媒介行业术语.docx

1、媒介行业术语媒介行业术语AAAAA （美国广告代理商协会） AAAA (American Associations of Advertising Agencies)美国广告代理公司的行业组织。A trade association of U.S. advertising agencies.TopB傍晚时段（黄金段最初的时段） Early fringe电视中在地区新闻节目播出之前的傍晚时段。In television, a daypart in late afternoon immediately prior to the airing of local news programs.Top边缘时

2、间 Fringe在电视市场中，指傍晚时段（黄金段最初的时段）之前，和晚间新闻（黄金段最后的时段）之后的时段。In television, dayparts just before prime time (early fringe) and after the late news (late fringe).Top被动观众 Passive audience指那些对所收看的节目内容不加选择的观众。他们的收视行为被认为是出于习惯，如果没有喜欢的节目，他们可以收看任何节目。A term given to viewers who are unselective about the content the

3、y watch. Passive audiences are thought to watch TV out of habit tuning to almost anything if a preferred show is unavailable.Top标准误差 Standard error抽样分布的标准偏差。统计学上用来说明从样本预测的数据的准确性。The standard deviation of a sampling distribution. It is the statistic used to make statements about the accuracy of estim

4、ates based on sample information.TopC测量误差 Measurement error由测量程序产生的系统偏差或错误。Systematic bias or inaccuracy attributable to measurement proceduresTop测量仪 Meter一种记录电视机开关及调谐情况的测量装置.A measure of central tendency defined as that point in a distribution where half the cases have higher values and half have l

5、ower values.Top抽样框 Simple frame进行概率抽样的人口名单。A list of some population from which a probability sample is actually drawn.Top抽样误差 Sampling error在产生概率抽样时由于抽样不足而造成的数据偏差。Inaccuracies in survey data attributable to “the luck of the draw in creating a probability sample.Top抽样率 Sampling rate抽样规模与人口规模的比率。The

6、ratio of sample size to population size.TopD代码 Codes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.Top代表性抽样 Cross-sectional一种调查设计方法。每一个时间点从人口中抽取一个样本。A type

7、 of survey design in which one sample is drawn from the population at a point in time.Top独家累计受众 Exclusive cume audience在特定时段内只收听某电台的非重叠听众总量。The size of the unduplicated audience that listens exclusively to one station within some specified period.Top吊床效应 Hammocking一种电视节目编排策略。将一个新的或较弱的节目安排在两个受欢迎的节目中间

8、播出，以期提高中间节目的收视率。A television programming strategy in which an unproven or weak show is scheduled between two popular programs in hopes that viewers will stay tuned, thereby enhancing the rating of the middle program.Top惰性 Inertia形容受众行为。指除非看到很厌恶的节目，观众一般不会更换频道。A description of audience behavior that i

9、mplies viewers are unlikely to change channels unless Provoked by very unappealing programming.Top导入节目 Lead-in同一频道内在某一节目之前的一个节目。前一个节目的观众规模和组成是后一个节目收视率的重要决定因素。The program that immediately precedes another on the same channel. The size and composition of a lead-in audience is an important determinant

10、of a programs rating.Top多台电视家庭 Multiset household指拥有一台以上电视的家庭。A television household with more than one working television set.Top定位访问 Placement interview为确保被访者愿意接受日记或测量仪而进行的初步访问。An initial interview to secure the willingness of the respondent to keep a diary or receive a meter.Top电视个人开机率 PUT (Perso

11、n Using Television)表示在任一时间点收看电视的观众总量。A term describing the total size of the television audience, in persons, at any time.Top定性视听率 Qualitative ratings对受众的数字总结。不仅描述了有多少观众/听众，还包括他们对节目的反应（如：高兴，有意思，注意，以及获得信息）。Numerical summaries of the audience that not only describe how many watched or listened, but th

12、eir reactions including enjoyment interest, attentiveness, and information gained.Top定性调查 Qualitative research不依靠测量及定量方法对受众所进行的任何系统性调查。例如：小组讨论和参与者观察法。有时也指非视听率调查，即使该调查涉及定量法（如:定性视听率）。Any systematic investigation of the audience that does not depend on measurement and quantification. Examples include f

13、ocus groups and participant observation. Sometimes used to describe any nonratings research, even if quantification is involved, as in qualitative ratings.Top定额抽样 Quota sample一种非概率抽样。由被访者自己填写被称为定额所属的类别（如：男性）。A type of nonprobability sample in which categories of respondents called quotas (e.g., male

14、s), are filled by interviewing respondents who are convenient.Top到达 Reach在某特定时期内，某媒介或广告的非重叠个人或家庭受众的总数。有时表示为占总体人口的百分比。The number of unduplicated persons or households included in the audience of a station or a commercial campaign over some specified period. Sometimes expressed as a percentage of the

15、market population.Top断面调查 Sweep指视听率调查公司为准备地区市场报告而进行的为期4周的观众信息收集调查。In television, a 4-week period during which ratings companies are collecting the audience information necessary to produce local market reports.Top电话回忆访问法 Telephone recall电话调查人员要求被访者回忆他们最近的所收听/收看的节目。通常是指前一天的节目。A type of survey in whic

16、h a telephone interviewer asks the respondent what they listened to or watched in the recent past, often the preceding day.Top电视家庭 Television household (TVHH)收视率调查中常用的单位。是指任何拥有可收看的电视机的家庭，不包括居住在集体宿舍的人。A common unit of analysis in ratings research, it is any household equipped with a working televisio

17、n set, excluding group quarters.TopF方便抽样 Convenience sample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.Top反向节目编排 Counterprogramming一种节目编排策略。广播电视台（网）用与竞争者不同的节目吸引受众。独立广播电视台经常用本地新闻来对抗娱乐节目。

18、A programming strategy in which a station or network schedules material appealing to an audience other than the competition. Independents often counterprogram local news with entertainment.Top覆盖率 Coverage为特定广播电视台(网)的潜在受众量。定义为信号送达和覆盖的人口规模。The potential audience for a given station or network, defined

19、 by the size of the population reached, or covered, by the signal.Top访问 Interview通过面对面或电话来口头询问被访者的数据收集方法。A method of collecting data through oral questioning of a respondent, either in person, or over the telephone.Top非随机抽样 Nonprobability sample一种抽样方法。即人口中的每个个体被选为样本的概率不同。见方便抽样，有目的抽样，和定额抽样。A kind of

20、sample in which every member of the population does not have a known probability of selection into the sample.Top付费有线电视 Paycable该有线电视系统提供节目的收费高于基本有线电视。付费有线电视可能包括几个需要额外付费的频道服务，如HBO或迪斯尼频道。The programming services provided by a cable system for a monthly fee above and beyond that required for basic cab

21、le. Paycable may include anyone of several premium services like HBO, showtime, or The Disney Channel.Top份额 Share它最简单的形式就是收听/收看某台或某节目的个人或家庭在所有使用某媒介的受众中所占的百分比。In its simplest form, the percentage of persons or households tuned to a station or program out of all those using the medium at that time.Top

22、分层抽样 Stratified sample一种概率抽样。将人口分成相同的子群或层，再从每一层抽取预定的样本数目。分层抽样可以减少由简单随机抽样造成的抽样误差。A type of probability sample in which the population is organized into homogeneous subsets or strata, after which a predetermined number of respondents is randomly selected for each strata. Stratified sampling can reduce

23、 the sampling error associated with simple random samples.Top非重叠受众 Unduplicated audience一段时期内的不同的个人或家庭受众。The number of different persons or households in an audience over a specified period.Top分析单位 Unit of analysis研究人员用来收集信息的元素。在视听率研究中，分析单位就是个人或家庭。The element or entity about which a researcher colle

24、cts information. In ratings, the unit of analysis is usually a person or household.TopG广告代理 A trade association of U.S. advertising agencies.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 special

25、ize in planning, buying, and evaluating advertising time.Top广播电视网 Network是一个从事购买或生产节目,并将节目（通常配合全国性或区域性广告）一起销售给附属台或有线电视网的组织.An organization that acquires or produces programming and distributes that programming, usually with national or regional advertising, to affiliated stations or cable systems.To

26、p隔夜报告 Overnights一种以测量仪调查为基础的视听率数据，用户可以在节目播出的第二天得到该数据。The label given to ratings, based on meters, that are available to clients the day after broadcast.Top概率抽样 Probability sample一种抽样方法。人口中的每个人都有平等的被抽取的机会。也称随机抽样。概率抽样用统计学的推断来说明样本的准确性。A kind of sample in which every member of the population has an equa

27、l or known chance of being selected into the sample. Sometimes called random samples, probability samples allow statistical inferences about the accuracy of sample estimates.TopH户外收听 Away from home listening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 listen

28、ing usually takes place in a car or workplace.Top回访 Callback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

29、 rates and nonresponse error.Top黄金时间 Prime time指从19:00-23:00 的电视节目时段。鉴于FCC的规定，广播电视网只可以在20:00-23:00的时段内向附属台加入节目。A television daypart from 7p.m. to 11p.m.EST. Due to FCCeregulations, broadcast networks typically feed programming only from 8p.m.to llp.m.EST.Top回复者 Respondent在回答问题时提供信息的样本。A sample membe

30、r who provides information in response to questions.Top回复误差 Response error由被访者回复质量（如：撒谎，遗忘，误解问题等）而造成的调查数据偏差。Inaccuracies in survey data attributable to the quality of responses, including lying, forgetting, or misinterpreting question.TopJ基本有线电视 Basic cable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

31、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.Top节目组合 Block programming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.Top集体宿舍 Group quarters宿舍，兵营，老人院，监狱以及其它不属于家庭且不被视听率研究公司测量的居住形式。Dormitories, barracks, nursing homes, prisons, and other living a