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1、Media Seminar The Basic,媒介基础知识培训,Content内容,Role of Media Department 媒介部角色 Media Basic Terminology 媒介基本术语 Exercises 练习,Media Department (媒介部),媒介策划 媒介购买 媒介调查,Role of Media Department 媒介部的角色,$,Media Cost Management 媒介费用管理,Build up Good Relationship 建立良好关系,Coordination 协作,Play Magic 玩魔术,Impossible=Possi
2、ble 不可能=可能,Media Researcher 媒介调研者,Data Analysis 数据分析,Feel Markets 感知市场,Creative 创意,Management 管理,Media Basic Terminology 媒介基本术语,Media Basic Terminology 媒介基本术语,Medium 媒体 一系列传播工具 如报纸、杂志、广播、电视 Vehicle 载具 媒体中的某一种传播工具 广州日报是报纸媒体中的一种,Media Basic Terminology 媒介基本术语,Audience受众 暴露于某媒体的人口 收看或收听一则广告活动的某一群体 出版物的
3、读者，电视观众，广播的听众 某一潜在的读者、观众的特定群体,Media Basic Terminology 媒介基本术语,受众描述/受众结构 某一节目受众人口统计构成，人口数据包括年龄、性别、婚姻状况、职业、居住地、孩子个数等,Media Basic Terminology 媒介基本术语,目标受众 Generally used interchangeably with Target Group 通常可以与“目标群体”一词互换使用 A clear actionable definition for media planning 在媒介计划中使用的清晰而可行的界定 Demographic人口统计分
4、类 ( e.g. women 15-34 ) Psychographic 心理状态分类( e.g. modern / trendy ) Product Usage产品使用( e.g. smoker / bought air-conditioner in the past 12-month ) Special focus should be shown必须突出重点 Example of a biscuit:某饼干的目标受众 Primary Target主要目标 =Children 6-14 Secondary Target次要目标=Mothers 25-45,Media Basic Termin
5、ology 媒介基本术语,Opportunity to See ( OTS )视听机会 Opportunities to see the advertisements in a campaign在一次广告活动中视听广告的机会 电视TV :表明某人收看某一电视频道中的特定节目（日志当节目播出时正在房间中（监测） Press出版: 在出版周期之中（如：对周刊来说就是上一周）读或看某期刊物（至少2分钟）,Media Basic Terminology 媒介基本术语,Rating ( Point )收视率 The percentage of people or homes of the populat
6、ion exposed to a curtain TV program or Radio program in a given period of time 某一媒体在特定时间之内覆盖的个人或家庭在总数所占的百分比 Based on the different unit of measurement it is classified into Household Rating and Personal Rating 基于不同的测量单位，可以分家庭收视率和个人收视率,Media Basic Terminology 媒介基本术语,Household Rating家庭收视率,Program A,Pr
7、ogram B,Program C,Home 1,Home 2,Home3,Home4,Home 5,Non TV,Program A Rating = ( H1+ H2 ) / 5 =40% Program B Rating = ( H3 ) / 5 =20% Program C Rating = ( H4 ) / 5 = 20%,Media Basic Terminology 媒介基本术语,Personal Rating个人收视率,Program A,Program B,Program C,Home 1,Home 2,Home 3,Home4,Home5,Non TV,Total,Tota
8、l,Rating,10,30,20,10,Media Basic Terminology 媒介基本术语,Target Audience Rating Point(TRP)目标受众收视率 The percentage of a target audience who have an opportunity to see a commercial. Also referred as Gross Rating Points ( GRP ) 是有机会读某则广告的目标受众的百分比，亦可称作毛收视点 1个目标受众收视点=目标受众的1% 10个成人目标收视点=所有成人的10% 10个女性目标收视点=所有女性
9、的10%,Media Basic Terminology 媒介基本术语,Share of Audience节目受众占有率 The percentage of the homes or individuals viewing or listening to TV or radio during a given time period 各频道在特定的时段中所占有的观众/听众占拥有电视机的总人口的比率,Media Basic Terminology 媒介基本术语,Example of TARP and Audience Share 目标受众收视点和受众占有率举例,Source: SRG,How ma
10、ny TARPs did STV achieve(below 15)=250 / 1,162*100%=22,How many Audience Share did STV achieve(below 15)=250 / 569*100%=44,Media Basic Terminology 媒介基本术语,Example: Calculate the Total TRPs of A, B & C area 计算以下地区的毛收视点,Target Audience : 500,000 Total TRPs of A : 350,Target Audience : 450,000 Total TRP
11、s of B : 450,Target Audience : 750,000 Total TRPs of C : 250,Media Basic Terminology 媒介基本术语,Target Audience : 500,000 Total TRPs of A : 350,Target Audience : 450,000 Total TRPs of B : 450,Target Audience : 750,000 Total TRPs of C : 250,How much are these three areas total TRPs? 这三个地区的目标对象总收视点是多少？,Me
12、dia Basic Terminology 媒介基本术语,Target Audience : 500,000 Total TRPs of A : 350,Target Audience : 450,000 Total TRPs of B : 450,Target Audience : 750,000 Total TRPs of C : 250,How much are these three areas total TRPs? 这三个地区的目标对象总收视点是多少？ They are not 350+450+250=1050 不是350+450+250=1050,Media Basic Term
13、inology 媒介基本术语,Target Audience : 500,000 Total TRPs of A : 350,Target Audience : 450,000 Total TRPs of B : 450,Target Audience : 750,000 Total TRPs of C : 250,How much are these three areas total TRPs? 这三个地区的目标对象总收视点是多少？ The answer is答案是 ( 500,000*350%+450,000*450%+750,000*250%) / (500,000+450,000+7
14、50,000)*100=332 TRPs,Dont sum up the total TARPs of different media! 不要把不同媒介的TARPs相加,Dont sum up the total TARPs of different media! 不要把不同媒介的TARPs相加,Different Medium has different function and nature 不同的媒体有不同的作用和特质,Media Basic Terminology 媒介基本术语,Reach ( Net Reach )净到达率 It is a measure of how many di
15、fferent households or audience members were exposed at least one time to one or more media vehicles over a period of time ( usually four weeks ) 在对象消费者中，在一定的期间内（通常指的是4周），暴露于任何广告至少一次的非重复性人口比率 Reach differs from gross rating points in that the latter is a duplicated figure, whereas reach is not 净到达率与毛
16、收视点不同的是后者是重复的，而净到达率不是 Reach is not over 100% 它只能是等于或少于100%，不会大于100%（理论上，由于少部分消费者从不接触媒体，因此净到达率最高只能到达接近100%）,Media Basic Terminology 媒介基本术语,What is the different between Reach and Rating? 到达率与收视率的区别是什么？ An Example of a week Reach Measurement for Program X,For a weekly evening program : x = Viewed the program; = Counted in reach measurement,Media Basic Terminology 媒介基本术语,How to calculate the combined reach of four television programs,X = Viewed
