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Media Terminology Terminologi Media
Media Planning Media perancangan
• A series of decisions involving the delivery of • Satu siri keputusan yang melibatkan penyampaian
messages to audiences mesej kepada penonton
Media Objectives Objektif media
• Goals to be attained by the media strategy and • Matlamat untuk dicapai oleh strategi dan program
program media
Media Strategy Strategi media
• Decisions on how the media objectives can be • Keputusan bagaimana objektif media dapat dicapai
attained Media
Media • Pelbagai kategori sistem penyampaian, termasuk
• The various categories of delivery systems, media penyiaran dan percetakan
including broadcast and print media Media penyiaran
Broadcast Media • Sama ada rangkaian radio atau televisyen atau
• Either radio or television network or local station siaran stesen tempatan
broadcasts Media cetak
Print Media • Penerbitan seperti akhbar, majalah, mel terus, luar,
• Publications such as newspapers, magazines, dan lain-lain
direct mail, outdoor, etc. Kenderaan media
Media Vehicle • Pengangkut tertentu dalam kategori sederhana
• The specific carrier within a medium category Jangkauan
Reach • Bilangan ahli penonton yang berbeza terdedah
• Number of different audience members exposed at sekurang-kurangnya sekali dalam tempoh masa
least once in a given time period tertentu
Coverage Liputan
• The potential audience that might receive the • Penonton berpotensi yang mungkin menerima mesej
message through the vehicle melalui kenderaan
Frequency Kekerapan
• The number of times the receiver is exposed to the • Bilangan penerima yang terdedah kepada kenderaan
media vehicle in a specific time period media dalam tempoh masa tertentu

4.1 Understanding Advertising Media 4.1 Memahami Media Pengiklanan
Define Advertising Media Definasi Media Pengiklanan

• Media exist primarily to deliver message • Media wujud terutamanya untuk
content – entertainment, information and menyampaikan kandungan mesej - hiburan,
advertisement to a vast audience. Media maklumat dan iklan kepada khalayak yang
should be thought of as both carriers and luas. Media perlu memikirkan untuk kedua-
delivery systems. dua sistem pengangkut dan
• (Jack Z. Sissors & Roger B. Baron – penyampaian. (Jack Z. Sissors & Roger B.
Advertising Media Planning 7th edition) Baron - Advertising Media Planning edisi
• Advertising media is a medium that ke7)
carries the advertiser’s message in the • Media pengiklanan adalah medium yang
vital connection between the company membawa mesej pengiklan dalam
(that manufactures a product or offers a menghubungkan syarikat (yang
service) and the customer who may menghasilkan produk atau menawarkan
wish to buy it. perkhidmatan) dan pelanggan yang
• Advertising media classify into 6 major mungkin ingin membelinya.
categories: print, electronic, digital • Media pengiklanan diklasifikasikan kepada
interactive, out-of-home, direct mail 6 kategori utama: cetak, elektronik,
and specialty media. interaktif digital, luar rumah, mel
langsung dan media khusus.

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