媒体基本实战技巧教训方案.pptVIP

媒体基本实战技巧 Prepared by: Vicky Hsueh February 3rd, 1999 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 PURPOSE To familiarize you with the basic concepts and terminology used in media To demonstrate how terms can be applied to media planning BASIC MEDIA TERMS INTERPRETATION USE Audience Target Media Mix Rating SOV SO$ GRP GI CPRP CPM HUT PUT Share TV Daypart Reach Frequency Reach Curve Effective Reach Frequency Scheduling Reach Pattern GENERAL TERMS PRINT - Circulation - Primary readers, Pass-along readers Readership - Readers per c