媒介术语大全收录

媒介术语全收录

媒介行业术语

AAAA (American Associations of Advertising Agencies): AAAA (美国广告代理商协会)

美国广告代理公司的行业组织.

A trade association of U.S. advertising agencies.

Advertising agency: 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.

A company that prepares and places advertising for its clients Agencies typically have media departments that specialize in planning, buying, and evaluating advertising time.

AQH (Average Quarter Hour):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).

The standard unit of time for reporting average audience estimates(e.g.,AQH rating, AQH share)within specified dayparts.

Audience flow: 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.

The extent to which audiences persist from one program or time period to the next. See audience duplication, inheritance effects.

Audience duplication: 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.

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A cumulative measure of the audience that describes the extent to which audience members for one program or station are also in the audience of another program or station.

Audience fragmentation: 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.

A phenomenon in which the audience for a medium is distributed across a large number of program services. Cable is said to fragment the television audience, resulting in a decreased average audience share for each channel.

Audience polarization: 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.

A phenomenon associated with audience fragmentation, in which the audiences for channels or stations use them more intensively than an average audience member. Audience turnover: 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.

A phenomenon of audience behavior usually expressed as the ratio of a station's cumulative audience to its average quarter hour audience.

Available audience: 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.

The number of people who are, realistically, in a position to use a medium at any point in time. It is often operationally deaned as those actually using the medium (i.e., PUT or PUR levels).

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Average audience rating: 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.

The rating of a station or program at an average point in time within some specified period of time. Metered data, for example, allow reports of audience size in an average minute during a television program.

Away from home listening: 户外收听

户外广播收听的预测.通常指车中收听或工作中收听.

Estimate of radio listening that occurs outside the home. Such listening usually takes place in a car or workplace.

Basic cable: 基本有线电视

由有线电视系统以最低收费提供的节目服务,包括:地区电视信号,广告商赞助的有线电视网,以及接通服务.

The programming services provided by a cable system for the lowest of its monthly charges. These services typically include local television signals, advertiser-supported cable networks, and local access.

Block programming: 节目组合

是将类似节目编排在一起的做法.旨在提高受众流动.

The practice of scheduling similar programs in sequence to promote audience flow. Cable system: 有线电视系统

一种影像传送系统.它根据协议, 使用同轴电缆和光纤电缆向家庭传输多频道电视节目.

A video distribution system that uses coaxial cable and optical fiber to deliver multichannel service to households within a geographically defined franchise area.

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Cable penetration: 有线电视渗透

在特定市场上家庭安装有线电视的程度.表示为安装有线电视的家庭所占的百分比.

The extent to which households in a given market subscribe to cable service.

Typically expressed as the percent of all TV households that subscribe to basic cable. Callback: 回访

是指在调查中对样本初次访问失败后的再次访问.回访的次数是回复率和无回复误差的重要决定因素.

The practice in attempting to interview someone in a survey sample who was not contacted or interviewed on an earlier try. The number of call back attempts is an important determinant of response rates and nonresponse error.

Census: 人口普查

对人口中的每一个成员进行访问和测量的一项调查.

A Study in which every member of a population is interviewed or measured. Channel loyalty: 频道忠诚度

累计受众行为的一种表现.一个节目的受众不合比例地成为同一频道另一节目的受众.

A common phenomenon of aggregate audience behavior in which the audience for one program tends to be disproportionately represented in the audience for other programs on the same channel.

Circulation: 循环

暴露于某媒介的全部非重叠受众.

The total number of unduplicated audience members exposed to a media vehicle (e.g. newspaper station) over some specified period.

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Cluster sample: 群抽样

是一种将样本单元聚集在一起的随机抽样法.样本群在抽样的某一步骤被抽出.

A type of probability sample in which aggregations of sampling units, called clusters, are sampled at some stage in the process.

Codes: 代码

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.

Coincidental: 巧合

一种电话访问法. 访问员询问被访者正在收看/收听的节目.该方法以随机样本为基础, 其标准参照其它视听率调查法.

A type of telephone surv …… 此处隐藏：15708字，全部文档内容请下载后查看。喜欢就下载吧 ……