【正文】 18:15:2918:15:2918:153/27/2023 6:15:29 PM ? 1越是沒(méi)有本領(lǐng)的就越加自命不凡。 2023年 3月 27日星期一 下午 6時(shí) 15分 29秒 18:15: ? 1比不了得就不比，得不到的就不要。 :15:2918:15Mar2327Mar23 ? 1故人江海別，幾度隔山川。 2023年 3月 27日星期一 6時(shí) 15分 29秒 18:15:2927 March 2023 ? 1空山新雨后，天氣晚來(lái)秋。勝人者有力，自勝者強(qiáng)。 2023年 3月 27日星期一 6時(shí) 15分 29秒 18:15:2927 March 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。t purchase their own copy of a publication but read the copy of someone else ?Readership ?Both primary and passalong readers ? Readers per copy (RPC) ?Average no. of readers of a publication per copy of circulation Ref: TN/MEDIA/JMEDIA1/ rc 37 GENERAL TERMS FOR PRINT ?ROP ?Run of Press refers to positions in a magazine or newspaper where the ad is placed where the publication chooses ?Splitrun ?Divide the circulation of a publication into groups that will receive different editorial and/or advertising Ref: TN/MEDIA/JMEDIA1/ rc 38 GENERAL TERMS FOR TV ? ROS (Run of Schedule) ?Broadcast media where units or a schedule may appear at any time in the schedule of the station ? ZIP ZAP ?Using a remote control device to skip ahead of mercial or to change TV channels ? Back to Back ?Two or more mercials run one immediately following the other ? Roadblocks ?Purchasing mercials on several stations during the same mercial break (which is the best for Reach) 謝 謝 :15:2918:1518::15 18:1518:15::15:29 2023年 3月 27日星期一 6時(shí) 15分 29秒 ? 靜夜四無(wú)鄰，荒居舊業(yè)貧。 2023年 3月 27日星期一 下午 6時(shí) 15分 29秒 18:15: ? 1楚塞三湘接，荊門(mén)九派通。 2023年 3月 下午 6時(shí) 15分 :15March 27, 2023 ? 1業(yè)余生活要有意義，不要越軌。 18:15:2918:15:2918:153/27/2023 6:15:29 PM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。媒體基本實(shí)戰(zhàn)技巧 ? Prepared by: Vicky Hsueh ? February 3rd, 1999 ? Ref: TN/MEDIA/JMEDIA1/ rc 2 臺(tái)灣媒體環(huán)境的詭譎多變 , 讓媒體人頭暈?zāi)垦?, 讓廣告人霧里看花 會(huì)喘 ㄜ …. But免驚 ! Ref: TN/MEDIA/JMEDIA1/ rc 3 與其站在門(mén)外 不如進(jìn)得門(mén)里瞧瞧 THE BASIC MEDIA TERMINOLOGY ~ WILL HELP YOU GET INTO MEDIA TERRITORY ? Ref: TN/MEDIA/JMEDIA1/ rc 5 PURPOSE ?To familiarize you with the basic concepts and terminology used in media ?To demonstrate how terms can be applied to media planning Ref: TN/MEDIA/JMEDIA1/ rc 6 BASIC MEDIA TERMS INTERPRETATION USE ? Audience Target ? Media Mix ? Rating ? SOV SO$ ? GRP ? GI ? CPRP CPM ? HUT PUT ? Share ? TV Daypart ? Reach Frequency ? Reach Curve ? Effective Reach Frequency ? Scheduling ? Reach Pattern Ref: TN/MEDIA/JMEDIA1/ rc 7 GENERAL TERMS ?PRINT Circulation Primary readers, Passalong readers Readership Readers per copy Splitrun ?TV ROS (run of schedule) Zipping Zapping Back to back Roadblocks Ref: TN/MEDIA/JMEDIA1/ rc 8 Audience ?The number of Target individuals or households likely to