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【正文】 新活動(dòng) 3. 簡(jiǎn)單的信息 復(fù)雜的信息 4. 創(chuàng)意沖擊力大 創(chuàng)意沖擊力小 5. 近期支持 近期支持水平低 6. 高利潤(rùn) 低利潤(rùn) Media Basic Terminology 媒介基本術(shù)語(yǔ) 有效接觸頻次估算表 低 主要因素 高 B消費(fèi)者 7. 易于接受影響的目標(biāo)受眾 不易于接受影響的目標(biāo)受眾 8. 頑固態(tài)度 改變態(tài)度 9. 頑固行為 改變行為 競(jìng)爭(zhēng)性高 媒介嘈雜高 Media Basic Terminology 媒介基本術(shù)語(yǔ) Media People Talk in Media Jargon 媒介工作人員用行話交談 “ 55% Reach of the target with an average 要達(dá)到目標(biāo)受眾 55%的到達(dá)率 OTS of and an effective reach (3+) of 21% requiring 133 GRPs.” 21%的有效到達(dá)率（ 3次以上） 需要 133個(gè)目標(biāo)受眾收視點(diǎn) What does it mean? 此為何意？ Media Basic Terminology 媒介基本術(shù)語(yǔ) 55% OTS, 21% 3+ Reach 55%視聽(tīng)機(jī)會(huì) , 21% 3次以上到達(dá)率 55% of the target audience will have at least one opportunity to see the advertising. 的目標(biāo)受眾有至少一次的視聽(tīng)廣告的機(jī)會(huì) 45% of the target audience will have no opportunity to see the advertising at all. 的目標(biāo)受眾完全沒(méi)有機(jī)會(huì)視聽(tīng)廣告 is the average number of OTS amongst those who do see advertising. (Some will only have 1 OTS and some will have 5 OTS). 是收視（聽(tīng)）到廣告主的視聽(tīng)機(jī)會(huì)平均數(shù)（一些人僅有一次視 聽(tīng)機(jī)會(huì)而另一些則可能有 5次） 21% of the target audience will have at least 3 OTS 的目標(biāo)受眾至少有 3次視聽(tīng)機(jī)會(huì) Media Basic Terminology 媒介基本術(shù)語(yǔ) ? Day Part廣播電視時(shí)段 ? A system for the division of time periods within TV and Radio to describe the viewing / listening propensity 廣播電視中使用的或分時(shí)間的體系，用以描述收看 /收聽(tīng)習(xí)慣的傾向 Radio廣播 Television電視 Breakfast = 68am Women hour = 1:002:45pm Daytime = 103pm Children Hour = 5:006:30pm Drivetime = 57pm Prime = 6:309:30pm Nighttime = 711pm Late Prime = 9:3011:00pm Late Night = 11:0012:00pm Media Basic Terminology 媒介基本術(shù)語(yǔ) ? Readership閱讀率 /讀者量 ? Number (%) of a target audience who claim to have “read” a publication (. read after means looked into ) 目標(biāo)受眾已見(jiàn)過(guò)出版物的百分比 ? PassAlong Readers傳閱讀者 ? Readers of magazine who are not purchases / subscribers 閱讀自己沒(méi)有購(gòu)買(mǎi)的刊物的讀者 Media Basic Terminology 媒介基本術(shù)語(yǔ) ? Circulation Readership發(fā)行量與讀者量 Print Bun (Circulation)印刷（發(fā)行量） distribution channel（ 發(fā)行渠道） Primary Readers主要讀者 Secondary / Passalong Readers其次讀者 /傳閱者 Readership讀者量 Media Basic Terminology 媒介基本術(shù)語(yǔ) ? ShareOfVoice/ShareOfSpending聲量份額 ? The share of activity of a product within its total category in terms of dollars spent (SOS) or media weight (SOV) 某產(chǎn)品在其同類(lèi)產(chǎn)品中的廣告活動(dòng)份額，用投入的經(jīng)費(fèi)來(lái)衡量（ SOSshare of spending)或用出現(xiàn)在媒介的比重來(lái)衡量 (SOVshare of voice計(jì)算單位通常為 GRP) EG. RMB SOS TARPs SOS ?000 % % Brand X 400 27 20 20 Y 500 33 35 35 Z 600 40 45 45 1,500 100 100 100 Excercise 練習(xí) ? 假設(shè)有 A,B,C三個(gè)地區(qū)，這三個(gè)地區(qū)的目標(biāo)對(duì)象人口數(shù)分別為3,000,000, 2,500,000, 800,是 RMB67,000, RMB34,900, RMB9,700, 請(qǐng)計(jì)算這三個(gè)地區(qū)的千人成本（
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