实力传播-媒介简报

OverallMediaProcess媒介简报June21,2002Tableofcontents提案内容RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata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Recapofbasicmediaterminology媒介用词TargetAudienceRatingPoint(TARPsorTVR)example400,000targetaudiencewatchedtheTVC1,687,000totaltargetpopulation=23.7TVRorTARPs目标受众收视点3Recapofbasicmediaterminology媒介用词GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收视点是目标受众收视点的总和Recapofbasicmediaterminology媒介用词Reachexample到达率Spot1Spot2Duplicati