广告媒介媒介常识.docVIP

广告媒介_媒介常识 Media role in the process of communication plan begin with media brief How to determine objective and strategy Media selection and mix How to utilise the media data 总结一些主要媒介用词媒介的角色由媒介的提示开始怎样决定媒介目标及策略媒介选择及组合怎样有效利用媒介资料Recap of basic media terminology 媒介用词Target Audience Rating Point (TARPs or TVR) example 400,000 target audience watched the TVC 1,687,000 total target population = 23.7 TVR or TARPs 目标受众收视点 Recap of basic media terminology媒介用词Gross Rating Points (GRPs) is the summation of TARPs of a specified campaign the number of target audience impac