珠寶行業(yè)媒介基礎(chǔ)知識專業(yè)培訓(xùn)-文庫吧資料
2025-02-13 04:04本頁面
【正文】 % 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廣告的機(jī)會 45% of the target audience will have no opportunity to see the advertising at all. 的目標(biāo)受眾完全沒有機(jī)會視聽廣告 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）到廣告主的視聽機(jī)會平均數(shù)（一些人僅有一次視 聽機(jī)會而另一些則可能有 5次） 21% of the target audience will have at least 3 OTS 的目標(biāo)受眾至少有 3次視聽機(jī)會 Media Basic Terminology 媒介基本術(shù)語 ? Day Part廣播電視時段 ? 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間的體系，用以描述收看 /收聽習(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 ? 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)受眾已見過出版物的百分比 ? PassAlong Readers傳閱讀者 ? Readers of magazine who are not purchases / subscribers 閱讀自己沒有購買的刊物的讀者 Media Basic Terminology 媒介基本術(shù)語 ? 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 ? 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)品在其同類產(chǎn)品中的廣告活動份額，用投入的經(jīng)費(fèi)來衡量（ SOSshare of spending)或用出現(xiàn)在媒介的比重來衡量 (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三個地區(qū)，這三個地區(qū)的目標(biāo)對象人口數(shù)分別為3,000,000, 2,500,000, 800,是 RMB67,000, RMB34,900, RMB9,700, 請計(jì)算這三個地區(qū)的千人成本（ CPM)? ? 哪一個地區(qū)的成本效益最好？ ? 如果以上三個地區(qū)的總收視點(diǎn)分別為 561, 232, 405, 請計(jì)算這三個地區(qū)所達(dá)到的總收視點(diǎn)？ ? 請計(jì)算這三個地區(qū)的收視點(diǎn)成本 (CPRP/CPP)? ? 如果以上三個地區(qū)的凈到達(dá)率分別為 70%， 63%， 79%，請計(jì)算每個地區(qū)的平均接觸 頻次及三個地區(qū)的平均接觸頻次？ Answer ? A: CPM = 67,000 / 3,000,000 x 1,000 = B: CPM = 2,500,000 / 34,900 x 1,000 = C: CPM = 9,700 / 800,000 x 1,000 = ? C ? A, B C Total GRP = (3,000,000 x 561% + 2,500,000 x 232% + 800,000 x 405%) / (3,000,000
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