媒体基本实战技巧Preparedby:VickyHsuehFebruary3rd,20031Ref:TN/MEDIA/JMEDIA1/rc*台湾媒体环境的诡谲多变,让媒体人头晕目眩,让广告人雾里看花会喘ㄜ….But免惊!Ref:TN/MEDIA/JMEDIA1/rc*与其站在门外不如进得门里瞧瞧THEBASICMEDIATERMINOLOGY~WILLHELPYOUGETINTOMEDIATERRITORYRef:TN/MEDIA/JMEDIA1/rc*PURPOSETofamiliarizeyouwiththebasicconceptsandterminologyusedinmediaTodemonstratehowtermscanbeappliedtomediaplanningRef:TN/MEDIA/JMEDIA1/rc*BASICMEDIATERMSINTERPRETATION&USEAudience&TargetMediaMixRatingSOV&SO$GRPGICPRP&CPMHUT&PUTShareTVDaypartReach&FrequencyReachCurveEffectiveReach&FrequencySchedulingReachPatternRef:TN/MEDIA/JMEDIA1/rc*GENERALTERMSPRINT-Circulation-Primaryreaders,Pass-alongreaders&Readership-Readerspercopy-Split-runTV-ROS(runofschedule)-Zipping&Zapping-Backtoback&RoadblocksRef:TN/MEDIA/JMEDIA1/rc*AudienceThenumbero