媒介行业术语.doc

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1、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.AcompanythatpreparesandplacesadvertisingforitsclientsAgenciestypicallyhavemediadepartmentsthat

2、specializeinplanning,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.Th

3、eextenttowhichaudiencespersistfromoneprogramortimeperiodtothenext.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.Acumulativemeasureoftheaudiencethatdescribestheextenttowhichaudiencemembersforoneprogramorstationarealsointheaudie

4、nceofanotherprogramorstation.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,resultinginadecreasedaverageaudiencesharefore

5、achchannel.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.Aphenomenon

6、ofaudiencebehaviorusuallyexpressedastheratioofastation'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.Itisoftenoperationallydeanedasthos

7、eactuallyusingthemedium(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,allowreportsofaudiencesizeinanaverageminuteduringate

8、levisionprog