媒介行业术语中英文概要.docVIP

媒介行业术语 (大全 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 sharewithin 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 behavīor 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 usi