1、媒介行業(yè)術(shù)語(yǔ) (大全AAAA (American Associationsof Advertising Agencies:AAAA (美國(guó)廣告代理商 協(xié)會(huì) 美國(guó)廣告代理公司的行 業(yè)組織 .A tradeassociationof U.S. advertising agencies. Advertising agency: 廣告代理為客戶準(zhǔn)備及投放廣告的公司.這些公司有 專(zhuān)門(mén)的媒介部 門(mén)從事廣告時(shí)間的策劃 , 購(gòu)買(mǎi)及 評(píng)估 .A companythat preparesandplacesadvertising for its clients Agenciestypically havemedia

2、 departmentsthat specializein planning, buying, andevaluating advertising time.AQH (AverageQuarterHour:平均 15 分鐘間隔 (AQH用于報(bào)告特定時(shí)段內(nèi)平均受眾量的 標(biāo)準(zhǔn)時(shí)間單位 .(如 :AQH 視聽(tīng)率 , AQH受眾份額 . The standardunit of time for reporting averageaudienceestimates(e.g.,AQH rating, AQH sharewithin specified dayparts.Audienceflow: 受眾流動(dòng)

3、受眾從某一 節(jié)目或時(shí)段轉(zhuǎn)向另一個(gè)節(jié)目或時(shí)段的程度 .The extent to which audiencespersistfrom oneprogram or time period to the next.Seeaudienceduplication, inheritanceeffects.Audienceduplication: 受眾重疊一種累計(jì)受眾測(cè)量 .顯示了一個(gè) 節(jié)目或媒介的受眾成 為另一個(gè)節(jié)目或媒介受眾的程度. A cumulativemeasureof the audiencethat describesthe extentto which audiencemembersfor

4、 one program or station arealso in the audienceof anotherprogram or station.Audiencefragmentation: 受眾細(xì)分是一種媒介的受眾分散在 該媒介的眾多 節(jié)目中的現(xiàn)象 . 如 :有線電視進(jìn) 一步細(xì)分了電視觀 眾 , 使個(gè)頻道的觀眾份額減少 .A phenomenonin which the audiencefor a medium is distributed acrossa large number of program services.Cableis saidto fragmentthe telev

5、ision audience,resulting in a decreasedaverageaudiencesharefor eachchannel.Audiencepolarization: 受眾兩極分化是一種與受眾 細(xì)分有關(guān)的 現(xiàn)象 . 某媒介或頻道的受眾比起一般受眾更多地收看/收聽(tīng)該媒介或頻道 .A phenomenonassociatedwith audiencefragmentation,in which the audiencesfor channelsor stationsusethem more intensively thanan averageaudiencemember.

6、 Audience turnover: 受眾周轉(zhuǎn)是一種受眾行 為 . 通常表示為某媒介累 計(jì)受眾與平均 15 分鐘受眾的比例 .A phenomenonof audiencebehav usuallyor expressedasthe ratio of a station's cumulative audienceto its averagequarterhour audience.Available audience:可得受眾在任一時(shí)間點(diǎn)確實(shí)有可能使用某媒介的 總體人數(shù) .在實(shí)際工作中被定 義為確實(shí)使用了某媒 介的受眾 .The number of peoplewho are, re

7、alistically, in a position to usea medium at any point in time. It is often operationally deanedasthose actually using the medium (i.e., PUT or PUR levels.Averageaudiencerating: 平均受眾視聽(tīng)率在特定時(shí)期內(nèi) , 某媒介或節(jié)目平均時(shí)間點(diǎn)的視聽(tīng)率 . 例如 :測(cè)量?jī)x數(shù)據(jù)報(bào)告的是在一個(gè) 電視 節(jié)目中平均每分 鐘的觀眾量 .The rating of a station or program at an averagepoint

8、 in time within somespecified period of time. Metered data,for example,allow reportsof audiencesizein anaverage minute during a television program.Away from homelistening: 戶外收聽(tīng)?wèi)敉鈴V播收聽(tīng)的 預(yù)測(cè) . 通常指車(chē)中收聽(tīng)或工作中收聽(tīng).Estimateof radio listening that occursoutsidethe home. Suchlistening usually takes placein a caro

9、r workplace.Basic cable: 基本有線電視由有線電視系統(tǒng)以最低收 費(fèi)提供的節(jié)目服務(wù) , 包括 :地區(qū)電視信號(hào) , 廣告商贊助的有線電視 網(wǎng) , 以及接通服 務(wù) .The programming servicesprovided by a cablesystemfor the lowest of its monthly charges.Theseservicestypically include local television signals,advertiser-supportedcablenetworks, and local access.Block programm

10、ing: 節(jié)目組合是將類(lèi)似節(jié)目編排在一起的做法 . 旨在提高受眾流 動(dòng) .The practiceof schedulingsimilar programsin sequenceto promote audienceflow.Cablesystem: 有線電視系統(tǒng)一種影像傳送系統(tǒng) . 它根據(jù)協(xié)議 ,使用同軸電纜和光纖電纜向家庭傳輸多頻道電視節(jié)目 . A video distribution system that usescoaxial cableandoptical fiber to deliver multichannel serviceto households within a geo

11、graphicallydefined franchisearea.Cable penetration:有線電視滲透在特定市場(chǎng)上家庭安裝有 線電視的程度 .表示為安裝有線電視的家庭所占的百分比.The extent to which householdsin a given market subscribeto cableservice.Typically expressedasthe percentof all TV householdsthat subscribeto basiccable.Callback: 回訪是指在調(diào)查中對(duì)樣本初次訪問(wèn)失敗后的再次 訪問(wèn) .回訪的次數(shù)是回復(fù)率和無(wú)回復(fù) 誤

12、差的重 要決定因素 .The practicein attemptingto interview someonein a surveysamplewho was not contactedor interviewed on an earlier try. The numberof call back attemptsis an important determinantof responseratesandnonresponseerror.Census:人口普查對(duì)人口中的每一個(gè)成 員進(jìn)行訪問(wèn)和測(cè)量的一項(xiàng)調(diào)查 .A Study in which every memberof a populati

13、on is interviewed or measured. Channelloyalty: 頻道忠誠(chéng)度累計(jì)受眾行為的一種表現(xiàn) .一個(gè)節(jié)目的受眾不合比例地成 為同一頻道另一節(jié)目的受眾 . A common phenomenonof aggregateaudiencebehav orin which the audiencefor one programtendsto be disproportionately representedin the audiencefor other programson the samechannel.Circulation: 循環(huán)暴露于某媒介的全部非重疊受眾.

14、The total numberof unduplicatedaudiencemembersexposedto amedia vehicle (e.g. newspaperstation over somespecified period.Cluster sample:群抽樣是一種將樣本單元聚集在一起的隨機(jī)抽 樣法 . 樣本群在抽樣的某一步 驟被抽出.A type of probability samplein which aggregationsof sampling units, called clusters,aresampledat somestagein the process.Co

15、des:代碼在調(diào)查中 (如 :日記 用于代表回復(fù)的數(shù)字或字母.為答案設(shè)置代碼可以使計(jì)算機(jī)進(jìn)行數(shù)據(jù)處理 .The numbersor letters usedto representresponsesin a surveyinstrument like a diary. Coding the responsesallows computersto manipulatethe data.Coincidental: 巧合一種電話訪問(wèn) 法 . 訪問(wèn)員詢問(wèn) 被訪者正在收看 /收聽(tīng)的節(jié)目 .該方法以隨機(jī) 樣本為基礎(chǔ) , 其 標(biāo)準(zhǔn)參照其它 視聽(tīng)率調(diào)查法 .A type of telephonesurveyi

16、n which interviewers askrespondentswhat they are watching or listening to at the time of the call. Coincidentals,basedon probabilitysamples,often setthe standardagainstwhich other ratings methodsarejudged.Confidencelevel: 置信度在隨機(jī)抽樣中 , 它代表了一 組數(shù)值 (如 :置信間隔 成為真實(shí)人口數(shù)值的可能性 .In probability sampling, a statem

17、entof the likelihood that a rangeof values(i.e.confidenceinterval will include the true population valueConveniencesample:方便抽樣一種非隨機(jī)抽 樣法 , 有時(shí)也叫偶然抽 樣 . 在有現(xiàn)成的方便的被 調(diào)查人時(shí)使用 .A nonprobability sample,sometimescalled anaccidentalsample,usedbecause respondentsarereadily available or convenient.Correlation: 相關(guān)

18、性一種測(cè)量?jī)蓚€(gè)變量關(guān)系強(qiáng)度和方向的 統(tǒng)計(jì)方法 . 其數(shù)值可為 +1.0 到 -1.0 不等 , 0 表示沒(méi)有關(guān) 系 .A statistic that measuresthe strengthanddirection of the relationshipbetweentwo variables. It may rangein value from +1.O to-1.0, with O indicating no relationship.CPP(Cost PerPoint: 每點(diǎn)成本表示購(gòu)買(mǎi)每一個(gè)視聽(tīng)率點(diǎn)所代表的受眾所需的成本.這些受眾的 規(guī)模及其成本隨市 場(chǎng)人口 規(guī)模的不同而不同 .A

19、measureof how much it coststo buy theaudiencerepresentedby one rating point. The sizeof that audience,andthereforeits cost,varies with the size of the market population on which the rating is based.CPM (Cost PerThousand:每千人 (戶 成本用于測(cè)量一個(gè)廣告送達(dá)的1000 名受眾的成本 .CPM常被用來(lái)比 較不同廣告載體的價(jià)格 /效益 . A measureof how much

20、it coststo buy 1OOO audiencemembersdelivered by an ad. CPMsarecommonly usedto comparethecost efficiency of different advertising vehicles. Counterprogramming:反向節(jié)目編排一種節(jié)目編排策略 . 廣播電視臺(tái) (網(wǎng) 用與競(jìng)爭(zhēng)者不同的 節(jié)目吸引受眾 .獨(dú)立廣播電視臺(tái)經(jīng)常 用本地新 聞來(lái)對(duì)抗娛樂(lè)節(jié)目 .A programming strategyin which a station or network schedulesmaterialappea

21、ling to anaudienceother than the competition. Independentsoften counterprogramlocal news with entertainment.Coverage:覆蓋率為特定廣播 電視臺(tái) (網(wǎng) 的潛在受眾量 . 定義為信號(hào)送達(dá)和覆蓋的人口 規(guī)模 .The potential audiencefor a given station or network, defined by the size of the population reached,or covered,by thesignal.Cross-sectional:

22、代表性抽樣一種調(diào)查設(shè)計(jì) 方法 . 每一個(gè)時(shí)間點(diǎn)從人口中抽取一個(gè) 樣本 .A type of survey designin which one sampleis drawn from the population at a point in time.Cross-tabs:數(shù)據(jù)交叉一種數(shù)據(jù)分析方法.該方法將某一 問(wèn)題的答案與另一個(gè) 問(wèn)題的答案組合找出相交點(diǎn) . 用于確定兩個(gè)節(jié)目的受眾重疊 .A techniqueof dataanalysisin which the responsesto one item arepaired with thoseof anotheritem. Cross,t

23、absareuseful in determiningthe audienceduplication betweentwo programs.Cume: 累計(jì)累計(jì)受眾的簡(jiǎn)稱(chēng) . 指在特定段 時(shí)期內(nèi)某媒介的全部非重疊受眾.當(dāng)累計(jì)被表示為該市場(chǎng)人 口的百分比 時(shí) , 代表累計(jì)視聽(tīng)率 .Short for cumulative audience,it is the size of the unduplicatedaudiencefor a station over a specified period. When the cumeis expressedaspercentof the market

24、population it is referredto ascumerating.Cumeduplication: 累計(jì)重疊在一段特定 時(shí)期內(nèi) , 兩個(gè)媒介共享受眾的 規(guī)模 .The percentageof a station'scumeaudiencethat also listenedto anotherstation, within somespecifiedperiod.Daypart: 時(shí)段一段特定時(shí)間 . 通常是指一天中的特定小時(shí)及一周中的特定天數(shù) ( 工作日 ,周末 .用于 一段特定時(shí)間 .通常是指一天中的特定小 時(shí)及一周中的特定天數(shù) (如:工作日 ,周末 .用于計(jì)算平

25、均受眾量或 買(mǎi)賣(mài)廣告時(shí)間 . 計(jì)算平均受眾量或 買(mǎi)賣(mài)廣告時(shí)間 . A period of time, usually defined by certain hoursof the day anddaysof the week (e.g.,weekdaysvs. weekends,usedto estimateaudiencesizefor the purposeof buying and selling advertisingtime. Daypartscanalso bedefined by program content(e.g.,news,sports.Demographics:人口統(tǒng)計(jì)

26、因素用于描述受眾 組成的一組變量.常用的人口 統(tǒng)計(jì)變量包括年齡, 性別 , 受教育程度 ,用于描述受眾 組成的一組變量.常用的人口 統(tǒng)計(jì)變量包括年齡, 性別 , 受教育程度 ,職業(yè) 和收入 . 和收入 . A categoryof variablesoften usedto describethe composition ofaudiences.Common demographicsinclude age,gender,education,occupationandincome. Diary: 日記 由視聽(tīng)率調(diào)查公司派發(fā)的日記冊(cè) ,要求受眾在 該日記冊(cè)上記錄一周的廣播 電視收聽(tīng) / 由視聽(tīng)率調(diào)

27、查公司派發(fā)的日記冊(cè),要求受眾在 該日記冊(cè)上記錄一周的廣播 電視收聽(tīng) /收看 情況. 情況 . A paperbooklet, distributed by ratings companies,in which audiencemembersareaskedto record their television or radio use,usually for oneweek. The diary canbe for anentire household (television or for an individual (radio. Early fringe: 早期邊緣時(shí)段電視中在地區(qū)新 聞節(jié)目

28、之前的傍晚 時(shí)段. 電視中在地區(qū)新 聞節(jié)目之前的傍晚 時(shí)段. Intelevision, a daypartin late afternoonimmediately prior to the airing of local newsprograms.Effective exposure:有效暴露廣告媒介策劃中使用的概念 .指受眾必 須有一定的廣告暴露 頻率 , 廣告才能 發(fā)生效用 . 廣告媒介策劃中使用的概念 .指受眾必 須有一定的廣告暴露 頻率 , 廣告才能 發(fā)生效用 . 經(jīng) 常與有效頻率交替使用 . 常與有效 頻率交替使用 . A conceptin media planning stip

29、ulating that a certain amountof exposureto an advertisingmessageis necessary before it is effective. Often usedinterchangeablywith theterm effective frequency.ESS (Effective SampleSize: 有效樣本量能夠產(chǎn)生與視聽(tīng)率調(diào)查公司所使用的 樣本同樣效果的簡(jiǎn)單隨機(jī)抽樣規(guī)模 .ESS能夠產(chǎn)生與視聽(tīng)率調(diào)查公司所使用的 樣本同樣效果的簡(jiǎn)單隨機(jī)抽樣規(guī)模 .ESS便于計(jì)算置信 區(qū)間. 區(qū)間. The size of a simple

30、 randomsampleneededto producethesameresult asthe sampleactually usedby the rating company.ESSis a convenienceusedfor calculatingconfidenceintervals. Also calledeffective samplebase,or ESB. Exclusive cumeaudience:獨(dú)家累計(jì)受眾 在特定時(shí)段內(nèi)只收聽(tīng)某 電臺(tái)的非重疊聽(tīng)眾 總量 .在特定時(shí)段內(nèi)只收聽(tīng)某 電臺(tái)的非重疊聽(tīng)眾 總量. The size of the unduplicatedaudie

31、ncethat listensexclusively to onestation within somespecifiedperiod. Frequency:頻率指一個(gè)受眾暴露于某廣告信息的次數(shù) . 指一個(gè)受眾暴露于某廣告信息的次數(shù) . 受眾暴露于某廣告信息的次數(shù) In advertising,the averagenumberof times that an individual is exposedto a particular advertisingmessage.Fringe: 邊緣時(shí)間點(diǎn)前和黃金 時(shí)段( 以后的電視節(jié)目時(shí)段. 指下午 4-7 點(diǎn)前和黃金 時(shí)段(晚 11點(diǎn)以后的電視節(jié)目

32、時(shí)段. In television, daypartsjust before prime time (early fringe and after the late news(late fringe. Grazing: 頻繁更換頻道用來(lái)描述電視觀眾頻繁更換頻道的趨勢(shì) .遙控器的使用更加重了 這一行為.用來(lái)描述電視觀眾頻繁更換頻道的趨勢(shì) .遙控器的使用更加重了 這一行為. The term describingthe tendencyof viewers to frequently changechannels,a behav orthat ispresumablyfacilitated by

33、remotecontrol. Grossimpressions:總體效果指在一段時(shí)期內(nèi)暴露于某廣告的受眾 總和 .因?yàn)橛兄丿B受眾 ,所以該數(shù)字有可能超 過(guò)總體指在一段時(shí)期內(nèi)暴露于某廣告的受眾 總和 .因?yàn)橛兄丿B受眾 ,所以該數(shù)字有可能超 過(guò)總體 人口. 人口 . The number of times an advertisingscheduleis seenover time. The numberof grossimpressionsmay exceedthe size of the population sinceaudiencemembersmaybe duplicated. GRP

34、(Gross Rating Point: 總視聽(tīng)率點(diǎn) 以占人口的百分比來(lái)表示廣告的 總體效果 .GRP常用于一個(gè)廣告的 總體受眾或媒介影響力影響力 .以占人口的百分比來(lái)表示廣告的總體效果 .GRP常用于一個(gè)廣告的 總體受眾或媒介影響力 . The grossimpressionsof an advertising scheduleexpressedasa percentageof the population. GRPsarecommonly usedto describethe sizeor mediaweight of an advertising campaign.GRPs=Reach&

35、#215;Frequency. Group quarters:集體宿舍宿舍 ,兵營(yíng) ,老人院 ,監(jiān)獄以及其它不屬于家庭且不被視聽(tīng)率研究公司 測(cè)量的居住形式 .宿舍 ,兵營(yíng) ,老人院 ,監(jiān)獄以及其它不屬于家庭且不被視聽(tīng)率研究公司 測(cè)量的居住形式 .聽(tīng)率研究公司 測(cè)量的居住形式 Dormitories, barracks,nursing homes,prisons,andotherliving arrangementsthat do not qualify ashouseholds,andare,therefore,not measured by ratings companies.Hammock

36、ing: 吊床效應(yīng)一種電視節(jié)目編排策略 .將一個(gè)新的或 較弱的節(jié)目安排在兩個(gè)受 歡迎的節(jié)目中間播出 ,一種電視節(jié)目編排策略 .將一個(gè)新的或 較弱的節(jié)目安排在兩個(gè)受 歡迎的節(jié)目中間播出 , 以 期提高中 間節(jié)目的收視率. 期提高中間節(jié)目的收視率. A television programming strategyin which anunproven or weak show is scheduledbetweentwo popular programsin hopesthat viewers will stay tuned,thereby enhancingthe rating of the

37、middle program. Household:家庭 一種可視為一個(gè)家庭的居住方式 ,由一個(gè)或多個(gè)人居住的公寓或獨(dú)立式住宅.一種可視為一個(gè)家庭的居住方式 ,如:由一個(gè)或多個(gè)人居住的公寓或獨(dú)立式住宅. Anidentifiable housingunit, suchasanapartmentor house,occupiedby oneor morepersons.HUT (HouseholdsUsing Television: 家庭開(kāi)機(jī)率代表在任一 時(shí)間點(diǎn)家庭中的受眾 總量.表示為推及受眾 規(guī)模或占全部家庭的百分比 .代表在任一 時(shí)間點(diǎn)家庭中的受眾 總量.表示為推及受眾 規(guī)模或占全部家庭的

38、百分比 .A term describing the total sizeof the audience,in households,at anyonetime. Expressed aseither the projectedaudiencesize,or asa percentof the total number of households.Inertia: 惰性 形容受眾行 為.指除非看到很 厭惡的節(jié)目, 觀眾一般不會(huì)更 換頻道.形容受眾行 為.指除非看到很 厭惡的節(jié)目 , 觀眾一般不會(huì)更 換頻道. A descr ptiofnaudiencebehav orthat implies

39、viewers areunlikely to changechannelsunlessProvokedby very unappealingprogramming. Inheritanceeffect: 沿襲效應(yīng)電視觀眾收視行為中的一種常 見(jiàn)現(xiàn)象.電視觀眾收視行為中的一種常 見(jiàn)現(xiàn)象.即一個(gè)節(jié)目的觀眾會(huì)大批地成 為接下來(lái)一個(gè)節(jié)目的 觀眾. 導(dǎo)入節(jié)目效應(yīng)”觀眾的節(jié)目沿襲效應(yīng)可視為一種特殊的 頻道忠誠(chéng)性.觀眾. 有時(shí)被稱(chēng)為“導(dǎo)入節(jié) 目效應(yīng) ”觀.眾的節(jié) 目沿襲效應(yīng)可視為一種特殊的 頻道忠誠(chéng)性. A common phenomenonof television audiencebehav orin w

40、hich the audiencefor one programisdisproportionately representedin the audienceof the following program. Sometimescalled lead-in effects,audienceinheritancecanbethought of as aspecialcaseof channelloyalty. Interview: 訪問(wèn) 通過(guò)面對(duì)面或電話來(lái)口頭詢問(wèn)被訪者的數(shù)據(jù)收集方法 .通過(guò)面對(duì)面或電話來(lái)口頭詢問(wèn)被訪者的數(shù)據(jù)收集方法 . A methodof collecting datathrough oral questioningof a respondent,either in person,or over the telephone.Latefringe: