Definition: The process of establishing the exact media vehicles to be used for advertising

(the following definition is from my textbook: A series of decisions involved in choosing the right media mix and the right scheduling.the copy and paste one did not cover the time management)

媒体策划

定义：媒体策划是选择确切的媒体工具去进行广告的过程（？翻译得真拗口……）

Choosing which media or type of advertising to use is sometimes tricky for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area (although local newspapers can be used). Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Metropolitan radio stations present the same problems as TV and metro newspapers; however, in smaller markets, the local radio station and newspaper may sufficiently cover a small firm's audience.

对预算有限且缺乏过程性知识（know-how的直译）的小公司来说，选择不同的广告或媒体尤其棘手。小公司往往服务于小市场,而大市场的电视和报纸媒体显得昂贵不适用. 在杂志方面,除了本地杂志, 它们多数覆盖太多地域,也显得缺乏成本效益.(虽然一些国际刊物提供本地化的版本?).同样的问题亦出现于大城市广播电台.然而,在较小的市场,本地电台和报刊能有效地覆盖小公司的目标顾客(?audience?).

That's why it's important to put together a media plan for your advertising campaign. The three components of a media plan are as follows:

那就是媒体策划对于广告战意义非凡的原因。

进行（简单）媒体策划的3个步骤如下（貌似意译了）：

1. Defining the marketing problem. Do you know where your business is coming from and where the potential for increased business lies? Do you know which markets offer the greatest opportunity? Do you need to reach everybody or only a select group of consumers? How often is the product used? How much product loyalty exists?

1.定义（定位？）营销中的问题（？深深感觉自己翻译很垃圾）。你知道你目前的商业增长点和潜在商机在哪里吗？你知道哪个市场提供最好的机会吗？你需要覆盖全部消费者还是选择性的部分消费者呢？这个商品的使用频率怎样？商品忠诚度如何？（才发现自己不会翻译product loyalty....)

2. Translating the marketing requirements into attainable media objectives. Do you want to reach lots of people in a wide area (to get the most out of your advertising dollar)? Then mass media, like newspaper and radio, might work for you. If your target market is a select group in a defined geographic area, then direct mail could be your best bet.

2.把市场要求转化为可达成的媒体目标。你需要一个广而泛的接受人群从而最大限度地去利用广告资金吗？那么就用大众传媒，譬如报纸电台，也许你会发现他们挺不错的。如果你的目标市场是选择性而又有地域限制，那么邮寄广告（direct mail)就是你的最佳选择。

3. Defining a media solution by formulating media strategies. Certain schedules work best with different media. For example, the rule of thumb is that a print ad must run three times before it gets noticed. Radio advertising is most effective when run at certain times of the day or around certain programs, depending on what market you're trying to reach.

3.通过建立媒体策略定位媒体手段（solution在这里比手段的意义要广泛）。不同安排在不同媒体上会有迥异效果。举个例子，从经验上我们得知(Rule of thumb: 凭经验而来的方法,经验法则.)，一个印刷广告起码要运作（？）3次之后才能让人注意到。电台广告在一天的某些时段或者某些节目中才最有效。判断标准在于你希望面向什么市场……（真废话）

Advertising media generally include:

• Television
• Radio
• Newspapers
• Magazines (consumer and trade)
• Outdoor billboards
• Public transportation
• Yellow Pages
• Direct mail
• Specialty advertising (on items such as matchbooks, pencils, calendars, telephone pads, shopping bags and so on)
• Other media (catalogs, samples, handouts, brochures, newsletters and so on)

When comparing the cost and effectiveness of various advertising media, consider the following factors:

当我们比较这些多样的广告媒体的性价比时，必须考虑以下因素：

• Reach. Expressed as a percentage, reach is the number of individuals (or homes) you want to expose your product to through specific media scheduled over a given period of time.

• Frequency. Using specific media, how many times, on average, should the individuals in your target audience be exposed to your advertising message? It takes an average of three or more exposures to an advertising message before consumers take action.

• Cost per thousand. How much will it cost to reach a thousand of your prospective customers (a method used in comparing print media)? To determine a publication's cost per thousand, also known as CPM, divide the cost of the advertising by the publication's circulation in thousands.

• Cost per point. How much will it cost to buy one rating point for your target audience, a method used in comparing broadcast media. One rating point equals 1 percent of your target audience. Divide the cost of the schedule being considered by the number of rating points it delivers.

• Impact. Does the medium in question offer full opportunities for appealing to the appropriate senses, such as sight and hearing, in its graphic design and production quality?

• Selectivity. To what degree can the message be restricted to those people who are known to be the most logical prospects?

Reach and frequency are important aspects of an advertising plan and are used to analyze alternative advertising schedules to determine which produce the best results relative to the media plan's objectives.

可达率和频率是广告策划的重要方面。他们也能用来分析不同的广告安排，以便决定哪个方式能最好地实现广告策划的目标。

Calculate reach and frequency and then compare the two on the basis of how many people you'll reach with each schedule and the number of times you'll connect with the average person. Let's say you aired one commercial in each of four television programs (A, B, C, D), and each program has a 20 rating, resulting in a total of 80 gross rating points. It's possible that some viewers will see more than one announcement--some viewers of program A might also see program B, C, or D, or any combination of them.

计算可达率和频率，然后通过计划中的目标受众数量和每个受众的接受频率来比较这两个因素。（？）假如你在四个不同的节目（A,B,C,D)播放同样的广告。每个节目的收视率是20%，那么总共收视率是80%。而且也有这样的可能性存在，一个受众看了多于一次广告。看了A的人可能也看了B.C.D或者其中任何一个。（这个例子感觉有点脑残）

For example, in a population of 100 TV homes, a total of 40 are exposed to one or more TV programs. The reach of the four programs combined is therefore 40 percent (40 homes reached divided by the 100 TV-home population).

比如，在100个有电视的家庭里面，一共有40户看了一个或者多个电视节目。那么以上4个节目的可达率是40%.

Many researchers have charted the reach achieved with different media schedules. These tabulations are put into formulas from which you can estimate the level of delivery (reach) for any given schedule. A reach curve is the technical term describing how reach changes with increasing use of a medium. The media salespeople you work with or your advertising agency can supply you with these reach curves and numbers.

很多调查者表格化了不同媒体的可达率。这些表格转化成为可计算任何媒体安排的可达率的公式。可达率曲线是表述可达率随着媒体的使用量而变化的术语。和你一起工作的媒体销售者或者广告机构能提供这些可达率曲线和数字。

Now let's use the same schedule of one commercial in each of four TV programs (A, B, C, D) to determine reach versus frequency. In our example, 17 homes viewed only one program, 11 homes viewed two programs, seven viewed three programs, and five homes viewed all four programs. If we add the number of programs each home viewed, the 40 homes in total viewed the equivalent of 80 programs and therefore were exposed to the equivalent of 80 commercials. By dividing 80 by 40, we establish that any one home was exposed to an average of two commercials.

现在让我们用同样的安排：一个广告在四个不同的节目播出，去决定可达率和频率。在我们的例子里面，17户只看了一个节目，11户看了2个，7户看了3个节目，5户看了所有的4个节目。如果我们把这些数字加起来，那么这四十户一共看了相当于80个节目，所以他们相当于看了80次广告。80除以40，我们可以算作每户人家看了2次广告。

To increase reach, you'd include additional media in your plan or expand the timing of your message. For example, if you're only buying "drive time" on the radio, you might also include some daytime and evening spots to increase your audience. To increase frequency, you'd add spots or insertions to your existing schedule. For example, if you were running three insertions in a local magazine, you'd increase that to six insertions so that your audience would be exposed to your ad more often.

去提高可达率，你需要用更多的媒介或者延长你的信息的出现时间。举个例子咯，如果你只买电台的drive time，你可能应该加入一些白天和傍晚的时间短去增加受众。想要去提高频率，你在现有安排内加上更多时间段。比如你在一个本地杂志放了3个广告，你可增加到6个插入广告所以受众会看得更频繁.(还是废话嘛）

Gross rating points (GRPs) are used to estimate broadcast reach and frequency from tabulations and formulas. Once your schedule delivery has been determined from your reach curves, you can obtain your average frequency by dividing the GRPs by the reach. For example, 200 GRPs divided by an 80 percent reach equals a 2.5 average frequency.

不想翻译这段=。=

Frequency is important because it takes a while to build up awareness and break through the consumer's selection process. People are always screening out messages they're not interested in, picking up only on those things that are important to them. Repetition is the key word here. For frequency, it's much better to advertise regularly in small spaces than it is to have a one-time expensive advertising extravaganza.

频率是很重要的，因为提高消费者的意识和打破消费者的选择程序需要时间。人们总是屏蔽那些自己没有兴趣的信息，只是记住那些对他们来说重要的信息。而重复是关键。就频率来说，有规律地多次在小地方广告比一次性昂贵而狂妄的广告有效……

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翻译到一半的小物说：“我想死……英文真菜！·“

总结，看完之后觉得这文章不如课本教的详细和深入……（那不是当然的么）