医疗行业媒介基础知识专业培训(ppt 54页)

医疗行业媒介基础知识专业培训目录：
一、Role of Media Department媒介部角色
二、Media Basic Terminology媒介基本术语
三、Exercises练习

 

医疗行业媒介基础知识专业培训内容提要：
Rating ( Point )收视率
The percentage of people or homes of the population exposed to a curtain TV program or Radio program in a given period of time
某一媒体在特定时间之内覆盖的个人或家庭在总数所占的百分比
Based on the different unit of measurement it is classified into Household Rating and Personal Rating
基于不同的测量单位，可以分家庭收视率和个人收视率
……

Reach ( Net Reach )净到达率
It is a measure of how many different households or audience members were exposed at least one time to one or more media vehicles over a period of time ( usually four weeks )
在对象消费者中，在一定的期间内（通常指的是4周），暴露于任何广告至少一次的非重复性人口比率
Reach differs from gross rating points in that the latter is a duplicated figure, whereas reach is not
净到达率与毛收视点不同的是后者是重复的，而净到达率不是
Reach is not over 100%
它只能是等于或少于100%，不会大于100%（理论上，由于少部分消费者从不接触媒体，因此净到达率最高只能到达接近100%）
……

How to calculate media commission?如何计算媒介佣金：
Media Commission媒介佣金
Agency Discount 广告公司折扣
A percentage of discount which media vendor offers to agency
Volume Discount / Rebate 年底总量折扣、回佣
A percentage of discount which media vendor offers to agency
or client (or both) in view of bulk volume of transaction made.

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