醫療行業媒介基礎知識專業培訓(ppt 54頁)

醫療行業媒介基礎知識專業培訓目錄：
一、Role of Media Department媒介部角色
二、Media Basic Terminology媒介基本術語
三、Exercises練習

醫療行業媒介基礎知識專業培訓內容提要：
Rating ( Point )收視率
The percentage of people or homes of the population exposed to a curtain TV program or Radio program in a given period of time
某一媒體在特定時間之內覆蓋的個人或家庭在總數所占的百分比
Based on the different unit of measurement it is classified into Household Rating and Personal Rating
基於不同的測量單位，可以分家庭收視率和個人收視率
……

Reach ( Net Reach )淨到達率
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 )
在對象消費者中，在一定的期間內（通常指的是4周），暴露於任何廣告至少一次的非重複性人口比率
Reach differs from gross rating points in that the latter is a duplicated figure, whereas reach is not
淨到達率與毛收視點不同的是後者是重複的，而淨到達率不是
Reach is not over 100%
它隻能是等於或少於100%，不會大於100%（理論上，由於少部分消費者從不接觸媒體，因此淨到達率最高隻能到達接近100%）
……

How to calculate media commission?如何計算媒介傭金：
Media Commission媒介傭金
Agency Discount 廣告公司折扣
A percentage of discount which media vendor offers to agency
Volume Discount / Rebate 年底總量折扣、回傭
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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