利益链媒介行业术语中英文概要

2021年1月27日发(作者：collage)

媒介行业术语
(
大全

AAAA (American Associations of Advertising Agencies: AAAA (
美国广告代理商
协会

美国广告代理公司的行业组织
.
A trade association of U.S. advertising agencies.
Advertising agency:
广告代理

为客户准备及投放广告的公司
.
这些公司有专门的媒介部门从事广告时间的策
划
,
购买及

评估
.
A company that prepares and places advertising for its clients Agencies typically
have media departments that specialize in planning, buying, and evaluating advertising
time.
AQH (Average Quarter Hour:
平均
15
分钟间隔
(AQH
用于报告特定时段内平均受众量的标准时间单位
.(
如
:AQH
视听率
, AQH
受众
份额
. The standard unit of time for reporting average audience estimates(e.g.,AQH
rating, AQH sharewithin specified dayparts.
Audience flow:
受众流动

受众从某一节目或时段转向另一个节目或时段的程度
.
The extent to which audiences persist from one program or time period to the next.
See audience duplication, inheritance effects.
Audience duplication:
受众重叠

一种累计受众测量
.
显示了一个节目或媒介的受众成为另一个节目或媒介受众
的程度
. A cumulative measure of the audience that describes the extent to which


audience members for one program or station are also in the audience of another program
or station.
Audience fragmentation:
受众细分

是一种媒介的受众分散在该媒介的众多节目中的现象
.
如
:
有线电视进一步细
分了电视观

众
,
使个频道的观众份额减少
.
A phenomenon in which the audience for a medium is distributed across a large
number of program services. Cable is said to fragment the television audience, resulting
in a decreased average audience share for each channel.
Audience polarization:
受众两极分化

是一种与受众细分有关的现象
.
某媒介或频道的受众比起一般受众更多地收看

/
收听该媒介

或频道
.
A phenomenon associated with audience fragmentation, in which the audiences for
channels or stations use them more intensively than an average audience member.
Audience turnover:
受众周转

是一种受众行为
.
通常表示为某媒介累计受众与平均
15
分钟受众的比例
.
A phenomenon of audience behavīor usually expressed as the ratio of a station's
cumulative audience to its average quarter hour audience.
Available audience:
可得受众

在任一时间点确实有可能使用某媒介的总体人数
.
在实际工作中被定义为确实
使用了某媒

介的受众
.


The number of people who are, realistically, in a position to use a medium at any
point in time. It is often operationally deaned as those actually using the medium (i.e.,
PUT or PUR levels.
Average audience rating:
平均受众视听率

在特定时期内
,
某媒介或节目平均时间点的视听率
.
例如
:
测量仪数据报告的
是在一个电视

节目中平均每分钟的观众量
.
The rating of a station or program at an average point in time within some specified
period of time. Metered data, for example, allow reports of audience size in an average
minute during a television program.
Away from home listening:
户外收听

户外广播收听的预测
.
通常指车中收听或工作中收听
.
Estimate of radio listening that occurs outside the home. Such listening usually takes
place in a car or workplace.
Basic cable:
基本有线电视

由有线电视系统以最低收费提供的节目服务
,
包括
:
地区电视信号
,
广告商赞
助的有线电视

网
,
以及接通服务
.
The programming services provided by a cable system for the lowest of its monthly
charges. These services typically include local television signals,
advertiser-supported cable networks, and local access.
Block programming:
节目组合

是将类似节目编排在一起的做法
.
旨在提高受众流动
.


The practice of scheduling similar programs in sequence to promote audience flow.
Cable system:
有线电视系统

一种影像传送系统
.
它根据协议
,
使用同轴电缆和光纤电缆向家庭传输多频道
电视节目
. A video distribution system that uses coaxial cable and optical fiber to deliver
multichannel service to households within a geographically defined franchise area. Cable
penetration:
有线电视渗透

在特定市场上家庭安装有线电视的程度
.
表示为安装有线电视的家庭所占的百
分比
.
The extent to which households in a given market subscribe to cable service.
Typically expressed as the percent of all TV households that subscribe to basic cable.
Callback:
回访

是指在调查中对样本初次访问失败后的再次访问
.
回访的次数是回复率和无回
复误差的重

要决定因素
.
The practice in attempting to interview someone in a survey sample who was not
contacted or interviewed on an earlier try. The number of call back attempts is an
important determinant of response rates and nonresponse error.
Census:
人口普查

对人口中的每一个成员进行访问和测量的一项调查
.
A Study in which every member of a population is interviewed or measured.
Channel loyalty:
频道忠诚度

累计受众行为的一种表现
.
一个节目的受众不合比例地成为同一频道另一节目
的受众

. A common phenomenon of aggregate audience behavīor in which the audience


for one program tends to be disproportionately represented in the audience for other
programs on the same channel.
Circulation:
循环

暴露于某媒介的全部非重叠受众
.
The total number of unduplicated audience members exposed to a media vehicle (e.g.
newspaper station over some specified period.
Cluster sample:
群抽样

是一种将样本单元聚集在一起的随机抽样法
.
样本群在抽样的某一步骤被抽出
.
A type of probability sample in which aggregations of sampling units, called clusters,
are sampled at some stage in the process.
Codes:
代码

在调查中
(
如
:
日记

用于代表回复的数字或字母
.
为答案设置代码可以使计算
机进行数据处

理
.
The numbers or letters used to represent responses in a survey instrument like a
diary. Coding the responses allows computers to manipulate the data.
Coincidental:
巧合

一种电话访问法
.
访问员询问被访者正在收看
/
收听的节目
.
该方法以随机样
本为基础
,
其

标准参照其它视听率调查法
.
A type of telephone survey in which interviewers ask respondents what they are
watching or listening to at the time of the call. Coincidentals, based on probability


samples, often set the standard against which other ratings methods are judged.
Confidence level:
置信度

在随机抽样中
,
它代表了一组数值
(
如
:
置信间隔

成为真实人口数值的可能性
.
In probability sampling, a statement of the likelihood that a range of values (i.e.
confidence interval will include the true population value
Convenience sample:
方便抽样

一种非随机抽样法
,
有时也叫偶然抽样
.
在有现成的方便的被调查人时使用
.
A nonprobability sample, sometimes called an accidental sample, used because
respondents are readily available or convenient.
Correlation:
相关性

一种测量两个变量关系强度和方向的统计方法
.
其数值可为
+1.0
到
-1.0
不等
,
0
表示没有关

系
.
A statistic that measures the strength and direction of the relationship between two
variables. It may range in value from +1.O to-1.0, with O indicating no relationship.
CPP (Cost Per Point:
每点成本

表示购买每一个视听率点所代表的受众所需的成本
.
这些受众的规模及其成本
随市场人口

规模的不同而不同
.
A measure of how much it costs to buy the audience represented by one rating point.
The size of that audience, and therefore its cost, varies with the size of the market
population on which the rating is based.
CPM (Cost Per Thousand:
每千人
(
户

成本