滚动新闻:
  首页     报纸刊例     营销课堂     媒体介绍     电视刊例     杂志刊例     经典案例     媒体数据     新闻动态  
今天是,欢迎访问华夏金典广告-最好电视广告代理公司!!! 请您留言 | 联系我们 | 设为首页 | 加入收藏
您当前位置:网站首页 >> 营销课堂 >> 知识中心 >> 阅读文章
站内查找:

媒介行业术语


来源:上海雅兰广告有限公司-最好报纸电视广告传媒公司!! 发布时间:2011-12-06 14:10:09 查看次数:9858
  A
AAAA (美国广告代理商协会)  AAAA (American Associations of Advertising Agencies)
美国广告代理公司的行业组织。
A trade association of U.S. advertising agencies.
  B
傍晚时段(黄金段最初的时段)  Early fringe
电视中在地区新闻节目播出之前的傍晚时段。
In television, a daypart in late afternoon immediately prior to the airing of local news programs.
  
边缘时间  Fringe
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。
In television, dayparts just before prime time (early fringe) and after the late news (late fringe).
  
被动观众  Passive audience
指那些对所收看的节目内容不加选择的观众。他们的收视行为被认为是出于习惯,如果没有喜欢的节目,他们可以收看任何节目。
A term given to viewers who are unselective about the content they watch. Passive audiences are thought to watch TV out of habit tuning to almost anything if a preferred show is unavailable.
  
标准误差  Standard error
抽样分布的标准偏差。统计学上用来说明从样本预测的数据的准确性。
The standard deviation of a sampling distribution. It is the statistic used to make statements about the accuracy of estimates based on sample information.
  C
测量误差  Measurement error
由测量程序产生的系统偏差或错误。
Systematic bias or inaccuracy attributable to measurement procedures
  
测量仪  Meter
一种记录电视机开关及调谐情况的测量装置.
A measure of central tendency defined as that point in a distribution where half the cases have higher values and half have lower values.
  
抽样框  Simple frame
进行概率抽样的人口名单。
A list of some population from which a probability sample is actually drawn.
  
抽样误差  Sampling error
在产生概率抽样时由于抽样不足而造成的数据偏差。
Inaccuracies in survey data attributable to “the luck of the draw" in creating a probability sample.
  
抽样率  Sampling rate
抽样规模与人口规模的比率。
The ratio of sample size to population size.
  D
代码  Codes
在调查中(如:日记)用于代表回复的数字或字母。为答案设置代码可以使计算机进行数据处理。
The numbers or letters used to represent responses in a survey instrument like a diary. Coding the responses allows computers to manipulate the data.
  
代表性抽样  Cross-sectional
一种调查设计方法。每一个时间点从人口中抽取一个样本。
A type of survey design in which one sample is drawn from the population at a point in time.
  
独家累计受众  Exclusive cume audience
在特定时段内只收听某电台的非重叠听众总量。
The size of the unduplicated audience that listens exclusively to one station within some specified period.
  
吊床效应  Hammocking
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。
A television programming strategy in which an unproven or weak show is scheduled between two popular programs in hopes that viewers will stay tuned, thereby enhancing the rating of the middle program.
  
惰性  Inertia
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。
A description of audience behavior that implies viewers are unlikely to change channels unless Provoked by very unappealing programming.
  
导入节目  Lead-in
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。
The program that immediately precedes another on the same channel. The size and composition of a lead-in audience is an important determinant of a program's rating.
  
多台电视家庭  Multiset household
指拥有一台以上电视的家庭。
A television household with more than one working television set.
  
定位访问  Placement interview
为确保被访者愿意接受日记或测量仪而进行的初步访问。
An initial interview to secure the willingness of the respondent to keep a diary or receive a meter.
  
电视个人开机率  PUT (Person Using Television)
表示在任一时间点收看电视的观众总量。
A term describing the total size of the television audience, in persons, at any time.
  
定性视听率  Qualitative ratings
对受众的数字总结。不仅描述了有多少观众/听众,还包括他们对节目的反应(如:高兴,有意思,注意,以及获得信息)。
Numerical summaries of the audience that not only describe how many watched or listened, but their reactions including enjoyment interest, attentiveness, and information gained.
  
定性调查  Qualitative research
不依靠测量及定量方法对受众所进行的任何系统性调查。例如:小组讨论和参与者观察法。有时也指非视听率调查,即使该调查涉及定量法(如:定性视听率)。
Any systematic investigation of the audience that does not depend on measurement and quantification. Examples include focus groups and participant observation. Sometimes used to describe any nonratings research, even if quantification is involved, as in "qualitative ratings."
  
定额抽样  Quota sample
一种非概率抽样。由被访者自己填写被称为定额所属的类别(如:男性)。
A type of nonprobability sample in which categories of respondents called quotas (e.g., males), are filled by interviewing respondents who are convenient.
  
到达  Reach
在某特定时期内,某媒介或广告的非重叠个人或家庭受众的总数。有时表示为占总体人口的百分比。
The number of unduplicated persons or households included in the audience of a station or a commercial campaign over some specified period. Sometimes expressed as a percentage of the market population.
  
断面调查  Sweep
指视听率调查公司为准备地区市场报告而进行的为期4周的观众信息收集调查。
In television, a 4-week period during which ratings companies are collecting the audience information necessary to produce local market reports.
  
电话回忆访问法  Telephone recall
电话调查人员要求被访者回忆他们最近的所收听/收看的节目。通常是指前一天的节目。
A type of survey in which a telephone interviewer asks the respondent what they listened to or watched in the recent past, often the preceding day.
  
电视家庭  Television household (TVHH)
收视率调查中常用的单位。是指任何拥有可收看的电视机的家庭,不包括居住在集体宿舍的人。
A common unit of analysis in ratings research, it is any household equipped with a working television set, excluding group quarters.
上一条:InfoSys 术语
下一条:活广告 死广告——整合传播下的品牌广告
相关文章
·衣柜企业投放电视广告要讲究技巧 2012-01-04 09:49:58
·改进头脑风暴的七个步骤 2011-07-25 09:34:28
·从“清扬”品牌营销看植入式广告的深度传播 2011-11-11 09:34:24
·5分钟,让广告效果提升10倍 2012-04-24 08:36:13
·广告营销取得成功的四个问题 2011-07-14 09:44:18
·销售痛恨市场营销十大原因 2011-06-12 10:05:23
·营销要创造惊喜 2011-09-01 06:52:08
·业务员入门之“开门七件事” 2011-11-09 08:03:01
赞助商链接
  最新更新
·广告中的GRP是什么意思?
·最赚钱的10个广告词
·报纸广告设计准则
·解读:电视植入式广告营销技巧
·2012你必须要知道的假日营销技巧
·营销广告6大误区
·justyle案例:优化广告投放 决胜旺季营销
·网盟环境下广告投放技巧浅析(一)
·广告媒体效果
·摩菲定理 | Murphy's Law
·七秒钟色彩理论
·“生鱼片”理论
·什么是有效到达率
·美国新型媒体开创全新营销模式
·浅谈投放广告如何达到最好的效果
  阅读排行
·InfoSys 术语
·广告媒介策略-公司广告方案优选分析
·媒介行业术语
·网络广告常识--关于入门知识,专业术语等相
·广告策划书格式
·一个人的公司:奥普拉—从一个人到一个品牌
·联合营销的价值创新与市场趋势
·重庆卫视改版策略的行与否
·十大服装品牌电子商务之道
·振荡诺基亚:四大失误
·《变形金刚3》背后的商业价值
·2012中国电子商务十大趋势
·如何操作中国式体验营销
·五粮液黄金酒品牌定位战略
·改进头脑风暴的七个步骤
关于我们 | 联系方式 | 服务条款 | 有事请留言 | 京ICP备13037449号
联系邮箱:yunpr@yunpr.com 在线QQ:812374568
Copyright 2018, 版权所有 www.139ad.com
右侧悬浮的QQ在线客服