媒介术语大全收录.docVIP

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.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 stations 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 l