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1、2023/6/12广告媒介媒体基本实战技巧2(1)台湾媒体环境的诡谲多变,让媒体人头晕目眩,让广告人雾里看花会喘.But 免惊!与其站在门外不如进得门里瞧瞧THE BASIC MEDIA TERMINOLOGY WILL HELP YOU GET INTO MEDIA TERRITORY PURPOSEJTo familiarize you with the basic concepts and terminology used in mediaJTo demonstrate how terms can be applied to media planningBASIC MEDIA TERMS
2、 INTERPRETATION&USEJ Audience&TargetJ Media MixJ RatingJ SOV&SO$J GRPJ GIJ CPRP&CPMJ HUT&PUTJ ShareJ TV DaypartJ Reach&FrequencyJ Reach CurveJ Effective Reach&FrequencyJ SchedulingJ Reach PatternGENERAL TERMSJPRINTPRINT-Circulation-Primary readers,Pass-along readers&Readership-Readers per copy-Split
3、-runJTVTV-ROS(run of schedule)-Zipping&Zapping-Back to back&RoadblocksAudienceJThe number of Target individuals or households likely to be exposed to a media vehicle.It could be-Households viewing a TV program in the average minute-Persons listening to a Radio station during a certain quarter hour-R
4、eaders of an average issue of a special MG or NPTARGETJThe audience that you want to see your advertising message-Usually defined by age and gender-For example:For Oil of Olay:Female 20-39For H&S:M&F 15-49MEDIA MIXJ J Use Use more than one medium more than one medium to reach target to reach target-
5、The value of each medium must be considered regarding its ability to achieve the overall objective-Factors to be considered:*Amount of use by target*Potential Reach vs Frequency*Communication strengthens/weakness*Competitive use*Clutter*Cost*CreativeRATINGJThe audience expressed as the percent of a universe-Reported by syndicated sources-Whenever the term rating is used,the universe must be clearly understood-For example:If 26%of all Female 15-39 in Taiwan watched TTV Evening News,this program would have a 26 rating.
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