饮食行业媒介基础知识专业培训(ppt 54页)

饮食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

 

饮食行业媒介基础知识专业培训内容提要：
目标受众
Generally used interchangeably with Target Group
通常可以与“目标群体”一词互换使用
A clear actionable definition for media planning
在媒介计划中使用的清晰而可行的界定
Demographic人口统计分类 ( e.g. women 15-34 )
Psychographic 心理状态分类( e.g. modern / trendy )
Product Usage产品使用( e.g. smoker / bought air-conditioner in the past 12-month )
Special focus should be shown必须突出重点
Example of a biscuit:某饼干的目标受众
Primary Target主要目标=Children 6-14
Secondary Target次要目标=Mothers 25-45
……

Target Audience Rating Point(TRP)目标受众收视率
The percentage of a target audience who have an opportunity to see a commercial. Also referred as Gross Rating Points ( GRP )
是有机会读某则广告的目标受众的百分比，亦可称作毛收视点
1个目标受众收视点=目标受众的1%
10个企业管理目标收视点=所有企业管理的10%
10个女性目标收视点=所有女性的10%
……

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%）

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