珠寶行業媒介基礎知識專業培訓(ppt 54頁)

珠寶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

珠寶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
……

Target Audience Rating Point(TRP)目標受眾收視率
The percentage of a target audience who have an opportunity to see a commercial. Also referred as Gross Rating Points ( GRP )
是有機會讀某則廣告的目標受眾的百分比，亦可稱作毛收視點
1個目標受眾收視點=目標受眾的1%
10個企業管理目標收視點=所有企業管理的10%
10個女性目標收視點=所有女性的10%
……

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%）

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