媒介简报知识

OverallMediaProcess

媒介简报June21,1999Tableofcontents

提案内容RecapofbasicmediaterminologyMediaroleintheprocessofcommunicationplanbeginwithmediabriefHowtodetermineobjectiveandstrategyMediaselectionandmixHowtoutilisethemediadata

总结一些主要媒介用词媒介的角色由媒介的提示开始怎样决定媒介目标及策略媒介选择及组合怎样有效利用媒介资料Recapofbasicmediaterminology

媒介用词TargetAudienceRatingPoint(TARPsorTVR)example 400,000targetaudiencewatchedtheTVC 1,687,000totaltargetpopulation =23.7TVRorTARPs目标受众收视点Recapofbasicmediaterminology

媒介用词GrossRatingPoints(GRPs)isthesummationofTARPsofaspecifiedcampaignthenumberoftargetaudienceimpactsgeneratedbyadefinedburstofadvertisingexpressedasapercentageofthetargetaudienceuniverse毛收视点

是目标受众收视点的总和Spot1Spot2Duplicationofspot1&2Recapofbasicmediaterminology

媒介用词Reachexample到达率REACHRecapofbasicmediaterminology

媒介用词AverageFrequencyexampleAone-weekschedulewith144GRPs&61%reach,theaveragefrequencyis:

144GRPs ------------ =2.4Ave.frequency 61%Reach平均收看频次Recapofbasicmediaterminology

媒介用词CPRP(CostPerRatingPoint)Thecostrequiredtoreachonepercentofthetargetaudience每收视点的价值Recapofbasicmediaterminology

媒介用词CPM(Costperthousand)

Thecostrequiredtoreacheachthousandoftargetaudience每千人的价值Promotion促销Price价格FourP’sinmarketingprocess

市场策略的4个PProduct产品Place地点Theroleofadvertisinginthemarketingprocess

广告担当的角色MarketingMix:FourP’s

i. TheProduct ii. ThePriceofthatproduct iii. ThePlacewheretheproductwouldbesold iv. ThePromotionactivitiesthatwillfacilitateor induceaconsumertobuytheproduct

i. 产品

ii. 价格

iii. 销售渠道

iv. 广告及推广Theroleofmediaintheadvertisingprocess媒介担当当的角角色MediaisequallyimportantthecreativeifnotmorethanThegreatestcreativecopyneedsarightmediavehicletodelivertotherightpeople,attherighttime,attherightlevel跟广告创创意同同等地位位广告创意意的传传达，有有赖正确的渠渠道，目标受众众及有有效频次次和适适当时间间。Mediaplanningis…媒体策划划要考考虑...HowmanyprospectsdoIneedtoreach?(Reach)InwhichmediumshouldIplacemyads?(Mediachoice)Howmanytimesshouldprospectsseeeachad?(Frequency)Inwhichmonthsshouldadsappear?(Seasonality)Inwhichmarketsshouldadsappear?(Geographically)Howmuchmoneyshouldbespentineachmedium?(Mediaweight)到达率媒体选择择广告收看频次次季节性广告预算算...Mediaplanningprocess媒介策划划流程程MediaBriefFormulationofMediaObjectives&StrategyDrawingofthePreliminaryMediaPlanDetailedMediaPlanandbuying媒介提示示确定媒介介目标标及策略略媒介计划划表执行购买买工作作MediaBriefing媒介提示示AgoodmediaplanstartswithagoodmediabriefAgoodmediabriefhelpstosetdirectionprioritisefocusstimulatemediacreativityAgoodmediabriefshouldbecomprehensive&clearsupportedwithfiguresifpossiblelogical好的媒介介提案案从媒媒介提示示开始始媒介提示示可以以帮助确定方向向编排重要要性提高创意意同时具备备详细及清清晰资资料有数据支支持合逻辑的的Essentialinformationofamediabrief总结有以以下主主要内容容TheSixWs1. HoWMarketingObjectivesAdvertisingObjectives六个W市场目标标广告目标标Essentialinformationofamediabrief总结有以下主主要内容2.WhereConsumptionlocationsSalesbyregions/markets主要销售售场所所区域销售售分布布Essentialinformationofamediabrief总结有以下主主要内容3.WhatProductinformationBrandawarenessBrandshare/MarketpenetrationMediaBudget/ProductionbudgetWhatarethecreativematerials产品资料料产品知名名度产品市场场占有有率媒介预算算创作概念念Essentialinformationofamediabrief总结有以下主主要内容4.WhoTargetconsumerSourceofbusinessKeycompetitors目标受众众销售来源源主要竞争争对手手Essentialinformationofamediabrief总结有以下主主要内容5.WhenSeasonalityProductlifecyclePurchasetime/usagetimeCampaignperiod/fiscalyear季节产品寿命命购买周期期广告推广广周期期Essentialinformationofamediabrief总结有以下主主要内容6.Whymaintainacriticalmindgivethoughts合理性的的侧面创意意MediaObjective媒介目标标Whatdowewanttoachieve?FactorsforconsiderationMarketingobjectivesAdvertisingobjectivesBudgetlimitationsCreativeimplicationsCompetitivestrategy主要考虑虑:市场目标标广告目标标广告预算算创意启示示竞争对手手表现现MediaStrategy媒介策略略Howdoweachievethesetobjective(s)?MediaSelectionMediaMixBuyingStrategy怎样达到到媒介介目标媒介选择择媒介组合合购买策略略Mediaselectionisbasedon媒介选择择ComparisonbyNumbersBeyondtheNumbers数据比较较质量比较较Comparisonbynumbers数据比较较Coveragecapabilitythehighertargetpenetration,theleastthewastageCostEfficiencyThemediumprovidingthehighestcoveragemaynotbenecessarilytheonewiththebestcostefficiency.Thecostefficiencycomparisonisanimportantcriteriatosuggestasecondorthirdmediumtobeincludedaspartofthemediamixtoimprovetheoverallefficiencyoftheschedule覆盖能力力媒介有效效值TelevisionReasonsforusing-dynamicproductdemonstration- masscoverage- costefficiencyLimitations-hightotalcost- shortlifemessages- clutteredadvertisingenvironment电视-强项-生动，有有感染染力-大众化化-有效-弱点-广告费费用大-短暂的-复杂的Beyondthenumbers质量比较较NewspaperReasonsforusing-senseofimmediacy- flexibility- massreachortargetedreachLimitations-hightotalcost- clutteredadvertisingenvironment-lessproductionquality报刊-强项 -有新新闻重要性-灵活-大众化,也也可有选择性性-弱点 -费费用大-复杂的-质量略差Beyondthenumbers质量比较Beyondthenumbers质量比较MagazinesReasonsforusing-finecolourreproduction- longerlifespan- higherpass-alongreadership- targetedreachLimitations - lackofimmediacy- slowbuildingofreach杂志-强项 -印印刷精美-长的广告生生命力-目标受众集集中-弱点 -效效力缓慢Beyondthenumbers质量比较RadioReasonsforusing -lowcost- targetedreach- flexibilityLimitations - audioonly- lackofmasscoverage- clutteredadvertisingenvironment电台强项-费用便宜宜-目标受众众集中中-灵活性弱点-没有视觉觉效应应-覆盖面浅浅Outdoor(MTR/billboards/neonsignetc)Reasonsforusing -widecoverage- attentive- flexibility- around-the-clockexposureLimitations - highcostforimpact- limitedtosimplemessages- spaceavailability户外强项-覆盖面广广-受注意的的-灵活性-弱点-费用不便便宜-不可用复复杂的的广告内内容-不容易找找到黄黄金位置置Beyondthenumbers质量比较Mediamix媒介组合合Thebenefitofusingamediamixextendthereachreinforcethemessagepresentdifferentproductfeaturesbasedonthedifferentcharacteristicsofeachmedium扩大覆盖盖率加强不同同的感感染力不同的创创意模模式Howtoevaluateamediaplan怎样评估估媒介介计划书书Doesyourplanmeetyourmediaobjectives?以媒介提提示作作为参考考标准准Howtousethemediadata?怎怎样运用用媒介介研究资资料Competitiveanalysis竞争争对对手手资资料料Givestrategicinsightsmediafactsandfindingsbutnotmeanbeingfollowersinducethecompetitiveintelligencemediaimpactvsmediaspending供应应策策略略性性的的观观点点媒介介数数据据但不不是是说说要要用用后后来来者者对手手策策略略得得到到指指引引媒介介效效应应为为主主，投投放放价价值值为为副副Standardreachcurve标准到到达率率图表表0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+Certainprinciplesaboutbuildingreach建立到到达率率的规规则ReachgenerallybuildsveryquicklyatfirstAftertime,itbecomesdifficulttoincreasereachIncreasingreachfurthermeansreachinglightTVviewersIncreasingTARPstendstoincreasefrequencyratherthanreach在一个个广告告优势势的初初段,建立立的速速度比比较快快然后速速度放放缓覆盖的的范围围开始始到达达一些些偏远远的受受众最后,投投放的的作用用主要要放在在提升升收看看广告告的频频次.Effectivefrequency有效的的收看看频次次ThedefinitionThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftimeEffectivefrequencyRange有效的的收看看频次次范围围ThetheoryThereisaminimumadvertisingexposurelevelforaproduct,belowwhichtherehavenotsufficienteffectontheadvertisinggoalThereisalsoamaximumlevelabovewhichtherehaveeithernofurtherenhancementtotheadgoalorevensignificantdiminishingreturnsMorefocusdeliveryisexpectedwithminimumwastageofresourcesEffectivereach有效的的覆盖盖率Thedefinition(%)ofthetargetaudiencewhohavehadtheopportunitytoseethecommercialattheEffectiveFrequencyEffectivefrequencyrangeoptimalapproach有效的的媒体体投放放部署署0%10%20%30%40%50%60%70%80%90%100%01002003004005006007008009001000GRP'sReach1+3+3-6Howtoutilisethemediadata……怎样利利用媒媒介研研究资资料WeeklyAdvertisingAwarenessDataWeeklyMediaDeliveryDataAdvertisingAwarenessSensitivityCorrelationAdvertisingAwarenessDecayFactorsPlanningParameters广告知知名度度资料料媒介投投放资资料媒介计计划考考虑知名度度与投投放关关系知名度度衰退退速度度OvaltineweeklyawarenessandGRPs知名度度与广广告投投放Ovaltineawarenesssmoothed知名度与广广告投放Constantdecayfactorof20%givescorrelation知名度衰退退速度WhilePanadolhasadecayfactorofonly5%知名度衰退退速度Howtodotheoptimumplanwithdata……怎样做最有有效的媒介介计划书BudgetSalesSeasonalityAdvertisingAwarenessDecayFactorsEffectiveFrequencyParametersGRPsR&FOptimumPlanTodeterminemaximumeffectivenessinspendingstrategyandpattern预算季节‘知名度衰退退速度有效频次收视率/覆覆盖/频次次最有效的计计划书Questions问题题Questions问题ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?在一个电视视广告攻势势里,如果果可以得到到500收收视点,74%的覆覆盖率,请请问目标受受众收看的的平均频次次有多少?QuestionsandAnswers答案ATVcampaigndelivers500GRPsandreaches74%ofallpeople.Whatistheaveragefrequencyofexposure(OTS)totheadvertisingamongstpeoplewhowereexposedtoit?6.76Questions问题ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?在一个电视视广告攻势势里,设定定有效的收收看频次范范围3-6,假如这这个范围在在350收收视点时出出现,再投投放多200个视点点的效果会会是什么?QuestionsandAnswers答案ATVcampaignisboughtagainstatargetaudienceofpeople15to35andaneffectivefrequencycriteriaof3to6.Themaximumpossiblereachforthetargetaudienceseeingtheadvertisingbetween3and6timesisachievedat350GRPs.Whathappenstothisreachifyoubuyafurther200GRPs?The3-6reachwillgodownbecausetherewillbemorepeopleexposedtomorethan6impactsforeveryincrementalGRPthanpeoplegoingfrom2to3exposures覆盖率率的图图线会会下降降Questions问题Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?假如你有一一个做眼镜镜的客户,他要求提提供一份媒媒介计划书书,而目标标受众是设设定“有视视觉问题的的观众”.请问以上逻逻辑有何不不对?QuestionsandAnswers答案Yourclientmanufactureseyeglasses.HeasksyoutoprepareaTVmediaplanandadvisesyouthatthetargetaudienceis“peoplewithbadeyesight”.What’swrongwiththat?Badeyesightisnotavalidtargetaudiencedefinitionbecauseitisageneticphysicalcharacteristicdistributedrandomlythroughthepopulationwhichdoesnoteffectmediaconsumptionorlifestyle.TheargumentthattheycannotseetheTVisnogoodsincemostpeoplewithproblemvisionwearglassesalreadybutmaywellbeinthemarketforanewersmarterpair“有视觉觉问题题的观观众”不不是媒媒介设设定目目标受受众的的范畴畴Questions问题YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?MediaSpendvsSalesShareofVoicevsMarketShareUnaidedAd.Awareness vs GRPsGRPsvsVolumesalesPromptedBrandAwarenessvsMarketShare假如要要分析析以下下相关关的媒媒介研研究资资料，谁谁是最最有密密切关关联。。媒介投投放与与销销量媒介占占有率率 与市市场场占有有率知名度度 与毛毛收收视点点毛收视视点与与销销量知名度度 与市市场场占有有率QuestionsandAnswers答案YouareaskedtoprepareananalysislookingattheeffectsofmediainvestmentonyourFMCGclient’sbusinessoverthelastfiveyears.Youhavevarioussetsofdatatoanalyse.Whichofthefollowingcorrelationsislikelytobethestrongestandwhy?MediaSpendvsSalesShareofVoicevsMarketShare*UnaidedAd.AwarenessvsGRPs*GRPsvsVolumesalesPromptedBrandAwarenessvsMarketShareThereisadirectcausaleffectbetweentheamountofadvertisingpeopleseeandtheextenttowhichitisremembered.Alltheotherrelationshipsareonotherfactorsinthemarketingmixandthuslesslikelytoyieldastrongcorrelationandmaynotbecausallyrelated.知名度度与收收视点点Questions问题Yourclient’sproducthasa10%shareofmarketinJanuary1999.Hisobjectiveistoincreasethatshareto25%byJanuary2000.Assumingtheproductcategoryvolumeremainsthesame,whatconstantmonthlyshareincreasewillbeneededtoachievethisobjective?你的客客户有有10％市市场占占有率率，他他们希希望一一年后后可以以提升升到25％，假假设竞竞争环环境不不变，而而客户户产品品每月月保持持一样样的增增长速速度，，请问问这个个增长长速度度是什什么？QuestionsandAnswers答案Yourclient’sproducthasa10%shareofmarketinJanuary1999.Hisobjectiveistoincreasethatshareto25%byJanuary2000.Assumingtheproductcategoryvolumeremainsthesame,whatconstantmonthlyshareincreasewillbeneededtoachievethisobjective?It’scompoundinterest.Theansweris7.9348%.Anythingclosegetsthemarks这是个个复合合累积积利率率的计计算，答答案是是7.9348％。QuestionsandAnswers答案案ThankYou谢谢12月月-2205:52:3005:5205:5212月月-2212月月-2205:5205:5205:52:3012月月-2212月月-2205:52:302022/12/315:52:309、静夜四无无邻，荒居居旧业贫。。。12月-2212月-22Saturday,December31,202210、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。05:52:3005:52:3005:5212/31/20225:52:30AM11、以我独沈久久，愧君相见见频。。12月-2205:52:3005:52Dec-2231-Dec-2212、故故人人江江海海别别，，几几度度隔隔山山川川。。。。05:52:3005:52:3005:52Saturday,December31,202213、乍见见翻疑疑梦，，相悲悲各问问年。。。12月月-2212月月-2205:52:3005:52:30December31,202214、他乡生白白发，旧国国见青山。。。31十二二月20225:52:30上上午05:52:3012月-2215、比不了得就就不比，得不不到的就不要要。。。十二月225:52上上午12月-2205:52December31,202216、行动出成果果，工作出财财富。。2022/12/315:52:3005:52:3031December202217、做前前，能能够环环视四四周；；做时时，你你只能能或者者最好好沿着着以脚脚为起起点的的射线线向前前。。。5:52:30上上午5:52上上午午05:52:3012月月-229、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。12月月-2212月月-22Saturday,December31,202210、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。05:52:3005:52:3005:5212/31/20225:52:30AM11、成功就是日日复