalledlead-ineffects,audienceinheritancecanbethoughtofasaspecialcaseofchannelloyalty.Latefringe:晚间边缘时段（黄金时段最末的时段）紧接在晚间地区新闻(晚23点)之后的电视节目时段.Intelevision,adaypartjustafterthelatelocalnews(11pmEST).Lead-in:导入节目同一频道内在某一节目之前的一个节目.前一个节目的观众规模和组成是后一个节目收视率的重要决定因素.Theprogramthatimmediatelyprecedesanotheronthesamechannel.Thesizeandcompositionofalead-inaudienceisanimportantdeterminantofaprogram'srating.LOP(leastobjectionableprogram):可以接受的节目PaulKlein提出的电视观众行为理论.它指出人们收看电视的原因与节目内容无关,人们会选择收看可以接受的(不厌恶的)节目.ApopulartheoryoftelevisionaudiencebehaviorattributedtoPaulKlein,thatarguespeopleprimarilywatchTVforreasonsunrelatedtocontent,andtheychoosetheleastobjectionableprograms.Narrowcasting:窄播一种节目制作编排策略.指广播电视台(网)只制作播放同一种类型的节目或只迎合某一类受众的喜好.Aprogra